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What Are The Differences Between America And France

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Marketing is a complex topic that can flexibly be defined as the process of promoting, creating, and communicating a brand or service to create exchanges that satisfy an individual or company's goal (Colonna). For example, any shape, size, color, and label on a product is a form of marketing to promote consumers to purchase it. While touring wineries in North Carolina and the Loire Valley of France the similarities and differences used by each vineyard on marketing strategies began to flourish. The labels on a bottle and the strategies used to promote their wine are the two primary topics America and France had an abundance of similarities and differences when marketing their wines.

The first vineyard our class visited in the states was …show more content…

Similar to Grandfather winery, Ken also had two dogs roaming freely around giving the vineyard a welcoming feeling. Due to the smaller size of the grape yield a primary part of his revenue comes from events and weddings held at the winery. Ken and his wife also have cabins on the property to give people the opportunity of staying at the vineyard and making it a vacation as well. Another smart marketing technique they use is having special events on the weekends at Round Peak. On certain weekend there will be live music, grills, hiking trails, and the option to camp out in the vineyard. These are all examples of how they added more to the wine tasting experience. Figure 1.5 shows an illustration of the label on their more recent vintages of Dry Rose. The marketing techniques they used for this label entailed using bright colors to attract the consumer’s eye when looking at a plethora of bottles on a shelf. Using color when marketing products helps produce the brand recognition effect. This effect means that if a consumer is satisfied with a product the next time they are shopping and in need of that product seeing the colors will help them remember that product and most likely choose it over the other competing brands (Tornetta). Over 62% of the consumer population develops brand recognition primarily on color (Chang and Linn 3345). He also made the …show more content…

They also welcomed visitors to the winery to enjoy a tasting along with certain designated weekends filled with live music and food that attracted more people. Similar to Ken at Round Peak, Sean had another specialty besides wine; he makes cider, which also markets to another consumer population as well. He was very creative with the marketing strategy used on his label to market his cider. He used a colorful picture of a rooster that his mother drew and used smaller bottles that would be perfect for a picnic or leisurely drinking atmosphere. According to research found in the study Impacts of color on marketing, depending on the type of product, up to 85% of first impression judgments on a product are based on the colors alone. The study also explained the importance of the perceived appropriateness of the color and the brand “fitting” together (Pons). For example, Sean’s label for his cider was very bright and colorful, an appropriate fit to give the smaller bottles a fun feel to them and he wanted his bottled ciders to be pleasing for a picnic type of

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