China Market Entry Of Australian Wine Brand Hardys Shiraz A Marketing Plan

Author : Stefan Reindl et al.
Publisher : GRIN Verlag
Page : 62 pages
File Size : 42,9 Mb
Release : 2015-09-17
Category : Business & Economics
ISBN : 9783668048720

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China Market Entry of Australian Wine Brand "Hardys Shiraz". A Marketing Plan by Stefan Reindl et al. Pdf

Project Report from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: 1, , language: English, abstract: Hardys is a very successful and well established Australian wine brand with a long history and a wide range of different products including red and white grape wine as well as sparkling and sweet wines. Like many successful wine producers, Hardys plans to enter the Chinese wine market which has shown outstanding growth rates over the last years due to the Chinese perception of 8especially red) wine as elegant, exclusive, healthy and a symbol of high class, education, manners and upper life style. The Chinese market with its gigantic consumer potential is forecasted to quickly develop into one of the world’s largest markets for imported wines from all around the world. Currently French imported wine is the largest competition on this market, followed by already successfully introduced other Australian brands (making Australia the second largest country of origin of imported wine in China). In addition there is a growing and constantly improving competition from domestic wines. Research and analysis based positioning elements for Hardys (Shiraz) in China will be the ‘sweet’ taste, the ‘Australian’ origin and a focus on information to educate the consumers to ‘smart’ buyers of Hardys products. Selected customer segments provide a promising market potential in Beijing, Shanghai and Guangzhou which builds the geographically most relevant market for imported wine in China. Through a themed yearly focus in accordance with Hardys positioning strategy, consumers’ interest will be raised, their knowledge will be improved and with a variety of communication activities they will be turned into potential repeat buyers. Communication channels therefore will be a combination of classical print media (selected magazines) as well as a strong online presence as more and more wine-related product research is done online. In accordance with the selected target segment’s life style and consumption habits, smart phone optimized content and access to information will play another crucial role in Hardys’ brand communication. Pricing follows Chinese consumers’ habits, expectations and perceptions as well as researched recent market trends and a strategic aspect of positioning Hardys as a ‘smart’ choice with higher value for money compared to already established but often overpriced French brands.

Author : Melanie Bobik
Publisher : diplom.de
Page : 62 pages
File Size : 47,7 Mb
Release : 2014-04-01
Category : Business & Economics
ISBN : 9783954897711

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Thirst for Wine – Inside China’s Wine Industry: The Success Factors of Marketing Wine in China by Melanie Bobik Pdf

China is turning into one of the world’s largest, most lucrative food and beverage markets. Especially wine is in demand and has become fashionable as a symbol of social status. This trend is very likely to continue as wine consumption is closely related to income and China’s emerging middle class offers tremendous potential. The market’s healthy value growth will further encourage newcomers from outside China. But how can a market entrance be successfully managed and what are the main challenges when bringing wine to China? This book is an insiders’ guide to efficiently planning a market entry by taking a thorough look at the wine market of China. It surveys the typical behavior of the Chinese wine consumer and examines the relevant factors for a successful market entry. Distribution channels (off- and online), pricing models and marketing activities are scrutinized. Further, the reader gets insights into the challenges of this dynamic market, such as fierce domestic and foreign competition, policies and regulations as well as entry barriers. The thirst for wine prevails, and this book will leverage your momentum.

Author : Nadine Freitag
Publisher : GRIN Verlag
Page : 22 pages
File Size : 43,9 Mb
Release : 2005-12-18
Category : Business & Economics
ISBN : 9783638448871

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Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry by Nadine Freitag Pdf

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3 (A), University of Plymouth, course: International Marketing Management, language: English, abstract: Companies like IBM, Coca Cola, Nike, Kellogg’s, Nestlé, McDonalds do business around the world. An important challenge for the international marketing phase of a firm is the need to understand the different environments the company needs to operate in. To understand different cultural, economic, and political environments is necessary for the success of a company. Culture is one of the most challenging elements of the international marketplace.

Author : Melanie Bobik
Publisher : GRIN Verlag
Page : 42 pages
File Size : 42,9 Mb
Release : 2015-04-22
Category : Business & Economics
ISBN : 9783656948902

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China’s Wine Industry. A Brief History, Facts And Figures by Melanie Bobik Pdf

Akademische Arbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für Wirtschaft und Recht Berlin, Sprache: Deutsch, Abstract: China is turning into one of the world’s largest, most lucrative food and beverage markets. With a growing middle class, the demand for premium lifestyle products is constantly increasing. A new generation of consumers, typically located in urban areas, is emerging, with more disposable income and a greater awareness and willingness to pay for high quality, often imported products – including wine. Wine has become “fashionable” as a symbol of social status and this trend is likely to continue. Further, the health benefits associated with red wine in particular, have convinced some consumers to switch from traditional Chinese alcoholic beverages to grape wine. Although China traditionally is a rice-wine-consuming country and unlike in many Western countries, grape wine is considered a luxury product, the grape wine market has grown rapidly since its emergence in the mid 1990s, with still wine being the most lucrative. According to a recent survey, in 2009 the Chinese wine market generated total revenues of US$ 7,2 billion which constitutes a compound annual growth rate of 5,3% for the period from 2005 to 2009 . As wine consumption in China is closely related to income, there is no end in sight to this positive trend.

Author : C. Michael Hall,Richard Mitchell
Publisher : Routledge
Page : 377 pages
File Size : 50,9 Mb
Release : 2007-10-25
Category : Business & Economics
ISBN : 9781136348808

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Wine Marketing by C. Michael Hall,Richard Mitchell Pdf

Whilst Wine Marketing: a practical guide also looks at theory and existing research, the main focus of this book is on the practicalities of wine marketing. Each chapter includes the following invaluable features: * 'How to' and 'how not to' case studies based on international examples * A guide to further reading and websites * 'Issues to consider when marketing' section as a means of self-evaluation 'Wine Marketing' systematically outlines the major issues involved in the production and marketing of wine. Its accessible and clear-sighted approach makes it an invaluable guide for everyone in the field.

Author : Anonim
Publisher : Unknown
Page : 422 pages
File Size : 47,9 Mb
Release : 2002
Category : Alcoholic beverage industry
ISBN : CORNELL:31924095735167

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The Global Drinks Record by Anonim Pdf

Author : Melanie Bobik
Publisher : GRIN Verlag
Page : 69 pages
File Size : 55,9 Mb
Release : 2012-02
Category : Business & Economics
ISBN : 9783656108238

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Entering the Wine Industry in China by Melanie Bobik Pdf

Master's Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Berlin School of Economics and Law, language: English, abstract: China is turning into one of the world's largest, most lucrative food and beverage markets. With a growing middle class, the demand for premium lifestyle products is constantly increasing. A new generation of consumers, typically located in urban areas, is emerging, with more disposable income and a greater awareness and willingness to pay for high quality, often imported products - including wine. Wine has become "fashionable" as a symbol of social status and this trend is likely to continue. Further, the health benefits associated with red wine in particular, have convinced some consumers to switch from traditional Chinese alcoholic beverages to grape wine. Although China traditionally is a rice-wine-consuming country and unlike in many Western countries, grape wine is considered a luxury product, the grape wine market1 has grown rapidly since its emergence in the mid 1990s, with still wine being the most lucrative. According to a recent survey, in 2009 the Chinese wine market generated total revenues of US$ 7,2 billion which constitutes a compound annual growth rate of 5,3% for the period from 2005 to 20092. As wine consumption in China is closely related to income, there is no end in sight to this positive trend.

Author : Vita Bataitis
Publisher : GRIN Verlag
Page : 25 pages
File Size : 53,9 Mb
Release : 2005-09-24
Category : Business & Economics
ISBN : 9783638420655

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Case Study: Robert Mondavi and The Wine Industry by Vita Bataitis Pdf

Seminar paper from the year 2004 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A / 1.0, Emerson College (Integrated Marketing Communications), course: Marketing Management, language: English, abstract: The size of the global wine industry ranged from $130-$180 billion in the beginning of the twenty-first century with an average growth rate of 1-2% per year since 1994. In general this market is very fragmented, because no company has reached more than one per cent of global retail sales in 2001. In order to describe this industry it is necessary to separate between two different wine-markets, the ‘New World’ and the ‘Old World’. The international wine industry has been undergoing a significant restructuring. The ‘Old World’ producers such as Italy, France, Spain and Germany no longer dominate the global wine industry as they once did. No longer are the ‘New World’ producers such as Australia, New Zealand, South Africa and USA regarded with disrespect and underestimate. However, there are still great differences between the two worlds regarding consumption, production and innovation. France, Italy and Spain share alone 75 percent of the worldwide wine production and consumption. A significant increase of the ‘New World’ production could be noticed during the last two decades. According to the World Wine Statistics the wine production has increased considerable especially in the ‘New World’ countries, from the average of 1997-2000 and 2001, for example, Australia by 34.77%, China by 57.03% and South Africa by 15.78% (for details please see Appendix, Table 1). Furthermore, we can see an expansion of the vineyard acreage in the ‘New World’ countries. Australia, for instance, has increased its acreage from 1991 to 1999 by 89.23% and the United States by 13.39% (please see Appendix, Table 3). Another significant increase of the wine consumption can be noticed in China with 52.88% in 2001 vs. 1997-2000 (please see Appendix, Table 2). From 2002 to 2003 the Global Wine market has shown a total increase of only 0.2% and has presented 2.45 billion cases. These facts show the enormous growing competition in the wine industry. Especially the ‘New World’ producers were able to establish strong brands as well as to demonstrate a great wine quality through new technologies and intensive marketing. They are now taking market shares away from the ‘Old World’, which leads to the decline of the European wine market. In addition, it becomes harder to differentiate and emphasize this product. It is interesting to see how the table wine market is segmented.

Author : Adeline Alonso Ugaglia,Jean-Marie Cardebat,Alessandro Corsi
Publisher : Springer
Page : 548 pages
File Size : 40,5 Mb
Release : 2019-03-15
Category : Business & Economics
ISBN : 9783319986333

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The Palgrave Handbook of Wine Industry Economics by Adeline Alonso Ugaglia,Jean-Marie Cardebat,Alessandro Corsi Pdf

This Palgrave Handbook offers the first international comparative study into the efficiency of the industrial organization of the global wine industry. Looking at several important vineyards of the main wine countries, the contributors analyze differences in implementation and articulation of three key stages: grape production, wine making and distribution (marketing, selling and logistics). By examining regulations, organization theory, industry organizational efficiency and vertical integration, up to date strategies in the sector are presented and appraised. Which models are most efficient? What are the most relevant factors for optimal performance? How do reputation and governance impact the industry? Should different models co-exist within the wine countries for global success? This comprehensive volume is essential reading for students, researchers and professionals in the wine industry.

Author : Kym Anderson
Publisher : Unknown
Page : 128 pages
File Size : 52,9 Mb
Release : 2015-03-01
Category : Electronic
ISBN : 1925261085

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Growth and Cycles in Australia's Wine Industry by Kym Anderson Pdf

Author : Stephen Charters
Publisher : Routledge
Page : 376 pages
File Size : 50,8 Mb
Release : 2006
Category : Business & Economics
ISBN : 9780750666350

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Wine and Society by Stephen Charters Pdf

"Wine and Society: The social and cultural context of a drink examines the cultural forces which have shaped both how wine is made and the way in which it is consumed. It's divided into four parts and illustrated by case studies from around the world."--BOOK JACKET.

Author : M. Beverland
Publisher : Springer
Page : 276 pages
File Size : 43,7 Mb
Release : 2009-10-22
Category : Business & Economics
ISBN : 9780230250802

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Building Brand Authenticity by M. Beverland Pdf

The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Author : Cristina Santini,Alessio Cavicchi
Publisher : Woodhead Publishing
Page : 213 pages
File Size : 40,7 Mb
Release : 2018-11-27
Category : Technology & Engineering
ISBN : 9780081010464

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Case Studies in the Wine Industry by Cristina Santini,Alessio Cavicchi Pdf

Case Studies in the Wine Industry aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the wine industry to achieve certain goals, including the rejuvenation of product image, the shaping of new market places, the achievement of market differentiation and geographical diffusion, the achievement of customer loyalty, and the promotion of traditional features of the product. There is an emerging demand from wine industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research. Bridges the gap between scholars and practitioners in understanding consumers of wine Allows scientists and professionals to make the most of R&D outcomes Advances consumer science research to address business problems in the wine industry

Author : Frances Dinkelspiel
Publisher : St. Martin's Press
Page : 304 pages
File Size : 41,9 Mb
Release : 2015-10-06
Category : True Crime
ISBN : 9781250033215

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Tangled Vines by Frances Dinkelspiel Pdf

On October 12, 2005, a massive fire broke out in the Wines Central wine warehouse in Vallejo, California. Within hours, the flames had destroyed 4.5 million bottles of California's finest wine worth more than $250 million, making it the largest destruction of wine in history. The fire had been deliberately set by a passionate oenophile named Mark Anderson, a skilled con man and thief with storage space at the warehouse who needed to cover his tracks. With a propane torch and a bucket of gasoline-soaked rags, Anderson annihilated entire California vineyard libraries as well as bottles of some of the most sought-after wines in the world. Among the priceless bottles destroyed were 175 bottles of Port and Angelica from one of the oldest vineyards in California made by Frances Dinkelspiel's great-great grandfather, Isaias Hellman, in 1875. Sadly, Mark Anderson was not the first to harm the industry. The history of the California wine trade, dating back to the 19th Century, is a story of vineyards with dark and bloody pasts, tales of rich men, strangling monopolies, the brutal enslavement of vineyard workers and murder. Five of the wine trade murders were associated with Isaias Hellman's vineyard in Rancho Cucamonga beginning with the killing of John Rains who owned the land at the time. He was shot several times, dragged from a wagon and left off the main road for the coyotes to feed on. In her new book, Frances Dinkelspiel looks beneath the casually elegant veneer of California's wine regions to find the obsession, greed and violence lying in wait. Few people sipping a fine California Cabernet can even guess at the Tangled Vines where its life began.

Author : Tim Unwin
Publisher : Routledge
Page : 432 pages
File Size : 55,8 Mb
Release : 2005-07-12
Category : Science
ISBN : 9781134761920

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Wine and the Vine by Tim Unwin Pdf

Very few books have products as diverse as those of the grape vine: even fewer have products with such a cultural significance. Wine and the Vine provides an introduction to the historical geography of viticulture and the wine trade from prehistory to the present. It considers wine as both a unique expression of the interaction of people in a particular environment, rich in symbol and meaning, and a commercial product of great economic importance to particular regions.