1. 4 th Hungarian wine marketing conference Sopron, december 2003 Eugenio Pomarici Dipartimento di economia e politica agraria Università degli Studi di Napoli Federico II pomarici@unina.it Communication of the Italian wine: community and individual wine marketing

2. General aspects of communication in the italian wine sector (1) Quality and intensity of communication increased following market development Communication is carried on trough a large number of tools Push communication (addressed to trade) is combined with pull communication (addressed to consumers) Company communication is combined with collective communication

3. General aspects of communication in the italian wine sector (2) The awareness of the importance of communication appears well rooted in quality oriented companies In these companies it is enough clear that everything in the firm activity has a communication effect The awareness of the importance of communication is lower in basic wine oriented companies, with at least some important exception….

4. General aspects of communication in the Italian wine sector (3) Italian companies try to overcome the constraints coming from the small dimension trough: A strong and diversified effort in the push strategies; Particularly trying to manage the relationships with the wine critic system: to develop a network! Selecting and exploiting all the possible pull tools compatible with the marketing budget…

5. Usual communication tools Push tools: sale agents (better trained..), special projects addressed to horeca operators (increased involvement in a tricky product..), B2C web site, e market places Push and pull tools: wine guides, wine exhibitions Pull tools: events open to the public, open winery, B2B web site, sponsorship, advertising…

6. Wine & advertising (1) Advertising is increasing used by large companies The expenses in 2000: 40 mln euro + 18% respect 1998 The incidence on the wine turnover is still around 1% (an average) The trust in advertising is nevertheless unstable… –Zonin: 1999 > 3,5 mln euro 2000 > 25.000 euro

7. Wine & advertising (2) Preferred media: Magazines (42 % messages) Newspapers (22 % messages) Television ( 34% increasing) Radio (small but increasing role) Largest investors in adv. Caviro S.Margherita GIV Zonin

8. The communication on the product and trough the production place Communication on the product: bottles, habillage, information, fantasy names (!) Communication on the production place: quality of the winery > architecture inside and outside; > easiness to visit the winery.

9. Company communication vs. collective communication (1) In Italy company communication is combined with collective communication But in Italy do not exist inter- professional bodies as in France Anyway, collective communication is usually supported/promoted by many bodies and several times public bodies.

10. Company communication vs. collective communication (2) Many bodies work in wine communication: ICE Enoteca Italiana. Citta del Vino Movimento Turismo del Vino Strade del Vino Enti regionali Consorzi di tutela And others…

11. Company communication vs. collective communication (3) But: The weak regional identity in many areas, The latent contrast between brand strategies and geographical identification The absence of critical mass under singles communication campaign, The absence of a inter-professional drive Make the potential of collective communication really under exploited !

12. Communication themas In wine communication occurred an important evolution in terms of themes used in communication: From self reference To a more open approach… style symbolConsistent with the role of wine as style symbol

13. Bottles etc…..

21. Wine and women

25. The man and his wine

27. Wine and happy time….

29. A very special case….

30. Table wine communication In Italy the communication effort is usually deployed to sustain value wines. With the exception Tavernello Tavernello wine is sustained by a real brand strategy: > Hard work with trade >Heavy effort in pull communication

33. Table wine & communication Tavernello appears as an example to follow… …To save daily wine consumption