Wine systems and local development Flashcards
3 aspects of the integrated offer
- Eco-system
- Territory
- Prodcut
Eco-system Definition in relation to the integrated offer
Quality of landscape and terrior
Territory definition in relation to the integrated offer
Geographic, social, economic and cultural dimensions
Product Definition in relation to the integrated offer
Tangible and intangible dimensions
8 Correlated sectors within the wine system
- Investors
- Publishing
- Events
- Wine region revitalization
- New professional figures
- Art, Music, Literature, Sport
- Wine and Food Tourism
- Education Research
Agro- Food Systems
o Agro-food systems become models of local development combining product quality with place identity.
o The new competitive leverage is represented by the equilibrium between product and place
Terrior
- Wines from a specific terroir are unique and cannot be reproduced anywhere
- The components of terroir are important for quality and tipicality of a wine
4 Approaches to Territory
- Administrative system
- Individual Domain
- Conceptual Domain
- Physical Space
Example of an administrative system
Champagne or Rioja
Example of Individual Domain
Barossa (Australia) or Champagne
Example of Conceptual Domain
Rioja
Example of Physical Space
Cinque Terre or Valtellina or Champagne
Marketing View
Opposition between Differentiation and Standardization
What is the differentiated product
characterised by its uniqueness and specifity often identified with a brand and for which the consumer is prepared to pay a premium price;
* In the wine sector the differentiation factor can be based on quality (terroir) and typicality (territory)
Place and product marketing strategies for consumer awareness
The higher value created can be recognized by the consumer who will be willing to pay a higher price to have it
