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Traditional “Zivana”: a case study of a Cypriot distillery

Traditional “Zivana”: a case study of a Cypriot distillery 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Traditional “Zivana”: a case study of a Cypriot distillery

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0954-7541
DOI
10.1108/09547540610681095
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: May 1, 2006

Keywords: Alcoholic drinks; SWOT analysis; Marketing mix

References