For a long time, France was called the "wine country", and the reference country in terms of production and consumption of wine. However, this world leader has seen the market eroding in recent years. Export volumes and domestic consumption are declining.
The main reason that could explain this phenomenon is that the French wine faces competition that is increasingly fierce, and from the New World wines in particular. The wine is not only a mass product but also a global product. This situation of the French wines is justified by the fact that the French offer is often too complicated for the consumer. Whatever be the nationality, they need simple and clear benchmarks.
Indeed, consumers are becoming increasingly rare and taste of wine has become occasional. The wine is generally consumed by more cultured and knowledgeable people and by people who discover the world of wine which is readily understandable and accessible to new consumers.
In addition, New World wines spend a large share of their budget on marketing and communication in order to seduce the consumer, which is not the case for most French producers. Thus, foreign wines meet a real success at the expense of French wines, as they simplify their offerings with a sense of brand and certain simplicity in the label that allows anyone to easily access the world of wine.
French wine marketing and the branding may be one way to solve the crisis French wine, and give France the chance to regain its hegemonic position. This study will therefore begin with an overview of the global wine market in early 2005.
Then, a focus on the French market will be conducted, followed by an analysis of global consumer expectations. Also this will highlight, in the last part, the need for a logical brand to "save" the French wines.
The wine brand is a set of signals and characteristics which are regarded generally at the time of choice. It saves time to buy and synthesizes a large number of complex information. It minimizes the risk by ensuring a quality standard. It provides a symbolic value by the associations suggests that with places, persons, or other characteristics rewarding. The brand also creates an opportunity forpersonal relationship and familiarity with the product. Consumers can use the brand as a shortcut to make their choice, hence the need to adopt one.
The French wine is losing its market share is mainly due to competition that is increasingly strong from new wine-producing countries. They take a logical brand that allows them to streamline their supply to meet a consumer in the world in search of pleasure and simplicity. Also, the decrease in the numberof regular users in France and abroad, in favor of a festive and casual use, justifies the erosion of French wine market share.
The success of New World wines comes into its own deal with the French offer very difficult to read for the consumer and uninformed neophyte. The complexity of names, the mismatch between the "qualitative segmentation" and "price segmentation," encourage the consumer world to turn to the New World wines that is more easily accessible.
Thus, the establishment of a logical brand to solve the crisis facing French wine would be a great way to revitalize sales. However, this must be accompanied by the granting of state subsidies to producers of French wines to the financial incentives to promote their offers in France and abroad. Also, the creation of a new segmentation easier, with an offer consistent, reliable, understandable by all, responding to consumer expectations and competitive prices is inevitable.
Tags: French wine, wine market, new world wine, international wine markets
[...] The need for a logical brand for French wines The role of the brand in the wine From the perspective of the consumer The wine brand is a set of signals and features which are considered globally at the time of choice. It saves time when buying by synthesizing a l lot of complex information. It minimizes the risk by ensuring a quality standard. It provides a symbolic value in that it suggests associations with places, persons, or other rewarding characteristics. [...]
[...] This country will move well ahead of Germany, Chile and Portugal by 2008. Nevertheless, it should be kept out of these estimates because the wine production is subject to climatic hazards and diseases, which are completely unpredictable. 1.3 Global wine consumption The situation until 2004 The formalization of global consumption from 1995 to 2005 as a graph, allows IMS to confirm a trend reversal over the period 1995-1996 where the Global wine consumption has fallen sharply. This suggests that since the mid-1990s, the global consumption of wine has seen a period of growth. [...]
[...] In 2004, the latest estimates of the OIV indicated that the overall production of wine would be between 286.8 mhl and 294.9 mhl, or an average volume of 290 mhl The main producing countries In 2004, global wine production was still dominated by the European Union. Indeed, France, Italy and Spain remained the top three producers, with a respective share of and of global wine production. However, the U.S. and Australia have great potential in terms of wine production since they arrived in the 4th and 5th positions in the ranking of the 10 largest producing countries. They are followed by Argentina, Germany, Chile, Portugal and South Africa. [...]
[...] To strengthen consumer confidence, the image of an oenologist or internationally recognized chef could be highlighted. He could recommend the French wine to the consumer. We must focus our communication on women, representing 80% of buyers, but also other consumers, as well as the youth. This will happen by the brand name, packaging, as well as through sponsorships at parties. We can enjoy the reputation of French wine and wine tourism development. Indeed, no other producer offers the same variety of climates, soils, grape varieties and talents as France. [...]
[...] China • The Chinese consumer: In China, there are a number of faithful lovers of wine located in major urban areas. These wineries are a well-known meeting places and parties. Wine consumption in China is still casual. Wine is a festive drink because the Chinese drink it at celebratory moments rather than during meals. The Chinese consumer is volatile, and will pay more attention to the benefits of wine for health, advertising and price rather than taste. Nevertheless, China is gradually developing a taste for wine. [...]
Online readingwith our online reader
Content validatedby our reading committee