Wine Brands: Success Strategies for New Markets, New Consumers and New Trends

Cover......Page 1
Contents......Page 8
List of Illustrations......Page 10
List of Tables......Page 12
Acknowledgements......Page 13
Introduction......Page 16
Part I: New and traditional consumers......Page 20
1 Portrait of a man as a traditional consumer......Page 22
Traditional markets......Page 23
New markets......Page 42
Conclusion......Page 49
2 Values and trends of the new consumers......Page 51
The traditional markets......Page 66
The emerging markets: China, Russia and India......Page 69
Europe, the United States and Japan: new wine drinkers and new consuming trends......Page 73
Part II: Reaching the new consumer......Page 84
The difference a good marketing strategy makes......Page 86
Segmenting or expanding the wine market......Page 91
Communicating in an innovative way......Page 98
Building a new business model: the wine clubs......Page 105
\'In vino caritas\': compassion marketing......Page 108
What happens to traditional tools?......Page 109
5 Pouring wines in new ways: marketing on the Web 1.0......Page 110
The first online tool: the web site......Page 111
Re-inventing old tools......Page 112
Inventing new tools......Page 115
Email marketing......Page 119
Online advertising......Page 127
E-commerce: a rocky road......Page 132
Conclusion......Page 142
New web communities: Millennials, GenX and women......Page 143
Is blogging the new PR?......Page 150
Webcasts: are \'podcasts\' the new online news channel?......Page 155
A rat with a \'long tail\': wine brands and online retail......Page 162
Buzz marketing: who or what is the most efficient bee buzzing on the Internet?......Page 163
Mobile marketing......Page 169
Conclusion......Page 170
Wine brands: some statistics......Page 171
Branding or no branding? That is the question......Page 172
Key factors for a successful branding strategy......Page 176
The various types of brands......Page 182
Brand value......Page 189
Conclusion......Page 190
Notes......Page 191
Bibliography......Page 194
M......Page 198
Y......Page 199