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Author Mora, Pierre, 1955-
Title Wine positioning : a handbook with 30 case studies of wine brands and wine regions in the world / Pierra Mora.
Imprint Cham : Springer, 2016.

View online
View online
Author Mora, Pierre, 1955-
Series Management for professionals
Management for professionals.
Subject Wine tourism -- Case studies.
Advertising -- Wine.
Wine industry -- Management -- Case studies.
Description 1 online resource.
Bibliography Note Includes bibliographical references and index.
Contents What Do You Say with Your Wine?; Contents; 1: Introduction: Issues, Objectives, and Method; 1.1 Finding Wines Place in the Context of Globalization; 1.2 The Reality of Terroirs and Brands; 1.3 Global Market: Trends and Forces; 1.4 Meeting Consumer and Distributor Expectations; 1.5 The Central Question of Differentiation; 1.6 The Method; References; Bibliography on Differentiation and Globalization; Part I: How to Differentiate Wine? Trends, Questions, Debates, Tools, and Decisions; 2: Understanding Consumer Behavior; 2.1 At the Beginning All Seemed Easy, and Then.
2.2 How Much Is the Consumer Involved in the Purchasing Process?2.3 Are There Any Predictive Models?; 2.4 ̀Èasy to Drink and ̀̀Happy to Choose; 2.5 The Contribution of Experiential Marketing to the Wine Industry; 2.6 Conclusion; Bibliography on Consumer Behavior in the Wine Industry; 3: Identity, Segmentation, and Positioning; 3.1 The Delicate Issue of a Wines Identity; 3.2 Segmentation Through the Benefits Sought; 3.3 Segmentation Based on Behaviors; 3.4 Wine and the Family Lifestyle; 3.5 Standardization Versus Adaptation: The Troubling Effects of Globalization.
5.2 The Functions of a Wine Brand5.2.1 Young Love Brands; 5.2.2 The Wine Brand as a Dream Bracket; 5.2.3 Is a Wine Brand for Non-experts?; 5.2.4 Brand and Innovation; 5.2.5 Wine Brands: Luxury for Ordinary People?; 5.2.6 Acquiring or Using?; 5.2.7 Wine Brand and Differentiation; 5.2.8 Segmentation and Wine Brand; 5.3 The Promises of a Wine Brand; 5.3.1 Easy; 5.3.2 Typical; 5.3.3 Exclusive; 5.3.4 Insurance; 5.3.5 Pleasure; 5.3.6 Experience; 5.3.7 Tag on the Shelves; 5.4 Wine Brands as a Tool; 5.4.1 Less Than a Minute to Choose; 5.4.2 A Landmark in the Middle of an Ocean.
5.4.3 Profitability and Loyalty5.4.4 A Place for the Brand; 5.4.5 The Dreams of Distributors; 5.4.6 Portfolio of Brands; 5.4.7 Age and History of a Brand: Strength or Weakness?; 5.4.8 Private Label; 5.4.9 Brand and Positioning; 5.4.10 Traceability of Wine Brands; 5.4.11 Power of a Brand; 5.4.12 Tasty, Healthy, and Fair Products; Bibliography on Wine Brands; 6: When the E-Shopper Meets the Wine Industry; 6.1 When the E-Shopper Meets the Wine Industry; 6.2 Six Pieces of Advice for E-Businesses in the Wine Sector; 6.3 Anytime Anywhere Any Device; 6.4 Added Value, the Internet, and Wine Merchants.
Summary 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.
Note Online resource; title from PDF title page (EBSCO, viewed December 10, 2015).
ISBN 9783319244815 (electronic bk.)
3319244817 (electronic bk.)
ISBN/ISSN 10.1007/978-3-319-24481-5
OCLC # 930703308
Additional Format Print version: Mora, Pierre. Wine Positioning : A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World. Cham : Springer International Publishing, 2015 9783319244792

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