12.4. Place /devising marketing strategy

Question 1

Where are high involvement consumers likely to buy & drink their wines?

List 5 possibilities

Answer 1

IPIDD

1. ) Independent specialist retailer
2. ) Premium supermarket chains
3. ) Increasingly attracted to deep discounters
4. ) Drink at specialist wine bars
5. ) Dine out at casual & fine dining restaurants

Question 2

Where are low involvement consumers are likely to buy & drink wines?

List 3 possibilities!

Answer 2

SGN

1. ) Supermarket
2. ) General bars
3. ) Non-destination restaurants

Question 3

Which distribution channels should be used for 1.) high involvement & 2.) low involvement consumers?

Answer 3

SL

1. ) Specialist intermediaries
2. ) Larger intermediaries

Question 4

Which considerations should be considered if a producer wants to sell through many types of markets?

Name 4 !

Answer 4

DLRM

1. ) Different countries, different taste = different wine styles needed
2. ) Legislation, taxation & duty

3.) Restrictions on distribution
= monopoly market & TTS

4.) More or less mature markets

Question 5

Give an example each for 1.) mature market, 2.) established market, 3.) growth market, 4.) emerging market, 5.) new emerging market!

Answer 5

1. ) Germany, UK
2. ) South Africa
3. ) USA
4. ) China
5. ) Thailand

Question 6

Give an 2 advantage & 1 disadvantage for mature and established markets!

Answer 6

Advantages:

• Reliable trade structures& routes
• Established wine culture

Disadvantages:

• Greatest saturation
• Least growth

Question 7

Give an 1 advantage & 2 disadvantages for emerging and new emerging markets!

Answer 7

Advantage:
- Most potential for growth

Disadvantage:

• Most risk
• No structure