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The Marketing strategy
Defining it for the Povardardski/Vardar River Valley
1
Developing Geographical Indications in Macedonias wine sector
Skopje, 9 July 2013
Outline
1. Summary on How marketing a
GI product? 1. individual and collective marketing
2. strategic and operational marketing
3. the role of the Association
2. Elaboration of the strategic
marketing plan
2
Summary How marketing
a GI product?
3
See last PPT presentation and
FAO guide chapters 3.2 and 3.3
http://www.fao.org/docrep/017/i1760sr/i1760sr.pdf
http://www.fao.org/docrep/017/i1760sr/i1760sr.pdf
Individual and Collective marketing
GI and the related territorial reputation are collective
assets.
Two levels of marketing:
the firm and its brand (individual)
the territory and the GI (the collective reputed name):
marketing plan to be combined with these two levels
individual image has impact on the whole territory image
Two steps in defining the marketing plan
Strategic marketing, the road map
Operational marketing or mix marketing : implementing
the strategy
4
Strategic marketing
1. Market analysis: the study of consumers motivations, attitudes, perceptions and willingness and ability to pay, competition, market
opportunities, possible commercial partnerships, etc.
ex : SWOT analysis
what is the best niche markets to target ?
2. Tools to develop the marketing strategy:
Segmentation: dividing a market into categories
Targeting : prioritizing
Positioning: get the consumer understand the
product
strategic marketing plan for higher prices, higher margins or higher volumes sold
5
What are the characteristics of the supply chain?
What are the characteristics of the markets?
Who are the competitors (product, firms)?
What market segments can be identified
(characteristics and needs of customers?)
What segments do you want to target? (your product
fit to them) (various ones to fit with the varieties of the appellation wines)
6
Practice
7
Practice / SWOT analysis
p. 113 FAO guide
8
Practice / SWOT analysis
Issues to be solved?
p. 113 FAO guide
9
Practice / segmentation, targeting and positioning
p. 113 FAO guide
Marketing mix
Establishing the means to achieve the objectives in each market
selected by combining four operating factors: Product, Price,
Place, and Promotion (4Ps, 5 with People)
10
Marketing mix / Product
Characteristics of the product
The brand of the firm and the GI
Packaging and labeling
Labeling: visual identity and information about
product characteristics (composition, nutritional facts,
description of how to use the product),
specificity related to the GI; e.g. information, on the
specificity of the production process and on natural
resources used in it, the know-how, the link with the
culture of the production area, etc.
possible utilization in culinary preparations by non-
expert consumers;
11
Marketing mix / Price
decide price for each product, by taking into
account the pricing objectives of members, price
competition and consumer preferences in order to
place the product price between its price floor and
price ceiling
price is often and indication of quality level for
consumers...
12
Marketing mix / Place
Three main channels :
traditional distribution and local direct selling;
specialized shops, cellar doors important in wine in
relationship with wine tasting and tourism;
large-scale distribution; large volume and constant
quality
innovative distribution; important to develop in wine
to take into account new expectations: Internet sells,
fair-trade purchasing groups, community-supported
agriculture....
13
Marketing mix / Promotion
To provide information about the specific quality and
characteristics of the GI product in order to increase
consumer willingness to purchase and pay.
role essential of the Association
Who is communicating?
Towards whom is the communication directed? Who
is the recipient?
What is communicated? What is the message to be
transmitted?
How should the communication be achieved?
14
Elaborating the strategic
marketing plan
15
To make a great product a great
collective brand: to let people know about the wine in an appealing way...
connoisseurs only 2-5 % (or even less) ; a brand is a set of
images and experiences in a person's mind
how to influence it - people are emotional beings...
who are your customers?
how make people distinguish your wine from other competitors
how to appeal a particular customer in the way that is
important to him?
to look at the particular occasions people drink wine : drive consumer
purchase
To highlight a point of difference with competitors? how make the
appellation a recognizable distinction sign
tell a story : what is your story?
16
What you need to analyze before
what is your chosen target market (segmentation,
targeting, positioning)
how youre different from competitors
how you will achieve your goals
The collective dimension (the GI marketing plan by
the GI association and its members)
The individual one (individual brand marketing plan)
17
What you need to distinguish
Strategic marketing plan
define long and short term strategies :
according to market objectives
and based on the potentials, limitations, market characteristics,
competitors etc...
for a period e.g. 3 year plan
by segment
segment = why a person buy, who, what, where, how much
e.g. : inspiring businessman / knowledgeable professor / creative
individualists / partying students / soccer fans / easy going friends / struggling
families / responsible oldies (source: B. McGechan, my local winestore website)
with a Marketing calendars and responsibilities for each task (activities on market place defined 6 months before launched)
and a budget...
18
Possible headings
Appellation strategy
the customer
the current perception of the
wine
objective: the desired
positioning, volume, price and
margin target
Product
Place
Price
Promotion
People (= events = place and
promotion)
19
Customer niche, objectives and
competitor review
Appellation definition and
positioning
Major issue 1
Product tasks
Place tasks
Price tasks
Promotion tasks
etc ....
ex: lack of awareness or consideration,
low prices versus high costs, poor
international sales...
Source: B. McGechan
Examples for the segment inspiring businessman
Product
review label and logos
review bottle type
review opening (screw top or segment needs cork...)
packaging (wood case, single case, display etc...)
what awards, reviews, rating can be used in the marketing,
famous international wine already won?
action plan:
20
what select agency for new design
when
how
responsibility
budget
Examples for the segment inspiring businessman Place
wine being listed in at least one quarter on best fine restaurants
/ best premium (wine) bars / boutique wine stores in the
following cities:.. (according to volume)
stop promotional discounting to supermarkets and stores
only volume discounts and reduce it over time
direct sells: cellar door and Internet marketing
hosts key restaurateurs and bar owners in a visit tour
distributors information and training
action plan:
21
what - visit the restaurants in each cities listed
- Prepare key product info ...
when
how
responsibility
budget
Examples for the segment inspiring businessman
Price
review top same country / same price-range varietal
category leaders in the target cities
aims is to be in top 10 in the next few year
action plan:
22
what Price review
when
how
responsibility
budget
Examples for the segment inspiring businessman Promotion
internet marketing:
website, blog, wine club
advertising (google adwords, facebook, twitter, linkedln...)
email marketing
youtube channel
cellar door in relation with high quality
media interviews
the story (that would interest a journalist)
action plan:
23
what Write a media kit with professional photos write a media strategy
when
how
responsibility
budget
Examples for th
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