Marketing
613 mots
3 pages
US &GB Wine’s marketSL. 1:
FACTS
-French wines used to sell well
-French wines are losing market shares in GB and US (while)
-Italian; Spanish and new world wines (Australian; Chilean; South African and US) are increasing their sales.
=>GOALS
-Implement French wine image in order to increase its sales amount
TOOL
-A marketing campaign matching the US and GB’s customer’s requirements.
SL. 2:
Market analysis: US & GB wine market
Critères d’achats:
-clear labeling
-labeled with the wine region and grape variety
-labeled with the grape
-labeled with the producer
Valeurs associées à la consommation de vin en US et GB :
-luxe
-soirée entre amis
Caractéristiques des clients :
-not experts
Wine drinkers may be turning to Australian and Chilean wines because their bottles have clearer labeling as they are labeled with the wine region, the grape and the producer.
On picking up an Australian bottle of wine, a wine purchaser does not have to be an expert to quickly get a clear idea of what is inside the wine bottle.
On a French bottle however things are quite different since, due to ancient French regulations about the type of information which can be put on the label. On a decent bottle of wine from France the wine buyer will not find out what type of grape, region, or even the brand or vineyard the wine came from. Even if only a fraction of the wine has been made with another grape type they are forbidden from entering any information on the front label.
US &GB drinkers does continue to sell
-To regain some of the market we need to re-marketing our wines in order to meet US&GB customers requirements.
-Put useful information on the labels such as grape variety and the year produced. This may go some way to attract wine consumers back at the lowest end of the market.
The Australian have always had a concerted marketing effort to promote the wine from their “country” (and Chile has recently