Bringing together all the work from the other wine marketing steps into an illustrative marketing plan tailored for a particular winery for the wine segment Inspiring Businessman.
7. The Wine Marketing Mix – Product, Price, Place, People, Promotion – The 5Ps
June 27, 2011 By 1 Comment
A customer’s image of a wine brand is prompted by some key drivers (the 5Ps or the marketing mix). Together they form a good basis for writing your marketing plan.
6. Creating, Describing and Defining your Premium Wine Brand
June 21, 2011 By 1 Comment
Communicate to wine drinkers in ways that are important to them as wine drinkers make brand decisions based off superficial criteria as well as the smell and taste of premium wine.
5. Choose your Wine Niche
June 15, 2011 By 1 Comment
Choosing a wine niche is the way for a small vineyard or winery to be financially successful. A niche which you market consistently well to, and has no strong competitors is the ideal.
4. Telling your Wine Business, Vineyard or Winery Story
June 3, 2011 By Leave a Comment
What wine business story will appeal to your target consumers? If you’ve analyzed your customers and wine industry competitors, look internally to your company strengths. What stories can you tell that will appeal to one of these segments? Who are you most comfortable with marketing too?
3. Overwhelmed by Wine Industry Competitors?
June 2, 2011 By 1 Comment
Is your great wine being overwhelmed by stronger wine industry brands perhaps with a more comprehensive wine marketing programme? Most wine industry competitors are doing what everyone else does – they are trying to copy success. They’ve looked at what others are doing and may have also chosen a less sophisticated form of analyzing niches – e.g. women, Napa Valley, cool climate Pinot Noir. Indeed they will probably be doing no marketing at all (Wine Business Monthly 2006, of the 9300 wineries in the US fewer than 10 percent have clear marketing strategies). This post outlines how to (re)position your brand.
2. Customer Wine Research, Insights into Premium Wine Consumers
May 31, 2011 By 3 Comments
Wine Research tells us that great wine product is a start but not enough. It needs to appeal to customers in other non sensory ways, including some not well known. I present a wine market model with three segments most interested in premium wine.
1. Marketing Wine in Order to Make Premium Wine Brands Profitable
May 30, 2011 By Leave a Comment
An Overview of the Process of Marketing Wine with the end game being Greater Profits. In a nutshell this category of the mylocalwinestore.com provides information on marketing wine through “niche marketing”. Follow the professional marketing process outlined in this overview section to boost prices, margins and/or volume. I’m assuming that you have already created, or are in the process of creating, a high quality wine. Long term success in premium brand management is based on this foundation. Some brands may get away with hype for a while but they will eventually be found out. High quality wine is the price of admission of building a premium wine brand. After you’ve created great wine, professional brand management will help turn your hard work into business success.
How many Premium Wine Drinkers are in your Area?
November 18, 2010 By Leave a Comment
I’m going to design some local market research. This will allow me to estimate the most important and sensitive elements of opening this particular wine store. It’s an easy and cheap, but statistically valid, way of doing research. I’ll create some questions, put it into a online survey form (SurveyGizmo), deliver the invitations to a representative local sample, and process the survey.
