STUDY OF WINES POSITIONING ON THE ROMANIAN MARKET

Alex Gavrilescu
Additional contact information
Alex Gavrilescu: Academy of Economic Studies Bucharest, Romania

Management and Marketing Journal, 2011, vol. IX, issue 2, 298-302

Abstract: In this paper, I have done a research on the positioning of Romanian wines. The positioning is a necessary approach of brands to have a privileged position in the minds of consumers. In front of the keen foreign competition, the Romanian wine brands must assert a new identity to match the Romanian client's current lifestyle. The main objective of the research is the identification of the Romanian wine brand positioning. To achieve the objective of the research I have conducted a market research. The study was conducted on a sample of 100 respondents, consumers of Romanian wines. In the study, I have focused on a number of elements necessary for obtaining the positioning maps. Thus I tested the assisted and unassisted recognition of vineyards, the vineyards positioning depending on internal and international recognition and tradition / reputation, the vineyards positioning depending on the internal and international recognition and price, the vineyards positioning depending on sweet, red and light wines and on strong and dry wines. The positioning strategy will determine, on the one hand, the efficiency of the marketing activity at the level of consumer segment by obtaining a better image due to the high satisfaction of the specific needs, and on the other hand, the differentiation will enable to the company to gain competitive advantages, hence substantially increased profits. The theoretical contribution of this paper is to clarify the issues of positioning and to emphasize its importance. The practical contribution refers to the positioning of wines brands, which can be a model of reflection for each of the analyzed vineyards.

Keywords: positioning; wine market; competitive strategy (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.mnmk.ro/documents/2011-2/12_Gavrilescu_FFF.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:ix:y:2011:i:2:p:298-302

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().