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Case Study 3.1 - Tasmanian Wine

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by

Tayla Clark

on 4 April 2014

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Transcript of Case Study 3.1 - Tasmanian Wine

Case Study 3.1 - Tasmanian Wine
Case Study Overview
Products that connect to consumers' emotions go beyond the fulfillment of basic needs

Wine producers are using there knowledge of consumer behaviour to expand the range of cultural experiences they can offer

When consumers visit a winery, the producer can begin a relationship with them leading to ongoing marketing communication

Tasmania has developed a reputation as a premium wine tourism destination - with the opportunity for consumers to enjoy a combined food and wine experience
Key Issue in the Case
Conclusion
Tasmanian Wine: Best served with a unique cultural experience
By Tayla, Caitlin, Lien & Megan
Introduction to the Case Study
Key Issue in the Case Study
Secondary Issues in the Case Study and
Theories of Consumer Behaviour
Case Study Questions
Discussion and Reflection
Case Study Question 1
Case Study Question 3
PRODUCT + SITUATION
+ ENVIRONMENT

Combination of cultural elements dramatically increases appeal - Motivation to purchase
Case Study Overview
Cellar doors or tasting rooms have a fundamental role to play in wine and food marketing - offer a place to trial the product

An increasing number of Australian wineries have restaurants, accommodation and retail outlets within or near their cellar doors

Depending on the season or day of the week, wine consumers can stroll around gardens, listen to live music, admire artwork and enjoy restaurant-quality food

Tasmania is seen by consumers as a place where you can lose yourself in a world quite different to that left at home
Case Study Question 2
Case Study Question 4
Secondary Issues in the Case
Premium Product = Higher Cost

Market Segmentation
Outline the characteristics of wine connoisseurs, art enthusiasts, music lovers and fine food fanatics. What common values do they all share?
What types of physiological needs and psychological needs do consumers satisfy when consuming wine and cultural experiences?
Using motivation theory, explain how Tasmanian wine producers influence consumer behaviour.
What other experiences could wine producers offer at their cellar door to attract cultural consumers? What other products could benefit from linking to the cultural consumer?
Secondary Issues in the Case
Consumer will generally be Hedonistic and Self Gratifying rather than Utilitarian and Functional
Meadowbank Estate
Moores Hill
Josef Chromy Wines
Moorilla Estate
Characteristics of these individuals focus
majorly on quality over quantity

The ten different types of values
Power
Achievement
Hedonism
Stimulation
Self-direction
Universalism
Benevolence
Tradition
Conformity
Security
Case Study Question 1
The 2 dimensions of values are openness to change versus conversation and self enhancement versus transcendence

Schwartz' theoretical models of relations among the ten value types
Physiological Needs
Maslow believed that these needs must first be met to then live a happy and fulfilled life
Fine produce & Food tasting
---> Food
Beautiful scenery & Colonial heritage
---> Warmth
Weekends away and Wine tasting
---> Shelter and Rest
Case Study Question 2
Psychological Needs
High income earners & intellectual individuals
Social interaction
---> friendships and intimate relationships
Share passion for art, music and wine
--->Prestige
Socialising and Wine tasting
--->Feeling accomplished
Cultural consumers of Tasmanian wine are highly involved in the purchase of the experience as it is perceived as a financial risk

Central and Peripheral Routes to Persuasion Theory – illustrates consumers weigh and use cognitive efforts to evaluate the products when it is described as a high involvement product
Secondary Issues in the Case
High involvement category
- Central and Peripheral Routes to Persuasion
Target Market: Connoisseurs - have a keen thirst for knowledge and are typically high income earners who are university educated and more mature-aged
Focus on sensory, emotional and enjoyment benefits

Lack of focus on the Utilitarian benefits which relate to the results of the functions and practical benefits
Physiological: Wine producers are able to meet consumer physiological needs by providing basic biogenic needs (food and shelter) through an unordinary experience in the cellar doors

Safety and Security: Consumers are aware of the reputation of the Tasmanian wine tourist destination
Spectacular Scenery
Fine Produce
Rich Colonial Heritage
Case Study Question 3
Love and belonging: Producer form relationships with customers where they offer exclusive wine club offers, email newspaper and stay connected via social media

Self esteem: Destination to “lose yourself” in a world so different from a place an individual would call “home”

Self actualisation: Targeting consumer deeper desires and for self fulfillment through an enriched experience with premium wine products, rich heritage and fresh local produces
Wine cellar door experiences tend to satisfy more of a personal feel for the consumers status, pleasure and knowledge

Cultural consumers from overseas can take the time to relax and explore the luxury of what Tasmania has to offer

Producers in the Tasmanian wine industry could introduce exclusive cellar door wineries membership clubs, uniting several different wineries together as a social club for new experiences and to gain knowledge

Cellar doors could introduce a child friendly holiday retreat package
to be available to families with young children
Full transcript