7C MODEL ON ITALIAN WINE INDUSTRY Tiia Hyvärinen, Nina Straková

WINE INDUSTRY IN ITALY represents a strategic business for the Italian agro-food system, accounting for 7.1% of its added value and 14% of its export value dominated by small-medium sized wineries (SMWs) strong orientation towards traditional regional wines which often represent super-premium and icon segments Large companies utilize e-business quicker than SMEs the adoption of webmarketing could help the wineries to be more efficient and competitive

OPPORTUNITIES the lack of differencies on the web between SMEs and large companies same freedom to adopt the Internet strategies the low cost of marketing the possibilities to implement globalization strategies low cost of the customer service and after-sales maintenance easy to make new business partners and sustain the relations with them

BARRIERS access costs the difficulties with use for some people privacy and security limits

7C MODEL ContentChoiceContextComfortConvenience Customer Service

CONTENT These characteristics are related to the design and layout of the web-site graphics and updating website update, graphic quality, counter presence website update - 87% undetermined graphics)are quite good in general only graphics 75.2% with animation 12.7% 95.2% doesn't have a counter

CHOICE Product presentation is good and it is consistent with websites typology product presentation, range of products, presence of complementary products, presence of agro-tourism activities product presentation is basic in 42.4% and more ellaborate in 45.5% of cases the range of products is large on 71.5% of the websites focused on big selection of wine 70.9% don't offer related products only 13.9% offers tourism activities such as wine tasting tours

CONTEXT This characteristic is linked to the interactivity of the websites website typology, transaction typology informational 47.9% with low interactiivity 48.5% with high interactivity 3.6% transaction typology: 61.2% none, B2C 27.9%, B2B 1.2% High interactive web-sites would help ISWs to greatly understand consumer preferences

COMFORT the simplicity and the enjoyment in surfing the websites ranking, number of languages, navigability, presence of sitemap or internal search engine easy to find % are appearing among first 5 results on google 74.6% of the websites are are in 2 or 3 languages navigability is mostly good - 60% only 4 to 5 clicks 95.2% don't have a sitemap 96.4% don’t have an internal search engine

CONVENIENCE impossible to evaluate completely because the selling activities are greatly limited direct sale availability, delivery time, delivery costs 64.2% no direct sales only 3.6% has online shopping availability most of the companies do not specify the delivery time nor costs 10.4% free delivery

CUSTOMER SERVICE the flow of supporting information concerning the phases of before and after sales is difficult to evaluate delivery traceability, payment procedures, delivery procedures, security of transactions, FAQ 99.4% no traceability 70% only one mean of payment 60% no delivery 70% transactions are not secure 100% absence of FAQ

COMMUNITY This group of parameters shows web-sites lacking in the ability to network with the consumer forum presence, visit book presence, link availability, free call telephone number availability ISWs tend to utilize their websites for their business image improvement 93.3% no forum 78.8% no link availability 99.4% no free call availability

CONCLUSIONS internet allows SMEs to be more competitive and to implement globalization strategies there is a gap in the Italian wine industry adoption of new technology and it is inversely correlated with the easy access to HoReCa (HOtel, REstaurant, CAfé) market by the small wineries they are lacking IT skills the key factors of the web-marketing models based on quality and efficiency parameters should be updating the websites and product presentation

SOURCES Begalli, Diego, Stefano Codurri, and Davide Gaeta. "Wine and Web Marketing Strategies." British Food Journal (2009): Web. Beynon-Davies, P., Jones, P. and Williams M. (2002), “Evaluating the Experience of eBusiness Amongst SMEs”, Proceedings of the 9th European Conference on Information Technology Evaluation, Université Dauphine, Paris, France, July, pp Goodman, S. (2000), “Wine marketing: what ‟ s involved?”, The Australian Grapegrower & Winemaker, April, pp

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