Slide 18 of 24
Notes:
- And what about stimulating more demand, more “pull” from consumers?
- We are working on several fronts here and it all starts with developing a clear, in-depth understanding of consumer behavior. As competition in the premium market intensifies, we know that it is the strongest brands that will continue to command prominent placement on retailer shelves and restaurant wine lists. Our brands are strong, but they can be stronger, so we are continuing to sharpen the central message and positioning of our brands.
- To do so we conduct extensive direct and indirect research with consumers – especially for the Robert Mondavi and Woodbridge brands – and reflect the findings in all aspects of our brand marketing, from packaging to advertising to promotions. This is all fairly revolutionary thinking in the premium wine industry, but we know it’s how strong brand affiliations are forged.
