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Shows how the development of a marketing strategy within English wine can be used to promote greater sales and also dispel the problems of European Regulation. Highlights…
Shows how the development of a marketing strategy within English wine can be used to promote greater sales and also dispel the problems of European Regulation. Highlights the case for hybrid wines and the need for an approved quality wine scheme which would work hand in hand with a quasi co‐op system. Discusses the components of a successful marketing strategy illustrated through a case study which concludes that there is a recognized place for English wine within the market once a marketing strategy is adopted and pricing techniques reviewed.
This paper considers the part played by the individual and collective marketing activities of wine producers in the Côtes de Duras region in South West France in the…
This paper considers the part played by the individual and collective marketing activities of wine producers in the Côtes de Duras region in South West France in the successful penetration by these products of the major UK retail outlets for wine. Most of the marketing effort by producers in Duras so far has been targeted at the domestic consumer and at visitors to the region itself. Analysis of a survey of UK retail buyers suggest that these communications focused marketing initiatives may have played a relatively minor role in the decisions by many of the major UK retailers to stock wines from Duras in their outlets. The survey re‐emphasises the power of the highly expert major retail buyers in this industry, with implications for the future development of marketing actions by growers.
This paper explores the use of interactive marketing by UK on‐line wine providers to discover the extent to which strategic or tactical use is made of the web‐based…
This paper explores the use of interactive marketing by UK on‐line wine providers to discover the extent to which strategic or tactical use is made of the web‐based presence. The four principles of relationship marketing were used as an evaluative framework against which on‐line wine providers were assessed. The paper finds that most UK on‐line wine providers use interactive marketing tactically without giving sufficient consideration to maximising the potential of building relationships through Interactivity.
Collectively, Cypriot wine‐producing firms have been unsuccessfully pursuing a strategy of market penetration in the UK for some time. Attempts to investigate and explain…
Collectively, Cypriot wine‐producing firms have been unsuccessfully pursuing a strategy of market penetration in the UK for some time. Attempts to investigate and explain the reasons for the failure of this strategy via an interface‐exchange approach to the study, operationalized around key actors and forces within the international marketing system for Cyprus wines. This empirical approach provides data from a study of purchasing executives in UK wine retailing organizations, as well as qualitative material from a field investigation in Cyprus. Implicit within the study has been an advocacy which focuses on the consideration and implementation of a marketing ideology within the marketing system. Even though the authors are well aware that the successful implementation of the marketing concept is not a panacea for the current problems of Cyprus wineries, it nevertheless provides a framework on which to formulate offensive strategies and competitive manoeuvres in the UK market for wine.
This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want…
This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.
This paper is based on a systematic review of literature conducted on peer-reviewed journals.
Results highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.
The paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.
This study estimates the economic impacts of the Texas wine and wine grape industry on the Texas economy by marketing channel. Survey data from the state's vineyards and…
This study estimates the economic impacts of the Texas wine and wine grape industry on the Texas economy by marketing channel. Survey data from the state's vineyards and wineries for 1996 is used to construct an input‐output model of the Texas economy and an industry impact framework using IMPLAN. Results show that the total core economic impacts of the Texas wine and wine grape industry were $85.8 million in output impacts, 1,157 jobs, $29.6 million in income impacts, and $46.6 million in total value added impacts in 1996. Much of these core economic impacts were attributable to the retail and restaurant marketing channels.
There has been considerable research into wine marketing worldwide, but little has been published concerning the marketing of UK wines. This paper outlines the background…
There has been considerable research into wine marketing worldwide, but little has been published concerning the marketing of UK wines. This paper outlines the background to the retail marketing activities of UK vineyards. Strategies are analysed using three exemplar frameworks: the Ansoff matrix, generic strategies, and the marketing mix. The analysis also makes reference to marketing segmentation. The most active vineyards are pursuing strategies in all four of Ansoff’s growth vectors, with the largest players involved in diversification, for example into tourism. The marketing mixes for most UK wine producers are hybrids between the parameters expected for the “fine” and “beverage” wine segments. For the tiny UK wine industry to exist and prosper, we contend that it is necessary to target niche segments using Porter’s “focused differentiation” approach. Larger vineyards attempt a broader target with tourism activities. UK wines from vineyards of all sizes are differentiated primarily by prestige pricing and by what is effectively “place marketing”.
The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align…
The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes.
A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature.
Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation.
This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.
The broad area of the wine industry and the marketing of wine, particularly, are focused on with regard to the changing environment in which wine is made and consumed. The marketing process is described in the context of its application in the wine industry and the environment in which it operates: changing consumption patterns in the industrialised nations, new distribution patterns, and different social and environmental issues. The segmentation of the wine market into two distinct areas, fine wines and beverage wines, each operating independently of the other, is described and the marketing mix factors which the wine marketer can deploy in order to maximise opportunities in these markets are detailed, utilising research into wine consumers' behaviour. The factors detailed are the product, its tangible and intangible benefits; the price — market skimming, market penetration, neutral pricing; the communication mix — word of mouth, journalism, sales promotion, advertising; branding and positioning; ranging, and the distribution channels. It is shown that marketing planning is essential for the winemaker, whether a one‐person boutique winery or a large multinational. The steps to take in preparing a marketing plan are described and guidance is given so that the winemaker can make it happen, both to satisfy consumers' needs and to make a profit.
The purpose of this paper is to examine whether or not transaction marketing is being employed together with various types of relationship marketing. A classification…
The purpose of this paper is to examine whether or not transaction marketing is being employed together with various types of relationship marketing. A classification scheme of contemporary marketing practices (Coviello, Brodie and Munro, 1997) is reviewed, and the need to enrich earlier research findings is discussed. A case study methodology for conducting research into the New Zealand wine sector is then considered. The preliminary findings suggest that vineyards increasingly employ a pluralistic approach to marketing combining transaction marketing with relational types of marketing, and that the softer sides of marketing are becoming important, such as social bonding, networks and interactions. The findings also give insights into whether or not vineyards are driven by their product or market.