Wine is one of the oldest examples of the transformation of an agricultural fruit into a complex product. Over the centuries it has taken on multiple meanings related to food, hedonism and religion which to date have made it a complex product that ranges from commodity to luxury goods. This nature makes it a good example to explore all the applications of marketing to different markets especially in this dynamic framework linked to the advent of new socio-economic conditions prompted by sustainability. By analyzing the various possible scenarios for the marketing of sustainable wines, we can understand many mechanisms for making the sale of agri-food products with this added value efficient and effective. At the end of this course, students should have the tools to identify the identity of sustainable agri-food products and establish the best marketing path.
Teaching Methods
Interactive lessons with reference slides (potential handouts) and with the presentation of real cases representing the different realities. Simulations that can be done in class with the participation of students on real examples and final comparison of the results.
Assessment Methods
Written quiz and oral exam
Texts
Naturalmente valgono i libri che hanno per il corso generale di Marketing Ai quali aggiungere Steven Spurrier – Wine a Way of Life -Barbreck Vitaliano Fiorillo- Il future del Biologico – Egea P. Yeung & L. Tach MW – Luxury Wine Marketing – Infinite Ideas H. Johnson – The Story of Wine – Academie du Vin Library L. Pilati- Marketing Agro-Alimentare - editrice Uniservice Trento La vigna,il vino , la biodinamica- Nicolas Joly - Slow Food editore B.Desalle,I.Tattersall - Il tempo in una bottiglia- Codice edizioni Torino S.Spurrier - wine, a way of life - everyman
Contents
History, different origins and different goals in wine. Marketing value creation function. Analysis according to the approach already known in the Marketing Kotler's 4 Ps course. Starting from Product according to origin, history and purpose. Positioning according to the type of product Distribution channels, Sales force, Distribution channels, Route to market. Price definition based on the previous parameters Analysis according to the key factors: (Product quality, Strength of the brand, Competition, External factors) and for the type of Channel, the Supply Chain (Short, Long), Laws of the nation in which it is sold. Importance of Promotion and use of the different possibilities depending on the choices made. Based on the upstream choice, definition of the best sales Promotion plan. Through the example of various case studies, see how the different levers are fundamental to the achievement of the company's strategic objectives. See how some aspects of sustainability control concretely contribute to the growth of corporate value (e.g. analysis and materiality matrix).
