Innovations in Marketing Prowein 2010 by Robert Joseph.
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Innovations in Marketing Prowein 2010 by Robert Joseph
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Transcript of Innovations in Marketing Prowein 2010 by Robert Joseph.
Innovations in Marketing
Prowein 2010by Robert Joseph
Innovation...Marketing...
Two concepts wine producers in the Old World
have rarely embraced...
There have been a few...
Philippe de Rothschild – “Art Labels” and brand extension (Mouton Cadet)
Mateus & Lancers
Duboeuf – Flower labels
Blue Nun and Black Tower
JP Chenet
Miguel Torres
But these are the exceptions to the rule
Adapt or die...
Vaudeville theatreSilent FilmSound FilmTelevision
Tradition is an experiment that workedEmile Peynaud
Tradition is lazinessGustav Mahler
What is marketing in wine?
•
Grapegrowing ?
Winemaking ?
Packaging √
The winery (tourism) √Communication √
Distribution √
Region Brand Grape Don’t Know
Moulis 33% 17% 21% 29%
Malbec 18% 20% 26% 36%
Guigal 24% 19% 24% 33%
Torres 18% 57% 18% 6%
McLaren Vale
45% 55%
Clarendon Hills
33% 58% 9%
DoILikeIt Survey. London Wine Show. Oct 2009
Whose voice is the strongest?
Innovation in marketing...1. Ask yourself WHY you do what you
do... And in the way that you do it?
2. If you understand what you’re doing, are you sure your customers understand it?
3. Are you as important to them as you think you are?
4. Are you as important to them as they are to you?
Apple iPad orders “overwhelming”
