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(1) Searching for "2020080409152984963" in Archived Documents Library (TED-ADL)
Ausschreibung: Werbe- und Marketingdienstleistungen - DE-Bodenheim
Werbe- und Marketingdienstleistungen
Dokument Nr...: 365648-2020 (ID: 2020080409152984963)
Veröffentlicht: 04.08.2020
*
DE-Bodenheim: Werbe- und Marketingdienstleistungen
2020/S 149/2020 365648
Auftragsbekanntmachung
Dienstleistungen
Rechtsgrundlage:
Richtlinie 2014/24/EU
Abschnitt I: Öffentlicher Auftraggeber
I.1)Name und Adressen
Offizielle Bezeichnung: Deutsches Weininstitut GmbH
Postanschrift: Platz des Weines 2
Ort: Bodenheim
NUTS-Code: DEB3J Mainz-Bingen
Postleitzahl: 55294
Land: Deutschland
E-Mail: [6]vergabe@deutscheweine.de
Internet-Adresse(n):
Hauptadresse: [7]https://www.deutscheweine.de
I.2)Informationen zur gemeinsamen Beschaffung
I.3)Kommunikation
Die Auftragsunterlagen stehen für einen uneingeschränkten und
vollständigen direkten Zugang gebührenfrei zur Verfügung unter:
[8]https://www.evergabe-online.de/tenderdetails.html?id=343017
Weitere Auskünfte erteilen/erteilt die oben genannten Kontaktstellen
Angebote oder Teilnahmeanträge sind einzureichen elektronisch via:
[9]https://www.evergabe-online.de/tenderdetails.html?id=343017
I.4)Art des öffentlichen Auftraggebers
Einrichtung des öffentlichen Rechts
I.5)Haupttätigkeit(en)
Andere Tätigkeit: Marketing
Abschnitt II: Gegenstand
II.1)Umfang der Beschaffung
II.1.1)Bezeichnung des Auftrags:
Promotion of German Wines in the USA
Referenznummer der Bekanntmachung: DWI 2020-18
II.1.2)CPV-Code Hauptteil
79340000 Werbe- und Marketingdienstleistungen
II.1.3)Art des Auftrags
Dienstleistungen
II.1.4)Kurze Beschreibung:
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.
II.1.5)Geschätzter Gesamtwert
Wert ohne MwSt.: 3 300 000.00 EUR
II.1.6)Angaben zu den Losen
Aufteilung des Auftrags in Lose: nein
II.2)Beschreibung
II.2.1)Bezeichnung des Auftrags:
II.2.2)Weitere(r) CPV-Code(s)
II.2.3)Erfüllungsort
NUTS-Code: DE DEUTSCHLAND
Hauptort der Ausführung:
United States of America.
II.2.4)Beschreibung der Beschaffung:
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
[10]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.
II.2.5)Zuschlagskriterien
Der Preis ist nicht das einzige Zuschlagskriterium; alle Kriterien sind
nur in den Beschaffungsunterlagen aufgeführt
II.2.6)Geschätzter Wert
II.2.7)Laufzeit des Vertrags, der Rahmenvereinbarung oder des
dynamischen Beschaffungssystems
Beginn: 01/01/2021
Ende: 31/12/2021
Dieser Auftrag kann verlängert werden: ja
Beschreibung der Verlängerungen:
(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.
II.2.9)Angabe zur Beschränkung der Zahl der Bewerber, die zur
Angebotsabgabe bzw. Teilnahme aufgefordert werden
Geplante Anzahl der Bewerber: 3
Objektive Kriterien für die Auswahl der begrenzten Zahl von Bewerbern:
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.
II.2.10)Angaben über Varianten/Alternativangebote
Varianten/Alternativangebote sind zulässig: nein
II.2.11)Angaben zu Optionen
Optionen: nein
II.2.12)Angaben zu elektronischen Katalogen
II.2.13)Angaben zu Mitteln der Europäischen Union
Der Auftrag steht in Verbindung mit einem Vorhaben und/oder Programm,
das aus Mitteln der EU finanziert wird: nein
II.2.14)Zusätzliche Angaben
Abschnitt III: Rechtliche, wirtschaftliche, finanzielle und technische
Angaben
III.1)Teilnahmebedingungen
III.1.1)Befähigung zur Berufsausübung einschließlich Auflagen
hinsichtlich der Eintragung in einem Berufs- oder Handelsregister
Auflistung und kurze Beschreibung der Bedingungen:
1) Cover letter, including the mention Service Provider in USA, dated
and signed by the candidates 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.
III.1.2)Wirtschaftliche und finanzielle Leistungsfähigkeit
Auflistung und kurze Beschreibung der Eignungskriterien:
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.
Möglicherweise geforderte Mindeststandards:
Minimum annual turnover: The annual turnover of each of the last two
completed business years shall amount to a minimum of EUR 500 000.
III.1.3)Technische und berufliche Leistungsfähigkeit
Auflistung und kurze Beschreibung der Eignungskriterien:
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.
Möglicherweise geforderte Mindeststandards:
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.
III.1.5)Angaben zu vorbehaltenen Aufträgen
III.2)Bedingungen für den Auftrag
III.2.1)Angaben zu einem besonderen Berufsstand
III.2.2)Bedingungen für die Ausführung des Auftrags:
III.2.3)Für die Ausführung des Auftrags verantwortliches Personal
Abschnitt IV: Verfahren
IV.1)Beschreibung
IV.1.1)Verfahrensart
Verhandlungsverfahren
IV.1.3)Angaben zur Rahmenvereinbarung oder zum dynamischen
Beschaffungssystem
Die Bekanntmachung betrifft den Abschluss einer Rahmenvereinbarung
Rahmenvereinbarung mit einem einzigen Wirtschaftsteilnehmer
Bei Rahmenvereinbarungen Begründung, falls die Laufzeit der
Rahmenvereinbarung vier Jahre übersteigt:
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
providers and the clients 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.
IV.1.4)Angaben zur Verringerung der Zahl der Wirtschaftsteilnehmer oder
Lösungen im Laufe der Verhandlung bzw. des Dialogs
IV.1.5)Angaben zur Verhandlung
Der öffentliche Auftraggeber behält sich das Recht vor, den Auftrag auf
der Grundlage der ursprünglichen Angebote zu vergeben, ohne
Verhandlungen durchzuführen
IV.1.6)Angaben zur elektronischen Auktion
IV.1.8)Angaben zum Beschaffungsübereinkommen (GPA)
Der Auftrag fällt unter das Beschaffungsübereinkommen: ja
IV.2)Verwaltungsangaben
IV.2.1)Frühere Bekanntmachung zu diesem Verfahren
IV.2.2)Schlusstermin für den Eingang der Angebote oder Teilnahmeanträge
Tag: 01/09/2020
Ortszeit: 11:00
IV.2.3)Voraussichtlicher Tag der Absendung der Aufforderungen zur
Angebotsabgabe bzw. zur Teilnahme an ausgewählte Bewerber
IV.2.4)Sprache(n), in der (denen) Angebote oder Teilnahmeanträge
eingereicht werden können:
Deutsch, Englisch
IV.2.6)Bindefrist des Angebots
IV.2.7)Bedingungen für die Öffnung der Angebote
Abschnitt VI: Weitere Angaben
VI.1)Angaben zur Wiederkehr des Auftrags
Dies ist ein wiederkehrender Auftrag: nein
VI.2)Angaben zu elektronischen Arbeitsabläufen
Aufträge werden elektronisch erteilt
VI.3)Zusätzliche Angaben:
VI.4)Rechtsbehelfsverfahren/Nachprüfungsverfahren
VI.4.1)Zuständige Stelle für Rechtsbehelfs-/Nachprüfungsverfahren
Offizielle Bezeichnung: Vergabekammer des Bundes
Postanschrift: Villemombler Straße 76
Ort: Bonn
Postleitzahl: 53123
Land: Deutschland
Telefon: +49 4922-894990
Fax: +49 4922-89499163
VI.4.2)Zuständige Stelle für Schlichtungsverfahren
VI.4.3)Einlegung von Rechtsbehelfen
Genaue Angaben zu den Fristen für die Einlegung von Rechtsbehelfen:
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.
VI.4.4)Stelle, die Auskünfte über die Einlegung von Rechtsbehelfen
erteilt
VI.5)Tag der Absendung dieser Bekanntmachung:
30/07/2020
References
6. mailto:vergabe@deutscheweine.de?subject=TED
7. https://www.deutscheweine.de/
8. https://www.evergabe-online.de/tenderdetails.html?id=343017
9. https://www.evergabe-online.de/tenderdetails.html?id=343017
10. http://www.germanwineusa.com/
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