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