By Pierre Mora
This booklet introduces readers to the idea that and implementation of positioning innovations within the context of the wine undefined. that includes 30 case stories on manufacturers and wine areas world wide - all in line with an analogous rules - it provides a profitable, state-of-the-art process for the selling of wine. instead of concentrating on a small crew of elitist appellations, the Grand Crus universe and a handful of famous person manufacturers, the e-book addresses the genuine, day by day wine international. In gentle of globalization, it introduces cutting-edge wine positioning innovations, with an emphasis at the identification, segmentation and positioning of wine appellations and wine manufacturers. In its research of wine appellation types, the booklet examines neighborhood parameters like geology, heritage and wine turning out to be thoughts; compares proof, figures and actors; analyzes the signs which are being despatched to the industry and offers various key elements for success.
Similarly, the wine manufacturers types are analyzed at the foundation in their respective model identification and obvious advertising coverage. within the book’s ultimate half, it summarizes fresh advancements in wine advertising and marketing, together with the growing to be value of wine manufacturers as new territories within the worldwide winery, and the function of appellations because the essence of cultural range.
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Extra resources for Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
16 Issue 3, p325-335. 11p. Lockshin, Larry; Quester, Pascale; Spawton, Tony. Segmentation by Involvement or Nationality for Global Retailing: A Cross-national Comparative Study of Wine Shopping Behaviours. Journal of Wine Research. Dec 2001, Vol. 12 Issue 3, p223-236. 14p Mora, P. Livat, F. Does Storytelling Add Value to Fine Wines Wine Economic Policy: Vol. 2 1SS1 p1-54. 2013. Mora, P. Barbat, V. Toften, K. Hammervol, T. Sucessful Niche Firms and crisis in the wine industry Vol. 2 ISSN 1961-7798.
Ross, Karen. Product Labels What Information Do Consumers Want, and Will They Believe It? Journal of Food Products Marketing. 2000, Vol. 6 Issue 1, p25. Vrontis, D. Tharassou, A. The renaissance of Commandaria A strategic branding descriptive analysis. International Journal of Management Cases. 2012, Vol. 14 Issue 1, p110-125. 16p. Wei Zhao; Xueguang Zhou. Status Inconsistency and Product Valuation in the California Wine Market. Organization Science. Nov/Dec 2011, Vol. 22 Issue 6, p1435-1448.
It has even become a recognized abbreviation: ETD. The idea is attractive. It tells consumers, “Stop considering that wine is a complicated product. Just take it easy. ” Facilitating the act of purchase is of course the basic goal of any marketing manager. Simplifying decision making is a kind of lifestyle for many persons, especially in the United States. New entrants to the wine world, such as the South American and Australian producers, offer products that are or claim a form of complexity. They have allied themselves with mass market distributors to ensure a low price and marketing consistency of their product.