Naslov
Marketing of sparkling wines from Bregovita Hrvatska region - an example of Mladina d.d.

Autori
Brkić, Robert

Vrsta, podvrsta i kategorija rada
Ocjenski radovi, postdiplomski specijalisticki

Fakultet
Agronomski fakultet

Mjesto
Zagreb

Datum
18.06

Godina
2015

Stranica
79

Mentor
Cerjak, Marija

Ključne riječi
sparkling wine; Croatia; Mladina; marketing

Sažetak
Although Croatia has a long tradition of wine production, it has not been sufficiently recognized as a wine country by domestic consumers and foreign tourists who come to Croatia. This is especially true for sparkling wines. The share of consumption of sparkling wines in the overall consumption of wine in Croatia is very low compared with the share of consumption of sparkling wines in the EU. In order to promote Croatia as a wine country, Croatian Chamber of Economy together with the Ministry of Agriculture has developed a brand "Vina Croatia - Vina Mosaica" and Croatia is divided into four wine regions with their varietal and cultural characteristics. One of these regions is "Bregovita Hrvatska" (Croatian Uplands) which has great potential especially for a production of sparkling wines. Despite good potential, growers of the Bregovita Hrvatska region are still not sufficiently represented in the domestic market, thanks to, among other things, poor marketing strategies of winemakers and producers of sparkling wines. The aim of this research is to present a marketing strategy for sparkling wines from Bregovita Hrvatska region with a special emphasis on Mladina d.d. the largest producer of sparkling wines in the region. Marketing strategy is based on collected secondary data, interviews with producers and a consumer survey. The main guidelines of the strategy are focused on a target consumer group aged between 20 and 40 years and popularization of sparkling wines in the HORECA (abbr. of Hotels/Restaurant/Cafe) channel especially in places where the target group can be found. Another important strategic determinant is selling of sparkling wine in the HORECA channel in glassess allowing the enjoyment of sparkling wine without having to order a whole bottle.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija

POVEZANOST RADA