Wine Event 2011

Medi Wine Company

 Introduction
• Medi Wine Company
- The Sole Agent of ABC Tunisia wine

• Mission
- To provide customers with high
quality wine at reasonable price and
ensure steady and continuous supply
of wine in good condition

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Contractor

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The Wine and Dine Festival
• Date: 28-31 October
• Location: West Kowloon Waterfront
Promenade
• Over 200 food and wine booths
showcasing wines from 16 countries and
Chinese and Western dishes

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The Wine and Dine Festival
• Admission Fee: Free (Buy Token for wine
tasting)
• HK$10 for one wine tasting drink
• HK$250 wine pass
• Participant: HK Residents & All Visitors
• http://www.youtube.com/watch?
v=LsRHgcdNkAI

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 Visitor Profile
• General public
• HKTB will bring tourists and wine lovers
• Duty-free wine & spirits purchasers /
distributors / retailers / wholesalers /
importers / traders
• Restaurant / Bar Owners & Managers

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 Visitor Profile
• Chefs / Catering Service Consultants /
Hotel F&B Managers Supermarkets /
Wine Shop Purchasers
• Government & Trade Associations
• Industrial & Travel Catering
• Wine & Dine professionals such as Wine
educators, Sommeliers and Chefs
• Wine & spirit related products
importers / distributors
• Media & journalists
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 Event Highlights
• Wine appreciation classes / wine talk by
top enological experts

• Live entertainment such as jazz dance and

rock music performed by bands on the
main stage

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 Exhibit Categories
• Alcoholic and non alcoholic product
  
• Wine Accessories and Equipment  

• Wine related services

- wine storage, wine school

• Fine Food and Cuisine  

 
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 Support from HKTB
• Exhibitor list on HKTB website

• Arrange many media site visit during the

event period

• Free shuttle bus from TST, Hung Hom

MTR station to Wine and Dine Festival

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 Government Support
Small export Marketing Fund (SME Fund)
50% refund for the expenses in the booth.

- For Example:
HK$31,500 / 2
Refund= HK$15,750

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 Project Summary
The purpose for this project is to
introduce Tunisia wine to customers
from Medi Wine Company.

In addition, better relationship between

customers and the company will be built
up through the wine event.

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 Needs
Annual Value of Wine Merchandise Import
3500

Thousands 3000

2500

2000

1500 Import

1000

500

0
2005 2006 2007 2008 2009 2010

* 2010 Accumulate as Jan-Nov

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 Needs
• To exempt the duties on wine, beer and
all other alcoholic beverages except
spirits (2008/2009 Financial Budget)

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 Limitations
• Infrastructure - Booth size too small
• Long Exhibition Open Hours - Lack of
human resources to handle
• Competitors
• Logistic (Delivery Team)

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 Objective
 Enhance Brand Awareness
 More than 500 customers try
Tunisia wine
 Sell 50 cases of wine
 5 – 10 % Net Profit

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 Key Benefits
 Company Reputation
 Money Return & Profit
 Customer & Company Friendship
 Experience on Organizing Wine
Event

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 Resources
• Marketing
- Adverting
(e.g. leaflet, brochure, price list)

- Public Relation

- Promotion
(finding agency design backdrop)

- Material Allocation
(e.g. chair, table and glass etc)
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 Resources
• Human Resources
- Recruitment part-time promoters
- Training

• Logistics Support
- Out-sourcing delivery service

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 Budget Forecast
  $ $
Income    
Sales - Wine Tasting   13,000
Sales - Wine   76,500
Total Sales   89,500
     
Cost of Sales   53,550
     
Gross Profit   35,950
     
     
Expense    
Booth Rental (Incl. Table and Chair) 15,750  
Decoration - Wall Paper x 2 4,000  
- Banner 800 
- Stickers 500 
Printing (Leaflet, price list etc.) 1,000  
Human Resource (2 Promoters) 2,000  
Wine Cost for Sampling 3,000  
Equipment (Glass, Decanter) 1,000  
Transportation 1,000  
    29,050
     
Operating Profit   $6,900
     

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 Budget Forecast
Breakdown

Income
Tasting Income
Wine Categories No. of People Token Need ($10 @) Amount
High 100 4 $4,000
Medium 100 3 $3,000
Classic 300 2 $6,000
    Total: $13,000
Sales of Wine
Wine Categories Price/Bottle No. of Bottle Amount
High 200 70 14000
Medium 150 150 22500
Classic 100 400 40000
    Total: $76,500

Cost of Wine
Wine Categories Price/Bottle No. of Bottle % of Cost of Wine Amount
High 200 70 70% 9800
Medium 150 150 70% 15750
Classic 100 400 70% 28000
      Total: $53,550

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 Budget Forecast
Breakdown

Expenses
Description Cost
Booth Rental (Incl. Table and Chair) $15,750
Decoration - Wall Paper x 2 $4,000
- Banner $800
- Stickers $500
Printing (Leaflet, price list etc.) $1,000
Human Resource (2 Promoters) $2,000
Wine Cost for Sampling $3,000
Equipment (Glass cup, Decanter) $1,000
Transportation $1,000
Total: $29,050

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Standard Booth

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Timetable – core milestones
• Break project into phases and present
timetable for each phase

Description Duration

Phase 1 Preparation April – October 2011

Phase 2 Implementation October 2011

Phase 3 Review November 2011

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Work Breakdown Structure

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 Risks Analysis
Probability

Out of Stock
High

Glass Cup Broken Lot of Customers Stock Up

Medium

Promoter No Show
Bad Weather
Low

Low Medium High Impact

Probability / Impact Matrix

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 Contingency Plan
• Big sales / Buy 3 get 1 free
• Free delivery door to door
• Name card drop-in plate
• Plastic cups are spare
• Release of wage to promoters after 4
days
• Prepare big umbrella

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Q&A

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