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Marketing in the Face of Increasing Competition and Falling Demand A Study of the Responses of Wine Producers in SainteFoy, Bordeaux

Marketing in the Face of Increasing Competition and Falling Demand A Study of the Responses of... The paper reports on a study of marketing approaches adopted by different categories of wine producer in the Sainte Foy Bordeaux region in southwest France. Market conditions for many French producers have been deteriorating, with falling consumption in the main markets and growing competition from the new wine regions. Even with the worldfamous name Bordeaux on the label, a much more active marketing stance is becoming essential. One possible marketing response by producers is to develop strong branding. Several possible dimensions for individual branding can be identified, including the individual chateau name, the AOC marking, the type of wine, the grape variety used, whether or not the wine is organically grown and the vintage. In developing and maintaining these brand identities, producers have to integrate collective marketing efforts, such as promotional programmes for the local AOC marking, with individual marketing programmes for their own brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Marketing in the Face of Increasing Competition and Falling Demand A Study of the Responses of Wine Producers in SainteFoy, Bordeaux

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References (4)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008624
Publisher site
See Article on Publisher Site

Abstract

The paper reports on a study of marketing approaches adopted by different categories of wine producer in the Sainte Foy Bordeaux region in southwest France. Market conditions for many French producers have been deteriorating, with falling consumption in the main markets and growing competition from the new wine regions. Even with the worldfamous name Bordeaux on the label, a much more active marketing stance is becoming essential. One possible marketing response by producers is to develop strong branding. Several possible dimensions for individual branding can be identified, including the individual chateau name, the AOC marking, the type of wine, the grape variety used, whether or not the wine is organically grown and the vintage. In developing and maintaining these brand identities, producers have to integrate collective marketing efforts, such as promotional programmes for the local AOC marking, with individual marketing programmes for their own brands.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Jan 1, 1994

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