Strategy for marketing wine in Britain Essay Example | Topics and Well Written Essays - 2000 words

Strategy for selling vino in Britain - Essay ExamplePromotion entails non just advertisement but to a fault branding while pricing refers to balancing what the consumer is prepared to exchange in relation to overlapion costs. perspective in a globalised environment creates the greatest challenge of retailing the product.Wine Production. Wine production in Europe has traditionally been labor intensive, establish on fragmented production of grapes by small coat farmers spread over a wide area. These are dependent on a long range of producers, distributors and marketing agents and are thus impervious to the needs of the consumer, a cardinal sin in product marketing. On the other hand new world wine growers, in the United States, Australia, Argentina, Chile and sulphur Africa, set out large land holdings averaging 158 hectares compared to 1 acre in Europe and with mechanization and use of modern techniques move over full control of the production, supply and distribution chain thereby being responsive to product maturement based on consumer preference. Modernization of production has been rejected by French wine growers who do not want to lose the, poetry of wine.Product and Price Differentiation through Packaging. ... Australian and American wine producers have displayed greater flexibility in product development focusing on the change in demand to premium and super premium brands, switch from red to white wine and vice versa based on health benefit perception of consumer, fashion trends and even preference based on course of grapes. This has been achieved by cultivating the identified variety in larger acreages. Old world wine growers did not have this flexibility as land continued to be scarce as also its use for evolution grapes was regulated. Pricing. Apart from the factors covered above, new world producers were able to achieve a price advantage cod to economies of home plate while French and German wine growers were restricted by small holding s and limited scale of operations. Ease in transportation costs and liberalization of tariff regulations due to execution of World trade wind Organization norms also assisted the new world producers in pricing their products competitively.Promotion - Impact of Branding. temporary hookup branding a product is an important tool for its promotion, in old World Europe, regulation and smorgasbord of wine led to a deleterious impact creating a hierarchy of regression with a government activity panel allotting quality certificates. Branding or classification in France was carried out based on an quaint system of terroir or the unique qualities provided to wine due to factors as soil conditions, rainfall and so on. only if when phylloxera struck affecting wine production in the last quarter of 19th Century, it was only through the process of grafting with phylloxera resistant roots from Californian vine yards which transposed wine constancy beyond Europe. The regression in branding i s exemplified by the fact that a resolution was passed by the European Union