The (r)evolution of wine marketing mix: From the 4Ps to the 4Es

Festa, Giuseppe; Cuomo, Maria Teresa; Metallo, Gerardino; Festa, Antonio

doi:10.1016/j.jbusres.2015.10.015

Cited by 67 publications

(71 citation statements)

References 11 publications

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“…The aim of the paper is to employ these Web tribes for a segmentation process that represents nowadays an unexplored but promising field of research. Quite different from traditional brand communities, based on identification with the winery and with others who recognize themselves with its offer/brand (Laverie, Kolyesnikova, Dodd, & Wilcox, ), the Web tribes seem to connect users with specific narrative identities, which could be very useful in terms of a “new” marketing approach (Festa, Cuomo, Metallo, & Festa, ). In effect, a meaningful association between what wine producers propose and the communication of winelovers on Instagram is created, suggesting the basic building blocks of what a brand should stand for (Figure ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

Cuomo

Tortora

Festa

et al. 2016

Psychology and Marketing

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Nowadays social media offer a great opportunity to wineries in order to better understand their customers’ needs, both potential and actual. Especially for winelovers, their collective imagination, expectations and lifestyle in terms of passion for wine can be continually supervised and used in brand strategies. By collecting these data on Instagram and analysing them through a netnographic research, the purpose of the present study is to validate the emerging ‘map of identity’ for winelovers as a basis of segmentation in the wine sector. In a second step, the accuracy of the profiles has been tested by distributing a questionnaire both to a specific community of winelovers and to a control group of self-defined winelovers active on Facebook. The findings underline that winelovers identities could be better arranged considering their knowledge and awareness in consumption, even though they clearly represent a basis for further in-depth researches, interested in exploring attitudes, values and motivations of winelovers and wine consumers on the web

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Section: Theoretical Backgroundmentioning

confidence: 99%

Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

Cuomo

Tortora

Festa

et al. 2016

Psychology and Marketing

Self Cite

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“…Its process is combined using statistical methods, mathematics, machine learning, and scientific methodologies (Westwood, 2011). Several basic techniques that are used to describe customer behaviour are classification, segmentation, association and prediction (Festa et al, 2016). Data mining techniques focus on obtaining highlevel knowledge from basic data.…”

Section: Sell Productsmentioning

confidence: 99%

Analysis of the Current Support of E-marketing Activities in Selected Enterprises of the Wine Sector in Slovakia

Janšto

Polakovič

Hennyeyová

et al. 2019

AOL

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In the digital era, implementing an effective marketing strategy requires a more comprehensive view of the marketing strategy than in the past. The concepts of older approaches are already ineffective today, but we consider it important to mention them. Organizations focus on improving production, achieving low cost and mass distribution. The product concept is based on the conviction of consumers who prefer products with the highest quality or innovative characteristics. Managers focus on producing quality products and subsequently improving them. The disadvantage is the disproportionate focus on the product (marketing near-sightedness) as on consumption. The sales concept is characterized by a gradual increase in competition and market saturation. With this characteristic, managers are using a more aggressive fixed sales strategy, paying more attention to sales and building improved sales channels. The most modern approach is the holistic marketing concept that came about with the advent of the digital era. It is a dynamic concept conditional on electronic connectivity and interactivity between the agricultural company, its customers and collaborators. It integrates value exploration, building and delivering activities for mutually satisfying relationships and shared prosperity among stakeholders. This paper summarizes the most important results of the questionnaire survey of selected companies carried out under the title: Analysis of the current support of e-marketing activities in selected enterprises of the wine sector in Slovakia. The results of the questionnaire survey are evaluated in the text based on submitted scientific hypotheses.

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“…Also, Mohammadi et al (2017) have argued that appropriate marketing mix is a vital marketing strategy that increases sales and profitability of businesses. Moreover, Festa et al (2016) contend that every sector and business can actually use the marketing mix.…”

Section: Introductionmentioning

confidence: 99%

“…Thus, a marketing mix is a recognised strategy used to perform marketing activities (Hanachor and Olumati, 2018;Henley et al, 2011). Jerome McCarthy (1960), a marketing expert, introduced the four P"s in business as a theoretical framework to implement marketing processes (Festa et al, 2016). This classification/model has been used globally and is considered a critical means for translating marketing plans into business operations (Gordon, 2012;Wu and Li, 2018).…”

Section: Introductionmentioning

confidence: 99%

Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Tibaingana¹

2019

Afr. J. Bus. Manage.

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Firm incubation and marketing mix are not new concepts in the business world. They have been existing for decades and their meaning has been explained in real business sense. Despite being in existence for long, little is known about how marketing mix elements (popularly referred to as the "Seven P's") are used by business start-ups during incubation. Data were collected from owners of start-up businesses in the incubation centres at Makerere University, Kampala Uganda. The study adopted a qualitative research method because owners of start-ups see the application of marketing mix elements as paramount. Data were analysed with Nvivo 10 software. The findings show that the critical marketing mixes used for start-ups are people, price, product, and place. However, it was revealed that the way the marketing mixes were applied in start-ups is not clear. The majority did not know how to apply the marketing mix in running their businesses. It is recommended that incubation centres should put more emphasis on applying the marketing mix during the mentoring and coaching processes. This should become a policy in all incubation centres for start-ups to be successful.

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The (r)evolution of wine marketing mix: From the 4Ps to the 4Es

Cited by 67 publications

References 11 publications

Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers

Analysis of the Current Support of E-marketing Activities in Selected Enterprises of the Wine Sector in Slovakia

Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

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