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‹footer›<= span lang=3DEN-US style=3D'font-family:Arial;font-size:58%;color:#FF9966;mso-col= or-index: 6;mso-ansi-language:EN-US;mso-special-format:lastCR'>
‹#›
------=_NextPart_01C401C1.5BFFE770 Content-Location: file:///C:/E3396633/CAWGPresentation021803_files/master04.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C401C1.5BFFE770 Content-Location: file:///C:/E3396633/CAWGPresentation021803_files/master02.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii"
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‹#› <= /div> ------=_NextPart_01C401C1.5BFFE770 Content-Location: file:///C:/E3396633/CAWGPresentation021803_files/pres.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C401C1.5BFFE770 Content-Location: file:///C:/E3396633/CAWGPresentation021803_files/slide0001.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Smart Marketer Workshop CAWG - February 18, 2003
Be A Smart Marketer Workshop
California Association of Winegrape Growers
Lodi District Grape Growers Association
February 18, 2003
Winery - Grower Relationshi= ps
A North Coast Perspective&#= 13;
Partners in Quality or = ;
Opponents in a Zero-Sum Gam= e?
Presentation = by
=
Jay M. Behmke=
Carle, Mackie= , Power & Ross LLP
100 B Street,= Suite 400
Santa Rosa, CA 94101
Tel. 707-526-4200
jmbehmke@cmpr= law.com
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Carle, Mackie, Power & Ross LLP
nWi= ne and Food Practice
uFor= mation
uInv= estments
uLoa= ns
uRea= l Estate Purchases
uLan= d Use and Permits
uVin= eyard Leases
uGra= pe Contracts
uAcq= uisitions
uLic= ensing and Compliance
uTra= demarks
u&= #13;
nAt= torneys
uBil= l Carle
uJohn Mackie
uSim= on Inman
uPhi= llip Kalsched
uJay Behmke
u
n&= #13;
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cB3Xcj3XdF3Xdn3XeJ3Xer3XfN3Xfv3XgB3Ygj3YhF3Yhn3YiJ2+2Iq92Izd2I792JAd2ZI92ZRd 2ZZ92Zid2Zq92Zzd2Z792aAd2qI92qRd2qZ92qhN2Uew2qzd2q792rAd27I927Rd27Z927id27q9 27zd277928Ad3MI93MRd3MZ93MhN20iw3Mzd3M793NAd3dI93dRd3dZ93did3dq93dzd3d793eAd 3uI93uRd3uZ93uid3uq93uzd3u793vAd3/I93/Rd3/Z93/id3/q93/zd3/793wAe4AI+4ARe4OYd CAA7 ------=_NextPart_01C401C1.5BFFE770 Content-Location: file:///C:/E3396633/CAWGPresentation021803_files/slide0003.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Smart Marketer Workshop CAWG - February 18, 2003
A Tale of Two Markets
nFundamental difference between
= uCommodity and=
= uCustom made products
nContracts ref= lect the difference
= uCommodity con= tracts
FTerms are few and simple= 3;
FShort relationship expected=
= uCustom made contracts
F Terms may be complex
F Long relationship expected
nWhat happens = when the business sells?
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Commodity Grapes
= nProducts fung= ible - little differentiation
nWineries can = easily switch between growers
nPrice set by = market conditions
nGrowers have = little control over price
nGrowers compe= te on efficiency
nGrowers who p= roduce at the lowest cost win
nMarket trends= towards a small number of large growers
n<= /span>=
nPhillip Kotle= r: “A commodity is just a product waiting to be differentiated”
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Custom Made Grapes
nProducts are = special - highly differentiated
nWineries can&= #8217;t easily switch to a new grower <= /div>
nPrice is set = by private negotiation
nGrowers have = more control over the price
nGrowers compe= te by understanding and satisfying customer’s special needs
nKey to succes= s - customization
nMarket trends= towards a large number of specialized growers
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