Assessing the introduction and development of a designation of origin from the firm's perspective: The case of the Ribera del Guadiana wine PDO

Abstract

Designations of origin are essential brands in the agro-food market to define marketing strategies. The establishment of designations of origin in Spain has taken place during the last two decades and agro-food products have been adapted to these protection forms. However, little is known about wineries manager's point of view during the introduction process. In this work, we have analyzed the introduction and development of a designation of origin of wine from the company point of view. To this end, we carried out a qualitative analysis of interviews conducted to winemakers of this form of protection of food products. In the period studied, the consideration of the winemakers interviewed towards their designation of origin increased to a clear commitment to this form of protection of agro-food products. The majority opinion among the winemakers about what the PDO should offer the market leant more towards the product than the brand, reaching consumers with a quality product and from there to get it associated with its brand. This process has taken place during the period studied because while some winemakers still consider the product to be more important than the brand, others have already begun the process of promoting and strengthening their brands, aware that the consumer already perceives the product's quality. It can be concluded therefore that the origin attribute is very important for brands belonging to the agro-food sector, useful to create an origin-based marketing strategy.Additional key words: agro-food; brand; qualitative analysis; quality. ResumenAnálisis de la introducción y el desarrollo de una denominación de origen desde la perspectiva de la empresa: el caso de la DO de vino Ribera del GuadianaLas denominaciones de origen (DO) son marcas esenciales en el mercado agroalimentario para definir estrategias de marketing. En España se han establecido durante las dos últimas décadas y los productos agroalimentarios se han adaptado a estas formas de protección. Sin embargo, poco se conoce acerca del punto de vista de productores y empresarios durante el proceso de implantación. En este trabajo, hemos analizado la introducción y el desarrollo de una DO desde la perspectiva de la empresa, llevando a cabo un estudio cualitativo de las entrevistas realizadas a los empresarios que emplean esta forma de protección. En el periodo estudiado, la consideración de los empresarios entrevistados acerca de su DO se incrementó hacia un claro compromiso a esta forma de protección de productos agroalimentarios. La opinión mayoritaria entre los bodegueros sobre lo que la DO debería ofrecer al mercado se inclina más hacia el producto que la marca, convenciendo al consumidor con un producto de calidad y a partir de ahí conseguir que se asocie a la marca. Este proceso ha tenido lugar durante el periodo estudiado, porque mientras algunos bodegueros aun consideran que el producto es más importante que la marca, otros han comenzado ya el proceso de promoción y fortalecimiento de sus marcas, conscientes de que el con...

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