By Daniel J. Flint, Susan L. Golicic, Paola Signori
Drawing on over two hundred interviews and visits with vineyard proprietors, executives and bosses from over a hundred businesses in 5 international locations, specialists throughout advertising and provide chain administration study winning advertising frameworks as they observe to growers, wineries, vendors and retailers.
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Additional resources for Contemporary Wine Marketing and Supply Chain Management: A Global Perspective
CHAPTER 3 Organizational Foundations Case Vignette: Michael Mondavi Family Estate, United States A winery, like any organization, must have a clear vision of who they are and what they stand for. Leaders ensure this happens in part by instilling a set of core values, a mission statement, and an idea of the culture of the organization. We found one fine example of customer orientation when we informally visited Michael Mondavi’s family winery in 2010 between other formal interviews. While there, we ended up in a nice, detailed conversation with the cellar-door manager.
So one of the first characteristics a winery can leverage in its marketing is its country of origin, but it must first identify markets where there is current or potential interest in wines from that nation. Consumers go through phases where they desire wines from specific nations and/or a specific varietal, which is often correlated with country of origin. For example, Malbec is mostly associated with Argentina today, largely due to grape production that expanded there over the years, and regional marketing efforts.
The better ones are brought into “everything we do here,” so they can understand and effectively launch new products in their markets. They use these trade partners to understand and work within specific markets uniquely. Italy accounted for only 15 percent of their volume at the time, due in part to a poor economy and political uncertainty. So Ricasoli focused on accessing and developing relationships within foreign markets such as North America and the emerging opportunities in China, where the staff visited often to develop connections with travel agencies in order to bring in tourists.
Contemporary Wine Marketing and Supply Chain Management: A Global Perspective by Daniel J. Flint, Susan L. Golicic, Paola Signori