Wine positioning : a handbook with 30 case studies of wine brands and wine regions in the world

225 Pages·2016·5.724 MB·English

by  Mora, Pierre

Management for Professionals
Pierre Mora
Wine
Positioning
A Handbook with 30 Case Studies
of Wine Brands and Wine Regions
in the World
Management for Professionals
Moreinformationaboutthisseriesathttp://www.springer.com/series/10101
Pierre Mora
Wine Positioning
A Handbook with 30 Case Studies
of Wine Brands and Wine Regions
in the World
PierreMora
MarketingDepartment
KEDGEBusinessSchool
Talence
France
ISSN2192-8096 ISSN2192-810X (electronic)
ManagementforProfessionals
ISBN978-3-319-24479-2 ISBN978-3-319-24481-5 (eBook)
DOI10.1007/978-3-319-24481-5
LibraryofCongressControlNumber:2015956786
SpringerChamHeidelbergNewYorkDordrechtLondon
#SpringerInternationalPublishingSwitzerland2016
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What Do You Say with Your Wine?
Iamfromaregion,Bordeaux,whereeachfamilywasaccustomedtohavingitsdoctor,
notary, watchmaker, confessor... and its winemaker. I am from a country, France,
wheretraditionallypeopledranktwoglassesofredwineeveryday,noonandnight,
andalmostalwaysthesamekindofwine.Changingkindswouldhavebeenperceived
asaninfidelity.WhitewinesfromValdeLoireweredrunkmostlyonSundayswith
oysters;Rose´deProvenceonholidayswithfreshsalads;Easterlambswereassociated
with Burgundy; and Sauternes or Loupiac were served at Christmas. Habits were
simple and volumes predictable. People used to “drinkthecellarof their father and
preparethecellaroftheirchildren.”
Then I traveled through the wide world of wine. I discovered the wines of
SomontanofacingthesunofAragoninSpainandthoseofFriouliinItalyrefreshed
by the Bora wind coming from the Alps. I was impressed by the courage of the
winemakers at the foot of the Andes who attempted the adventure of export to the
UnitedStatesandNorthernEurope.
IwasexcitedbytheCalifornianviticulture,landofentrepreneurs,powerfulbrands,
innovativewinetourism,andcommitmenttoPinotNoir.Iagreedwithwinegrowers
fromAustraliatoSouthAfrica,fromNewZealandtoGermany,whoexplainthatthe
viticulturemustbegreenororganicifitwantstotransmitapeacefulandsustainable
messagetofuturegenerations.
I visited international fairs in London, Du¨sseldorf, Hong Kong, and Bordeaux,
whereImetwinemerchantsandretailerswhobringalltheirvaluetoanindustrythat
entrusts them with the marketing oftheir products. I observedyoung consumers in
India and Scandinavia meticulously learning the codes of tasting, something
completelynewforthem.
Oncebackhome,Iwrotethisbookto sharethesestoriesofdiversity,notofthe
elitebutrathertheeverydaypeople.Twoissuesareofconcern:terroirsandbrands.At
a time when production is higher than consumption in the wine world, all growers
have one idea inmind: how can theyexpress their uniqueness and beperceived as
special?
Whatdoyousaywithyourwine?
Behind this recurring question hides another: what makes you different? The
goalofthisbookistohelpwinegrowersanswerthisquestion.
v
vi WhatDoYouSaywithYourWine?
IwouldliketowarmlythankmystudentsoftheMasterVinsetSpiritueuxfrom
KEDGEBusinessSchoolwhohelpedmeanalyzebrandsandterroirspositioning.
Thisjourneyisdedicatedtothem.
Bonneroute!
Bordeaux,France PierreMora
September2015
Contents
1 Introduction:Issues,Objectives,andMethod. . . . . . . . . . . . . . . . . 1
1.1 FindingWine’sPlaceintheContextofGlobalization. . . . . . . 2
1.2 TheRealityofTerroirsandBrands. . . . . . . . . . . . . . . . . . . . . 4
1.3 GlobalMarket:TrendsandForces. . .. . . . .. . . .. . . .. . . . .. 5
1.4 MeetingConsumerandDistributorExpectations. . . . . . . . . . . 6
1.5 TheCentralQuestionofDifferentiation. . . . . . . . . . . . . . . . . . 9
1.6 TheMethod. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
PartI HowtoDifferentiateWine?Trends,Questions,Debates,
Tools,andDecisions
2 UnderstandingConsumerBehavior. . . . . . . . . . . . . . . . . . . . . . . . 17
2.1 AttheBeginningAllSeemedEasy,andThen.... . . . . . . . . . . 17
2.2 HowMuchIstheConsumerInvolvedinthePurchasing
Process?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
2.3 AreThereAnyPredictiveModels?. . . . . . . . . . . . . . . . . . . . . 22
2.4 “EasytoDrink”and“HappytoChoose”. . . . . . . . . . . . . . . . . 25
2.5 TheContributionofExperientialMarketingtotheWine
Industry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
2.6 Conclusion.. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . 28
BibliographyonConsumerBehaviorintheWineIndustry. . . . . . . . . 28
3 Identity,Segmentation,andPositioning. . . . . . . . . . . . . . . . . . . . . 31
3.1 TheDelicateIssueofaWine’sIdentity. . . . . . . . . . . . . . . . . . 31
3.2 SegmentationThroughtheBenefitsSought. . . . . . . . . . . . . . . 32
3.3 SegmentationBasedonBehaviors. . . . . . . . . . . . . . . . . . . . . . 34
3.4 WineandtheFamilyLifestyle. . . . . . . . . . . . . . . . . . . . . . . . 36
3.5 StandardizationVersusAdaptation:TheTroublingEffects
ofGlobalization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
BibliographyonSegmentationandPositioning. . . . . . . . . . . . . . . . . 40
vii
viii Contents
4 Terroirs:TellMeWhereYouComeFrom?. . . . . . . . . . . . . . . . . . 43
4.1 WhatIsaTerroir?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
4.2 NoDifferentiationWithoutaTerroir. . . . . . . . . . . . . . . . . . . . 46
4.3 TheDangeroftheTerroirStandardization. . . . . . . . . . . . . . . . 48
4.4 MakingaHomogeneousAppellation. . . . . . . . . . . . . . . . . . . . 48
4.5 TerroirsandAppellations:HowtoTelltheStory?. . . . . . . . . . 49
4.6 TheIssueofReadability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
5 WineBrand:TakeItEasy?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
5.1 WhatIsaWineBrand?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
5.1.1 WineBrandsinAncientTimes. . . . . . . . . . . . . . . . . . 56
5.1.2 AVeryBriefSociologyofaWineBrand. . . . . . . . . . 56
5.1.3 TheWineBrandasanEncounter. . . . . . . . . . . . . . . . 57
5.1.4 ValueandtheWineLabel. . . . . . . . . . . . . . . . . . . . . 58
5.2 TheFunctionsofaWineBrand. . . . . .. . . . .. . . . . .. . . . .. . 59
5.2.1 YoungLoveBrands. . . . . . . . . . . . . . . . . . . . . . . . . . 59
5.2.2 TheWineBrandasaDreamBracket. . . . . . . . . . . . . 60
5.2.3 IsaWineBrandforNon-experts?. . . . . . . . . . . . . . . 60
5.2.4 BrandandInnovation. . . . . . . . . . . . . . . . . . . . . . . . 61
5.2.5 WineBrands:LuxuryforOrdinaryPeople?. . . . . . . . 62
5.2.6 AcquiringorUsing?. . . . . . . . . . . . . . . . . . . . . . . . . 63
5.2.7 WineBrandandDifferentiation. . . . . . . . . . . . . . . . . 64
5.2.8 SegmentationandWineBrand. . . . . . . . . . . . . . . . . . 64
5.3 ThePromisesofaWineBrand. . . . . . . . . . . . . . . . . . . . . . . . 65
5.3.1 Easy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
5.3.2 Typical. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
5.3.3 Exclusive. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
5.3.4 Insurance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
5.3.5 Pleasure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
5.3.6 Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
5.3.7 TagontheShelves. . . . . . . . . . . . . . . . . . . . . . . . . . 69
5.4 WineBrandsasaTool. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
5.4.1 LessThanaMinutetoChoose. . . . . . . . . . . . . . . . . . 70
5.4.2 ALandmarkintheMiddleofanOcean. . . . . . . . . . . 71
5.4.3 ProfitabilityandLoyalty. . . . . . . . . . . . . . . . . . . . . . 71
5.4.4 APlacefortheBrand. . . . . . . . . . . . . . . . . . . . . . . . 71
5.4.5 TheDreamsofDistributors. . . . . . . . . . . . . . . . . . . . 72
5.4.6 PortfolioofBrands. . . . . . . . . . . . . . . . . . . . . . . . . . 72
5.4.7 AgeandHistoryofaBrand:StrengthorWeakness?. . . 73
5.4.8 PrivateLabel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
5.4.9 BrandandPositioning. . . . . . . . . . . . . . . . . . . . . . . . 75
5.4.10 TraceabilityofWineBrands. . . . . . . . . . . . . . . . . . . 75
5.4.11 PowerofaBrand. . .. . . . .. . . . .. . . .. . . . .. . . . .. 77
5.4.12 Tasty,Healthy,andFairProducts. . . . . . . . . . . . . . . . 77
BibliographyonWineBrands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Contents ix
6 WhentheE-ShopperMeetstheWineIndustry. . . . . . . . . . . . . . . 81
6.1 WhentheE-ShopperMeetstheWineIndustry. . . . . . . . . . . . . 81
6.2 SixPiecesofAdviceforE-BusinessesintheWineSector. . . . 84
6.3 AnytimeAnywhereAnyDevice. . . . . . . . . . . . . . . . . . . . . . . 85
6.4 AddedValue,theInternet,andWineMerchants. . . . . . . . . . . 86
6.5 SuccessfulWebsitesintheWineIndustry. . . . . . . . . . . . . . . . 87
6.5.1 Information. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
6.5.2 Browsing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
6.5.3 Security. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
6.5.4 Deal. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
6.5.5 Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
6.5.6 Reliability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
6.5.7 Interactivity. . . .. . . . .. . . . .. . . . . .. . . . .. . . . . .. 90
BibliographyonWineandE-Business. .. . . .. . . .. . . .. . . . .. . . .. 90
7 ToolsforWineDifferentiationandPositioning. . . . . . . . . . . . . . . 93
7.1 SWOTAnalysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
7.2 ExtendedRivalry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
7.3 StrategicGroups. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
7.4 CompetitionDiagnosis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98
7.5 KeySuccessFactors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
7.6 DifferentiationLevels. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
7.7 DiversificationOpportunities. . . . . . . . . . . . . . . . . . . . . . . . . 103
7.7.1 ThreeLevelsofDifferentiation. . . . . . . . . . . . . . . . . 104
7.7.2 WineBrandPersonalities. . . . . . . . . . . . . . . . . . . . . . 106
7.7.3 ThePowerofInfluenceofAppellations. . . . . . . . . . . 107
7.8 CommunicatingDifference. . . . . . . . . . . . . . . . . . . . . . . . . . . 108
7.9 CoherenceandConsistencyofDistributionChannels. . . . . . . . 110
7.10 Conclusion:TheProperUseofAnalyticalTools. . . . . . . . . . . 111
References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
PartII AppellationsandWineBrands:CaseStudies
8 TheWorldofAppellations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
8.1 Bandol,France. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
8.1.1 ComponentsoftheIdentity. . . . . . . . . . . . . . . . . . . . 117
8.1.2 ApparentPositioning. . . . . . . . . . . . . . . . . . . . . . . . . 118
8.1.3 SuggestionsforDifferentiation. . . . . . . . . . . . . . . . . . 119
8.2 Barossa,Australia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
8.2.1 ComponentsoftheIdentity. . . . . . . . . . . . . . . . . . . . 120
8.2.2 ApparentPositioning. . . . . . . . . . . . . . . . . . . . . . . . . 121
8.2.3 SuggestionsforDifferentiation. . . . . . . . . . . . . . . . . . 122
8.3 Beiras,Portugal. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
8.3.1 ComponentsoftheIdentity. . . . . . . . . . . . . . . . . . . . 123
8.3.2 ApparentPositioning. . . . . . . . . . . . . . . . . . . . . . . . . 125
8.3.3 SuggestionsforDifferentiation. . . . . . . . . . . . . . . . . . 126