Download - Wine market - constant change for consumer
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…and just how well do you know your customers?
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Wine Consumer
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So much choice, so little time
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Is yourindecision final?
After The Economist
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Range of varieties, blends and styles
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Lots of consumers, lots of preferences
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…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
Do you rely on this man for your wine choice?
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Or are you a hunter‐gatherer?Repeat purchase
Searched for fine wine
Tried a tasting
Checked local store
Loved all those medalsRead a wine review
Enjoyed it in a restaurant
MEVisited cellar door
Had it on an airplane
It was on special
Shared with friends / gift
Found it overseas
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Need wine
Choose shop
Brand loyal
Browse
Choose
Buy
Drink
Occasion; the cupboard is bare
Special trip or general
Do I know what I want?
How much time?
Brand, special, different
Buy – any loyalty “hooks”
Occasion
…and you thought you just grabbed that bottle from the shelf!
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The consumer squeeze – why identity needs to be immediate and certain
Then Now
Wine brands and lines
Hours in a day to choose
Number
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The consumer squeeze ‐managing the three moments of truth for wine
• The FirstMoment 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 ThirdMoment of Truth is if the shopper easily remembers what wine it was
Cues & associations
• The SecondMoment of Truth is when the shopper drinks the wine
Delight
(concept derived from P&G)
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Not your average wine
advertisement
but then
its not an average wine story
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Red? White? Red?White?
Tough decisions about Australian wine
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…and what made you think they would all like Shiraz?
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Blends will surprise
Shiraz and Cabernet
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You will love blends
Cabernet, Shiraz and Merlot
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Add some colour and direction
Reminding us of diversity
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part of sharing the delights of wine with all consumerspart of making the initial wine experience
enjoyablearrived in world trade when supermarkets
were becoming part of the supply chainhad the advantage of affordable quality“spoke” to the consumer in plain Englisha diverse range of varieties and styles
The world would seem to have waited a long time to broadly experience wine when Australian wine hit the global market
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Australia is quite a big place with lots of areas producing unique wines
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For Australia’s loyal wine consumers and new adventurers– change is happening
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Brand personalities…a bit more about Australia
accessibility Brand ChampionsWines that appeal to a broad market base through accessibility, ease of enjoyment and a strong premium brand message about product and country.
innovation Generation NextWines 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 HeroesWines 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 AustraliaHigh-profile, aspirational wines built on inherent quality and world-class reputation.
AWBC 2007
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Who arewe?
Brand Champions
Generation Next
Regional Heroes
Landmark Australia
What are we?
Accessible
Innovative
Interesting
Aspirational
Why are we different
Fantastic value
Extending tastes
Geographic signatures
Quiet achievers
Why would you enjoy us?
Full range of enjoyment
New styles & varieties
Association between
wine & place
We build memories
A conversation with Australian wine
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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