Marketing vina kot luksuznega blaga

Žorž, Alja (avtor), Lah, Borut Marko (mentor)

Vinska industrija se iz leta v leto veča po vsem svetu; pojavljajo se tako novi proizvajalci kot tudi nove skupine potrošnikov, globalizacija vinske industrije, presežki v proizvodnji in čedalje večja konkurenčnost pa povzročajo, da je trg vina tudi dinamičen in hitro spreminjajoč. Tudi na trgu vina je prisotna diferenciacija v potrošnji, ki zahteva različne marketinške strategije. V svojem magistrskem delu sem se osredotočila na marketing luksuznega vina malih slovenskih vinarjev. Pregledala sem stanje na področju vinskega trga in teorije o vinu v marketinškem spletu ter teoretične pristope k luksuzu in luksuzni potrošnji. S pregledom teorij in izvedbo osmih poglobljenih intervjujev z malimi slovenskimi vinarji sem opredelila ključne elemente marketinškega spleta za luksuzno vino, ki so: izjemna kakovost, ekskluzivnost in redkost, visoka cena, omejena distribucija in promocijske aktivnosti, predvsem sejmi, festivali in drugi dogodki, komuniciranje pa temelji na vinarju, lastnostih vina ter prejetih nagradah, priznanjih in ocenah. Kot peti element marketinškega spleta za vino sem opredelila državo oziroma okoliš izvora.

• Jezik: Slovenski jezik
• Ključne besede: marketing vina, luksuz, marketinški splet
• Vrsta gradiva: Magistrsko delo/naloga
• Organizacija: FDV - Fakulteta za družbene vede
• Leto izida: 2019
• PID: 20.500.12556/RUL-113402
• COBISS.SI-ID: 36580189
• Datum objave v RUL: 30.12.2019

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Marketing of luxury wine

Izvleček

The wine industry is growing year by year worldwide. New producers and new consumer groups are emerging, and the globalization of the industry, production surpluses and increasing competitiveness are rapidly changing the wine market which is becoming more dynamic. A differentiation in consumption requires different marketing strategies. In my research I focused on the marketing of luxury wine from small Slovenian wineries. I researched reports on the Slovenian wine market and the theory of marketing mix for wine, as well as theoretical approaches to luxury and luxury consumption. By reviewing the theories and conducting eight in-depth interviews with smaller Slovenian winemakers, I identified the key elements of the luxury wine marketing mix: exceptional quality, exclusivity and rarity, high price, limited distribution and promotional activities, especially fairs, festivals and other events. Communication is focused on the winemaker, the characteristics of the wine and the received wine awards. I have identified the country or region of origin as the fifth element of the wine marketing mix.

• Ključne besede: wine marketing, luxury, marketing mix