Wine Branding: Project for Santa Margherita

About the Company:

Santa Margherita represents the starting point of the Santa Margherita Wine Group, founded by Count Gaetano Marzotto in 1935, which gradually developed into a real “wine making mosaic” with its own wineries and vineyards in some of Italy's most beautiful regions: Eastern Veneto, the Conegliano-Valdobbiadene hills, Alto Adige, Lombardy with Franciacorta, Tuscany with Chianti Classico and Maremma and Sicily.

Indissolubly linked to its icon wine – Pinot Grigio, ancestor of an entire generation of new Italian white wines, market leader for more than fifty years, distributed in 85 countries – Santa Margherita made its ability to innovate, its managerial structure, its technological development, its quality and sustainability – environmental and social – its distinctive traits. According to the company, "There are actually two constants at the center of our daily routine: the vineyard and men.

The Santa Margherita Website

The Pinot Grigio has gained immense popularity in the United States since they were first imported by Terlato Wines International, but they aren't the only wines this well-respected winery has to offer. Santa Margherita wines are available in red, white, and sparkling varietals.

The Santa Margherita Pinot Grigio: Watch Video

Read More at:

http://wine.lovetoknow.com/wiki/Santa_Margherita_Wine

The following consultancy project was done in association with Domus Academy. Domus Academy has been ranked by prestigious opinion leaders like Business Week, Frame Magazine and the Italian Chamber of Fashion as one of the Best Schools of Design in the World.

The Domus Academy Website

Sparkling Wine & Music

White Wine & Travel

Rosé & Art

Red Wine & Books

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| Jithu George on LinkedIn |

Brand Strategies : Experiential Marketing Exemplified

Experiential Marketing, sometimes called "engagement marketing," "event marketing," "on-ground marketing," "live marketing," or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. 

Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.

Brands EXCELSIOR, EATALY and IKEA deploy User Experience Audio Video Stimulation Techniques

Projection mapping, also known as video mapping and spatial augmented reality, is a projection technology used to turn objects, often irregularly shaped, into a display surface for video projection. These objects may be complex industrial landscapes, such as buildings, small indoor objects or theatrical stages. 

By using specialized software, a two- or three-dimensional object is spatially mapped on the virtual program which mimics the real environment it is to be projected on. The software can interact with a projector to fit any desired image onto the surface of that object.

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| Jithu George on LinkedIn | 

Limited Edition Product Lines - Why Deploy them?

The Definition of Special Edition/Limited Edition

The terms special edition, limited edition, and variants such as deluxe edition, collector's edition or expanded edition, are used as a marketing incentive for various kinds of products, originally published products related to the arts, such as books, prints, video games or recorded music and films, but now including cars, fine wine, and whisky, among other products. 

A limited edition is restricted in the number of copies produced, although in fact the number may be very low or very high. A special edition implies there is extra material of some kind included. The term is frequently used on DVD film releases, often when the so-called special edition is actually the only version released.

Why are they deployed?

1. Exclusivity rewards to loyal consumers

2. Greater packaging design impact – Triggers impulse purchases

3. Feel Good Association

4. Gain valuable social media and word-of-mouth buzz  to drive anticipation for the actual launch 

5. Minimize risk of a full roll-out by testing the interest in a product extension

6. Garner positive word of mouth publicity

Hollywood Table (Limited Edition) by Peter Shire for Memphis

7. Expand Consumer base

8. Generate excitement and buzz

9. Greater perceived value for existing core products 

10. Launch Events

11. Increased sales and profitability

12. Market testing

The Louis Vuitton Stephen Sprouse Roses Neverfull Limited Edition Shoulder Bag

13. Enhanced Consumer Connect

14. Reaffirms Brand Choice  and reasons for purchase

15. Enhanced Share of Mind and Brand Recall

16. Brand Rejuvenation

17. Reinforces Brand Identity

Someday. Joy Baccarat Pure Parfum, Limited Edition by Jean Patou at Neiman Marcus

Inferences based on Case Studies on Axe/Lynx, Adidas, MAC, Beefeater, Dom Perignon,  Diet Coke, Kitkat, Pernod Ricard, Memphis, Louis Vuitton and Baccarat.

For more insights and queries on Brand Strategies and Consulting, drop in an Inmail @ :

| Jithu George on LinkedIn |

DESPERADOS: The Tequila Flavoured Beer - A Brand Assay

Experience Desperados Online:

Desperados: The Tequila Flavoured Beer!!

Read more on the origin and journey of the brand so far:

World's Favourite Tequila Flavoured Beer!!

Italian Artisanal Beer... Birra Artigianale: MALTO Bene (MALT is GOOD)!!

The Prelude:

The last few years has seen a genuine boom in the production of artisan beer in Italy. There is not an Italian region without a 'microbirrificio' or small brewery.

With at least 450 of them in Piemonte, Lombardia and Emilia while Umbria, Calabria and Molise trail in numbers, but certainly not on quality.

Italy boasts of an age-old brewing tradition, although until modern times beer was produced in small quantities for a few aficionados, mostly in northern Italy, given that, in addition to malt and hops, two other essential ingredients are needed: clean air and cold temperatures.

In the second half of the 19th century a vast and well-organized brewing industry established itself based on artificial cooling and on the new technology for producing pale, bottom fermented beer.

The earliest breweries opened thanks to the initiative of foreign businessmen (Dreher, Wührer, Paskowski, Metzger, Von Wünster, etc.), soon followed by Italian merchants, active mostly in the ice trade, who considered beer as a natural complement to their activities.

The Story:

"While most would agree that the Italian craft beer industry was born in 1996 when Teo Musso founded  the prolific and influential Baladin brewing company, things have really got moving nationwide in the past 4-5 years.

The relative youth of craft brewing, as well as a lack of regional traditions and laws guiding production practices, means that Italian brewers are free to use ingredients that suit their personal tastes and creative whims.

 Although they are not necessarily bound by particular styles, many are indeed influenced by those they have consumed abroad, particularly fruit-based Belgian beers, which account for some of the most interesting beers coming out of Italy today.

From its inception, Italian craft brewing sought to make beers that are uniquely Italian and even today, the best results are found in beers that attempt to impart a sense of place. To this end, brewers turn to highly regional products like seasonal produce, local honeys and heritage grains. Reflecting the influence of traditional wine production, many brewers use grape must and wine barrels to great effect.

The volume of many bottles, 75cl, also demonstrates a clear choice to raise beer above its humble reputation in Italy and place it on par with wine. Likewise, many beers are best consumed with food to appreciate their nuances, another parallel with the nation’s most famous beverage.

The Epilogue:

If you have been enticed by handcrafted Italian beer then probably La Fabbrica di Birra section at EATALY should be your pit stop next time you go beer thirsty!!

The Beer Selection in Eataly - Order Online in Milan

Top picks:

Birrficio Montegioco’s Garbagnina

Birra del Borgo

Perle ai Porci

Baladin's Nora and Etrusca



Milan Beers and Bites Tour:


Taste Italian Craft Beers and delicious beer-friendly food pairings!!



Read more on:


The Beer Connoisseur: Italy's Craft Beer Awakening!

YOOX - An Overview

Yoox.com, launched in September 2000, sells off-season items at heavily

discounted prices and regularly offers clearance sales. This allows the Group to target two wide pools of customers - namely bargain hunters and fashion savvy - and to help brands off-load unsold merchandise from past collections, preventing them from cannibalizing the sales of their new selections and damaging the status of their brand names. 

Competitive rivalry within the industry:

1. Oversupply in the market

2. High competition in terms of prices and offered services

3. Small number of big players retaining a large market share

4. Market size of the industry is increasing

Bargaining power of suppliers:

1. Most brands are both multi-brand suppliers and mono-brand clients

2. Several potential suppliers in the marketplace

3. Low switching costs

4. Remote possibility that suppliers may apply a lighter cut-off on the product price

 

Bargaining power of clients/customers:

1. Partner luxury brands may directly manage their online retail business

2. Final customers (individuals) have little bargaining power

3. No leading clients/customers

4. Low switching costs

Threat of new entrants:

1. Economies of scale are not relevant

2. Low capital requirements

3. Business easily implementable by C2C and B2B companies

4. Companies can effortlessly add online retail business to their website

Threat of substitute products:

1. C2C

2. Potential reversal of trend to physical stores

The Yoox India website:

http://www.yoox.com/in