This article discusses a wine company out of Australia that has designed a new labeling system for their bottles of wine. Instead of displaying a simple logo on the bottle, they are incorporating the process of creating the wine on the bottles. The images show the different grapes that are used for each type of wine "Between Five Bells" wine harvests. The consumers can see the processes the winery had to go through to create each type of wine. This information lets consumers know what their wine is going to taste like before they purchase it.
This is a great marketing idea for the company. Adding this feature to the label increases the marketing mix for "Between Five Bells" wine. By letting consumers know the process their product has gone through on the label, it increases the credibility of the company through the packaging method. This offers an appeal to the audience, allowing them to feel cared about, and involved in the buying process more directly.
Consumers want quality in their products and by giving them the opportunity to see their products history it allows them to put a value to the product. Consumers will see the duration of the wine process and realize that this correlates to the expensive price of the wine that the company is selling it for. They can judge how prestigious the grapes that were used to create each type of wine are and then form an opinion about the company.
Place is also considered as individuals will know through the location of where the wine was chosen from, how good the wine is. Since the consumer can see where and how the wine was processed, they can develop an image for the company.
Promotion is another key factor in the marketing mix. By allowing the consumer to see the contents of the wine before they purchase it will create a positive image in the customers mind about the business and they will be more inclined to purchase the product because they know what the contents of the bottle are.
If I were the consumer of this wine, I would be more apt to purchase this product. Knowing the process this wine has gone through gives me comfort and helps me to believe this company cares about its consumers and wants them to know more about their wine. By having a company care about its customers, makes the customer feel appreciated and special which also helps increase a positive brand image.
Going the extra mile in the marketing department allows companies to increase a positive image of their company in the minds of consumers. This integration of material dealing with the creative wine labels, helps consumers become engaged in the process of purchasing. More consumers equals a larger customer database which means higher sales. Take the extra step and the rewards will be worth it.
link: http://www.adweek.com/adfreak/australian-wine-uses-infographics-its-bottle-labels-135674
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I would agree that this is a good IMC strategy. Visual representation can make or break whether a product gets sold. However, I'm not sure average wine consumers would be overly concerned with the history of how this wine is made. Maybe more upscale drinkers might be concerned with the quality and classy-ness of the wine. So depending on the target market for this product, this new label strategy may or may not be effective.
ReplyDeleteI think that this is an interesting and creative way to educate your consumers. The information on the bottle may cause people to pick up the wine bottle just to read the label. This is a different way to advertise your product. Although, I do wonder how many people will understand what is “good” for a bottle of wine. I know that I am not very well versed in the ways of wine making but even if the bottle said that the grapes came from a specific location, I would have no idea if it is a perfect location or the worst location in the world. If they are advertising towards more experienced wine drinkers or if the information is very simple to understand then it may work. I believe that this is worth trying to see what happens!
ReplyDeleteI think what Five Bells has done with their product and is a great idea. It works great if you have a great product that has gone through a process to be made. This sort of thing wouldn't be able to work with some products (McDonald's, mass produced goods). It works better for small businesses who care a lot about the quality of the product and put a lot of care into the buying process.
ReplyDeleteThat being said, I couldn't understand anything on those labels and didn't have any idea of what they meant. So these special bottles are meant more for the wine connoisseurs out there.
Five Bells is taking an interesting approach to their marketing strategy. They are making their product more consumer friendly by putting the wining process and ingredients on the bottle. I helps the consumer feel more connected to the product which leads to brand swithching and loyalty. Even those who are not wine connoisseurs will take interest in the winning process. As a consumer if I seen this label on a wine bottle I would be intrigued by the label and want to learn more about the wine making process. This would require a higher level of involvement to learn more about the product on my part. This is how Five Bells would create brand switching and brand loyalty.
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