Wine Brands : Success Strategies for New Markets, New Consumers and New Trends

The subject of wine marketing is widely treated by practitioners and marketing experts in many countries. But we are now entering a new era for marketers: peers trust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. How can marketers and academics respond to this challenge in the wine industry? Every few months new technologies, new devices, and new practices require analysis, creative processes, and adaptation. E-marketing is a global strategy allowing the industry to reach niche markets. For the first time in history we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviours. We are now leaving the Information Age and entering the Recommendation Age through opinion leaders and various trenders. This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the word, this book is an invaluable guide to anyone working in, or interested in the wine industry. Cover......Page 1 Contents......Page 8 List of Illustrations......Page 10 List of Tables......Page 12 Acknowledgements......Page 13 Introduction......Page 16 Part I: New and traditional consumers......Page 20 1 Portrait of a man as a traditional consumer......Page 22 Traditional markets......Page 23 New markets......Page 42 Conclusion......Page 49 2 Values and trends of the new consumers......Page 51 The traditional markets......Page 66 The emerging markets: China, Russia and India......Page 69 Europe, the United States and Japan: new wine drinkers and new consuming trends......Page 73 Part II: Reaching the new consumer......Page 84 The difference a good marketing strategy makes......Page 86 Segmenting or expanding the wine market......Page 91 Communicating in an innovative way......Page 98 Building a new business model: the wine clubs......Page 105 'In vino caritas': compassion marketing......Page 108 What happens to traditional tools?......Page 109 5 Pouring wines in new ways: marketing on the Web 1.0......Page 110 The first online tool: the web site......Page 111 Re-inventing old tools......Page 112 Inventing new tools......Page 115 Email marketing......Page 119 Online advertising......Page 127 E-commerce: a rocky road......Page 132 Conclusion......Page 142 New web communities: Millennials, GenX and women......Page 143 Is blogging the new PR?......Page 150 Webcasts: are 'podcasts' the new online news channel?......Page 155 A rat with a 'long tail': wine brands and online retail......Page 162 Buzz marketing: who or what is the most efficient bee buzzing on the Internet?......Page 163 Mobile marketing......Page 169 Conclusion......Page 170 Wine brands: some statistics......Page 171 Branding or no branding? That is the question......Page 172 Key factors for a successful branding strategy......Page 176 The various types of brands......Page 182 Brand value......Page 189 Conclusion......Page 190 Notes......Page 191 Bibliography......Page 194 M......Page 198 Y......Page 199 Cover 1 Contents 8 List of Illustrations 10 List of Tables 12 Acknowledgements 13 Introduction 16 Part I: New and traditional consumers 20 1 Portrait of a man as a traditional consumer 22 Traditional markets 23 New markets 42 Conclusion 49 2 Values and trends of the new consumers 51 3 Birth of the new wine consumer 66 The traditional markets 66 The emerging markets: China, Russia and India 69 Europe, the United States and Japan: new wine drinkers and new consuming trends 73 Part II: Reaching the new consumer 84 4 Traditional marketing versus web marketing 86 The difference a good marketing strategy makes 86 Segmenting or expanding the wine market 91 Communicating in an innovative way 98 Building a new business model: the wine clubs 105 'In vino caritas': compassion marketing 108 What happens to traditional tools? 109 5 Pouring wines in new ways: marketing on the Web 1.0 110 The first online tool: the web site 111 Re-inventing old tools 112 Inventing new tools 115 Email marketing 119 Online advertising 127 E-commerce: a rocky road 132 Conclusion 142 6 Web 2.0 and the new millennium: innovative ways for new trends 143 New web communities: Millennials, GenX and women 143 Is blogging the new PR? 150 Webcasts: are 'podcasts' the new online news channel? 155 A rat with a 'long tail': wine brands and online retail 162 Buzz marketing: who or what is the most efficient bee buzzing on the Internet? 163 Mobile marketing 169 Conclusion 170 7 Wine and branding 171 Wine brands: some statistics 171 Branding or no branding? That is the question 172 Key factors for a successful branding strategy 176 The various types of brands 182 Brand recognition 189 Brand value 189 Conclusion 190 Notes 191 Bibliography 194 Index 198 A 198 B 198 C 198 D 198 E 198 F 198 G 198 H 198 I 198 J 198 K 198 L 198 M 198 N 199 O 199 P 199 R 199 S 199 T 199 U 199 V 199 W 199 Y 199 "This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry."--book jacket