Vini italiani di qualità: attività e risultati di un progetto di promozione sui mercati dei paesi terzi

Objective of the study was to analyze the promotional activities undertaken by 15 italian wine producers set up in a temporary joint venture. The activities were financed by the Common Market Organisation for wine. Activities have been planned and implemented UNAVINI, the National Union of Associated Wine Producers. The initiatives consisted in tastings, in-store promotions, participation in international fairs, advertising campaigns and incoming initiatives. The analysis of the project was carried out by submitting to a questionnaire the participating companies. By studying the results it was possible to verify the judgment by firms on the effectiveness of individual actions in established market like the U.S., Japan, Switzerland, Canada and in countries where wine consumption is developing such as China, Russia and the area of South East Asia. By combining the data obtained it was possible to obtain an overview of the different markets in order to redefine and improve future promotional initiatives.