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Hello there! We have prepared a new case study for you. It is a part of our long, productive and exciting cooperation with the “Ambassador Trade” company. Earlier, we told you how our collaboration began and what results we managed to achieve, you can read about it in this case study.
Today, we will tell you how our customer decided to work with European marketplaces and what services we provided to realize this idea. Marketplaces are platforms where different sellers place their goods. Among the Ukrainian examples are ROZETKA and ALLO.
The project is the trading company AMBASSADOR TRADE, which distributes wines from the brands TIZIANO, CHATEAU GRONA, and KUB WINE.
The CMO of the project is Serghii Soloviov.
The service is an outsourced marketing department.
Navigation of the case:
- Project team
- Why is Ukrainian business looking towards exports?
- The alcoholic beverage market in Europe
- Marketplaces in Europe
- How it happened
- How the work was organized
- An important nuance
- What the customer got as a result
Project team
Before we start working on a customer’s request, we always carefully study the state of the industry as a whole, certain segments, and the feasibility of performing a particular job.
So, when we learned that AMBASSADOR TRADE was planning to enter foreign markets, we reviewed the trends.
At the time of writing, the generalized data that could be used to analyze the feasibility of entering a particular market looked like this.
Of course, this is only a summary. When we are approached by a customer planning to develop a new area, we do a detailed analysis of the market, segments, target audience, promotion platforms, etc. Based on this, we can make an informed decision on how to proceed.
Why is Ukrainian business looking towards exports?
Data from the Economic Recovery, Entrepreneurship, and Export Development Initiative show that a significant number of entrepreneurs face the fact that there are not enough solvent customers in Ukraine to develop their businesses.
One way to overcome this limitation is to export, i.e. to enter foreign markets. Taking into account the sanctions against russia and belarus, Ukrainian goods have a good chance of finding new niches or improving their positions in previously occupied sectors.
This was the logic followed by our customer, AMBASSADOR TRADE.
The alcoholic beverage market in Europe
The wine market in Europe is quite active. Thus, in 2023, the revenue in the alcoholic beverages market is expected to reach about USD 410 billion. In addition, the market is projected to grow by 5.96% annually until 2027.
That is, there are definitely prospects for alcohol sellers.
If we look at wine itself, i.e. our customer’s niche, the volume of this segment is the largest, in 2023 it will amount to about 159 billion US dollars.
We also see that revenue from wine sales is growing, and this trend is expected to continue in the coming years.
Marketplaces in Europe
Overall, the EU (excluding the UK) is the third-largest e-commerce market in the world by volume. It sells goods worth USD 498 billion per year.
The most popular marketplaces in the region include the following. By the way, our customer has entered some of them, as we will discuss below.
So, the direction our customer was planning to work in is relevant and promising. Realizing this, we decided to move forward.
How it happened
In the beginning, we noted that we already had the experience of working with Ambassadors Trade. Therefore, there was no need for an introductory period to work on this project. We already knew the product, its features, and the nuances of working with them.
All participants in the process knew that they were aiming for a quick result and were confident that everything would go according to plan.
Request. The customer analyzed the work of the sales department and noted that his company was already selling wines to European countries and was doing quite well. So, the next step could be to enter the marketplaces of these regions.
The customer already had a list of trading platforms they planned to enter.
But each of them has its peculiarities, so the customer wanted us to help them on the way to their goal. The most difficult stage here was the preparation for placement, which we had to take care of:
- collect the requirements of the marketplaces of interest to the customer;
- study them and make a list of the necessary content and information;
- prepare everything necessary, fill out and hand over to the customer essentially ready-to-use profiles.
We would also like to add that the customer turned to us because he was fully confident that the cooperation would be as transparent as possible, the services would be professional, and no one would impose unnecessary services.
The reason for this was that our team had previously kept its promises in full, and the support of the SMO was a really pleasant experience.
Our proposal. We assessed the scope of work and decided that we would be interested in working with different European marketplaces. Of course, we were confident that we would do it well.
So, we told the customer that we were ready to take over all the organizational and production processes and provide them with the login and password for their accounts on each marketplace. This means that his managers can log in and start selling.
We also agreed that we would provide the customer with all the materials created for further use.
How the work was organized
The first step was to collect information from marketplaces. To do this, our project manager studied the data posted on each marketplace.
Separate files were created for each of them with a list of requirements and materials needed to get started. Also, in some cases, we contacted the marketplace support and clarified the nuances important for placement.
All the information we received was saved in the form of documents that will be easy to work with in the future.
Then,followingh the requirements, we described templates of texts and photos for each marketplace.
This block of work was really important for the final result, because some marketplaces need to provide a photo on a white background, while others need to provide a photo from three angles (side, straight, and top), of a certain size.
The same applied to texts. The necessary blocks (e.g., headline, short and long description), character limitations, etc. were outlined for them.
It was necessary to record all these requirements and strictly adhere to them.
We also researched what kind of product descriptions competitors have on these marketplaces and created a small knowledge base about wines.
And then we got to work.
The designer worked on photos for each marketplace, the project manager prepared information for registration, and the content marketer wrote texts. All these processes took place synchronously so as not to waste time.
An important nuance
At the beginning of our work, we planned that all accounts would be issued under the brand name “AMBASSADOR TRADE”. But then, after studying the information, we decided that it would be more effective to work on behalf of our customer’s European partner companies.
Therefore, we needed to adapt the photos of the products so that they were branded in the style of the partner companies.
So, the customer provided us with the source files, and we have already processed them to have a corresponding set of photos for each marketplace and brand.
What the customer got as a result
As we agreed, we delivered the following to the customer’s managers within the agreed timeframe:
- marketplace requirements and information collected for registration
- branded photos, in the quantity and quality required for placement;
- unique texts for all 5 marketplaces, which the customer sent for translation;
- registered accounts on marketplaces*.
That is, the customer received everything he expected. His last message within this project was as follows: “You’ve done a great job, thank you very much, you’re awesome.”
So, all the participants in the process got what they wanted. The customer got quality materials, and our remote marketing department got experience working with foreign marketplaces in the wine niche.
So, as part of the development of a marketing strategy, we can help you launch your product on European marketplaces. Don’t hesitate to contact us! We will evaluate potential opportunities for your niche, help you choose the platforms that are best suited for your business, and prepare all the content (text and graphics) necessary for placement.
