Published on June 5, 2008
…and just how well do you know your customers?
So much choice, so little time
Is your indecision final? After The Economist
Range of varieties, blends and styles
Lots of consumers, lots of preferences
Do you rely on this man for your wine choice? …marketing director of large supermarket trying to imagine life with 2.3 children, a mortgage and how such people might choose their wine for dinner tonight
Or are you a hunter‐gatherer? Repeat purchase Shared with friends / gift Tried a tasting Searched for fine wine Checked local store It was on special Visited cellar door ME Enjoyed it in a restaurant Found it overseas Loved all those medals Read a wine review Had it on an airplane
…and you thought you just grabbed that bottle from the shelf! Occasion; the Need wine cupboard is bare Special trip or Choose shop general Do I know what I Brand loyal want? How much time? Browse Brand, special, Choose different Buy – any loyalty Buy “hooks” Occasion Drink
The consumer squeeze – why identity needs to be immediate and certain Wine brands and lines Number Hours in a day to choose Then Now
The consumer squeeze ‐ managing the three moments of truth for wine • The First Moment of Truth is a the point at which the shopper makes a decision on what wine to buy 3 to 7 seconds to notice it on the shelf (well maybe a little longer for wine?) • The Second Moment of Truth is when the shopper drinks the wine Delight • The Third Moment of Truth is if the shopper easily remembers what wine it was Cues & associations (concept derived from P&G)
Not your average wine advertisement but then its not an average wine story
Red? White? Red? White? Tough decisions about Australian wine
…and what made you think they would all like Shiraz?
Blends will surprise Shiraz and Cabernet
You will love blends Cabernet, Shiraz and Merlot
Reminding us of diversity Add some colour and direction
The world would seem to have waited a long time to broadly experience wine when Australian wine hit the global market part of sharing the delights of wine with all consumers part of making the initial wine experience enjoyable arrived in world trade when supermarkets were becoming part of the supply chain had the advantage of affordable quality “spoke” to the consumer in plain English a diverse range of varieties and styles
Australia is quite a big place with lots of areas producing unique wines
For Australia’s loyal wine consumers and new adventurers – change is happening
Brand personalities…a bit more about Australia accessibility Brand Champions Wines that appeal to a broad market base through accessibility, ease of enjoyment and a strong premium brand message about product and country. innovation Generation Next Wines driven by innovation (marketing; product; packaging) that appeal to consumers who drink wine for social occasion and/or peer group affinity, not just wine attribute. interest Regional Heroes Wines from somewhere rather than wines from anywhere - adding and sustaining interest for consumers by fostering a clear association between region and variety and/or style. aspiration Landmark Australia High-profile, aspirational wines built on inherent quality and world-class reputation. AWBC 2007
A conversation with Australian wine Who are What are Why are we Why would we? we? different you enjoy us? Brand Fantastic Full range of Accessible Champions value enjoyment Generation Extending New styles & Innovative Next tastes varieties Association Regional Geographic Interesting between Heroes signatures wine & place Landmark Quiet We build Aspirational Australia achievers memories
Jim Fortune firstname.lastname@example.org ACKNOWLEDGMENTS • Ideas and thoughts tested on a range of patient wine industry people and interested consumers • Material and data acknowledged and sourced mainly from web searches • Images courtesy of web sites and more formal open access material such as FLICKR and SlideShare
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