Les vins de marque, avec 25 études de cas (French Edition) by Pierre Mora

Brand Wines occupy a central place in the current evolution of French viticulture, particularly in the face of international competition and the challenges of large-scale distribution. This book, written by Pierre Mora and published by Dunod in the Pratiques Vitivinicoles collection, is an essential resource for understanding and exploiting the potential of wine brands.

General Presentation

The development of brand wines is often considered an unavoidable response to the problems of overproduction and competitive pressures affecting French viticulture. The New World countries have demonstrated that wine brands can be powerful levers for capturing significant market shares in supermarket shelves. In response, France is beginning to structure its offer around these brands, opening up new economic perspectives for the sector.

Contents of the Book

After an introduction that addresses the contributions and virtues of the brand in general and in the viticultural context, the book focuses on the analysis of 25 case studies. These studies illustrate the diversity and performance of wine brands, both French and foreign. Each case study is carefully detailed to provide an in-depth understanding of brand strategies and their impact.

The points covered in each case study include:

• Brand identity: a clear presentation of the brand, its origins, and philosophy.
• The company or owning group: an analysis of the organizational structures behind each brand.
• Target market: an exploration of the market segments targeted by the brand, as well as competitive conditions.
• Marketing policy: an examination of the marketing strategies adopted, including advertising campaigns, positioning, and partnerships.
• Economic performance: an analysis of the financial results achieved by the brand, focusing on profitability and growth.
• Relationships with suppliers and distributors: insights into the collaborations and logistical agreements that support the brand.

Practical Contributions

Each case study concludes with a section titled "Some Lessons to Remember," which synthesizes the main lessons to be learned for industry professionals. These lessons are designed to help readers integrate effective business practices into their own viticultural approach, relying on concrete and proven examples.

Conclusion

By offering a detailed and practical vision of brand wines, this book is aimed at both viticulture professionals, who wish to better understand market dynamics, and knowledgeable enthusiasts who want to deepen their understanding of the world of wine brands. With varied examples and rigorous analysis, Pierre Mora provides a valuable guide for navigating an ever-evolving commercial environment.

Product Details

• Format: Hardcover
• EAN13: 9782100515349
• ISBN: 978-2-10-051534-9
• Publisher: Dunod
• Publication Date: 17/09/2008
• Collection: Pratiques Vitivinicoles
• Number of Pages: 224
• Dimensions: 24 x 17 x 1.7 cm
• Weight: 650 g
• Language: French