12.5.2.12 Events and festivals - Promotion Away from point of sale / devising the marketing strategy

Question 1

Give 5 Main facts about events and festivals!

Answer 1

OUWHL

1. ) organization by wine regions
2. ) urban areas
3. ) wide range of wines
4. ) high involvement consumers
5. ) low involvement consumers = food and entertainment

Question 2

At which kind of events could a producer attend a stand?

Answer 2

Food events and live events = no focus on wine

Question 3

What could producer offer at these events?

List 3 possibilities !

Answer 3

TFS

1. ) Tastings
2. ) Food pairings
3. ) Specific range of wines

Question 4

Which costs do the producer have to off-set=?

Answer 4

Attracting new customers to cost of attending these events

Question 5

Give 2 advantages & 5 disadvantages for the producers having a stand on events and festivals!

Answer 5

HW

PCCPL

advantages

1. ) high and low involvement customers
2. ) wide range of customers

disadvantages:

1. ) pay to exhibit
2. ) cost for additional staff
3. ) cost for tasting samples
4. ) preparing cost for the stand = vary
5. ) lots of other stands & products