Draft Export Barolo Win To Argentina

Export Barolo Win to Argentina

January 25

2012
Marketing Plan

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Understanding the Market

Market Definition

Market Segmentation

Product Life CycleCompetitive System

Distribution System

Customer Behavior Analysis

Market Trend

Assessing our Market position (Strengths and Weaknesses) Market shares (by segments)
Italy is divided into 20 wine regions. The three in the north-east – Veneto,Trentino-Alto Adige and Friuli-Venezia Giulia – are known collectively as the Tre Venezie. This area boasts the most superior wine technologyand is home to two of the country’s leading wine schools: San Michele all'Adige in Trentino and Conegliano in the Veneto. It also houses the world’s largest vine nursery at Rauscedo in Friuli.

In the north and north-west there are five wine regions: Lombardy(Lombardia), EmiliaRomagna, Piedmont (Piemonte), Liguria and Aosta Valley (Valle d’Aosta). Together, they account for 20% of Italy’s totalwine production as well as approximately 30% of its DOCs. The six central regions are Tuscany (Toscana), Latium (Lazio) and landlocked Umbria plus Marches (Marche), Abruzzo (Abruzzi) and Molise. They produce less than a quarter of Italy's wines but account for a third of its DOCs or DOCGs. This area enjoys superior climatic conditions, with abundant sunshine and moderating temperatures. In thesouth of Italy, including its islands, there are six wine regions, producing around 40% of the country’s total wine production but accounting for less than 7% of its DOCs. These areas are Campania,Basilicata, Puglia (Apulia), Calabria and the islands of Sicily and Sardinia(Sardegna).

Customer base
For example, in a study of dimensions of wine equity in terms of the benefits sought by wineconsumers, Orth et al. (2005) found that quality,price, social acceptance, emotional, environmental value and humane value were strong and significant predictors of consumer preferences for wine That is primarily in terms of their perception of the quality of the end product rather than the value that a consumer derives from that product. Importantly in the case of wine that value is built over allaspects of the wine production process of which they have an awareness. This includes not only price and geographical location but the characteristics of production in terms of what is grown, how it is grown and the wine making process.

Brand image
Currently Situation (in Italy)
Barolo, after all, has been called “the King of Wines” for centuries—never mind that it took a Frenchman to bring thisabout (more on that later). But what was a certainty some 200 years ago may not necessarily be true in 2007. After all, the Barolos of only two decades ago bear little resemblance to the wines of today.

Building a brand image in Argentina
Premium wine, as a complex, symbolic and highly technical product, relies on a complex interaction of information sources and impressions for the developmentof brand image. Image is an abstract concept that incorporates the influences of past promotion, reputation, and peer evaluation of the alternatives and connotes the expectation of the user (Gensch, 1978; Stern et al., 2001).This information can be from many sources, some of which can be controlled or influenced by the winery and some which are primarily controlled by third parties

Three basictypes of image formation agent can be identified (Gunn, 1972; Gartner, 1993; see also McKay and Fesenmaier, 1997): ● induced, which are the result of a conscious effort of image formation by the wine producer (whether at a wine grower or regional scale); ● Autonomous, where third parties provide information or impressions of the wine; ● Organic, which are unbiased and trusted others such as...