4 th Hungarian wine marketing conference Sopron, december 2003 Eugenio Pomarici Dipartimento di economia e politica agraria Università degli Studi di Napoli.

44thth Hungarian Hungarian wine marketing conferencewine marketing conference

Sopron, december 2003Sopron, december 2003

Eugenio PomariciEugenio Pomarici

Dipartimento di economia e politica agrariaDipartimento di economia e politica agraria

Università degli Studi di Napoli Federico IIUniversità degli Studi di Napoli Federico II

[email protected]@unina.it

Communication of the Italian wine: community

and individual wine marketing

General aspects of General aspects of communicationcommunication in the italian wine in the italian wine

sector (1)sector (1)

• Quality and intensity of communication increased following market development

• Communication is carried on trough a large number of tools

• Push communication (addressed to trade) is combined with pull communication (addressed to consumers)

• Company communication is combined with collective communication

General aspects of General aspects of communicationcommunication in the italian wine in the italian wine

sector (2)sector (2)

• The awareness of the importance of communication appears well rooted in quality oriented companies

• In these companies it is enough clear that everything in the firm activity has a communication effect

• The awareness of the importance of communication is lower in basic wine oriented companies, with at least some important exception….

General aspects of General aspects of communicationcommunication in the Italian wine in the Italian wine

sector (3)sector (3)

Italian companies try to overcome the constraints coming from the small dimension trough:

A strong and diversified effort in the push strategies; Particularly trying to manage the relationships with the wine critic system: to develop a network!

Selecting and exploiting all the possible pull tools compatible with the marketing budget…

Usual communication toolsUsual communication tools

• Push tools: sale agents (better trained..), special projects addressed to horeca operators (increased involvement in a tricky product..), B2C web site, e market places

• Push and pull tools: wine guides, wine exhibitions

• Pull tools: events open to the public, open winery, B2B web site, sponsorship, advertising…

Wine & advertising (1)Wine & advertising (1)

• Advertising is increasing used by large companies

• The expenses in 2000: 40 mln euro + 18% respect 1998

• The incidence on the wine turnover is still around 1% (an average)

• The trust in advertising is nevertheless unstable…– Zonin: 1999 > 3,5 mln euro

2000 > 25.000 euro

Wine & advertising (2)Wine & advertising (2)

Preferred media:• Magazines (42 % messages)• Newspapers (22 % messages)• Television ( 34% increasing)• Radio (small but increasing role)

Largest investors in adv.• Caviro• S.Margherita• GIV• Zonin

The communication on the The communication on the product and trough the production product and trough the production

placeplace

• Communication on the product: bottles, habillage, information, fantasy names (!)

• Communication on the production place: quality of the winery > architecture inside and outside;

> easiness to visit the winery.

Company communication vs. Company communication vs. collective communication (1)collective communication (1)

• In Italy company communication is combined with collective communication

• But in Italy do not exist inter-professional bodies as in France

• Anyway, collective communication is usually supported/promoted by many bodies and several times public bodies.

Company communication vs. Company communication vs. collective communication (2)collective communication (2)

Many bodies work in wine communication:

• ICE• Enoteca Italiana.• Citta del Vino• Movimento Turismo del Vino• Strade del Vino• Enti regionali• Consorzi di tutela• And others…

Company communication vs. Company communication vs. collective communication (3)collective communication (3)

But: • The weak regional identity in many

areas,• The latent contrast between brand

strategies and geographical identification

• The absence of critical mass under singles communication campaign,

• The absence of a inter-professional drive

Make the potential of collective communication really under exploited !

Communication themasCommunication themas

In wine communication occurred an important evolution in terms of themes used in communication:

• From self reference

• To a more open approach…

• Consistent with the role of wine as style symbolstyle symbol

Bottles etc…..Bottles etc…..

Wine and womenWine and women

The man The man and his wineand his wine

Wine and Wine and happy time….happy time….

A very A very special special case….case….

Table wine communicationTable wine communication

• In Italy the communication effort is usually deployed to sustain value wines.

• With the exception Tavernello• Tavernello wine is sustained by a

real brand strategy:

>Hard work with trade

>Heavy effort in pull communication

Table wine & Table wine & communicationcommunication

• Tavernello appears as an example to follow…

• …To save daily wine consumption