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Market Analytics

Analyze the global market and discover new opportunities

Thanks to the Market Analysis feature, you can identify the needs expressed by a specific geographical area, so as to make data-driven decisions for your business strategies.

Choose to compare defined areas in order to identify the most attractive region according to data-driven market insights.
VisionSphere Screenshot: How does the campaign overview work? Once the campaign is selected, the companies and their interest scores are displayed.

Market Analytics:

With this feature you can:
  • Identify in real time the needs expressed by a certain geographical area
  • Perform vertical analysis to understand the specific needs of potential customers
  • Compare different areas of the world to identify the most interesting opportunities for your business

Helpful information:

The information obtained by Market Analysis allows you to:
  • Increase the effectiveness of your sales activities
  • Improve efficiency, saving time and cost
  • Execute targeted and high-conversion advertising campaigns

Results:

In concrete, Market Analysis helps you to:
  • Understand the trends of the market
  • Identify new customer segments
  • Develop products and services more in line with customer needs
  • Optimize your marketing and sales strategies

Case Study: Wine Machinery Technologies

Case Study
Wine Machinery
Technologies

  • Year of establishment: 1975
  • Country: Italy
  • Turnover: € 295 Mln
  • Industry: systems and machines for the food industry
  • Main goal: better understand the market trends in the alcohol sector in: Italy, France, Germany, Spain, United States, and Mexico

Index

Scenario

Wine Machinery Technologies (WMT) is an Italian B2B company specializing in the alcohol machinery segment. The range of products offered includes filtration products, distillers, chillers, boilers and extraction machines. Characterised by solid experience and a strong presence in the domestic market, the company wants to expand its business on an international scale as it aims to diversify its client base. Prior to this step however, the company is seeking to better understand the ever-changing market dynamics in the foreign alcohol industry, especially in areas typically dedicated to the production of wines and in districts dedicated to the production of alcoholic beverages.
In fact, despite WMT’s extensive know-how within the sector, the company does not have a clear vision regarding its potential customer base abroad, their specific needs and the market trends unfolding in the targets’ respective countries. In order to overcome these hurdles, WMT has decided to use VisionSphere’s Market Analysis function, with the aim of collecting sufficient key data and information which will help it guide its future commercial decision-making both in Italy and abroad.
Let’s take a look at the company’s specific commercial goals and the countries in which it is planning to expand in:

Goals

WMT’s goals have been well-defined:
  1. Identify in real-time the needs expressed by the world’s major alcohol-producing geographies
  2. Understand the distinct needs of potential targets within the alcohol sector in the chosen geographies
  3. Compare your varying probabilities of success between different regions to identify the most interesting market opportunities for your business

Strategy

WMT has made the decision to further explore six of the main players worldwide in the alcohol production industry: Italy, France, Spain, Germany, United States and Mexico. More specifically, WMT has decided to focus its attention on the following regions:
  • Italy: Tuscany, Piedmont, Veneto
  • France: Bordeaux, Burgundy, Champagne
  • Spain: La Rioja, Ribera del Duero, Penedès
  • Germany: Mosel, Rheingau, Pfalz
  • United States: Napa Valley, Sonoma County (California), Willamette Valley (Oregon)
  • Mexico: Valle de Guadalupe, Valle de Parras, Querétaro
As we can see, the company has chosen to primarily focus on European countries rather than those in other continents. This is because the European market is renowned for its winemaking tradition and the wide variety of prestigious alcoholic products. Thanks to the Market Analysis function of VisionSphere, it can gain an in-depth understanding of the industry and the preferences and needs of local producers.
The strategy chosen is an appropriate one, as it allows for the comprehension of the specific needs of European winemaking companies, enabling for the more effective structuring of data-driven strategies in arguably the most influential markets within the alcohol industry. In addition to this, the choice to monitor wine regions in the United States and Mexico gives WMT the opportunity to identify emerging industry trends.

Creation of the Campaign

The main objective, as previously defined by WMT, is to better understand the needs and requirements of potential customers in the major alcoholic beverage producing countries. Using VisionSphere, WMT decides to launch a number of Market Analysis campaigns which match with the number of areas it wishes to monitor. In this way, WMT can better comprehend the online behaviour of producers in each region and identify the best expansion opportunities in the individual regions in each country.
More specifically, WMT creates 3 campaigns for each country, entitling each campaign in the following manner:

Italian campaigns:

  • Italy – Tuscany
  • Italy – Piedmont
  • Italy – Veneto

France campaigns:

  • France – Bordeaux
  • France – Borgogna
  • France – Champagne

Spain campaigns:

  • Spain – La Rioja
  • Spain – Ribera del Duero
  • Spain – Rias Baixas

Germany campaigns:

  • Germany – Mosella
  • Germany – Rheingau
  • Germany – Pfalz

United States campaigns:

  • United States – Napa Valley
  • United States – Sonoma County
  • United States – Willamette Valley

Mexican campaigns:

  • Mexico – Valle de Parras
  • Mexico – Querétaro
  • Mexico – Valle de Guadalupe
WMT knows fully well that, in order to maximise the effectiveness of VisionSphere, it is necessary to tailor the campaigns to best reflect the specifics of each target market. In Italy, for example, it focuses on developing a campaign in Italian, including keywords primarily related to wines and grappa. On the other hand, it decides to develop a campaign in Spanish and English for Mexico, integrating a wide list of keywords, ranging from words related to tequila and its raw material: agave piña.
In this way, WMT will be able to maximise the relevance and effectiveness of its marketing campaigns and market analyses in all the monitored national contexts.
The below bullet points show the information that WMT inputs for each campaign, which will help VisionSphere intercept only the information which is determined crucial for its business:
  1. Description of its business activities
  2. Main strengths and value proposition which distinguishes it from the competition
  3. Main industry keywords
  4. Its own brand name and the names of both international and national competitors
  5. Names of its products and those of the competition that are marketed on a global scale
Once all the information has been entered, the geographical area in which the campaign is to be activated still has to be chosen. Once that is done, VisionSphere immediately starts intercepting all searches from the area of interest relating to the information which WMT inputted during the creation of the campaign.

Monitoring

Once the campaigns have been activated, WMT can visualise all the relevant researches carried out in each region monitored in real-time by using VisionSphere. After 6 months of monitoring, the company has identified the following trends in the respective regions of interest:

Campaigns in Italy

Thanks to the searches intercepted by the software VisionSphere, WMT has consolidated its existing knowledge of the existing market. The company has noticed a distinct drop in the searches for machinery for wine production, while searches related to the production of alcoholic products such as grappa are increasing. In addition, most companies seem to be searching for machinery such as large distillers, quality control equipment and flavour extraction machinery.
Main kewyords detected:
  • “Distillatori grappa da 500l” (500l Grappa Distillers)
  • “Apparecchiature di controllo qualità per la produzione di distillati” (Quality control equipment for the production of distillates)
  • “Macchinari per l’estrazione di aromi dalle vinacce” (Machinery for extracting aromas from pomace)
  • “Sistemi di filtraggio avanzati per la purificazione della grappa” (Advanced filtration systems for the purification of grappa)
  • “Tecnologie di monitoraggio e controllo per la produzione di distillati di alta qualità” (Monitoring and control technologies for the production of high quality distillates)
  • “Sistemi di evaporazione sottovuoto per alcolici” (Monitoring and control technologies for the production of high quality distillates)

Campaigns in France

The data from the French countryside shows that the companies in the 3 monitored areas generated a significant volume of research regarding the conversion of wine into alcohol and the production of alcohol for non-food uses. This research determines a propensity on the part of French manufacturing companies to want to diversify their production to approach new markets.
Indeed, in the three wine districts monitored, producers are particularly interested in finding machinery that allows them to transform excess wine into alcohol.
Main keywords detected:
  • “Distillation du vin” (Wine distillation)
  • “Équipements de conversion du vin en alcool” (Equipment for converting wine into alcohol)
  • “Technologies de purification de l’alcool” (Alcohol purification technologies)

Campaigns in Spain

In Spain, the research carried out shows an interest in machinery necessary for the bottling and production of high quality wines. Furthermore, as in France, there is a large volume of searches for wine distillation machinery. This suggests a growing concern for managing the abundance of wine in excess of market demand.
At the same time, however, VisionSphere searches noticed a simultaneous rise in beer production, enabling WMT to realise the strong demand for brewing machinery. In particular, companies are looking for machinery for the fermentation, bottling and labelling processes. In addition, there is also a growing search for water purification technologies and energy management of production facilities. At the same time, however, VisionSphere searches noticed a simultaneous rise in beer production, enabling WMT to realise the strong demand for brewing machinery. In particular, companies are looking for machinery for the fermentation, bottling and labelling processes. In addition, there is also a growing search for water purification technologies and energy management of production facilities.
Main keywords detected:
  • “Columnas de destilación para la purificación del vino” (Distillation columns for wine purification)
  • “Fermentadores cónico-cilíndricos para la producción de cerveza” (Cylindrical-conical fermenters for beer production)
  • “Líneas de embotellado automático de velocidad variable para cerveza” (Automatic variable speed beer bottling lines)
  • “Máquinas etiquetadoras adhesivas para botellas de cerveza” (Adhesive labelling machines for beer bottles)
  • “Tecnologías de filtración de membrana para la purificación del agua” (Membrane filtration technologies for water purification)
  • “Sistemas de recuperación de calor para las instalaciones de producción” (Heat recovery systems for energy optimisation in manufacturing plants)

Campaigns in Germany

In Germany, VisionSphere’s have intercepted a new trend: dealcoholised wine. More and more searches are being carried out in the region in the hunt for dealcoholisation process machinery that do not compromise the organoleptic qualities of the wine and do not increase the sugar content in the grape must. WMT was also able to note that there are frequent searches revolving legislation from the European Commission on the dealcoholisation process.
At the same time, German beer production is on the rise, and searches indicate that brewers need machinery for malt processing, fermentation and bottling and packaging lines.
Main keywords detected:
  • “Entalkoholisierungsausrüstung für Wein” (Wine distilling equipment)
  • “Nicht-destruktive Entalkoholisierungsverfahren” (Non-destructive distillation methods)
  • “Low-alcohol wine production technologies” (Low-alcohol wine production technologies)
  • “Gesetzeskonformität für entalkoholisierten Wein” (Regulatory compliance for distilled wine)
  • “Malzverarbeitungsmaschinen” (Malt processing machinery)
  • “Gärbehälter für die Bierherstellung” (Fermenters for brewing)
  • “Automatisierungssysteme für das Brauen” (Automation systems for brewing)
  • “Bierabfüll- und Verpackungslinien” (Beer bottling and packaging lines)

Campaigns in the United States

Thanks to the 3 campaigns created on VisionSphere in the U.S.A., WMT has managed to ascertain that most of the research carried out concerns wine production. In particular, the wineries in the 3 regions monitored thus far mainly search for methods and equipment to improve the quality and authenticity of their wines. This trend is in line with a general crisis in the wine industry in the US and around the world, which is characterised by consumers, especially those from the younger generations, turning to alternative drinks to wine. The challenge for producers is to meet the expectations of these volatile consumers by offering high-quality, distinctive wines.
Main keywords detected:
  • “Sustainable winemaking technologies”
  • “Filtration techniques for wine clarification”
  • “Equipment for wine aging in oak barrels”

Campaigns in Mexico

In Mexico, on the other hand, most of the searches undertaken revolve around tequila production. In particular, distilleries in the 3 geographic areas monitored seem to often search for methods and equipment used to speed up and increase machine capacity, as Mexican products have been witnessing strong demand from all over the world in recent years.
The main keywords detected:
  • “Maquinaria para la extracción de agave” (Machinery for agave extraction)
  • “Maquinaria para la fermentación del aguamiel” (Machinery for aguamiel fermentation)
  • “Sistemas de filtrado para el aguamiel fermentado” (Filtering systems for fermented aguamiel)
  • “Máquina tapadora automática para tapones de rosca de aluminio” (Automatic corking machine for aluminium screw caps)

Strategy adaptation

After analysing the results yielded by VisionSphere, WMT has decided to adapt its commercial and marketing strategies in order to maximise expansion opportunities available in the various markets.

Italy

Given the decline in research for wine production machinery and the increase in demand for machinery used in the production of grappa and other distillates, WMT considers expanding its product range to meet this emerging demand. It also decides to focus on the promotion of its large-scale distillers and quality-control equipment, highlighting their suitability for the production of a wide range of spirits.

France

Given the recent trend which has seen wine being converted into alcohol for non-food applications, WMT decides to provide solutions aimed for this process, such as wine distillation equipment and alcohol purification technologies. It also decides to consider working with wineries to offer customised solutions to meet their specific needs during this transition period.

Spain

In view of the growing demand for brewing machinery, WMT is expanding its offering for the Spanish market to now include brewing equipment and technologies, alongside machinery for the production of distillates. In addition, it focuses on the promotion of technologies for water purification and energy management in production plants to support companies in improving the efficiency of their processes.

Germany

Considering the growing interest in dealcoholised wine, WMT develops a new line of products by creating a new specialized division for dealcoholising machinery to approach the German market. It also decides to offer advice on European regulations concerning dealcoholised wine to help companies comply with the evolving regulations. It also expands its offering of malt processing and brewing machinery to meet the growing demand of the beer industry.

United States

Considering the growing demand for distinctive high-quality wines, WMT focuses on promoting its sustainable winemaking solutions and filtration technologies to improve wine quality. It also decides to offer equipment for ageing wine in oak barrels to help wineries create unique, high-quality wines that stand out in the market.

Mexico

Given the strong global demand for tequila, WMT develops specific solutions to optimise tequila production processes, such as more efficient agave extraction machinery and filtration systems to ensure better quality of the final product. It also offers technologies to increase the production capacity of distilleries and speed up production times to meet the growing international demand for Mexican tequila.

Key Benefits and Results

The use of VisionSphere for Market Analysis campaigns has provided WMT with a number of key benefits and tangible results:
  • Superior understanding of developing market trends: through in-depth analysis of the data collected by VisionSphere, WMT has gained a detailed understanding of emerging trends in key alcohol markets, enabling the company to more effectively tailor its expansion strategies in a targeted manner for each country.
  • Identification of new customer segments: VisionSphere enabled WMT to identify new business opportunities and customer segments, such as the growing demand for tequila production machinery in Mexico, wine distillation in France and dealcoholisation in Germany.
  • Development of products and services more fitting towards customer needs: based on the data collected by VisionSphere, WMT was able to develop new product lines and services targeted at the specific needs of customers in different markets, thus increasing its competitiveness and market relevance.
  • Marketing and sales strategy optimisation: thanks to the deeper understanding of consumer behaviour and preferences in different markets, WMT has been able to optimise its marketing and sales strategies, increasing the effectiveness of its initiatives and maximising its return on investment.

Conclusion

The implementation of VisionSphere’s Market Analysis campaigns represented a significant step for WMT in achieving its goals of international expansion in the alcohol industry. Through the detailed analysis of the data provided by VisionSphere, WMT gained a clear view of market trends and growth opportunities in the major alcohol-producing countries, enabling the company to purposefully adapt its sales and marketing strategies to maximise its success in the global market.

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