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Promotion Strategies In Wine Marketing

Author

Listed:
  • Ştefan MATEI

    (Doctoral Schol of Economics and Busines Administration,"Al.I Cuza" University, Iaşi, România)

Abstract

Marketing has proven to be very useful instrument in the wine industry, in fostering comprehensive, cohesive and effective strategies which wineries require to effectively compete in today’s almost saturated wine market. But within wine marketing, the promotion strategy, from our point of view, is the most important component of the winery that can ensure the success in the market or can shorten the life cycle of the product. This being said, the aim of the paper is twofold. Firstly, to determine and analyze the steps that are required to create a promotion strategy in the wine industry, by comparing different approaches. Secondly, to identify the instruments of the promotional mix that helps a winery to implement its promotional strategy. Bearing that in mind, the paper starts with some theoretical aspects regarding the promotion strategy and ends by providing a brief overview of the main findings.

Suggested Citation

  • Ştefan MATEI, 2014. "Promotion Strategies In Wine Marketing," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 603-614, July.
    • Handle: RePEc:cmj:seapas:y:2014:i:4:p:603-614
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    References listed on IDEAS

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    1. Corina AnaMaria IOAN & Florin Alexandru LUCA & Constantin SASU, 2013. "Personal Brand – From Theory To Practice In Contemporary Society. Literature Review," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 29, pages 171-182, October.
    2. Corina AnaMaria IOAN & Florin Alexandru LUCA & Constantin SASU, 2013. "The Specificity Of Personal Brand. Literature Review," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 29, pages 165-170, October.
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    More about this item

    Keywords

    Wine industry; Wine marketing; Promotion strategy; Promotional mix; Promotional;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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