4.2 appoint a distributor / getting the wine to the point of sell

Question 1

List the 3 different words which are used for a distributor as well.

Sometimes they can slightly have different meanings.

Answer 1

1. ) wholesaler
2. ) importer
3. ) agent

Question 2

Name advantages and disadvantages of using a distributor!

Answer 2

advantages:
- knowledge of new markets
(key players, consumer preferences, current trends)
- contacts = no need to find on their own
- knows preferences and retailer requirements
- help with administrativ burden
- contract with logistic company
experience and staff for duty & labelling
- greater resources (marketing)

disadvantages:

• cost intense
• margin/fee = reduce profit
• loosing control (marketing)
• marketing strategy may not reflect the brand image
• not undecided attention
• may drop the wine from list

Question 3

What kind of events could a distributor arrange for getting the wine of a producer to the point of sale?

Name one!

Answer 3

1.) portfolio tasting = wide range of consumers

Question 4

Why do many retailer like to buy from a distributor?

Name one important fact!

Answer 4

1.) Only 1 contract partner; not many

Question 5

1. ) May a smaller distributor for a smaller producer beneficial?
2. ) & Why?

Answer 5

1. ) Yes

2. ) smaller portfolio