Marketing GI products

Recommendations and examples from the field

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Outline

1. How to market a GI product?

1. individual and collective marketing

2. strategic and operational marketing

3. the role of the Association

2. The visual identity

3. Tourism as a promotion tool of the territory

4. International recognition

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How to market a GI

product?

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See FAO guide chapters 3.2 and 3.3

http://www.fao.org/docrep/017/i1760sr/i1760sr.pdf

Individual and Collective marketing

GI and the related territorial reputation are collective

assets.

Two levels of marketing:

the firm and its brand (individual)

the territory and the GI (the collective reputed name):

marketing plan to be combined with these two levels

individual image has impact on the whole territory image

Strategic marketing, the “road map”

Operational marketing: implementing the strategy

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Strategic marketing

1. Market analysis: the study of consumers’ motivations,

attitudes, perceptions and willingness and ability to pay,

competition, market opportunities, possible commercial

partnerships, etc.

2. Tools to develop the marketing strategy:

Segmentation: dividing a market into categories

Targeting : prioritizing

Positioning: get the consumer understand the

product

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Strategic marketing / positioning

How to get consumers to understand:

1. the brand and its own product (in the limits of the

code of practice) – the firm

2. the product characteristics - the Association and its

members

3. the GI category in general – the national

institutions (depending on the legislation).

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Practice

p. 113 FAO guide

Marketing mix

Establishing the means to achieve the objectives in each market

selected by combining four operating factors: Product, Price, Place,

and Promotion

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Marketing mix / product

Characteristics of the product

The brand of the firm and the GI

Packaging and labeling

Labeling: visual identity and information about

product characteristics (composition, nutritional facts,

description of how to use the product),

specificity related to the GI; e.g. information, on the

specificity of the production process and on natural

resources used in it, the know-how, the link with the

culture of the production area, etc.

possible utilization in culinary preparations by “non-

expert” consumers;

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DOC from Argentina

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Marketing mix / price

decide price for each product by taking into account

the pricing objectives of members, price competition

and consumer preferences in order to place the

product price between its price floor and price ceiling

price is often an indication of quality level for

consumers...

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Marketing mix / place

Three main channels :

traditional distribution and local direct selling;

important in wine in relationship with wine tasting

and tourism;

large-scale distribution; large volume and constant

quality

innovative distribution; important to develop in wine

to take into account new expectations: Internet sells,

fair-trade purchasing groups, community-supported

agriculture....

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Marketing mix / promotion

To provide information about the specific quality and

characteristics of the GI product in order to increase

consumer willingness to purchase and pay.

essential role of the Association

Who is communicating?

Towards whom is the communication directed? Who

is the recipient?

What is communicated? What is the message to be

transmitted?

How should the communication be achieved?

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To review: the role of the Association

Collective marketing:

studies for the marketing plan (identification of markets,

segments, consumers expectations, etc.)

definition of product characteristics

visual identity: collective logo

communication and promotion, messages to be

transmitted, means etc.

watch possible abuses

and in case of small scale producers, the Association can

support the establishment of marketing plan for the

members

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The visual identity

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GI product logo, packaging, labeling, GI logo

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GI official logos – Europe

PDO and PGI from European

Union

AOC and IGP from the Swiss

association in charge of the

promotion of GI products

official logos – Morocco

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official logos – Argentina

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packaging – bottle format

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The Bocksbeutel is the German name

of a particular shape of bottle for wines

that is reserved by EU law for use with

only certain wines from designated areas

in Germany, Greece, Italy and Portugal.

Boksbutel (Bocksbeutel) je nemacko ime

za odreenu vrstu vinskih flaša, koja je,

u skladu sa zakonom EU, rezervisana

za specificne vrste vina iz odreenih

podrucja Nemacke, Grcke, Italije i

Portugalije.

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here different bottle

shapes within a

region (California)

in Bourgogne, all bottles have

the same format

from Georgia

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•variety of format

•style of labeling (classic, modern...)

•language and alphabet

•importance of competition and

medals to prime best wines

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importance of wine landscape

images in the communication...

classic against modern

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from Italy

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GI, with or without the variety

From South of France

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Regional identity for all PDO (south of

France Languedoc ) – the Occitan

cross from 12 century

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here a wine of Camargue (rosé) that use the image of typical local birds

in the name

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Practice

Would you like a specific packaging (bottle) for your

wine?

a common signal (logo, label...) for all GI wines in

your country (see with government)

a collective logo for the GI name and/or GI

Association ? to be put on the bottle label ?

what would be the specific elements of your identity

natural/historical, forms, colors... (landscape, river,

architecture, historical symbol, etc...)

what would be the story to tell to consumers, the

message to diffuse on back labeling ?

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Wine and tourism

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Synergies to promote the territory and its key product (and

all the basket of goods and services)

from Georgia

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from South Africa

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tourists visits:

•winery visit,

•explications of

history, vineyard...

•nice place where to

taste and sell wine...

staff...

from Burgundy

http://tourisme.vins-bourgogne.fr/

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chart to be signed by members to ensure quality

and conformity to requisites

organization of wine tours – sold by tourism

agencies or wineries

from Brazil

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The association “PROGOETHE” is also

carrying out some rural tourism activities in a

dynamic with local development.

oenotouristic tours:

• a visit to a museum presenting the history

of wine and the vine culture in the region;

• a church with specific sacred art;

• visits and tastings in Goethe wine cellars

• meals in famous restaurants in which

they serve the Goethe wine. •poseta muzeju koji predstavlja istoriju vina i

tradiciju uzgajanja vinove loze u regionu

•poseta crkvi koja ima specifične svete

relikvije;

•poseta vinskim podrumima i degustacija

Gete vina;

•ručak u nekom od poznatih restorana u

kojima se služi Gete vino.

see FAO guide

chapter 4.3

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Region

Languedoc Roussillon,

France Mendoza, Argentina

Western Cape , South

Africa

Context Quite new quality vine

yard and appellation of

origin

Only three appelllations

of origin, not the

national strategy

Geographical

delimitation of zones

(but no code of

practice)

Tourism

First wine route in 1982) First wine route in 2001 First wine route in 1979

Ressources

Sun and sea

Local traditions

Wine landscapes

the Andes mountain

and wine landscape

Festa de la vendimia

Some big new

fashioned wineries

Cape Town and the

cosat

Wien landscape and old

typical architecture of

wineries

Tourists National

international (4.4 millions

a year)

national

Important development

of international tourism

national

international (790 000

a year)

Importance 85% of local tourists buy

local products, among

which 74% of local wine

80% of tourists visit at

least one winery (750

000 visitors a year)

30% of international

toruists and 10% of

national tourists go on

wine route (1.8 millions

de tourists a year)

How developing wine tourism?

not the Association alone! importance of linking with

the other actors of the area:

public actors: they are the one who can ensure

coordination, provide incentives and local coherence

with the local policies

actors from tourism bodies: they can lead the

organization of tourism events and materials

economic actors who can contribute with their goods

or services:

restaurant, hotel, museums, etc.

food producers and manufacturers, handicraft etc...

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Conditions

the wine must represent an element of identity for all

local actors

the territory should be attractive or have the potential

to attract external consumers (tourists)

Social cohesion to enhance linkages between

different economic sectors and common projects

The local resources, (natural, cultural, historic, etc.),

should be very specific and well recognizable by

consumers.

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Practice

think about the three conditions: is your territory

ready to develop wine tourism?

what are the tourist resources in your territory (goods

and services) ?

what will be the local stakeholders to contact and to

involve to consider a wine tourism strategy?

what would be the first activities to consider?

who would lead the process? what will be the role of

the Association? of the members?

are there some funding you can mobilize?

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International recognition

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Three options can be combined:

registered as trademark under WIPO – Madrid agreement

registered under Lisbon agreement as appellation of

origin – the country has to be part of Lisbon agreement –

WIPO

bilateral agreement between countries; e.g. EU

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Conclusion

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Possible next steps

Design a collective logo for the GI – register it

Elaboration of flyers, video, etc...

Coordinate with public authorities (local, national) on

the possibility of promotion through their networks

Organization of events, festival, fairs, etc...

Strategic plan and timeframe to be discussed with

public authorities for international recognition (in

Europe, Lisbon agreement, bilateral agreements with

other countries, etc.)

Find funding...

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Thank you

www. foodquality-origin.org