Consommation, production et promotion des vins français et étrangers à travers le monde

Étude de marché Marketing & marques Marketing international

Date de publication :

23/06/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

20 pages

Niveau :

expert

Consulté :

10 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Differences of consumption
1. Culture, customs and education of the consumer to taste in France and abroad
2. The profile of wine consumer
3. Moments of consumption
Production
1. The different ways of producing wine
2. Regulation in wines' production
Promotion and marketing of wine
1. Promotion and Marketing
2. Wine promotion: France against the rest of the world

Résumé :

For a long time, France has been being the country of wine. The wine production and consumption is whole part of our identity and culture. Moreover, French wines benefit from a real image of quality, soil: top-of-the-range products. On the other hand besides, foreign wines are often perceived in France as bad ones, especially by the wine growers. But today, we can observe an increasing influence of foreign wines on the global market and in France too (cf figures and trends). Some countries like the US begin to produce wines in huge quantities and to compete with some French wines. As we can see, wine is a specific product, especially in France. Nevertheless, we can emphasize three major dimensions as every other product: the consumption, the production and lastly the marketing/ promotion. France, because of this cultural heritage, has a complete different approach of consuming, producing, and promoting its wines than foreign countries. Therefore, how do these three dimensions interact with each other? How do the differences of consumption and production lead to differences of marketing and promotion? How do cultural heritages and different techniques of every country influence foreign ones? First, let us see the differences of consumption between France and the rest of the world. Secondly, we are going to emphasize the differences of production (different logics and rules). Lastly, it is about to say how these differences have an impact on how wines are promoted and marketed in France and abroad.