D2

Question 1

Key Selling Points

Answer 1

• Price (appeal to low-involvement)
• Quality (appeal to high-involvement)
• Alternative to a more classic wine from the same grape variety/style
• Distinctive feature
  o grape variety (e.g.: autoctone varieties)
  o production method (e.g.: Amarone / Tokaji / Muscadet Sur Lie)
  o profile: flavour/freshness/oak/colour
  o Soft brand
• Local where the wine can be found: inexpensive wines to low involvement
• supermarket, bars, casual dining / mid to super-premium-priced wines
  to high involvement - specialist wine stores, fine dining, specialised
  supermarket chains (high-end)

Question 2

Strengths

Answer 2

• Historical aspects
• Terroir reputation
• Grape reputation
• Organic/Biodinamic production
• Winegrowing/Winemaking Techniques
• Packaging (distinctive bottle/closure)
• Soft brand
• Lower alcohol / drier styles
• Gastronomic wines

Question 3

Weaknesses

Answer 3

• Competition from similar wines at lower price points or with better quality
  at the same price point (higher labour force costs)
• Restrictions of PDO legislation (grape growing schemes / winemaking
  techniques)
• Packaging (low quality perception/difficult for logistic purposes)
• Confusing labelling terms
• Bulk wine -> less jobs for locals and money going to another country
• Climate change (wildfires, smoke taint, drought, riper styles and wines
  different from the consistent profile)
• Confusing classifications / debate about overly generous delimitations
  (St.-Émilion, Alsace)

Question 4

5 P’s

Answer 4

Product, Price, People, Place, Promotion

Question 5

Product

Answer 5

• Describe the wine, where it comes from, which grapes are used to produce
  it
• Dry tasting note (style)
• Quality (high-volume wine OR small-batch and high-quality wine)

Question 6

Price

Answer 6

• The range of prices and explain why

Question 7

People

Answer 7

• Skilled labour force in the supply chain to sell the product
• Appealable to low or high-involvement consumers

Question 8

Place

Answer 8

• Describe where the wine is sold
  o Low-involvement - supermarkets, deep discounters, bars, casual
  dining
  o High-involvement - specialist wine stores, fine dining, specialised
  supermarket chains (high-end)

Question 9

Promotion

Answer 9

• Describe 3 promotions that can be used to sell the wine
• At the point of sale
  o Price Promotion
  o Competitions
  o Limited packaging
  o Consumer tastings
  o Staff incentives
  o Staff training
• Away from the point of sale
  o Advertising
  o Social Media
  o Websites
  o Smartphone apps
  o Reviews and Awards
  o Wine Tourism
  o Public Relations
  o Sponsorship
  o Events and festivals
  o Free Merchandise