Victoria Matheu Delgado 22 September 2017
Introduction to Paladar ar Wines es A True Value Proposition Target Segment Path to Purchase Competition Marketing Mix Questions
Provenance Established Markets and Method Future • San Francisco • Year 2000 • Uses a similar Expansion Bay area • Venture process to the • White and red Capitalist with traditional • USA, South grapes a passion for Georgian clay America and harvested fine wine jar method Western producing 2 • Small family recognized by Europe fine wine types business UNESCO • Potential: Eastern Europe and Middle East References: http://georgianwinesociety.co.uk/
For the Georgian market, is a wine (or gvino ) that, unlike others, offers a distinct consumer experience. is the perfect fusion of vintage grapes, bringing exquisite palate experiences when consumed with pulses and stews . This makes the perfect accompaniment to a Tamada- presided supra serving delicious Georgian cuisine such as lobio , chakapuli and shkmeruli , among others. References: Photos courtesy of: Georgian Journal (2014) Top 10 Georgian foods and drinks (2014)
Demographic : Wine consumption of this type of product concentrates around T’bilisi, Batumi, Kutaisi and other major cities and suburban areas. Lifestyle : Widespread consumption of wine Usage: Everyday and special occasions References: Identifying market segments and selecting target markets (n.d.) Georgia guide (n.d.)
’s Target Segment is the city and suburban upper middle income buyer based on researched high consumption patterns of food and beverage.
Television Internet and Mail Order Direct social media Purchase • Specialist wine Ads on: magazine • Recommendation • Local supermarket • wwiTV .com distribution via the is the best chains: Fresco, Georgian Wine • 1TV and 2TV advertising Smart and 2 Steps Society • Imedi TV • Winery tourism • Fast-growing (http://georgianwi (e.g. winerist.com) chains: Carrefour • Kavkasia TV nesociety.co.uk/) and Spar • WineLibrary.com • Maestro • Cork’d • WineLibrary.tv • Vintank • Conventional social media: Facebook, Twitter, LinkedIn References: TV channels from Georgia (n.d.) Georgia: retail market report (2014)
is up against well-established and strong local contenders. The southeastern region of Kakheti produces 70% of Georgian wine Tsinandali Akhasheni Tvishi Saperavi Kindzmarauli References: http://georgianwinesociety.co.uk/ The most famous Georgian wines (2013) Top 10 Georgian foods and drinks (2014).
Gamarjoba Georgia Product A unique gvino that is a true delight when mixed local pulses and stews Price Promotion Competitively priced at Intensive TV ad 17 Lari per bottle, campaigns as most Paladar ladar makes an popular entertainment affordable table wine vehicle Place Exclusive distribution to local front-runners Fresco, Smart and 2 Steps supermarkets. Selective distribution in Carrefour References: and Spar. http://georgianwinesociety.co.uk/ The most famous Georgian wines (2013)
References (1/3) Croxton, J. (2017, March 1). Marketing strategy presentation ideas – plan out the right approach. CustomShow . Retrieved from https://www.customshow.com/marketing-strategy-presentation- ideas-that-work/ Georgia country profile (2017, May 18). BBC News. Retrieved from http://www.bbc.co.uk/news/world-europe-17301647 Georgia guide (n.d.). Commisceo Global . Retrieved from http://www.doingbusiness.org/data/exploreeconomies/georgia Georgia: retail market report (2014). Colliers International. Retrieved from http://fund.ge/uploads//Georgia%20Retail%20Market%20Repo rt.pdf Identifying market segments and selecting target markets (n.d.). Management Study Guide. Retrieved from http://managementstudyguide.com/identifying-market- segments.htm
References (2/3) Social media marketing for the wine industry (2013, July 18). Silicon Valley Business Journal . Retrieved from https://www.slideshare.net/mobile/earthsite/social-media-for- the-wine-industry-silicon-valley-business-journal The marketing mix (n.d.). Retrieved from http://marketingmix.co.uk/ The most famous Georgian wines (2013, October 18). Alltop10 . Retrieved from https://alltop10.org/en/top-10-samyie- izvestnyie-gruzinskie-vina/ Top 10 Georgian foods and drinks (2014, August 14). Georgian Journal. Retrieved from https://www.georgianjournal.ge/georgian-cuisine/27995-top- 10-georgian-foods-and-drinks.html TV channels from Georgia (n.d.). wwiTV .com. Retrieved from http://wwitv.com/television/80.htm
References (3/3) Wine market in Georgia (2014, December 24). Caucasus Business Week. Retrieved from http://cbw.ge/economy/wine-market-in- georgia /
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