Main points in the wine marketing strategy
- The dissemination of the beneficial effect that the consumption of organic wines has on health.
- The superior quality of the raw material and the whole winemaking process in the standards of organic production.
- The confidence in the product, its certification and control standards
- The superior taste
Strategies for developing and penetrating the market for organic wine products
They should be based on encouraging consumers to show preference and choose them.
The so-called bio-consumers are very important, although they are few in Greece. Therefore, the main strategy for the marketing of organic viticulture and, in particular, wine, is the creation of a wider market which will include more purchasing segments.
5 basic movements would be particularly useful
- Knowledge of the bio-production ways and the differences in relation to conventional production
- Easy access and affordable price
- Information on the benefits arising from the consumption
- Consumers confidence in certification marks and control mechanisms
Marketing mix of organic vine-wine products
Particularities of the marketing mix in organic viticulture
- The product is characterized by high-quality production. It has a superior taste, while it yields much better the characteristic flavors of the Micro-ecosystem in which it is produced.
- The grape is in complete harmony with the cultivation area, carrying the aromas of each region.
- The wine produced from organic viticulture is of superior quality since it is free from all sorts of chemical or synthetic fertilizers and pesticides both used for the development and the control of the diseases of the vine growing. At the same time, it is connected with the Mediterranean diet and the good health of those who consume it.
- Due to the lack in use of any chemical additives during vinification, it is directly related to its natural environment.
Product-Organic wine – disadvantages
- The lack of adequate information for consumers on the specificities of the product.
- The lack of sustainable consumer education, which leads to depreciation of the value of the product.
- The inability to correctly read both the labeling and the knowledge of the certification marks on the labels
Always in organic farming, in addition to the basic features of the agricultural product label that is the business name, the brand, the place of production, the ingredients, etc., the specific organic certification mark should be indicated, as well as the certification body’s mark. The product should also be accompanied by a certificate of compliance issued by the certifying body, which carries out the controls at all stages of the production process and the management of the organic agricultural product in general.
The factors that influence the price of organic wine depend on offer and demand and also the competition. An important specificity of the competition is the conventional wine products which are substitute products. Competition between conventional and organic wines can exist both within the market and in the context of the production of a winemaking company which produces both conventional and organic wines. Nevertheless, an important factor in determining the price in organic wine production is the cost of production, which is mainly responsible for the highest price, since it is higher than the equivalent in conventional wine production. Organic wine in Greece is usually more expensive by 10-15%.
- Wholesale of products to companies
- Sale of organic products in specialized stores (organic products)
- Retail sale of products in shops, restaurants and liquor stores
- Retail sale of products from the winery
- Retail sale of organic products by collective bodies, such as cooperatives, or flexible cooperative clusters schemes, etc.
In modern wine production, the trend in the European market has to do with the reduction of the distribution chain and the minimization of intermediaries, which leads to the creation of a short supply chain. The reduction of the distribution chain reduces the time the product needs from production to its place of purchase and its cost.
Regarding the wine, bibliographic references contribute to the promotion of the AIDA model:
Advertising (TV, posters, magazines, radio)
Personal Sale (through vendors or through direct sales)
Sales promotion (coupons, free samples) and Public Relations
In wine, the promotion in terms of winemakers mainly includes
Organization of tasting gala, meetings with enophilic (wine-loving) clients or potential customers, participation in exhibitions, personal sales at points of sale, public relations, web site creation, use of social media, etc.
Important Steps for the Promotion Mixture
- Analysis of existing customers
- Analysis of previous communication actions and their effectiveness
- Creation of a clear and achievable objective
- Drawing up and shaping actions through the marketing communication mix which will serve the objective or the objectives
- Budget and the possibility to finance the necessary communication information
Ability to measure results during and after the end of the communication strategy