Marketing activities in the diversifcation of the wineries

Teodor Radev

Abstract: From an economic perspective, diversification requires costs and benefits for the one who performs it. Its successful implementation depends on the ability of the manager to balance the costs and benefits depending on the specifics of the case. The focus of managers on the processes from market position means that wineries implement various marketing activities. The aim of this paper is to identify, analyze and evaluate the major marketing activities of wineries in product development “wine tourism”. To raise the necessary data is to use a method questionnaire and interviews with the managers of 59 wineries applying marketing management approach to his business. The study shows that wineries apply a strategy of diversification through the development of wine tourism. Successful strategy implementation is based on a marketing approach using segmentation and market positioning of brands based on regional characteristics and varietal composition of the wines. The main benefits for wineries from wine tourism are higher price realization and closer contact with customers. Wine tourism is an attractive way to attract consumers and make it possible to achieve a synergistic effect of these benefits (diversification of the product,
in close contact with customers, creating interest in wine production).

Keywords: diversifcation; marketing activities; wine tourism; wineries

Date published: 2017-10-03