Promotion of German Wines in the USA Referenznummer der Bekanntmachung: DWI 2020-18
Auftragsbekanntmachung
Dienstleistungen
Abschnitt I: Öffentlicher Auftraggeber
Postanschrift: Platz des Weines 2
Ort: Bodenheim
NUTS-Code: DEB3J Mainz-Bingen
Postleitzahl: 55294
Land: Deutschland
E-Mail: [removed]
Internet-Adresse(n):
Hauptadresse: https://www.deutscheweine.de
Abschnitt II: Gegenstand
Promotion of German Wines in the USA
The German Wine Institute (DWI) is looking for an agency/service provider for the years 2021-2026 in the USA to develop, maintain and execute public relations and marketing activities in line with the goals set forth in the German Wine Institute´s marketing strategy.
The aims of the marketing programme include raising consumers´ interest in German Wines in the USA and increasing and consolidating sales of German wine products. For these purposes, the service provider must have an excellent network of contacts in the USA, particularly with regard to the beverage / wine trade, gastronomy and the media.
United States of America.
The service provider shall perform the tasks specified in Tender Specifications of the tender documents.
In Particular, the Service Provider shall perform the following tasks:
— general information service and correspondence in a fully equipped and staffed office during normal business hours in the USA,
— maintenance, updating and development of the existing website at www.germanwineusa.com. This includes the planning and creation of digital content as well as the inclusion of new content on the website at least once a week. The content management is carried out by the service provider as part of the DWI's existing open source type 3 content management system (CMS). The DWI will provide the service provider with the necessary access to the CMS.
— daily checking of the topicality of the content posted on the website,
— content creation and maintenance of all relevant social media networks (e.g. Instagram, Facebook, video channels, etc.). Social media channels must be updated at least once a week with unique content containing added value,
— continuous monitoring of the U.S. media landscape,
— expert point of contact for media representatives,
— monthly summary of current media clippings (TV, print and internet),
— reports on the current situation and changes in politics and the wine sector,
— creation and distribution of press releases,
— creation and distribution of information publications,
— invitation of journalist and trade delegations to Germany. Provide background information, book travel and implement a questionnaire after travel,
— creation, distribution and forwarding of promotional materials,
— assisting in organizing trips to the German wine-growing regions,
— market research / Collecting of market data,
— transmission of statistics,
— creation and organisation of events for the press, sommeliers, beverage retailers, restaurateurs, consumers etc.,
— public relations,
— identifying market potentials, concrete needs and opportunities for cooperation for German wine and sparkling wine producers,
— continuous compilation and updating of lists of American wine dealers, importers, distributors, supermarkets, top hotels and selected restaurants (including contact person for wine procurement)
— adaptation of existing promotional material,
— distribution and shipment of promotional materials,
— selection and invitations of potential participants at multi-national information trips to the German wine-growing regions,
— development of an appropriate marketing strategy for the generic marketing of the Wines of Germany office in the USA corresponding to the market situation and in line with the general strategy of DWI,
— transmission of statistics/market research,
— continuous transmission of statistics in relation to the use of social media (number of followers, etc.),
— monthly report on activities’ progress and media evaluation,
— cellarage of wines,
— storage of POS material,
— attendance of an annual meeting of all Wines of Germany offices in Germany by the Chief Executive/Head of Campaign (about 6 days).
The service provider against separate order by the DWI also undertakes the following tasks, in particular, as additional activities:
— media relations / trips to Germany.
Invitations, travel arrangements and possible accompanying of media trips for American media, sommeliers, importers and retailers to the wine-growing regions of Germany.
— press conferences in relation to current events.
Selection of journalists, invitation, preparation of information packs and search for venues, hosting of the conference and provision of support to DWI in discussions with media representatives.
— events / fairs/ presentations.
Organisation of events (including e.g. trade fairs, online events, etc.) for the media, sommeliers, beverage retailers, restaurateurs, consumers etc. upon suggestion by the Service Provider or the Client, including any necessary or useful accompanying measures for the events such as creating and producing advertising materials, organising accompanying seminars etc. The theme, the venue, the type of event and, if necessary, the German wines to be presented at the venue shall be agreed with the Client beforehand. The Service Provider shall undertake the promotion, organisation and management of the event, including the provision of translation services, if necessary.
— other marketing activities.
By arrangement, the Service Provider undertakes to carry out further marketing activities to be specified by the Client with a view to increasing interest in German wines and/or increasing or consolidating sales of German wine products. The Service Provider also undertakes to carry out, by arrangement, general promotion activities (please refer to, e.g., Regulation (EU) No 1144/2014 of 22.10.14.), which may be co-financed by the European Union and/or other national structural funds. Those general promotion programmes may include marketing activities for other eligible agricultural products, which then will also be marketed by the Service Provider within these promotion programmes.
(1) The term of this Framework Agreement commences on 1 January 2021 and shall expire on 31 December 2021 (which concludes one year). The contract will be extended six times for successive one-year periods unless it is terminated by the Client by giving at least three months' written notice of termination. Accordingly, the Framework Agreement shall end on 31 December 2026 at the latest.
A. Reference 1: “gastronomy and trade” sector in USA.
A. I. Duration of the contractual relationship of reference - max. 8 points.
A. II. Number of events carried out during the contractual relationship of the reference - max. 12 points.
A. III. Sector of the reference - max. 15 points.
B. Reference 2: “consumers” sector in USA.
B. I. Duration of the contractual relationship of reference - max. 8 points.
B. II. Number of events carried out during the contractual relationship of the reference - max. 12 points.
B. III. Sector of the reference - max. 15 points.
2. Staff Qualification.
A. Qualification of the team leader/Head of Campaign.
A. I. Project experience with large campaigns - max. 7,5 points.
A. II. Number of companies for which he has run marketing campaigns - max. 7,5 points.
B. Qualification of the team.
B. I. Vocational/professional training and further education courses - max. 7,5 Points.
B. II. Work experience with projects in the alcoholic beverages sector - max. 7,5 Points.
If, even after this evaluation, the field of applicants cannot be clearly and finally brought to the desired number of three applicants, the decision shall be made by drawing lots.
Abschnitt III: Rechtliche, wirtschaftliche, finanzielle und technische Angaben
1) Cover letter, including the mention “Service Provider in USA”, dated and signed by the candidate’s duly authorized representative. The candidate and the individual making the statement must be named.
2) Self-declaration in accordance with §§ 123, 124 GWB (German Act Against Restraints of Competition).
The self-declaration in accordance with §§ 123, 124 GWB must be submitted and signed by every member involved in the case of a bidding consortium and/or subcontractors.
3) If applicable: Declaration for a bidding consortia and/or the use of sub-contractors.
1) Company presentation attachment.
2) Self-declaration of the average number of employees - average number of employees in the last two business years.
3) Self-declaration of the annual turnover - annual turnover of the last two completed business years in euros.
4) Self-declaration confirming that you have professional/commercial liability insurance with a coverage of at least EUR 1 000 000.00 for each of personal injury and EUR 200 000.00 for each of property damage, or a declaration that you will obtain such insurance prior to the commencement of the contract.
Minimum annual turnover: The annual turnover of each of the last two completed business years shall amount to a minimum of EUR 500 000.
1) Self-declaration confirming that you have an active network of multipliers in trade and gastronomy in the wine/food/beverage sector as well as contacts to trade and public media in USA.
2) Self-declaration about the knowledge of the required languages: English as native language or excellent English language skills (level C2) of staff.
3) Self-declaration about the Staff or technical bodies that are planned to be involved in the provision of the services, regardless of whether they form part of the undertaking or not, in particular those staff members or bodies that will be responsible for quality control.
A. Qualification of the team leader/Head of Campaign
Information about relevant work experience of the team leader/Head of Campaign who will be in charge. In this context, please provide detailed information about the professional qualifications of the team leader/Head of Campaign who will be in charge.
The information must include in particular:
I. project experience in large campaigns proven by reference projects with the annual budget indicated in euros.
II. number of companies in the food and beverages sector for which they have run marketing campaigns
B. Qualification of the project team
Information about relevant work experience of the team members who will be involved in the project. In this context, please provide detailed information about the professional qualifications of the team that will conduct the project.
This must include in particular:
I. Wine-related professional or vocational training and further education courses
II. Project experience in the alcoholic beverages sector, proven by completed projects
4) Provide appropriate references from contracts performed in the past of major services provided in the last five years (2015, 2016, 2017, 2018, 2019).
The references must include in particular:
I. Total project duration/contract term of the references
II. Number of events/measures carried out during the contract term of the reference projects
III. Fields of the reference project (food and beverages, beverages, alcoholic beverages)
Candidates must provide at least two appropriate references. To be appropriate, these projects must be equivalent to the object of the contract described in the Tender Specifications.
Equivalent means that the references must concern projects that are at least similar to the object of the present award procedure. To meet this requirement, the references must cover the following activities:
— reference 1 must cover several different marketing and PR activities for a client, with the “gastronomy and trade” sector in the USA as target group,
— reference 2 must cover several different marketing and PR activities for a client, with the “consumers” sector in the USA as target group.
To ensure comparability with the object of the present award procedure, the references 1 and 2 must refer to projects that have taken place in the respective target country.
The management of a promising project that is comparable to the object of this award procedure requires an existing and proven network of contacts to administrative bodies, licensing authorities, politics, economy, local multipliers and media for the realisation in the respective foreign market. If the DWI had the corresponding networks in the respective foreign markets, it would be able to manage and organise marketing activities itself in these countries. For this reason, the corresponding references must refer to projects in the respective foreign market in order to be comparable to the object of the present award procedure.
Candidates must provide at least two appropriate references. To be appropriate, these projects must be equivalent to the object of the contract described in the Tender Specifications.
Equivalent means that the references must concern projects that are at least similar to the object of the present award procedure. To meet this requirement, the references must cover the following activities:
A. Reference 1 must cover several different marketing and PR activities for a client, with the “gastronomy and trade” sector in the USA as target group.
B. Reference 2 must cover several different marketing and PR activities for a client, with the “consumers” sector in the USA as target group.
To ensure comparability with the object of the present award procedure, the references 1 and 2 must refer to projects that have taken place in the respective target country.
Abschnitt IV: Verfahren
The German Wine Institute has been working with foreign agencies for over 30 years. These agencies act as official representatives of the German Wine Institute. The target group consists of German wine producers, the media, the gastronomy and trade sector including end consumers in the respective target countries. The experience of over 30 years has shown that it takes at least three years for an agency to develop a sufficient network of members of the aforementioned target group and to be perceived as a representative of German wines in the target country by this target group. From a marketing perspective it has been proven that the initial investments made only start to amortize after this point in time. From this point on, after having built the network with the media and the gastronomy and trade sector and the mentioned representation is achieved, agency services start to become effective in a marketing sense, which enables the agencies to place marketing strategies and goals in an efficient way.
The necessary investment volume on both sides, on the service provider’s and the client’s side, is considered a recognized reason to deviate from the standard term of four (4) years for a framework contract by the public procurement jurisdiction.
Abschnitt VI: Weitere Angaben
Postanschrift: Villemombler Straße 76
Ort: Bonn
Postleitzahl: 53123
Land: Deutschland
Telefon: [removed]
Fax: [removed]
Undertakings have a right that the contracting authority complies with the relevant provisions governing public contract award procedures in Germany that protect bidders and applicants. If an economic operator who has an interest in the contract claims that its rights have been infringed by non-compliance with the provisions governing the procedure for the award of public contracts, it shall complain to the contracting authority within a time limit of ten calendar days (section 160(3) sentence 1 no. 1 of the German Act against Restraints of Competition (GWB)). Violations that become apparent from the tender notice or from the tender documents must be notified to the contracting authority within the time limit specified in the tender notice for application or submission of a tender (section 160(3) sentence 1 no. 2 and 3 of the German Act against Restraints of Competition (GWB)). If the contracting authority notifies the undertaking that it is unwilling to redress the latter's complaint, it shall be entitled to request the federal public procurement tribunal, within 15 days of receipt of such notification, to initiate review proceedings (section 160 (3) sentence 1 no. 4 of the German Act against Restraints of Competition (GWB)). Bidders whose tenders will not be taken into account for the contract award shall be informed accordingly pursuant to section 134(1) of the German Act against Restraints of Competition. A contract must not be concluded prior to the expiry of 15 calendar days after this information has been sent by the contracting authority; if the information is sent electronically or by fax, the time limit shall be ten calendar days. The time limit starts on the day following the sending of the information by the contracting authority. A request for a review has to be filed in writing to the Federal Procurement Tribunal at the German competition authority, i. e.: Vergabekammern des Bundes beim Bundeskartellamt, Villemombler Straße 76, 53123 Bonn.
The language of the review proceeding is German.