Wine and Sales Strategies -
| Created | |
|---|---|
| Added by |  Samuel Polgar |
| Tags | |
| Link | https://www.sciencedirect.com/science/article/pii/S2212977415000332 |
| Description | |
| Value driver | |
| Pain | |
| Outcome | |
| Required capability | |
| Year tech started | |
| Tech opportunity | |
| put on front page |
Wine attributes and purchase decisions
- Price
- Promotional Activities
- labels, awards, placement (top shelf in shop, etc)
- Country of origin (can be the principal driver)
- Presence of wine growing region
- Certification e.g. Grand Cru, DOC/DOCG
- Grape Variety
- Colour, Still or Sparkling
- Brand Reputation
- Quality indication however, by itself may not be a strong enough cue to buy
- Packaging
- Positive correlation between container weight, price, quality
- Consumer loyalty
Key notes
- economic crisis = reduction in food consumption
- economic crisis = consumer split between
- Shopping at big department stores. Or
- Caring greatly about the quality of the product and how/where its produced
- price sensitiveness can imply consumers are more interested in food which is “environmentally friendly” or “local” foods produced using techniques that respect the environment or are expressions of territorial values
Wine
- Wine isn’t an essential good
- Wine demand is reactive to changes in prices and income
- Wine is increasingly both
- More mass produced
- More Specialised by terrior, appelation, identity