Etude sur le vin

INTRODUCTION

Wine Market concerns every commercials and speculatives activities about the wine. In 2012, world wine’s market represented 100 billions €.

But on this market research, we will only focus on the wine in France, which is a huge one knowing that on the 307 millions French bottles produced by year, 145 millions are exported.

According to the French customs, between august 2015, and august 2016, 1 015 152 hectoliters has been exported.

So, we can interest on this amazing market which as a growing impact on the French Economy. In this study, we analyze the characteristics of this industry, interest us to the to the offers and the demands that build the market

In first, we started looking for the market we wanted to study! It was Elena who found the market ! And then, we looked for our information and we made our articles alone! Maxime always asked Elena if English was correct.

Elena made all the page layout. And when we had all our articles, we did the market study, and to

Segments, targeting and positioning

Segments

The differents types of segmentation are:

Price segmentation

Rules segmentation (AOP, IGP, SIG)

The segmentation by type of wine

Origin segmentation (countries or large regions)

The segmentation by the grape variety

Distribution segmentation

The segmentation by the profile of the wine

The segmentation by consumption opportunities

Targeting: Today, the new target is the occasional consumer. In 1980, they were only 37%, now they are 51%. Occasional consumers are more numerous than regular consumers.

Positioning: The French view on wine has evolved. The wine changed from a "meal drink" to a "cultural drink". The perception of the French on this drink has improved: they are more and more to love the taste of wine and to drink wine outside the big occasions.

But many have a bad perception of wine. Today, more and more consumers eat healthy to live more longer and 51% consider wine like t a risky drink.

AOC wines and AOVDSQ wines are top-of- the-range wines whereas "table wines" or "wines from countries" are medium-sized wines.

The French state would like French producers get into position on top of the range and improve the packaging of their products.

The marketing mix:

Price: On the wine market in France, the price is very variable. You can find a bottle at 3 € or also at 500 €. The criterion to determinate the price of a bottle are the region of wine production, the estate, its reputation, the wine-keeping potential, the vintage, the method of production,

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