Positioning strategy
In the wine sector
An international segmentation of wine consumers
Name of the segment
Price(€)
Look for% of mundial
demandEvolution
Alimentation 1-3Something to drink with
everyday meal21 % In decrease
Fun 3-7 A standard 56 % (not known)
Pleasure 7-20Something original and
with a special taste18 %
In
augmentation
Art >20 Emotion 5 % Stable
Successful positioning strategies :
A local positionning
ACCESSIBILITY : geographical, price, productPositioning goal
Strategic ways Targeted geographical location, many events, well
distinctive range of product, warm welcoming and
adapted advices
Targeting Unskilled wine lovers
Success Brand awareness, first wine B to C supply network in
France, and really appreciate by unskilled wine lovers
A really accessible range of wine
Targeting : Alimentation/Fun segment
Positioning : accessible, affordable, understandable
Product : a good but simple tastePackaging : easy to identify
Price : only 130 Roubles
Targeting Wine experts
Positioning goal Fiability and professionalisme : to be the higher skilled wine supplier website. They want to offer a secured web site to buy and sell fine and rare wines.
Strategic ways
Success
High level of information : 1 wine = 1 detailed fileHuge range of products : 60 000 products referencedHigh level of security (to reassure about website fiability)High skilled service added : management tools to value customer’s cellar
: an international platform to buy, sell and estimate your wines.
A really famous and appreciate platform for wine experts all around the world
Unsuccessful positioning strategies
French wines
VS
street art & can
Fail
The Kulte agency& Label Agence
A street art companyAn event agency
Cooperation between street art and wine
To meet a current and young lifestyle with an old product
But.. Bordeaux wines are not very affordable for young people and most appreciate by old wine expert !
Wine Star : Can of french wine
“ A new revolution in the high-quality wine consumption “
Really bad associations :
- High quality of wine with an afordable way to drink- An individual packaging for a product which is
supposed to be share- A very new way of consumption in a society linked
with strong tradition
Thank you for your
attention
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