Marketing GI products Recommendations and examples from the field 1
Outline 1. How to market a GI product? 1. individual and collective marketing 2. strategic and operational marketing 3. the role of the Association 2. The visual identity 3. Tourism as a promotion tool of the territory 4. International recognition 2
How to market a GI product? See FAO guide chapters 3.2 and 3.3 http://www.fao.org/docrep/017/i1760sr/i1760sr.pdf 3
Individual and Collective marketing GI and the related territorial reputation are collective assets. Two levels of marketing: the firm and its brand (individual) the territory and the GI (the collective reputed name): marketing plan to be combined with these two levels individual image has impact on the whole territory image Strategic marketing, the road map Operational marketing: implementing the strategy 4
Strategic marketing 1. Market analysis: the study of consumers motivations, attitudes, perceptions and willingness and ability to pay, competition, market opportunities, possible commercial partnerships, etc. 2. Tools to develop the marketing strategy: Segmentation: dividing a market into categories Targeting : prioritizing Positioning: get the consumer understand the product 5
Strategic marketing / positioning How to get consumers to understand: 1. the brand and its own product (in the limits of the code of practice) the firm 2. the product characteristics - the Association and its members 3. the GI category in general the national institutions (depending on the legislation). 6
Practice p. 113 FAO guide 7
Marketing mix Establishing the means to achieve the objectives in each market selected by combining four operating factors: Product, Price, Place, and Promotion 8
Marketing mix / product Characteristics of the product The brand of the firm and the GI Packaging and labeling Labeling: visual identity and information about 9 product characteristics (composition, nutritional facts, description of how to use the product), specificity related to the GI; e.g. information, on the specificity of the production process and on natural resources used in it, the know-how, the link with the culture of the production area, etc. possible utilization in culinary preparations by nonexpert consumers;
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DOC from Argentina 13
Marketing mix / price decide price for each product by taking into account the pricing objectives of members, price competition and consumer preferences in order to place the product price between its price floor and price ceiling price is often an indication of quality level for consumers... 14
Marketing mix / place Three main channels : traditional distribution and local direct selling; important in wine in relationship with wine tasting and tourism; large-scale distribution; large volume and constant quality innovative distribution; important to develop in wine to take into account new expectations: Internet sells, fair-trade purchasing groups, community-supported agriculture... 15
Marketing mix / promotion To provide information about the specific quality and characteristics of the GI product in order to increase consumer willingness to purchase and pay. essential role of the Association Who is communicating? Towards whom is the communication directed? Who is the recipient? What is communicated? What is the message to be transmitted? How should the communication be achieved? 16
To review: the role of the Association Collective marketing: studies for the marketing plan (identification of markets, segments, consumers expectations, etc.) definition of product characteristics visual identity: collective logo communication and promotion, messages to be transmitted, means etc. watch possible abuses and in case of small scale producers, the Association can support the establishment of marketing plan for the members 17
The visual identity GI product logo, packaging, labeling, GI logo 18
GI official logos Europe PDO and PGI from European Union AOC and IGP from the Swiss association in charge of the promotion of GI products 19
official logos Morocco 20
official logos Argentina 21
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packaging bottle format The Bocksbeutel is the German name of a particular shape of bottle for wines that is reserved by EU law for use with only certain wines from designated areas in Germany, Greece, Italy and Portugal. Boksbutel (Bocksbeutel) je nemacko ime za odreenu vrstu vinskih flaša, koja je, u skladu sa zakonom EU, rezervisana za specificne vrste vina iz odreenih podrucja Nemacke, Grcke, Italije i Portugalije. 23
here different bottle shapes within a region (California) in Bourgogne, all bottles have the same format 24
from Georgia variety of format style of labeling (classic, modern...) language and alphabet importance of competition and medals to prime best wines 25
26 importance of wine landscape images in the communication...
classic against modern 27
from Italy GI, with or without the variety 28
From South of France Regional identity for all PDO (south of France Languedoc ) the Occitan cross from 12 century 29
30 here a wine of Camargue (rosé) that use the image of typical local birds in the name
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Practice Would you like a specific packaging (bottle) for your wine? a common signal (logo, label...) for all GI wines in your country (see with government) a collective logo for the GI name and/or GI Association? to be put on the bottle label? what would be the specific elements of your identity natural/historical, forms, colors... (landscape, river, architecture, historical symbol, etc...) what would be the story to tell to consumers, the message to diffuse on back labeling? 33
Wine and tourism Synergies to promote the territory and its key product (and all the basket of goods and services) 34
from Georgia 35
from South Africa tourists visits: winery visit, explications of history, vineyard... nice place where to taste and sell wine... staff... 36
from Burgundy chart to be signed by members to ensure quality and conformity to requisites organization of wine tours sold by tourism agencies or wineries http://tourisme.vins-bourgogne.fr/ 37
from Brazil The association PROGOETHE is also carrying out some rural tourism activities in a dynamic with local development. oenotouristic tours: a visit to a museum presenting the history of wine and the vine culture in the region; a church with specific sacred art; visits and tastings in Goethe wine cellars meals in famous restaurants in which they serve the Goethe wine. poseta muzeju koji predstavlja istoriju vina i tradiciju uzgajanja vinove loze u regionu poseta crkvi koja ima specifične svete relikvije; poseta vinskim podrumima i degustacija see FAO guide chapter 4.3 Gete vina; ručak u nekom od poznatih restorana u kojima se služi Gete vino. 38
Region Context Languedoc Roussillon, France Quite new quality vine yard and appellation of origin Mendoza, Argentina Only three appelllations of origin, not the national strategy Western Cape, South Africa Geographical delimitation of zones (but no code of practice) Tourism Ressources Tourists Importance 39 First wine route in 1982) First wine route in 2001 First wine route in 1979 Sun and sea Local traditions Wine landscapes National international (4.4 millions a year) 85% of local tourists buy local products, among which 74% of local wine the Andes mountain and wine landscape Festa de la vendimia Some big new fashioned wineries national Important development of international tourism 80% of tourists visit at least one winery (750 000 visitors a year) Cape Town and the cosat Wien landscape and old typical architecture of wineries national international (790 000 a year) 30% of international toruists and 10% of national tourists go on wine route (1.8 millions de tourists a year)
How developing wine tourism? not the Association alone! importance of linking with the other actors of the area: public actors: they are the one who can ensure coordination, provide incentives and local coherence with the local policies actors from tourism bodies: they can lead the organization of tourism events and materials economic actors who can contribute with their goods or services: restaurant, hotel, museums, etc. food producers and manufacturers, handicraft etc... 40
Conditions the wine must represent an element of identity for all local actors the territory should be attractive or have the potential to attract external consumers (tourists) Social cohesion to enhance linkages between different economic sectors and common projects The local resources, (natural, cultural, historic, etc.), should be very specific and well recognizable by consumers. 41
Practice think about the three conditions: is your territory ready to develop wine tourism? what are the tourist resources in your territory (goods and services)? what will be the local stakeholders to contact and to involve to consider a wine tourism strategy? what would be the first activities to consider? who would lead the process? what will be the role of the Association? of the members? are there some funding you can mobilize? 42
43 International recognition
Three options can be combined: registered as trademark under WIPO Madrid agreement registered under Lisbon agreement as appellation of origin the country has to be part of Lisbon agreement WIPO bilateral agreement between countries; e.g. EU 44
45 Conclusion
Possible next steps Design a collective logo for the GI register it Elaboration of flyers, video, etc... Coordinate with public authorities (local, national) on the possibility of promotion through their networks Organization of events, festival, fairs, etc... Strategic plan and timeframe to be discussed with public authorities for international recognition (in Europe, Lisbon agreement, bilateral agreements with other countries, etc.) Find funding... 46
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