The progress of tourism demand associated with the gastronomic aspect has led to the creation of important market shares also for typical agri-food products, such as wine, which has become an absolute protagonist of this phenomenon. The aim of this study is to analyze, by means of the methodology of the multiple case study, the pricing and promotion strategies of companies in the Marche wine sector, which produce typical and certified wines, to understand which strategies are currently in place and what it should be improved to make them more relevant on the national and international scene. A total number of 12 companies participated to the study. The results show that companies in the Marche wine sector are for the vast majority long-term, small-sized and family-run businesses. Companies consider marketing activities to be very important, and all of them devote a lot of attention to communication strategies. The results confirm the desire to focus strongly on relational logics with its customers, seeking a principle of loyalty.
Price and Promotion Strategies of the Marche Wine Companies: a Multiple Case Study Analysis
Musso F.;Pierli G.;Bravi L.
2022
Abstract
The progress of tourism demand associated with the gastronomic aspect has led to the creation of important market shares also for typical agri-food products, such as wine, which has become an absolute protagonist of this phenomenon. The aim of this study is to analyze, by means of the methodology of the multiple case study, the pricing and promotion strategies of companies in the Marche wine sector, which produce typical and certified wines, to understand which strategies are currently in place and what it should be improved to make them more relevant on the national and international scene. A total number of 12 companies participated to the study. The results show that companies in the Marche wine sector are for the vast majority long-term, small-sized and family-run businesses. Companies consider marketing activities to be very important, and all of them devote a lot of attention to communication strategies. The results confirm the desire to focus strongly on relational logics with its customers, seeking a principle of loyalty.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
