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Approcci e metodi per affrontare il mercato contemporaneo di Mario Deltetto

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Intervento di mario Deltetto al Convegno "Psicologia del marketing enologico" Alba, 19 febbraio 2015

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Approcci e metodi per affrontare il mercato contemporaneo di Mario Deltetto

  1. 1. “PSICOLOGIA DEL MARKETING ENOLOGICO” Approcci e metodi per affrontare il mercato contemporaneo Alba, 19 Febbraio 2015
  2. 2. 2 Poniamo le basi del discorso Produzione Qualità Comunicazione e Marketing Vestono e promuovono la Qualità Influenzano la percezione del prodotto
  3. 3. 3 Una domanda… MA NELLA REALTA’ COSA ACCADE?
  4. 4. TERRE DA VINO: uno studio sul packaging 4
  5. 5.  Ipotesi di ricerca Il packaging influenza la percezione del prodotto da parte dei consumatori e il loro comportamento atteso nei confronti dell’acquisto  Setting Lo studio è avvenuto nello stand dell’azienda durante il contesto fieristico del Vinitaly. I dati utilizzati all’interno dell’elaborato sono stati raccolti nel 2011 e 2012  Campione Di convenienza (no professionisti o agenti commerciali). N2011 = 150; N2012 = 164;  Modalità di somministrazione Agli assaggiatori è stato presentato un percorso di degustazione composto da 6 vini. Due delle 6 etichette contenevano lo stesso prodotto. Ai partecipanti è stato richiesto di effettuare una valutazione attraverso una scheda di misurazione. Aspetti metodologici 5
  6. 6. Il percorso di degustazione Etichette diverse. Prodotto Uguale 6
  7. 7. Lo strumento di valutazione La batteria di item è stata la medesima per ogni etichetta presentata 7
  8. 8. 8 Concentriamoci sull’Arneis  Arneis GDO (Packaging essenziale) Arneis horeca (Packaging curato)
  9. 9. Arneis GDO 2011 VS Arneis HORECA 2011 9 Variabili Arneis GDO 2011 Packaging essenziale (Media dei punteggi) Arneis Horeca 2011 Packaging curato (Media dei punteggi) Colore 3,37 3,73 Profumo 3,24 3,83 Gusto 3,37 3,91 Voto Complessivo 3,26 3,84 Conoscevi già questo vino? Arneis GDO Arneis Horeca Si 11 % 9 % No 84 % 84 % Mancata risposta 5 % 7 %
  10. 10. Arneis GDO 2011 VS Arneis HORECA 2011 10 0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 Colore Profumo Gusto Voto Complessivo Arneis GDO 2011 Arneis Horeca 2011
  11. 11. 0,00 10,00 20,00 30,00 40,00 50,00 NC 1 a 5 6 a 10 11 a 15 16 a 20 21 a 25 oltre i 25 999 4,64 13,91 45,03 23,84 8,61 0,66 0,66 2,65 A che prezzo compreresti questa btg? Arneis Horeca 0,00 10,00 20,00 30,00 40,00 50,00 NC 1 a5 6 a 10 11 a15 16 a20 21 a 25 oltre i 25 999 10,60 26,49 45,70 10,60 3,31 1,32 0,00 1,99 A che prezzo compreresti questa btg? Arneis GDO Arneis GDO 2011 VS Arneis HORECA 2011 Moda: 6- 10 Il 15,23 % degli intervistati sostiene di essere disposto a pagare una cifra superiore agli 11 Euro Moda: 6- 10 Il 33,00 % degli intervistati sostiene di essere disposto a pagare una cifra superiore agli 11 Euro 11
  12. 12. I dati della ricerca confermano l’ipotesi di partenza ovvero che l’azione di uno stimolo visivo influenza la percezione globale di un prodotto e l’atteggiamento dei consumatori verso quest’ultimo. In sintesi utilizzare questa metodologia permette di:  ottenere opinioni sui vini da parte dei consumatori  creare una relazione con i consumatori finali  incrementare la memorizzazione  diagnosticare quale può essere il packaging migliore Conclusioni 12
  13. 13. 13 Novità che arrivano dalla Norvegia Bruno Laeng nel suo studio condotto all’università di Oslo ha evidenziato che:  La porzione dell’etichetta in alto a sinistra è quella statisticamente più osservata  E’ l’etichetta e non la posizione di una bottiglia a determinare la scelta del consumatore  I volti umani attraggono l’attenzione degli osservatori  Più un’etichetta è osservata, più un degustatore è disposto a spendere
  14. 14. 14 Ma come posso costruire la mia etichetta? Andiamo a vedere alcuni esempi
  15. 15. 15 Esempi di packaging Luis Argenta – La Jovem
  16. 16. 16 Esempi di packaging Paperboy wine
  17. 17. 17 Esempi di packaging Stella wines – Blossom cava
  18. 18. 18 Esempi di packaging Feudi di San Gregorio
  19. 19. 19 Esempi di packaging Cecchi - Coevo
  20. 20. 20 Esempi di packaging Cecchi - Coevo
  21. 21. 21 Esempi di packaging Barone Ricasoli
  22. 22. 22 Esempi di packaging Barone Ricasoli - Casalferro
  23. 23. 23 Esempi di packaging Barone Ricasoli - Casalferro
  24. 24. 24 Esempi di packaging Donna Fugata
  25. 25. 25 Esempi di packaging Donna Fugata
  26. 26. 26 Esempi di packaging Donna Fugata
  27. 27. Grazie a tutti per l’attenzione 24

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