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Wine Positioning

A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World

  • Pierre Mora

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xii
  2. How to Differentiate Wine? Trends, Questions, Debates, Tools, and Decisions

    1. Front Matter
      Pages 15-15
    2. Pierre Mora
      Pages 17-29
    3. Pierre Mora
      Pages 31-42
    4. Pierre Mora
      Pages 43-54
    5. Pierre Mora
      Pages 55-79
  3. Appellations and Wine Brands: Case Studies

    1. Front Matter
      Pages 115-115
    2. Pierre Mora
      Pages 117-178
    3. Pierre Mora
      Pages 179-210
  4. Conclusion

    1. Front Matter
      Pages 211-211
    2. Pierre Mora
      Pages 213-216
  5. Back Matter
    Pages 217-219

About this book

Introduction

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.

Keywords

Wine benchmarking Wine branding Wine differentiation Wine industry Wine marketing Wine regions

Authors and affiliations

  • Pierre Mora
    • 1
  1. 1.Marketing DepartmentKEDGE Business SchoolTalenceFrance

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-24481-5
  • Copyright Information Springer International Publishing Switzerland 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-24479-2
  • Online ISBN 978-3-319-24481-5
  • Series Print ISSN 2192-8096
  • Series Online ISSN 2192-810X
  • Buy this book on publisher's site
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