Download or read book China Market Entry of Australian Wine Brand Hardys Shiraz A Marketing Plan written by Stefan Reindl et al. and published by GRIN Verlag. This book was released on 2015-09-17 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Thirst for Wine Inside China s Wine Industry The Success Factors of Marketing Wine in China written by Melanie Bobik and published by diplom.de. This book was released on 2014-04-01 with total page 62 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Entering the Wine Industry in China written by Melanie Bobik and published by GRIN Verlag. This book was released on 2012-02 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book China s Wine Industry A Brief History Facts And Figures written by Melanie Bobik and published by GRIN Verlag. This book was released on 2015-04-22 with total page 42 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book The Global Drinks Record written by and published by . This book was released on 2002 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Palgrave Handbook of Wine Industry Economics written by Adeline Alonso Ugaglia and published by Springer. This book was released on 2019-03-15 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Wine Wars II written by Mike Veseth and published by Rowman & Littlefield. This book was released on 2022-07-01 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here’s the inside scoop on the wine world. Globalization has pushed back the borders of the wine world, creating a complex, interconnected market where Old World and New World wines and producers compete head to head. Writing with wit and verve, Mike Veseth (a.k.a. the Wine Economist) tells the compelling story of the war between the market forces that are redrawing the world wine map and the terroirists who resist them. This is the battle for the future of wine—and for its soul. The fight isn't just over bottles bought and sold, however; power and taste are also at stake. Who will call the shots in the wine market of the future? Who will set the price? Whose palate will prevail? Veseth masterfully brings all of these questions together in the only book on the wine business written for all lovers of wine. Wine Wars II begins by exploring wine globalization, where readers follow “Missionaries, Migrants, and Market Reforms” to faraway New Zealand and learn how to unlock the secrets of their local retail “Wine Wall” by mastering the “DaVino Code.” Globalization brings a world of wine to our doorsteps. Commodification helps us make sense of the resulting embarrassment of riches, but at a cost. Readers must decide if they are Martians or Wagnerians, consider why “They Always Buy the Ten Cent Wine,” and then probe the puzzle of “Outlaws, Prisoners, and the Great Escape.” Who stands in the way of the global wine market's assault on wine's very soul? The“Revenge of the Terroirists!” Resistance is not futile, because 'We Are All Terroirists Now,” but that doesn't mean the future of wine is secure. A final section explores “Wine's Triple Crisis,” environmental crisis plus economic crisis, plus identity crisis. Taken together these crises pose the most serious threat to wine as we know and love it. Each section of Wine Wars II ends with a suggested wine tasting that invites readers to experience the book's ideas and arguments with all their senses by sampling a few carefully chosen wines. Can the soul of wine survive – and thrive – in this unfriendly environment? You'll have to read Wine Wars II to find out!
Download or read book Tangled Vines written by Frances Dinkelspiel and published by Macmillan. This book was released on 2015-10-06 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Noted California historian rips the oh-so-laid-back label off the California wine trade to show the violent and obsessive world underneath
Download or read book Extreme Wine written by Mike Veseth and published by Rowman & Littlefield Publishers. This book was released on 2013-07-17 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Extreme Wine, wine economist and best-selling author Mike Veseth circles the globe searching for the best, worst, cheapest, most expensive, and most over-priced wines. Mike seeks out the most outrageous wine people and places and probes the biggest wine booms and busts. Along the way he applauds celebrity wines, tries to find wine at the movies, and discovers wines that are so scarce that they are almost invisible. Why go to such extremes? Because, Mike argues, the world of wine is growing and changing, and if you want to find out what’s really happening you can’t be afraid to step over the edge. Written with verve and appreciation for all things wine, Extreme Wine will surprise and delight readers.
Download or read book Wine and Society written by Stephen Charters and published by Routledge. This book was released on 2006 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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.
Download or read book El Vino Y la Vi a written by P. T. H. Unwin and published by Psychology Press. This book was released on 1991 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides an introduction to the historical geography of viticulture and the wine trade from prehistory to the present, considering wine as a symbol, rich in meaning and a commercial product of great economic importance to specific regions.
Download or read book Wine Globalization written by Kym Anderson and published by Cambridge University Press. This book was released on 2018-02-22 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this anthology, editors Kym Anderson and Vicente Pinilla have gathered together some of the world's leading wine economists and economic historians to examine the development of national wine industries before and during the two waves of globalization. The empirically-based chapters analyze developments in all key wine-producing and consuming countries using a common methodology to explain long-term trends and cycles in wine production, consumption, and trade. The authors cover topics such as the role of new technologies, policies, and institutions, as well as exchange rate movements, international market developments, evolutions in grape varieties, and wine quality changes. The final chapter draws on an economic model of global wine markets, to project those markets to 2025 based on various assumptions about population and income growth, real exchange rates, and other factors. All authors of the book contributed to a unique global database of annual data back to the mid-nineteenth century which has been compiled by the book editors.
Download or read book Building Brand Authenticity written by M. Beverland and published by Springer. This book was released on 2009-10-22 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Around the World in Eighty Wines written by Mike Veseth and published by Rowman & Littlefield. This book was released on 2017-11-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inspired by Jules Verne’s classic adventure tale, celebrated editor-in-chief of The Wine Economist Mike Veseth takes his readers Around the World in Eighty Wines. The journey starts in London, Phileas Fogg’s home base, and follows Fogg’s itinerary to France and Italy before veering off in search of compelling wine stories in Syria, Georgia, and Lebanon. Every glass of wine tells a story, and so each of the eighty wines must tell an important tale. We head back across Northern Africa to Algeria, once the world’s leading wine exporter, before hopping across the sea to Spain and Portugal. We follow Portuguese trade routes to Madeira and then South Africa with a short detour to taste Kenya’s most famous Pinot Noir. Kenya? Pinot Noir? Really! The route loops around, visiting Bali, Thailand, and India before heading north to China to visit Shangri-La. Shangri-La? Does that even exist? It does, and there is wine there. Then it is off to Australia, with a detour in Tasmania, which is so cool that it is hot. The stars of the Southern Cross (and the title of a familiar song) guide us to New Zealand, Chile, and Argentina. We ride a wine train in California and rendezvous with Planet Riesling in Seattle before getting into fast cars for a race across North America, collecting more wine as we go. Pause for lunch in Virginia to honor Thomas Jefferson, then it’s time to jet back to London to tally our wines and see what we have learned. Why these particular places? What are the eighty wines and what do they reveal? And what is the surprise plot twist that guarantees a happy ending for every wine lover? Come with us on a journey of discovery that will inspire, inform, and entertain anyone who loves travel, adventure, or wine.
Download or read book Case Studies in the Wine Industry written by Cristina Santini and published by Woodhead Publishing. This book was released on 2018-11-27 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Download or read book Handbook of Eating and Drinking written by Herbert L. Meiselman and published by Springer. This book was released on 2020-05-22 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Eating, including the provision of food and the consumption of food, is the biggest industry in the world, and a major contributor to our health, and to our enjoyment. This book on “Eating” is a unique and novel multi-disciplinary presentation of the whole breadth of research and discussion of the factors that impact eating, and reciprocally the factors that eating impacts. The purpose of this book is to familiarize readers with the areas of eating research and discussion with which they might not be familiar. The multi-disciplinary approach includes the basic and applied sciences (including biology, ecology, nutrition, and food science, as well as important behavioral and social sciences (including history, development, culinary arts, food service, business and marketing). The book ends with a review of current trends and predictions of the future for multiple aspects of eating.
Download or read book The Wine Beer and Spirits Handbook written by The International Culinary Schools at The Art Institutes and published by John Wiley & Sons. This book was released on 2009-04-22 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master the mysteries of wine. The study of wine and beverages has become integral to hospitality education. The Wine, Beer, and Spirits Handbook demystifies the wine and wine-making process, examining not only the making and flavor profiles of wine, beer, and spirits, but also the business of wine service as practiced by a chef or sommelier. Unique to this book, is the strong emphasis on food and wine pairings, as well as food and beverage interactions. An entire chapter uncovers this broad, often intimidating, topic with detailed information on table wines, sparkling wines, fortified wines, beer and spirits. More importantly, The Handbook explains the responsibilities of a sommelier from both service and managerial perspectives. Readers explore their wine-related duties including: the developing of wine lists, identifying faulty wines, ordering, receiving, and storing wines, conducting inventory control, pricing, product research, cellar management, and the health and legal implications of wine consumption. A comprehensive, one-stop resource to the character and best use of beverages, The Wine, Beer, and Spirits Handbook will help every student, chef, sommelier and wine enthusiast confidently master the mysteries of wine and other beverages.
