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The Marketing Strategies of Port Wine Companies

The Marketing Strategies of Port Wine Companies Despite the universal recognition of port as one of the most traditional and famous fortified wines in the world, there has been little investigation into this product, in either the field of marketing or strategic management. An empirical investigation into the marketing strategies of port wine companies is presented here. Qualitative data were obtained during early 1998 through internal sources and semistructured interviews conducted with the directors of port wine shippers and the chairmen of institutions which play a key role in the port wine industry. Four different types of companies were identified in the port wine industry companies owned by multinationals MOCs, British familyowned companies BOCs, Portuguese familyowned companies POCs and independent wineries IWs. This study identifies the key issues faced in relation to each of the components of a marketing strategy. It reveals the importance of key issues involved in the development of marketing strategies of port wine, and in particular, the extent of distribution network, packaging, product quality, price point, value for money, direct marketing and the organisation of special events. It also reveals that the port wine industry is controlled by longterm orientated organisations i.e. MOCs and BOCs. Companies that have difficulties in controlling their distribution network i.e. BOCs and IWs also have difficulty in establishing longterm objectives. Generalisations to wine marketing must be made with caution since this investigation was built on a study of a specific wine industry which has particular characteristics. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

The Marketing Strategies of Port Wine Companies

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008678
Publisher site
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Abstract

Despite the universal recognition of port as one of the most traditional and famous fortified wines in the world, there has been little investigation into this product, in either the field of marketing or strategic management. An empirical investigation into the marketing strategies of port wine companies is presented here. Qualitative data were obtained during early 1998 through internal sources and semistructured interviews conducted with the directors of port wine shippers and the chairmen of institutions which play a key role in the port wine industry. Four different types of companies were identified in the port wine industry companies owned by multinationals MOCs, British familyowned companies BOCs, Portuguese familyowned companies POCs and independent wineries IWs. This study identifies the key issues faced in relation to each of the components of a marketing strategy. It reveals the importance of key issues involved in the development of marketing strategies of port wine, and in particular, the extent of distribution network, packaging, product quality, price point, value for money, direct marketing and the organisation of special events. It also reveals that the port wine industry is controlled by longterm orientated organisations i.e. MOCs and BOCs. Companies that have difficulties in controlling their distribution network i.e. BOCs and IWs also have difficulty in establishing longterm objectives. Generalisations to wine marketing must be made with caution since this investigation was built on a study of a specific wine industry which has particular characteristics.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Feb 1, 1998

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