Wine and the Marketing Mix: An Analysis of New Zealand Wine Brands in the UK Off Trade

Wellings, Antony David (2005) Wine and the Marketing Mix: An Analysis of New Zealand Wine Brands in the UK Off Trade. [Dissertation (University of Nottingham only)] (Unpublished)

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The global wine industry is in a period of immense change. Traditionally, production driven, the industry now finds itself in an increasingly competitive global market place, where branding and a marketing driven approach are considered the key to future success. In the UK wine market (especially the off trade), where competition is particularly fierce, it is New Zealand wine brands which appear to have marketed themselves well in the past. They may only account for a relatively small percentage of overall sales, but they command an enviable price premium and have enjoyed considerable success over the past decade. It has been suggested that all this may be about to change, with increased production putting downward pressure on pricing. Effective marketing is therefore seen as more critical than ever.

However, marketing as a discipline, appears to be in crisis. It is claimed that there is a widening gap between marketing academics and practitioners, a lack of marketers on the boards of the world's largest companies and poor returns from the majority of marketing programmes.

This study seeks to practically apply the widely used, but often criticised concept of the marketing mix by understanding its apparent shortcomings and making allowance for new theoretical developments. Data was gathered from a variety of sources, to gain robust and relevant measures for Product, Place, Price, Promotion (the 4's) and People. An empirical model was developed and tested using this data in the hope of identifying the key drivers of brand performance for New Zealand wines in the UK off trade. The result is a framework which could be further developed and if correctly applied, might just help to close the gap between marketing theory and practice. It is hoped that it might enable marketing managers themselves to more efficiently allocate their scarce resources.

Item Type: Dissertation (University of Nottingham only)
Keywords: Wine, Marketing Mix
Depositing User: EP, Services
Date Deposited: 06 Jan 2006
Last Modified: 29 Mar 2018 18:01

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