Please enable JavaScript.
Coggle requires JavaScript to display documents.
Wine Marketing Tools - Coggle Diagram
Wine Marketing Tools
Social media engagement
User generated content (UGC)
is the type of user content created about a specific brand. Understanding why and how individuals actively seek out and use specific media to satisfy their needs: need social interaction ,need entertainment, sharing needs, desire for reward and communication
Rational
is informative (vineyard image, product description, brand awards) or remunerative (promotions, coupons, special offers)
Emotional
is entertaining (animals, celebrities, guests, humorous images) or social (thanks, family, holidays)
Social media engagement behaviours
depends on intensity (low or high) and valence (negative or positive)
Social media network contribute to create
multimodal communication
(implies that content creators combine visual and textual modalities conveying therefore multimodal messages) and
meaning multiplication
(creation of a new meaning through integrating image and text
Communication taxonomies:
intent taxonomy
(advocative, promotive, expressive, informative),
contextual taxonomy
(minimal, close and transcendent relationship) and
semiotic taxonomy
(additive, parallel and divergent relationship)
Influences on decision making process
Marketing Mix
(9 P's): product, price, promotion, place, packaging, positioning, planning, people and participation
Psychological influences
: motivation, perception, risk perception, learning, personality, values, believes and attitudes, lifestyle
Socio-cultural influences
: personal influence, reference group, family influence, social classes, culture and sub-culture
Situational influence
: purchase task, social surroundings, physical surroundings, temporal effects, antecedents states
Wine packaging
Physical and biological protection for wine, physical protection during transport, barrier protection, containment to group small items into one package, security reasons, design and communication
Five label styles
: massive (classical label with presence of back label), sophisticated label (no back label), natural (focus on image), traditional label (focus on image and winery) and contrasting label (focus on differential element)
Clean label
with two possible trends: approach (natural or organic) and avoidance (free from claims)
Tactile experience
is important and changes consumer perception and intention to buy
Business Model Canvas
9 building blocks
: customer segments, costumer relationships, channels, value proposition, key activities, key partnership, key resources, cost structure and revenue streams
Environmental and social dimensions are integrated in the business modal canvas
Business divided in 4 main areas: customers, offer, infrastructure, financial viability
Consumer preference
Instrinsic
attributes: age, variety, taste, aroma
Extrinsic
attributes: advertising, brand, price
Intake
(related to diet) vs
preference
(choice A rather than B when both available) Three types of reasons for preferences: sensory reasons, anticipated consequences reasons, ideational reasons
Biological
,
cultural
and
psychological
influences
: optimal foraging, biological determinants, cultural determinants, psychological determinants
Wine quality
Quality has two dimensions:
objective quality
which refers to physical characteristics of the product and
subjective quality
which is the one perceived by consumer
Holistic approach
has desirable properities the consumer wants, while
excellence approach
the product is excellent but has different properties from what the consumer wants
Five proposition are
quality perception is based on inferences
(use of available cues),
is related to underlying values and attitudes
(means end theory and schwartz values),
is an expression of lifestyle
(based on lifestyle and how you spend money),
change over time
(inference do not stop once the purchase is over but go on),
is actionable
(can do a positioning for perceived quality or for confirmation of expectation)
Marketing terroir
Different definitions of terroir and actors think differently when speaking of terroir: vendors, producers, low involvement and high involvement consumers
There are different methods to increase
marketing value
. Antecedents methods are origin perception, consumer knowledge, market temporality. Consequences methods are identification and consumer involvement concerning consumer value, while genuineness and extendibility concerning producer value.