1. Positioning strategy
In the wine sector

2. An international segmentation of wine consumers
Name of the
segment
Price
(€)
Look for
% of mundial
demand
Evolution
Alimentation 1-3
Something to drink with
everyday meal
21 % In decrease
Fun 3-7 A standard 56 % (not known)
Pleasure 7-20
Something original and
with a special taste
18 %
In
augmentation
Art >20 Emotion 5 % Stable

3. Successful positioning strategies :

4. A local positionning
ACCESSIBILITY : geographical, price, productPositioning goal
Strategic ways
Targeted geographical location, many events, well
distinctive range of product, warm welcoming and
adapted advices
Targeting Unskilled wine lovers
Success Brand awareness, first wine B to C supply network in
France, and really appreciate by unskilled wine lovers

5. A really accessible
range of wine
Targeting : Alimentation/Fun segment
Positioning : accessible, affordable, understandable
Product : a good but simple taste
Packaging : easy to identify
Price : only 130 Roubles

6. Targeting Wine experts
Positioning goal
Fiability and professionalisme : to be the higher skilled wine supplier
website. They want to offer a secured web site to buy and sell fine and
rare wines.
Strategic ways
Success
High level of information : 1 wine = 1 detailed file
Huge range of products : 60 000 products referenced
High level of security (to reassure about website fiability)
High skilled service added : management tools to value customer’s cellar
: an international platform to buy,
sell and estimate your wines.
A really famous and appreciate platform for wine experts all around the
world

7. Unsuccessful positioning strategies
French wines
VS
street art & can

8. Fail
The Kulte agency
& Label Agence
A street art companyAn event agency
Cooperation between street
art and wine
To meet a current and young
lifestyle with an old product
But.. Bordeaux wines are not
very affordable for young people
and most appreciate by old wine
expert !

9. Wine Star :
Can of french wine
“ A new revolution in the high-quality
wine consumption “
Really bad associations :
- High quality of wine with an afordable way to drink
- An individual packaging for a product which is
supposed to be share
- A very new way of consumption in a society linked
with strong tradition

10. Thank you for your
attention