Quiz Flashcards
Winery business trend
- Focus on the wine product
- Combine wine with tasting yours and food
- Bundle the winery with many atractions
Core and supplementary services
- Core product
- Facilitating services
- Enhancing services
Core product
The main goal of the product, the characteristics (sell tea leaves)
Facilitating services
The services it offers (web page, tour, distribution, tea shops)
Enhancing services
The services or characteristics you offer to make you client feel special, the story telling. (presentation flower tea, tasting, tours)
Basic steps on selling
- Awareness
- Satisfaction
- Value
- Sale
Awareness
Recognition of the brand, the detail information about your winery or wine
Satisfaction
needs
Value
The costs, benefit (quality + innovation = value)
Sale
the purchase
Product quality: testing for faults
- Volatil acidity
- Oxidation
- Sulfur-Based Off Aromas
- Cork Taint
- Microbial faults
Volatil acidity
All wines want to become vinegar if you let them. Known as Volatile Acidity in the wine industry, and mostly consisting of acetic acid (also known as vinegar). VA can develop on the grapes, during fermentation, or accumulate during barrel aging.
Oxidation
While important, wines and oxygen are not always the best of friends. In certain situations, oxygen can become an important component in the aging of wines.
Sulfur-based off aromas
Depending on wine processing and aging methods, these sulfur-based aromas can develop.
Cork taint
This fault can become apparent when opening a bottle of wine and is noticeable at very low levels and it is commonly associated with natural cork.
Microbial faults
These aroma faults are caused by wild yeasts and bacteria and can create cloudiness and sediment in wine, as well as aromas and flavors like cheesiness or rancid butter.
Five factors in service quality
- Assurance
- Responsiveness
- Tangibles
- Empathy
- Reliability
Assurance
Emphasizing the competence of the staff to service the needs of the guests, knowledge and ability of the personal (No les hagan caso al entrar)
Responsiveness
The speed which the tasting room responds to the costumer
Tangibles
Physical evidence such as quality of the wine and the cleanliness of the bar
Empathy
Understanding of the costumers needs and caring about their individual welfare
Reliability
Giving consistent and excellent service to encourage repeat visits (parking)
Basic selling
Based on current transaction
Social selling
Add a social element (wine clubs, facebook pages, online services an apps, events)
Membership upselling
The guests are part of the winery
Tasting sheet design
1 name and logo of the winery, memory devices
2 type of wine tasted
3 winemaker notes on wine and food/wine pairing ideas
4 open space for guest to make notes
5 business information, sales information (address, hours..)
6 promotion tactics
Wine services
core (wine)
middle (vineyard and landscape, tasting room, wine education, customer service, socializing and wine clubs, production facility and tour)
outside (relaxation and recreation, entertainment and events, other tourism and hospitality services)
Story
A narrative account of a real or imagined event or events
Neural coupling
A story activates parts in the brain that allows the listener to turn the story into their own ideas and experiences thanks to a process called neural coupling.
Mirroring
Listeners will not only experience similar brain activity to each other, but also to the speaker.
Dopamine
The brain releases dopamine into the system when it experiences an emotionally-charged event, making it easier to remember and with greater accuracy.
Cortex activity
When processing facts, two areas of the brain are activated (Broca’ s and Wernicke’s area). A well-told story can engage many additional areas, including the motor cortex, sensory cortex and frontal cortex.
Seven story steps
1 Define audience 2 Decide message 3 Select metaphors and images 4 Relevance to audience 5 Real worlds barriers 6 Identify characters 7 Construct story
How winery guests differ
- goals
- needs
- values
- self-image
Goals
refer to the higher order outcomes that customers have in mind when they visit a winery, e.g., to relax or socialize with peers
Needs
desired tangible/intangible services and will include diverse requirements based on customer preferences, e.g., fine dining onsite
Values
moral and ethical attitudes and the desire for businesses they patronize to act responsibly, e.g., sustainability, fair trade
self-image
set of attributes used by respondents to describe themselves as individuals, e.g., hedonist, cosmopolitan, risk-taker
