Due to the Covid 19 Pandemic, Tourism to Italy and to San Gimignano has been dramatically reduced and we have a surplus of wine. Our objective is to increase sales while also opening up opportunities for future brand awareness and to attract new customers in the US market.
We contacted our US importer and devised a collaborative marketing event to offer a limited availability wine for on-line sales. PRODUCT: Our effort is focused on amplifying the experience of our wine as we offer a product that expresses the unique terroir and history of San Gimignano area. Our wine reflects this heritage as it is called, “Tante Torri” – many towers and we express this link in our advertisement on the website. We chose this branding to include DOCG production and a tie to history, tradition and a sense of place and experience with our wine. It works well locally and in international markets and the name and label have been effective in drawing in tourists, locals and international buyers. We are a well-known grape varietal and do not have to focus on explaining what we are but must be unique in some sense. Our focus on small, production, hand harvested, higher altitude hillsides with a specific tie to San Gimignano is a strong reason behind our brand approach. For the US market, we add organic farming to the promotion as it is a current trend (consumer preference) in that market. We use an exclusive importer that specializes with small, quality producers and interacts with several market sectors, primarily Experienced Explorers, Millennial Treaters, Premium Brand Suburbans and Bargain Hunters that look for high value deals of mid-priced to premium brands. We have a strong product of high quality and competitive pricing and are using a well-established importer with a well-known on-line market. This company is so well known for their selection of high-quality international wines that they have become a key opinion leader in the US market. Additionally, There is a renewed market trend in the US for consumers to buy limited edition wines and wine/liquor sales are substantially above normal for this time of year. We decided to use this avenue as an opportunity due to the unforeseen threat to the market with the COVID19 pandemic. PRICE - we are offering a very competitive price for a wine of this quality with limited availability and on-line only. (more below) PEOPLE – we target the experienced explorers and Bargain Hunters that are looking for unique, limited wines that express a specific terroir. We coordinated with the importer/on-line sales department to devise this offer with a price point just below competing wines in their inventory. Since we are in the US – the wines are available only with pickup or by forwarding to a third-party retailer/shipper. Those details are on the (imaginary) website. We are pleased to be able to rely on the established system of our imaginary partner and the experience staff, website designers, and PR staff. We are pleased that they have also established a third party retailer that handles the shipping from their warehouse location. They assisted us in identifying the price point and the market segments to focus our limited offer. PLACE: As stated, we are focused on using a mature market and mature market system to promote our wine in this instance and the partner/importer routinely sells to their established buyers with on-line advertisement, daily emails and reminders to their consumer base. They use on-line analytics to focus on certain segments of their consumer market at first and broaden the marketing outreach later if wine remains in inventory. Initially, they focus on customers with a known interest in Italian wines. PROMOTION – we focus on limited availability and our unique wine experience in our promotion. Since we do not control the third-party retailer/shipper – we cannot offer free shipping or additional promotion.
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Dennis SmithHome Chef and Wine Snob Archives
October 2021
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