Successfully reported this slideshow.

Positioning strat in wine sector barbry

550 views

Published on

  • Be the first to comment

Positioning strat in wine sector barbry

  1. 1. Positioning strategy In the wine sector
  2. 2. An international segmentation of wine consumers Name of the segment Price (€) Look for % of mundial demand Evolution Alimentation 1-3 Something to drink with everyday meal 21 % In decrease Fun 3-7 A standard 56 % (not known) Pleasure 7-20 Something original and with a special taste 18 % In augmentation Art >20 Emotion 5 % Stable
  3. 3. Successful positioning strategies :
  4. 4. 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
  5. 5. A really accessible range of wine Targeting : Alimentation/Fun segment Positioning : accessible, affordable, understandable Product : a good but simple taste Packaging : easy to identify Price : only 130 Roubles
  6. 6. 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 file Huge range of products : 60 000 products referenced High 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
  7. 7. Unsuccessful positioning strategies French wines VS street art & can
  8. 8. 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 !
  9. 9. 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
  10. 10. Thank you for your attention

×