Chapter 14: Marketing Options

Question 1

Marketing Options for larger companies

Answer 1

Companies with sufficient resources can employ an in-house marketing team who will help to create and drive the marketing strategy. Some of the largest companies with a global presence will have teams in all their key markets to ensure that they fully understand the market and identify any new trends.

Question 2

Marketing Options for smaller companies

Answer 2

• Many smaller companies cannot afford a marketing team and may outsource some or all of the marketing function to a PR company or advertising agency. Although this will cost money, it will be cheaper than employing skilled marketing staff.
• Some smaller companies do not carry out enough marketing to justify paying external advisors and do the work themselves. However, this may be one person or part of one person’s job role, and, in this case, marketing activity is likely to be relatively limited.

Question 3

Industry Associations

Answer 3

• In some parts of the world, wine producers can become members of an industry association (such as a consorzio in Italy or the VDP in Germany), a generic trade body (such as Wines of Australia or Wines of South Africa) or an informal trade grouping (such as VIGNO, in Chile).
• One of the main aims of all of these organisations is to help promote their members’ products. They may have a marketing team, but, if not, the groups can benefit from the combined knowledge and experience of their members.
• Although a membership fee will be payable, it will be considerably cheaper for individual producers than employing their own marketing expert, and they will benefit from the increased exposure of being marketed as part of a larger portfolio of wines.