The French wine market and international competition

Type :

Market study

Pages :

32 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Panorama of the worldwide wine market at the beginning of 2005.
1. The potential of wine production on a worldwide scale.
2. Global wine production.
3. The global wine consumption.
4. International exchanges.
Focus on the French wine market.
1. Current classification and regulations in France.
2. The interior market.
3. Foreign trade of French wines in 2005.
The Expectations of the global consumer.
1. Consumption attitudes and amazing opportunities for French wine exporters.
2. French wines Vs New World wines.
The necessity of a branding strategy for French wines.
1. The role of branding in wine.
2. Strategy.
Conclusion.
Bibliography.

Abstract

For a long time, France has been a "wine country", a reference in terms of production and consumption of wine. Nevertheless, this world leader has seen erosion in its market share for the last few years: volumes exported are decreasing and national consumption is down. The main cause is that french wine is facing increasingly tough competition, especially from the New World. wine has become not only a mass product but also a global product. This disenchantment with french wines is justified by the fact that it is often too complicated to the eyes of the consumer. It needs simple and clear markers. In fact, consumers are becoming increasingly rare and only have wine occasionally. wine is no longer bought by cultured and informed people but by people who have just discovered the universe of wine, from where comes the need for a readable offer, accessible to new consumers. Moreover, wines from the New World devote a big part of their budget to marketing and communication in order to lure consumers, which is not the case with the majority of french producers. Thus, foreign wines have shown great success, to the detriment of french wines, since they simplify their offers thanks to a system of brands. Their simplicity in labeling makes it possible for everyone to easily access the world of wines. Associating french wines with marketing and especially branding would perhaps be one of solutions for the french wine crisis and thus give to France the possibility of finding its hegemonic position.