Wine Positioning
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Wine Positioning
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Author : Pierre Mora
language : en
Publisher: Springer
Release Date : 2015-11-27
Wine Positioning written by Pierre Mora and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-27 with Business & Economics categories.
This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.
China Market Entry Of Australian Wine Brand Hardys Shiraz A Marketing Plan
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Author : Stefan Reindl et al.
language : en
Publisher: GRIN Verlag
Release Date : 2015-09-17
China Market Entry Of Australian Wine Brand Hardys Shiraz A Marketing Plan written by Stefan Reindl et al. and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-09-17 with Business & Economics categories.
Project Report from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: 1, , language: English, abstract: Hardys is a very successful and well established Australian wine brand with a long history and a wide range of different products including red and white grape wine as well as sparkling and sweet wines. Like many successful wine producers, Hardys plans to enter the Chinese wine market which has shown outstanding growth rates over the last years due to the Chinese perception of 8especially red) wine as elegant, exclusive, healthy and a symbol of high class, education, manners and upper life style. The Chinese market with its gigantic consumer potential is forecasted to quickly develop into one of the world’s largest markets for imported wines from all around the world. Currently French imported wine is the largest competition on this market, followed by already successfully introduced other Australian brands (making Australia the second largest country of origin of imported wine in China). In addition there is a growing and constantly improving competition from domestic wines. Research and analysis based positioning elements for Hardys (Shiraz) in China will be the ‘sweet’ taste, the ‘Australian’ origin and a focus on information to educate the consumers to ‘smart’ buyers of Hardys products. Selected customer segments provide a promising market potential in Beijing, Shanghai and Guangzhou which builds the geographically most relevant market for imported wine in China. Through a themed yearly focus in accordance with Hardys positioning strategy, consumers’ interest will be raised, their knowledge will be improved and with a variety of communication activities they will be turned into potential repeat buyers. Communication channels therefore will be a combination of classical print media (selected magazines) as well as a strong online presence as more and more wine-related product research is done online. In accordance with the selected target segment’s life style and consumption habits, smart phone optimized content and access to information will play another crucial role in Hardys’ brand communication. Pricing follows Chinese consumers’ habits, expectations and perceptions as well as researched recent market trends and a strategic aspect of positioning Hardys as a ‘smart’ choice with higher value for money compared to already established but often overpriced French brands.
Successful Wine Marketing
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Author : James Lapsley
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-11-09
Successful Wine Marketing written by James Lapsley and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-09 with Technology & Engineering categories.
This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.
Wine Food And Tourism Marketing
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Author : C Michael Hall
language : en
Publisher: Routledge
Release Date : 2013-10-08
Wine Food And Tourism Marketing written by C Michael Hall and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-08 with Business & Economics categories.
Get the advantage you need to compete in the worldwide food and wine tourism marketplace! Wine, Food, and Tourism Marketing is an overview of contemporary practices and trends in food and wine tourism marketing. International in scope, the book draws on studies from Canada, England, France, New Zealand, South Africa, and Scotland for analyses of contemporary practices and trends that help you develop, implement, and maintain strategic competitive advantages. The book looks at case studies of business operations, seasonality, destination image, and the development of business networks. Equally valuable as a professional resource for practitioners and as a textbook for upper-level and graduate students in tourism, hospitality, and wine and food studies, Wine, Food, and Tourism Marketing examines the importance of food and wine tourism to rural regional development. The book presents destination management planning and marketing initiatives for specific markets that can be easily adapted and applied to a wider range of wine tourism settings. Tourism marketing researchers and academics address vital issues such as the importance of collective marketing strategies, viticulture, design factors for online tourism information, and the use of food images in promotional material and positioning strategies. The book includes: a 2001 research study on French public sector management of wine tourism an examination of the cider industry in Somerset, England a look at the implications of non resident tourist markets on British Columbia’s emerging wine tourism industry an analysis of the types of food images used in French regional tourism brochures a national study of seasonality issues on wine tourism in New Zealand a look at post-apartheid tourism trends on South Africa’s Western Cape a survey of eight wineries on the Niagara Falls wine route with implications for marketing strategies a study of the use of local and regional food for destination marketing of South Africa a look at how food-related tourism in the United Kingdom is being promoted using the World Wide Web Wine, Food, and Tourism Marketing is an essential read for practitioners and educators involved in tourism and hospitality, marketing, food and wine studies, and rural regional development.
Wine Management And Marketing Opportunities For Companies And Challenges For The Industry
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Author : Foued Cheriet
language : en
Publisher: John Wiley & Sons
Release Date : 2020-10-09
Wine Management And Marketing Opportunities For Companies And Challenges For The Industry written by Foued Cheriet and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-09 with Business & Economics categories.
This work highlights the new challenges facing the French wine industry and the issues that arise from it. Written on the basis of academic work and field studies, conducted by a group of Montpellier academics in Economics and Management Sciences (Groupe Montpellier Vin), this book presents recent and original research results and raises the key issues related to finance, strategy, international management and marketing. Professionals in the sector, academics, students and wine enthusiasts will find up-to-date information, in-depth analyses and above all, an invitation to a stimulating debate on the prospects of this traditional, yet innovative sector.
The Curious World Of Wine
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Author : Richard Vine
language : en
Publisher: Penguin
Release Date : 2012-11-06
The Curious World Of Wine written by Richard Vine and has been published by Penguin this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-06 with Cooking categories.
The Curious World of Wine is a fascinating miscellany about the colorful characters, celebrated places, and quirky events surrounding wine-making. Recounting wine tales that are by turns amusing, surprising, and occasionally a bit naughty, wine expert Richard Vine reveals little-known facts such as: • The oldest vineyard still producing grapes is thought to be in Maribor, Slovenia, where vines up to four hundred years old remain fruitful. • “Plonk,” a term used to insult any modestly priced wine, got its name from the French words for white wine—vin blanc, pronounced “vawn blawnk,” which was corrupted to “plawnk” or “plonk.” • Thomas Jefferson was so eager to plant native French vines at his Monticello mansion that he nearly went bankrupt fruitlessly hiring experts to defeat a condition that caused European vines to mysteriously die in North American soil. • Touching wineglasses as a toast was originally a deft move to exchange a splash of wine into each other’s cup to ensure that neither party was being poisoned. The Curious World of Wine will keep any wine fan entertained and enlightened—from the most erudite connoisseur to Two Buck Chuck devotees.
Penfolds
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Author : Tim Calkins
language : en
Publisher:
Release Date : 2011
Penfolds written by Tim Calkins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business planning categories.
The Penfolds case is designed to help students think through brand positioning and brand portfolio questions. Penfolds, one of the world's best known brands of wine, is performing poorly and a new management team needs to quickly reverse the business trends. To do so, the new management team needs to answer key questions, such as: What is Penfolds' positioning? Has the brand extended too far? Can Penfolds successfully play in all price segments of the wine industry? What is the best way to grow the brand going forward?
The Competitive Position Of The United States Grape And Wine Industry
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Author : Gerald Bell White
language : en
Publisher:
Release Date : 1988
The Competitive Position Of The United States Grape And Wine Industry written by Gerald Bell White and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Viticulture categories.
The Dirty Guide To Wine Following Flavor From Ground To Glass
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Author : Alice Feiring
language : en
Publisher: The Countryman Press
Release Date : 2017-06-13
The Dirty Guide To Wine Following Flavor From Ground To Glass written by Alice Feiring and has been published by The Countryman Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-06-13 with Cooking categories.
Discover new favorites by tracing wine back to its roots
Wine Tasting
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Author : Ronald S. Jackson
language : en
Publisher: Academic Press
Release Date : 2009-05-15
Wine Tasting written by Ronald S. Jackson and has been published by Academic Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-15 with Technology & Engineering categories.
Wine Tasting: A Professional Handbook is an essential guide for any professional or serious connoisseur seeking to understand both the theory and practice of wine tasting. From techniques for assessing wine properties and quality, including physiological, psychological, and physicochemical sensory evaluation, to the latest information on types of wine, the author guides the reader to a clear and applicable understanding of the wine tasting process. Including illustrative data and testing technique descriptions, Wine Tasting is for professional tasters, those who train tasters and those involved in designing wine tastings as well as the connoisseur seeking to maximize their perception and appreciation of wine. Revised and updated coverage, notably the physiology and neurology taste and odor perception Expanded coverage of the statistical aspect of wine tasting (specific examples to show the process), qualitative wine tasting (examples for winery staff tasting their own wines; more examples for consumer groups and restaurants), tripling of the material on wine styles and types, wine language, the origins of wine quality, and food and wine combination Flow chart of wine tasting steps Flow chart of wine production procedures Practical details on wine storage and problems during and following bottle opening Examples of tasting sheets Details of errors to be avoided Procedures for training and testing sensory skill