Purpose – The purpose of this paper is to examine the issues related to the production of “Zivana”, a traditional alcoholic beverage produced by the Cypriot company LOEL, and the marketing practices implemented by the company. Thus, the product, its target market and competition are examined, a SWOT analysis is performed and the marketing mix is presented. Design/methodology/approach – To gain an initial understanding of the marketing practices employed by the company concerning the production of “Zivana”, the case study method was employed, since its fundamental characteristic is the focus on a particular setting or event. Findings – The findings showed that the company offers superior quality due to its high‐end technological equipment and has defeated competitors, although it has a higher price than competitive products. The company is aiming at developing new products based on “Zivana” and at exporting its products. Originality/value – This paper can add to the present pool of knowledge in the sector of alcoholic beverages, since it is the only one so far that has provided an important insight in the production and marketing of “Zivana” in the Cypriot market. The results of the study support the findings of other studies mentioned in the literature and they can be of definite interest and potential value to managers in this sector.
International Journal of Wine Marketing – Emerald Publishing
Published: May 1, 2006
Keywords: Alcoholic drinks; SWOT analysis; Marketing mix