By Pierre Mora
This ebook introduces readers to the idea that and implementation of positioning suggestions within the context of the wine undefined. that includes 30 case experiences on manufacturers and wine areas worldwide - all in accordance with an identical ideas - it offers a winning, state-of-the-art method for the promoting of wine. instead of concentrating on a small staff of elitist appellations, the Grand Crus universe and a handful of superstar manufacturers, the booklet addresses the genuine, day by day wine global. In gentle of globalization, it introduces state of the art wine positioning suggestions, with an emphasis at the identification, segmentation and positioning of wine appellations and wine manufacturers. In its research of wine appellation versions, the ebook examines neighborhood parameters like geology, historical past and wine turning out to be options; compares evidence, figures and actors; analyzes the signs which are being despatched to the industry and provides various key elements for success.
Similarly, the wine manufacturers types are analyzed at the foundation in their respective model id and obvious advertising and marketing coverage. within the book’s ultimate half, it summarizes contemporary advancements in wine advertising, together with the turning out to be value of wine manufacturers as new territories within the international winery, and the position of appellations because the essence of cultural range.
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Additional info for Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Old World consumption decreases; New World consumption increases Lack of consumer loyalty; consumer looking for innovation Export activity growing faster than domestic markets International branding system Distributors (on-trade or-off trade) in the center of the game Demand-driven marketing Fig. 2 The wine market at the end of the twentieth century: instability and the rise of the distributors 20 2 Understanding Consumer Behavior Let us now suppose that we are in the 2020s. The former traditional wine consumer—the daily drinker who had the highest per capita consumption, even more than 80 l—has gradually disappeared.
22 Issue 3, p375-390. 16p. ; Dalgic, Tevfik. Chapter 7: Crafting a Niche in a Crowded Market: The Case of Palliser Estate Wines of Martinborough (New Zealand). Handbook of Niche Marketing: Principles & Practice. 2006, p159-190. 32p. Berni, Pietro; Begalli, Diego; Capitello, Roberta. An Occasion-Based Segmentation Approach to the Wine Market in Denmark. Journal of International Food & Agribusiness Marketing. 2005, Vol. 17 Issue 1, p117. 29p. Cacchiarelli, Luca; Carbone, Anna; Laureti, Tiziana; Sorrentino, Alessandro The value of quality clues in the wine market: evidences from Lazio, Italy.
An Occasion-Based Segmentation Approach to the Wine Market in Denmark. Journal of International Food & Agribusiness Marketing. 2005, Vol. 17 Issue 1, p117. 29p. Cacchiarelli, Luca; Carbone, Anna; Laureti, Tiziana; Sorrentino, Alessandro The value of quality clues in the wine market: evidences from Lazio, Italy. Journal of Wine Research. Dec 2014, Vol. 25 Issue 4, p281-297. , Leidy Garcı´a. Preferencias y Disposici on a Pagar por Vinos Ecologicos de Parte de los Consumidores de la Regi on del Maule, Chile.
Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World by Pierre Mora