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Wine Positioning

A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World

  • Book
  • © 2016

Overview

Authors:
  1. Pierre Mora

    1. Marketing Department, KEDGE Business School, Talence, France

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  • Introduces a toolbox featuring the 10 easiest to apply and most efficient ways to differentiate and position a wine
  • Presents 30 case studies on brands and regions from the real wine world
  • Provides an up-to-date global wine market overview from 15 countries in the world

Part of the book series: Management for Professionals (MANAGPROF)

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Table of contents (10 chapters)

  1. Front Matter

    Pages i-xii
    Download chapter PDF

  2. Introduction: Issues, Objectives, and Method

    • Pierre Mora
    Pages 1-14

  3. How to Differentiate Wine? Trends, Questions, Debates, Tools, and Decisions

    1. Front Matter

      Pages 15-15
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    2. Understanding Consumer Behavior

      • Pierre Mora
      Pages 17-29

    3. Identity, Segmentation, and Positioning

      • Pierre Mora
      Pages 31-42

    4. Terroirs: Tell Me Where You Come From?

      • Pierre Mora
      Pages 43-54

    5. Wine Brand: Take It Easy?

      • Pierre Mora
      Pages 55-79

    6. When the E-Shopper Meets the Wine Industry

      • Pierre Mora
      Pages 81-91

    7. Tools for Wine Differentiation and Positioning

      • Pierre Mora
      Pages 93-113

  4. Appellations and Wine Brands: Case Studies

    1. Front Matter

      Pages 115-115
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    2. The World of Appellations

      • Pierre Mora
      Pages 117-178

    3. The World of Brands

      • Pierre Mora
      Pages 179-210

  5. Conclusion

    1. Front Matter

      Pages 211-211
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    2. Conclusion

      • Pierre Mora
      Pages 213-216

  6. Back Matter

    Pages 217-219
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Keywords

About this book

This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.

Authors and Affiliations

  • Marketing Department, KEDGE Business School, Talence, France

    Pierre Mora

About the author

Pierre Mora is a permanent professor in the Marketing Department of KEDGE Business School in Bordeaux. He is in charge of courses in the Master Vins et Spiriteux and Wine MBA program. He designed a Wine Business Simulation (The French Paradox Business Game) and developed his thesis on the French wine industry governance. He is the author of several books on Wine Marketing.

Bibliographic Information

  • Book Title: Wine Positioning

  • Book Subtitle: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World

  • Authors: Pierre Mora

  • Series Title: Management for Professionals

  • DOI: https://doi.org/10.1007/978-3-319-24481-5

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer International Publishing Switzerland 2016

  • Hardcover ISBN: 978-3-319-24479-2Published: 04 December 2015

  • Softcover ISBN: 978-3-319-79634-5Published: 28 March 2019

  • eBook ISBN: 978-3-319-24481-5Published: 27 November 2015

  • Series ISSN: 2192-8096

  • Series E-ISSN: 2192-810X

  • Edition Number: 1

  • Number of Pages: XII, 219

  • Number of Illustrations: 2 b/w illustrations, 66 illustrations in colour

  • Topics: Marketing, Agriculture, Corporate Communication/Public Relations, Emerging Markets/Globalization

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