China Market Entry of Australian Wine Brand "Hardys Shiraz". A Marketing Plan

China Market Entry of Australian Wine Brand

Author: Stefan Reindl et al.

Publisher: GRIN Verlag

Published: 2015-09-17

Total Pages: 68

ISBN-13: 366804872X

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Project Report from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: 1, , language: English, abstract: Hardys is a very successful and well established Australian wine brand with a long history and a wide range of different products including red and white grape wine as well as sparkling and sweet wines. Like many successful wine producers, Hardys plans to enter the Chinese wine market which has shown outstanding growth rates over the last years due to the Chinese perception of 8especially red) wine as elegant, exclusive, healthy and a symbol of high class, education, manners and upper life style. The Chinese market with its gigantic consumer potential is forecasted to quickly develop into one of the world’s largest markets for imported wines from all around the world. Currently French imported wine is the largest competition on this market, followed by already successfully introduced other Australian brands (making Australia the second largest country of origin of imported wine in China). In addition there is a growing and constantly improving competition from domestic wines. Research and analysis based positioning elements for Hardys (Shiraz) in China will be the ‘sweet’ taste, the ‘Australian’ origin and a focus on information to educate the consumers to ‘smart’ buyers of Hardys products. Selected customer segments provide a promising market potential in Beijing, Shanghai and Guangzhou which builds the geographically most relevant market for imported wine in China. Through a themed yearly focus in accordance with Hardys positioning strategy, consumers’ interest will be raised, their knowledge will be improved and with a variety of communication activities they will be turned into potential repeat buyers. Communication channels therefore will be a combination of classical print media (selected magazines) as well as a strong online presence as more and more wine-related product research is done online. In accordance with the selected target segment’s life style and consumption habits, smart phone optimized content and access to information will play another crucial role in Hardys’ brand communication. Pricing follows Chinese consumers’ habits, expectations and perceptions as well as researched recent market trends and a strategic aspect of positioning Hardys as a ‘smart’ choice with higher value for money compared to already established but often overpriced French brands.


The Palgrave Handbook of Wine Industry Economics

The Palgrave Handbook of Wine Industry Economics

Author: Adeline Alonso Ugaglia

Publisher: Springer

Published: 2019-03-15

Total Pages: 548

ISBN-13: 3319986333

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This Palgrave Handbook offers the first international comparative study into the efficiency of the industrial organization of the global wine industry. Looking at several important vineyards of the main wine countries, the contributors analyze differences in implementation and articulation of three key stages: grape production, wine making and distribution (marketing, selling and logistics). By examining regulations, organization theory, industry organizational efficiency and vertical integration, up to date strategies in the sector are presented and appraised. Which models are most efficient? What are the most relevant factors for optimal performance? How do reputation and governance impact the industry? Should different models co-exist within the wine countries for global success? This comprehensive volume is essential reading for students, researchers and professionals in the wine industry.


Tangled Vines

Tangled Vines

Author: Frances Dinkelspiel

Publisher: Macmillan

Published: 2015-10-06

Total Pages: 319

ISBN-13: 1250033225

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Noted California historian rips the oh-so-laid-back label off the California wine trade to show the violent and obsessive world underneath


Wine Globalization

Wine Globalization

Author: Kym Anderson

Publisher: Cambridge University Press

Published: 2018-02-22

Total Pages: 577

ISBN-13: 1108135609

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In this anthology, editors Kym Anderson and Vicente Pinilla have gathered together some of the world's leading wine economists and economic historians to examine the development of national wine industries before and during the two waves of globalization. The empirically-based chapters analyze developments in all key wine-producing and consuming countries using a common methodology to explain long-term trends and cycles in wine production, consumption, and trade. The authors cover topics such as the role of new technologies, policies, and institutions, as well as exchange rate movements, international market developments, evolutions in grape varieties, and wine quality changes. The final chapter draws on an economic model of global wine markets, to project those markets to 2025 based on various assumptions about population and income growth, real exchange rates, and other factors. All authors of the book contributed to a unique global database of annual data back to the mid-nineteenth century which has been compiled by the book editors.


Wine and Society

Wine and Society

Author: Stephen Charters

Publisher: Routledge

Published: 2006

Total Pages: 376

ISBN-13: 0750666358

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"Wine and Society: The social and cultural context of a drink examines the cultural forces which have shaped both how wine is made and the way in which it is consumed. It's divided into four parts and illustrated by case studies from around the world."--BOOK JACKET.


El Vino Y la Viña

El Vino Y la Viña

Author: P. T. H. Unwin

Publisher: Psychology Press

Published: 1991

Total Pages: 441

ISBN-13: 0415031206

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Provides an introduction to the historical geography of viticulture and the wine trade from prehistory to the present, considering wine as a symbol, rich in meaning and a commercial product of great economic importance to specific regions.


Handbook of Eating and Drinking

Handbook of Eating and Drinking

Author: Herbert L. Meiselman

Publisher: Springer

Published: 2020-05-22

Total Pages: 0

ISBN-13: 9783030145033

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Eating, including the provision of food and the consumption of food, is the biggest industry in the world, and a major contributor to our health, and to our enjoyment. This book on “Eating” is a unique and novel multi-disciplinary presentation of the whole breadth of research and discussion of the factors that impact eating, and reciprocally the factors that eating impacts. The purpose of this book is to familiarize readers with the areas of eating research and discussion with which they might not be familiar. The multi-disciplinary approach includes the basic and applied sciences (including biology, ecology, nutrition, and food science, as well as important behavioral and social sciences (including history, development, culinary arts, food service, business and marketing). The book ends with a review of current trends and predictions of the future for multiple aspects of eating.


Building Brand Authenticity

Building Brand Authenticity

Author: M. Beverland

Publisher: Springer

Published: 2009-10-22

Total Pages: 276

ISBN-13: 0230250807

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The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.


Stirring the Senses

Stirring the Senses

Author: Barbara Small

Publisher:

Published: 2012

Total Pages: 220

ISBN-13: 9780987436009

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"Stirring the Senses is a delightful insight into an extraordinary life, taking you on a magical journey throughout Italy. It includes 150 authentic recipes collected over the years, from amazing women with whom Barbara has worked, and has lasting friendships.Barbara candidly shares her experiences of a life long passion, with refreshing honesty and cheeky humour...Of Anna Maria in Palermo: 'We would cook all morning hardly stopping gor a coffee, but I was so intoxicated by the experience I never felt tired'." --Back cover.