Some assumptions about the customer preferences and the market opportunities of the following sections will be based on the preceding graphs.
4. SEGMENTATION AND POSITIONING
In the wine industry, marketing segmentation has great significance for wine producers and marketers. For instance, based on age segmentation (which is our case), or income segmentation, after understanding consumers, wine producers can get the result of their objectives or marketing strategic.
When establishing a new wine company, the first consideration is the market target. Wine producers must decide what segments they want to reach. In our case it's the young sector. Our segment marking is young people between 20 and 30, considering therefore our strategy as a single-segment
…show more content…
We will choose, specifically, a fruity, red one, since it seems to be the most successful and will be liked by young people, and add some slight modifications, such as the minimization of tanning.
To sum up, our Wine, will be cheap, with different taste and able for everyday consumption, focused on young people. In other words, we will be trying to serve new needs in an important strategy of market specialization.
5. PRODUCT
The design of our wine follows the characteristics listed below:
Creating an interesting packaging, since it seems to highly influence the perception of our potential customers. A shape they are able to differentiate will give us an opportunity for capturing their attention.
The label shall be sophisticated; this is a main aspect that young people associate wine with, so we need to identify it somehow, trying to differentiate the product in other aspects.
Basically, the appearance of the wine will be the one given to the most expensive ones (youngsters associate price with quality).
5.1