‘’Branding of Nemea wine’’By Aikaterini Ziazia

Supervisor: Demetris Vrontis

AGENDA1. Literature Review

-Branding theory

-Wine branding

-Greek wine consumer

-Nemea wine

2. Research Methodology

-Research objectives

-Research tools

AGENDA

3. Main findings

4. Conclusions and Recommendations

5. Research Limitations

1.LITERATURE REVIEWBRANDING THEORY

Brand names have become the most valuable assetsfor many companies (Aaker and Joachinmhaler, 1997)

Successful brands as ‘’share of heart’’ (Day, 1989)

Customer loyalty, long term security, growth, higher,sustainable profits and increased asset value as theyachieve competitive differentiation, premium prices,higher sales volume, and economies of scale, reducedcosts and greater security of demand (Temporal,2000).

WINE BRANDING

The pure and simple transposition of brand genericdefinition is problematic as regards wine. (Boulet andLaporte, 1997)

Wine sector provides a complex and rich field forstudy compared to others (Clark, Nicola, 2006), aswine can be a really confusing, complicated anddiversified product

Wine is defined by its place of production.

GREEK WINE CONSUMER

Taste, clarity, appellation of origin, aroma and labelare the most important wine attributes according toconsumers’ answers.

Greek consumers are not educated enough aboutwine.

Healthy drink, consumed with meals.

Certification, geographic association and traceabilityact as quality assurance.

Region of origin information, wine variety, price andwinemaker’s reputation as selected criteria.

NEMEA WINE

Agiorgitiko

‘’Blood of Hercules’’

The most widely planted red grape variety in Greeceahead of Xynomayro (Robinson et al, 2012)

Nemea: the largest most important red wineappellation in Greece and in Balkan area

-Tradition in viticulture

-Variety of soils, altitudes, slope, angles andmicroclimates.

2.RESEARCH METHODOLOGYRESEARCH OBJECTIVES

1. To get valuable information about Nemea wine from experts.

2. To explore consumer’s perceptions and beliefs related to Nemea wine.

3. Τo examine how wine producers, wineries’ owners, retailers and in general people working for the Nemea wine market, perceive the existing brand identity of Nemea wine.

4. Τo determine what key words and characteristics should be connected to Nemea wine.

RESEARCH TOOLS

1. Survey: 100 questionnaire responders (local Nemea wine consumers)

2. Face-to-face interviews: 5 individual interviewees (one sommelier, one oenologist, two wine-makers, one winery owner).

3.MAIN FINDINGS

1. To get valuable information about Nemea wine from experts (main characteristics, special features, history and tradition, competition, promotion).

•Undisputable quality

•‘’Chameleon’’

•Α superior variety

•Undervalued wine

•Weak promotion

•Hopeful future

MAIN FINDINGS

2. To explore consumer’s perceptions and beliefs related to Nemea wine.

•Nemea: wine and history

•Taste, aroma, red color, dry, PDO, Agiorgitiko, Quality, Uniqueness,

Rich, Variety, Fame-Recognition

•Value for money

•Unique variety of Agiorgitiko (terroir of Nemea, technical attributes)

•Exceptional quality

•Room for improvement: marketing, production, maintaining of the quality, exports

MAIN FINDINGS3. To examine how wine

producers, wineries’ owners,

retailers and in general people

working for the Nemea wine

market, perceive the existing

brand identity of Nemea wine.

•The brand identity of Nemea wine should be connected to Nemea and what Nemea involves.

•Unique variety

•Famous and recognized PDO zone

MAIN FINDINGS

4. To determine what key words and characteristics should be connected to Nemea wine.

Nemea, Agiorgitiko, Quality

Unique, rich, famous, recognizable, intense,

pure, well-structured and balanced.

4.CONCLUSIONS AND RECOMMENDATIONS

Nemea: a place rich of history and wine tradition,

trademark of Nemea wine

-Lack of accommodation

-Enhance its image and be promoted as a wine tourist

destination

Most multi-purpose and unique native red grape variety

-A well-designed integrated marketing communication approach

CONCLUSIONS AND RECOMMENDATIONS

Room for improvement: focus on the vineyard

Better marketing and promotional techniques

Developing branding activities.

5.RESEARCH LIMITATIONS

Lack of sufficient literature resources on the field of marketing for Greek wine and especially for Nemea wine.

Lack of interviews with marketing, quality, and brand manager in Nemea viniculture region.

Skepticalness and distrust by common people who couldn’t recognize the significance of the current research

Lack of time for further study of different market surveys and analysis.

THANKS TO…

Everyone participated in my research

Supervisor Demetris Vrontis

My family and friends

You…for your attention!

It is the wine of gods, a gift from Dionysus

That opens up new roads to the future

It has the blessing of Agios Georgios, the dragon-slayer

And travels all mortals to the magic of drink! (George Kostouros)