From Under the Shadows: Developing Awareness in a Conventional Market with a Product Less Recognized

INTRODUCTION Meeting conventional market driven consumer demand is the most cost-effective way to succeed in business and marketing managers are keenly aware of this issue. Yet, wine produced in sub-regions overshadowed by a larger country or state of origin or even located next to a well known region is often overlooked and not considered mainstream. There is some discussion whether wines produced in these sub-regions can ever become " conventional " and be considered as seriously as the larger country, state or popular regions suggesting that strong marketing leadership is needed. 2,3,4 Thus, it has been acknowledged effective marketing communications need to recognize the relationship between a product (brand) and the consumption values or benefits consumers' seek. 1,2,3,4,5,6 Marketing managers are likely to question what truly motivates consumer preferences in terms of brand benefits. The variability of consumer segments and purchase criteria are important to understand when matching brands to markets.