Naslov
Improving Marketing Strategies for Private Labels of Malvasia Istarska Wines

Autori
Ilak Peršurić, Anita Silvana

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Improving Marketing Strategies for Private Labels Products

Urednik/ci
Arslan, Yusuf

Izdavač
IGI Global

Grad
Lahti

Godina
2020

Raspon stranica
17-38

ISBN
9781799802594

Ključne riječi
Marketing strategies ; Private labels ; Wine ; Malvazija Istarska

Sažetak
The chapter represents the challenges of creating a new wine brand in Croatia based upon an autochthonous wine grape variety Malvazija Istarska. As a product the wine has a long tradition of winegrowing and strong historical background. With novel technologies which create high quality wines with numerous positive attributes and current presence on national and international markets, there is strong evidence that branding could be the next step. The demand for Malvazija Istarska exists and consumers are aware of the attributes and quality. From the producers point of view Malvazija Istarska should maintain its quality and positive image and geographic origin which warranties uniqueness. The brand should be distinctive from other similar products with distinctive and protected package and bottle design and size. Producers are willing to promote the new brand in their wine cellars directly to consumers and expect existing sales networks to participate in promotion, especially catering and lodging facilities. On international level promotion should be done by producers associations and tourist boards with expectations of future increase of sales, price and global competitiveness.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija

POVEZANOST RADA