1) There are four main segments of wine consumers based on price and what they look for: Alimentation, Fun, Pleasure, and Art. The Alimentation and Fun segments, which seek everyday drinking and standard wines, make up most of the global demand. 2) Successful positioning strategies include targeting specific consumer segments. One example targeted the Unskilled wine lovers segment with an accessible brand in terms of geography, price, and advice. 3) Another example provided an affordable but good-tasting wine targeting the large Alimentation/Fun segments with easy packaging and a low price of 130 Roubles. 4) Targeting the Wine experts segment, one strategy focused on reliability,

1. Positioning strategy
In the wine sector

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. Successful positioning strategies :

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. 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. 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. Unsuccessful positioning strategies
French wines
VS
street art & can

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. 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. Thank you for your
attention