Innovations in Marketing Prowein 2010 by Robert Joseph.

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Presentation transcript:

Innovations in Marketing Prowein 2010 by Robert Joseph

Innovation... Marketing... Two concepts wine producers in the Old World have rarely embraced...

There have been a few... Philippe de Rothschild – “Art Labels” and brand extension (Mouton Cadet) Mateus & Lancers Duboeuf – Flower labels Blue Nun and Black Tower JP Chenet Miguel Torres

But these are the exceptions to the rule

Adapt or die...

Vaudeville theatre Silent Film Sound Film Television

Tradition is an experiment that worked Emile Peynaud Tradition is laziness Gustav Mahler

What is marketing in wine?

Grapegrowing ? Winemaking ? Packaging √ The winery (tourism) √ Communication √ Distribution √

RegionBrandGrapeDon’t Know Moulis33%17%21%29% Malbec18%20%26%36% Guigal24%19%24%33% Torres18%57%18%6% McLaren Vale 45%55% Clarendon Hills 33%58%9% DoILikeIt Survey. London Wine Show. Oct 2009

Whose voice is the strongest?

Innovation in marketing Ask yourself WHY you do what you do... And in the way that you do it? 2. If you understand what you’re doing, are you sure your customers understand it? 3. Are you as important to them as you think you are? 4. Are you as important to them as they are to you?

Apple iPad orders “overwhelming”

thejosephreport.com