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I moved

This blog has moved to Marketingdelvino.it
will remain active for archival purposes.
Come see the new version of the blog on www.marketingdelvino.it - you will find links to useful resources, the download area and the section "Special thesis" for those who are struggling with their thesis in marketing the wine.

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Man or woman? New forms of communication for companies in the wine

INCIPIT
Finally in the wine world has realized a fundamental concept: With the increased buying of bottled wine in supermarkets, more and more often that women are to buy wine . In France, for example, 70% of the wine is purchased in supermarkets and hypermarkets, and 80% of these purchases are made by women. Similar percentages (between 60 and 70%) also relate to consumers in the U.S., British and German, and the same trend also applies to Italy.
So the so-called "responsible purchasing" becomes the star of commercials and labels (and brand) are redrawn at its extent, especially now chooses the wines for themselves, regardless of taste and perhaps the advice of your partner. In other words, not only is developing a taste for wine, all female, but the market is responding to this new trend, especially in the Anglo-Saxon world.

sample labels "feminine" there are several around. Even ... Continue reading about
Tigulliovino or Art Motions


Pictures Valentina Jori

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Customer retention in the wine world. Maybe!

Here's my recent article published this month in Tigulliovino .
Incipit

Collect and win
One of the main concepts in the marketing world is that of customer loyalty, a concept which we have lived for ever, with examples that cover all kinds of industry products food, from milk collection points to those of biscuits or croissants, via the new loyalty cards in the big retail outlets that can offer by gifts and discounts, to finance purchases. That loyalty is a phenomenon particularly extended and then, which has its appeal to those who organized the fact that through loyalty cards and points collected goes to a continued re-purchase of their products to the detriment of the competition. If
very often in the marketing of wine you can reapply the formulas already "tested" in the more mature fields, it is possible that this also applies to the activities of loyalty?

In Italy there are still significant cases
In Italy, in fact, there are great examples. Perhaps one of the few actions that have moved in this direction, so far ...

Continue reading the article on Tigulliovino or Art Motions .

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not only e-commerce for wine. Online full text

For those interested, I put on my online site the full text of my article " not only e-commerce. The new frontiers of the Internet for wine " which I had already spoken a few weeks ago.
Note that in this case is not about blog & wine, for that reference to the roundtable to be held at the April 8 Vinitaly!

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Wine Consumers

I put online at the Art Motions , my piece was originally published on Bibenda , entitled Wine Solidarity. Here are the opening words



The wine has become better. For once such a statement is not the result of a tragically poor vocabulary. Neither the force of cutting-edge winemaking techniques or specific clones. For some time indeed, the world of Italian wine has become the protagonist of numerous charitable activities. It is not easy to sponsorship, because these activities are not limited to making visible the company showing its logo in the promotional event sponsored, but will drawing a large, closely linked to wine production ...
CONTINUE to read the article on Art Motions.

Photo by Frank van den Berg

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solidarity with the poor eyesight

INCIPIT

When it comes to prices, consumers have a view very delicate. Moreover, talk about the price of wine is to talk about the perception of price. And it is easy to represent it by the sense that we all believe we have more tame. The view, of course.

How to "see", the consumer, the price of wine? And that is sensitive to it, taking into account that the sensitivity may be inferred from these prices, minimum and maximum acceptable for a bottle?

is axiomatic, who buys wine has become more aware and educated. This suggests that the price no longer has a significant importance in the purchasing decision, because wine, unlike the bread and milk, is not an essential commodity for our survival (for some questionable assertion), but responds to needs of social belonging, pleasure. It follows that ...
CONTINUE

Pictures Ivaylo Georgiev

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The wine brand in

INCIPIT
Reduce the conference on the brand in the world of wine held in Rome from the needle (Young Entrepreneurs Association of Italian wine) February 18, I decided to build upon what has been said on that occasion to draw some conclusions.

The brand, as highlighted during the conference by Professor Patrick de Luca MIB Trieste, is a set of elements (name, symbol, design, packaging) that identifies the product and differentiates it from those of competitors. The basis of the importance of the brand, are two concepts: the reputation of the brand (how many people remember the brand and how they recognize), and the image to make (or a set of values \u200b\u200bthat consumers attach to the brand).

From these basics, the real question is this: it makes sense to talk about brand in the world of Italian wine? With the extreme fragmentation that exists in the market, one would almost think not.

Read the rest of my article on Tigulliovino.it
Pictures Drew Broadley

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Pets label, or as you build a brand that sells millions of bottles

Here's my other piece, fresh from publishing Tigulliovino.it

[INCIPIT] thinned out the clusters from labels, delete the logo from the vine leaves. Animals arrive on the label, and they sell millions of bottles. Let me be clear, you're not talking about a single wine with a curious name and perhaps challenging, nor a label graphically appealing, but the construction of a real brand. It is part of Australia. This is where we are the Yellow Tail wines, launched in 2001 and soon became the best-selling wine brand in the United States, with a record one million cases sold in one month, in October 2005.

The phenomenon of labels with animals (swans blacks, little penguins, etc.) is well connected with the development of increasingly large-scale distribution organized in the sale of wines, but not only ...
Continue reading the article on Tigulliovino.it

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The new frontiers of the Internet for wine. Not only e-commerce

e-commerce had not yet spoken, at least not here. Thus indicating that my article published a few days the latest issue of Bibenda . Obviously I can not put the full text, but I thought a little summary might be useful.
Although the statistics see increasing sales online, these positive results do not seem to affect the world of wine. Except Wineshop leader in online sales of wine in Italy, selling wine involves the complexity of managing readily surmountable (especially on an individual basis), mainly related to problems of logistics, order management and so on that make it preferable simply to indicate the list of stores where its products are available.
But the possibility of increasing revenues are none. This is demonstrated by companies like Tasca d'Almerita , thanks to a sophisticated intranet has streamlined order management and relationships with the sales force and drastically reduced costs, or the sale of services (in this case tickets Mangialonga Sagrantino), provided on the website of the company Marco Caprai . In the piece original there are some more extracts from my interview with Caprai and Tornatore, Tasca d'Almerita.
In other words, it is said that the Internet serves only to build the image. It can generate profits.
The aspect of the sale of services is certainly one that most attracted my attention, but I'll better in the next few days with a lot of stage (virtuale!) California!

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Wine, beer and advergame

Segnalo my article on wine marketing, published this month in Tigulliovino.it

Incipit
While there are those who mourns the untimely death of e-mail marketing (for as we have always known) and those who would impose any penalty to those who invented the pop-up blocker, continues to be successful a tool born a few year ago and has contributed to the recovery in advertising on the Internet. It dell'advergame, another neologism Anglophone, born, in this case the union of advertisement (advertising) and game. Through the advergame is in fact offers a free online game, integrated in an advertisement ... Continue


Photo of Stefanie L.