Wine, or Cherem in Phoenician, is derived from a Phoenician word referring specifically to the fermentation of grapes.

Wines have been growing in the country for 5,000 years, since, the Phoenicians started exporting their wines to Greece, Egypt, Rome and Carthage, and their savoir-faire was reputed. Now Lebanons wine industry is highly reputed, where Chteau Ksara, makes up about 30% of the domestic market, it is the largest winery in Lebanon.

Chateau Ksara began life in 1857 when two Jesuit brothers decided to produce Lebanons first non-sweet red wine. However, since 1973, Chateau Ksara changed its ownership, and is now owned by local businessmen.

Ksaras Vision: Securing the products Total satisfaction of internal and external clients. Corporate culture based on the comprehension of clients and their motivations. Create a synergy and creativity consolidating the organizational support of the corporation. Establish winner/winner cooperation based on a true internal unity. Maintain our position as leader of the vine

Ksaras Mission:

Fully satisfy our clients while being wary of their needs, their motivations, and their purchase practices. Develop a strategy taking into consideration the expectations of the shareholders as well as those of the employees and clients. Provide all the personnel with the tools and capacity to achieve our objectives in the most efficient way possible.

Ksaras Marketing Mix: A Products: Chteau Ksara sells 16 wines and eaux de vie. Red wine  White Wine  Ros Wine

B Promotion:  Chteau Ksara organized theme nights, wine seminars, and media campains to both customers and distributors.  Chteau Ksara was also the first producer to respond to Lebanons supermarket revolution in terms of display and point-of-sale tastings.  Launching new brands.  Ksaras television advertisement which had a huge impact on the audience.

C Pricing:

Chateau Ksara is considered as affordable in comparaison of what the consumer is getting in return.

D Place: Chateau Ksara sells in 23 different country, and is available in more than 90 English restaurants and wine bars, and is present in every Lebanese restaurant in London, Oxford and Brighton. Ksaras fourth biggest market, is the UK, overtaking Syria, France and the US, and its products are available in almost all stores, located on all the Lebanese territory, with availability to be purchased online via certain web sites.

Market: Chteau Ksara is the best selling wine in the Middle East. In Lebanon, it can claim nearly 45% of local off-trade sales and 30% of the total wine market. Abroad, Chteau Ksara has taken the lions share of Lebanese wine exports, and in 2005, 40.5% share of all Lebanese wines sold abroad. Syria and the UK were the main growth markets with year-on-year growth of 50% and 30% respectively.

Strategy:  Ksara, started to follow customers abroad by targeting Lebanese restaurateurs living overseas and convinced them to buy Ksara wines, positioning their wines as the perfect accompaniment to Lebanese cuisine.  Ksara changed its pricing plan to reflect the new range of products and labels.  The marketing campaign centered on new brands was focusing on attracting new generation of customers.  local consumption of wines has doubled from 2.5 million bottles ten years ago to 5 million in 2010.

Awards & certifications:

ISO 9001 certified since 2001 for its Quality Management System ISO 22000:2005 since 2009 for its Food Safety Management System.

Chateau Ksara has moved to the top of the line regarding the wine industry but there are many dilemmas, any company face when doing business despite in which market, still it is up to the management and the entire functional department to create the adequate strategy, and contingency plans in order to survive all changes and challenges that might arise.

THANK YOU FOR YOUR ATTENTION

Cheers

PRESENTED BY : LAYAL EL-AWAD JOANNA FEGHALY RANY NACCOUR CHARBEL NOUN