International Wine Marketing Plan
The Situation Analysis
CUSTOMERS
Customer Analysis in the United States: The Scarborough Wine Market Report recently released new research on the average American consumer of wine. The report states that within the last three month, approximately 39% of all Americans over the age of 21 have purchased a bottle of wine. In addition, 33% of purchasers have a household income of over $75,000. Furthermore, of those surveyed, 39% of purchasers had attended at least some college. The report went on further to state that 25% of purchasers were between the ages of 21-34 and 45% of purchasers were between the ages of 35-54. In a recent annual Yankelovich MONITOR survey of American adults, research has found that wine consumers exhibit many specific characteristics. These characteristics observed as a whole develop a picture of individuals on the "leading edge of trends". Unlike many of their peers, wine consumers have the following qualities:
1) Are open to new experiences
2) Decidedly follow their "own path in life"
3) Appreciate intangibles (i.e. experiences and emotions) over objects
4) View name brands as unnecessary
5) Value information to make confident consumer decisions
6) Have developed their goals and priorities
Wine consumers have similar habits in restaurant environments, which include both bars and clubs. In those surveyed approximately 74% of wine consumers purchased wine by the glass. In addition, those who traditionally purchased bottles above $15, continued to purchase wine by the glass. Some critics attribute the recent surge in glass purchases of wine versus bottles, by the need for wine consumers to continue experimenting with new tastes, without overindulging. Currently, American wine consumers are made up primarily of women, who account for a majority of wine purchases in at all price points. Female consumers enjoy wine in more casual and informal gatherings and say that the allure of wine revolves around its ability to
CUSTOMERS
Customer Analysis in the United States: The Scarborough Wine Market Report recently released new research on the average American consumer of wine. The report states that within the last three month, approximately 39% of all Americans over the age of 21 have purchased a bottle of wine. In addition, 33% of purchasers have a household income of over $75,000. Furthermore, of those surveyed, 39% of purchasers had attended at least some college. The report went on further to state that 25% of purchasers were between the ages of 21-34 and 45% of purchasers were between the ages of 35-54. In a recent annual Yankelovich MONITOR survey of American adults, research has found that wine consumers exhibit many specific characteristics. These characteristics observed as a whole develop a picture of individuals on the "leading edge of trends". Unlike many of their peers, wine consumers have the following qualities:
1) Are open to new experiences
2) Decidedly follow their "own path in life"
3) Appreciate intangibles (i.e. experiences and emotions) over objects
4) View name brands as unnecessary
5) Value information to make confident consumer decisions
6) Have developed their goals and priorities
Wine consumers have similar habits in restaurant environments, which include both bars and clubs. In those surveyed approximately 74% of wine consumers purchased wine by the glass. In addition, those who traditionally purchased bottles above $15, continued to purchase wine by the glass. Some critics attribute the recent surge in glass purchases of wine versus bottles, by the need for wine consumers to continue experimenting with new tastes, without overindulging. Currently, American wine consumers are made up primarily of women, who account for a majority of wine purchases in at all price points. Female consumers enjoy wine in more casual and informal gatherings and say that the allure of wine revolves around its ability to