Producteurs, négociants, cavistes et grandes chaînes. Quelles stratégies prix pour répondre à la crise?

Brouard, Joëlle
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Brouard, Joëlle: Institut du Management du Vin

No 22-2010, Working Papers from Enometrica - Review of the Vineyard Data Quantification Society (VDQS) and the European Association of Wine Economists (EuAWE) - Macerata University, Faculty of Communications

Abstract:

Price is an important variable in the management of wine's marketing mix. The role that price plays in appealing to the wine consumer is intensified because of the vagaries of weather each year, which influence both the quantities produced and the quality of the grapes in any year's harvest. Moreover, due to the fact that wine is a discretionary item in regard to the household budget, fluctuations in demand are more pronounced with changes in economic cycles. The aim of this paper is to show the pricing strategies that different operators have applied in response to the unprecedented financial crisis.
Although classic techniques have often been applied in the current context, we show through the use of hypothetical examples that price reactions have to be improved in order to both appeal to the consumer whilst avoiding too much damage to the image of the product.

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Le prix est une variable importante dans la gestion du marketing mix d'un produit, dans le vin, ce rôle est encore amplifié du fait de la régulation nécessaire entre l'offre et la demande d'un produit dont les aléas climatiques influencent les quantités et la qualité, de plus c'est un produit alimentaire non indispensable, sujet Ã une modification de comportements de la part des consommateurs en période de modi cations de revenus. L'objectif de ce papier est de montrer quelles stratégies les différents opérateurs ont mis en ceuvre pour faire face Ã une crise sans précédent. Des techniques classiques ont été utilisees mais remises dans le contexte actuel. Au travers de quelques exemples nous montrerons comment l'imagination, la réactivité ont été développées pour essayer d'aménager les prix sans trop nuire Ã l'image du produit.

Keywords: Marketing; Stratégie de vente; Vin; Prix (search for similar items in EconPapers)
JEL-codes: L66 M31 D12 Q13 (search for similar items in EconPapers)
Date: 2010-07, Revised 2011-10
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Published in Review Enometrica, Volume 3 - Special Issue 2010

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Persistent link: http://EconPapers.repec.org/RePEc:mcr:jenome:wpaper00022

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