Wine tourism marketing in australia
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WINE TOURISM MARKETING IN AUSTRALIA PowerPoint PPT Presentation


Wine tourism marketing in Australia explain the issues of tourism industry and marketing development.

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WINE TOURISM MARKETING IN AUSTRALIA

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Wine tourism marketing in australia

WINE TOURISM MARKETING IN AUSTRALIA


Introduction

Introduction

Wine is considered as a royal drink by the various people. There is a significant growth in the wine industry of New Zealand. Australia is a country where there are big wine yards and people have been involved in the cultures of the wine. Marlborough is one of the largest wine regions in New Zealand. It is due to the growth and development of this sector that there has been rapid increase in the tourism and marketing. Above all it is the government in Australia that is supporting and encouraging the production of wine through wine yards in New Zealand. If we refer to the figures of the increase in the wine yards and production of wines in Marlborough in New Zealand then we may say that within the span of 5 years from 2005 to 2010 the production has been increased to an area of 15000 hectares. The area of wine yard and its wine output both have increased to almost double the values in these 5 years. The value of the exports has grown more than 17 folds since 1990.

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Structure of wine industry

Structure of Wine Industry

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Success factors for australia s exports

Success factors for Australia’s Exports

  • Australia’s wine are properly labeled and bottled as branded table wine – Earlier the sector was not given more importance. At present the wines are labeled and put in branded bottles. The table wines produced are of the premium quality which is liked by all.

  • It has strong growth with premium wine at a mid price rates – Since the production takes place in this sector and it has huge culture of wine so the price at which it is sold is not very high.

  • It has focused on Europe and Nth America – Most of the travelers who visit Australia are from these countries only. They are concentrating on these countries and creating rich Wine Culture and Tourism with a proper marketing of their wine strategy.

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Marketing development of wine in australia

Marketing Development of Wine in Australia

Embryonic stage

In this stage there is lesser awareness of the Australian Wine market. Since the marketing is limited and in the embryonic stage so the requirements of the agents is limited.

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Niche presence

Niche Presence

It has mostly concentrated on retail outlets and restaurants in this stage. Media is used to spread the awareness of wine in the market.


Volume penetration

Volume Penetration

This is the stage when many people recognize the Australian Wine. There is high production in the country which has to be exported in the market. It gets sold off in many countries like: USA, Switzerland, Canada, Hong Kong, Singapore and Sweden etc.

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Category status

Category Status

This is the stage when the categories or certain market segments are targeted for high sales, volume business and even earning of the profitability. It becomes the lifestyle trend and culture of the people.

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Category segmentation

Category Segmentation

In this proper segmentation of the market is being done for the wine. The segment that is targeted the most is United Kingdom.

As far as the Wine Tourism has been considered, Australia has taken several initiatives in terms of the Marketing & promotion, development and training of wine as a product, research for the wine and industry integration and training. It has developed the culture of wine and approached the people all over the world.

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Wine tourism marketing in australia

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