French wine : International Marketing

Thèmes abordés

French wine, International Marketing, Emilie Boyer King

Résumé du document

The major issue is that the French wine classification is complicated. There a variety and different categories of wine in France. This variety of wine “appellation” can be confusing the mind of foreign consumer. Indeed, it is difficult for foreign consumer to make the difference between two wines of the same region. French wines are classified by region and also by “Chateau”. Indeed, French producers don't really focus on their marketing strategy. They think that the strong reputation of France wines is enough efficient in order to protecting their brand against New World wines. But, we noticed that “63% of consumers do not care what country the wine they choose originates from.”, by Émilie Boyer King 13-Oct-2003, “Are French wines screwed ?”.

We noticed that “85% of consumers are more likely to buy wine when they have been provided with clear information about it, either on the bottle or on the shelf.”1 But, few bottles of French wines are label with information concerning the product. French producers should use labeling as a way of promotion. They can put the explicit information on the bottle, on the back. On the front of the label, they can put attractive graphics (use colors, logos, name of the “Chateau”, medals...). French producers can be promote on the wine classification system by a simply way. For foreign consumer, It is a good method to be understandable. French producers can explain clearly the classification system using leaflet, explicit advertising in airlines and in the website of the producers.

Extraits

[...] Indeed, there are also promotions with other companies, anniversary sweepstakes and promotional product. Thanks at its strategy focus on the quality of the product, of its service and at its customer loyalty; SASA became the best in cosmetic and in cosmetic offerings in Asia In your opinion, how will the company maintain its brand equity during this recessionary period? Nowaday, several companies suffer from global economic crisis. Companies have to minimize several costs. Expenses for promotion must be reducing. That's why SASA reduced its advertising budget. [...]

[...] The use of humor can be a multicultural challenge. Marketers must be careful at the using of humor in different country. Because the perception of humor can be totally different from a country to another. For instance, if you made a humoristic ad with a white bride in china it would be totally inappropriate because the white colors in china represent the mourning. Emirate Airlines 1. How does Emirate airline differentiate its' services from other international competitors? In order to differentiate its services from other international competitors, Airlines has a multi lingual team in the plane. [...]

[...] In the business class, there are more services. The menus are created by Chefs, there are comfortable seats and luxurious roomy. The best of the classes is the First class. For instance, customer has the choice between seven menus Is the premium product that Emirate airline has to offer sustainable? Nowadays, most of the company suffers from the global crisis. But, with the crisis companies must have to cut its expenses or to think about change their strategy. Since several years, Emirate Airlines installed a luxurious strategy. [...]

[...] The United Sates is composed of several ethnics. Each part of this population is attached to their roots. Marketers have to understand specificities behavior of each ethnic. The expectation of Afro-American and the Latinos are different regarding the product. The ways of eating a product or the behavior regarding a product are not the only factors have taken in count. Indeed, the use of the language is very important. We can notice several mistake in the translating on the delivery message in advertising. [...]

[...] International Marketing Are French wines screwed ? 1. What major issues do French wines face in protecting their brands against New World producer? The major issue is that the French wine classification is complicated. There a variety and different categories of wine in France. This variety of wine “appellation” can be confusing the mind of foreign consumer. Indeed, it is difficult for foreign consumer to make the difference between two wines of the same region. French wines are classified by region and also by “Chateau”. [...]