low alcohol wines
TRANSCRIPT
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COMMUNICATING LOW ALCOHOL WINES (LESS THAN 10º) TO YOUNG
CONSUMERS
Catharina QueitschIoanna Mavrikou
Isik GulcubukEco-2, Prof. Alfredo Coelho (SupAgro Montpellier) and Prof. Luigi Galletto (University of
Padova)Montpellier, 19 November 2010
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OUTLINE
1. Overview of the Market
2. Marketing Research and Segmentation
3. Targeting and Positioning
4. Marketing Mix
1. Product
2. Price
3. Place
4. Promotion
5. Discussion
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OVERVIEW
Reducing alcohol intake is nothing revolutionary!
Switch to the lower-calorie/lower-fat intake and healthier lifestyles.
Public health and safety are considerable. E.g. Drink-driving
Consumers’ tastes and attitude evolved
Natural high alcohol content in new world wines
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OVERVIEW
Most consumers of reduced alcohol are women
Successful as a concept. Increasing interest of producers and researches but less marketed.
Reduced-alcohol wines have experienced some success as a product category but have yet to fulfill their potential
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MARKETING RESEARCH AND SEGMENTATION
Identifying the markets for a specific niche
Analyzing competitive situation
Low Alcohol Wines are “Niche Market” those who are health conscious and looking for prestige
Important factors: Age, Gender, Education, Income, Lifestyle
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TARGETING AND POSITIONING
Targeting: Offers an opportunity to focus on the requirements of specific buyers
Age 25 – 35,Young Working Women in Plazas with an income of 2000-3000 EUR/month
Positioning: Place the product in the mind of the consumer and distinguish the brand
Fancy and fashionable wine for urban women with health conscious lifestyle
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“fancy and fashionable wine for urban women”
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THE MARKETING MIX
Product
Price
Promotion
Place
Customer Value
Cost
Communication
Convenience
Winery Perspective Customer Perspective
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PRODUCT
Rosé wine, 9% volume
The wine is from Provence: Famous for the rose wines, warm and mild climate and beautiful surroundings
Varieties: Grenache, Syrah and Mourvedre
Process: Blending (Partial Reverse Osmosis)
Packaging: 750 ml in glass bottle with plastic cork
Labeling: Innovative, modern and attractive
Brand
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Very Chic “lush and colorfu$y explosive as they could be”
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Very ChicRose Wine
“lightest rose ever”The joy of discovering unique experiences
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PRICE
Value added price strategy
Pricing of the low alcohol market: 4-25EUR
Retailer price: 6.99EUR
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PLACE
Available in
city supermarkets
trendy restaurants
bars
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PROMOTION
Product has to be sold carefully, going for positive & healthy lifestyle associations, showing the product to be something more than a drink.
The majority of advertising promotes the social attributes & acceptability of product in its “Very Chic” right, rather than replacement for full strength wines.
Focusing not on the “low alcohol content” but on fit&light living.
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PROMOTION
“Very Chic” is going to be introduced to the market at the London Fashion Week; wine tubes are going to be distributed.
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Very Chic “wine in tubes to be distributed in fashion week”
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PROMOTION
Posters & leaflets
Prints in fashion magazines
Display signs in supermarkets
Followed with social media penetration via facebook, twitter and blogs.
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PROMOTION
Entertainment :
After-Work Parties
Beach Parties
Happy Hour Haircut
“Drink and Stylize” Events for Designer Boutiques
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** A!er Work Pa"y **
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** Beach Pa"y **
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Discussion
Taste is not a key quality for promoting low alcohol wine...
If advertising is expanding than awareness will be heightened and education about what the product is actually offering will be improved.
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ReferencesMasson, Aurier, D’Hauteville (2008): Measuring Acceptability of a New Product Through Consumers’ Prolonged Exposure: The Case of Low-Alcohol Wine, 4th International Conference of the Academy of Wine Business Research, Siena (Italy)
Masson, Aurier, D’Hauteville (2008): Effects of non-sensory cues on perceived quality: the case of low-alcohol wıne, International Journal of Wine Business Research Vol 20 No 3, pp 215-229
Meillon, Urbano, Guillot, Schlich (2010): Acceptability of partially dealcoholized wines – Measuring the impact of sensory and information cues on overall liking in real-life settings, Food Quality and Preference 21 (2010) pp 763–773
Pickering (2000): Low- and Reduced-alcohol Wine: A Review, Journal of Wine Research, 11: 2, pp 129 — 144
Masson, Meillon, Cadiere (2009): Quality wınes with reduced alcohol content (VDQA), ANR-05-PNRA-011
Howley, Young (1992): Low-Alcohol wines: The consumer’s choice?, International Journal of Wine Marketing Vol 4 No 3, pp 43-56
Novak(2004): Alcohol Promotion and the marketing Industry: Trends, Tactics and public health, www. apolnet.org/arapo.html
http://www.telegraph.co.uk/foodanddrink/wine/7044370/Low-alcohol-wines-time-to-lighten-up-a-little.html
www.winebusiness.com