Berlucchi Market Analysis
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Berlucchi
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Marketing Plan
2012
Table of contents
Executive Summary
Introduction
Guido Berlucchi & Co. SpA is one of Italy’s leading sparkling wine producers. After years of outstanding success, the company finds itself facing a stable market, with competition becoming even more intense, distribution more complex and consumers more sophisticated. The executive Committee is convinced that the strategy that drove the company’s development in its first 40 years needs to open up a new growth path, thus this marketing plan for the strategy for the upcoming three years.
External Analysis
Customer analysis
Approximately 35% of the 313,000 million inhabitants of the U.S. drink wine at a per capita rate of 11.5 liters. In terms of demographics 69% are white, 14% Hispanic, and 11% African American, with the remainder 9% from other races. The average age of the American wine consumer is 49, with Millennials making up 26% of wine consumers, generation X-ers aged 35-44 at 19%, ages 45 to 54 at 21%, and those over 55 at 34%. 24% of wine consumers in the U.S. have a college degree
Segmentation by frequency
Wine consumers are divided into two categories, core wine drinkers and marginal wine drinkers. The core group drinks wine once a week at least and represents 57% of wine consumers whereas the marginal group has a glass of wine in a time span ranging from once every 2 or 3 months to 2 or 3 times a month. 38% of all wine consumers have a glass of wine more than once a week and are considered to be the high frequency wine drinkers.
Segmentation by age
Thirty two percent of baby boomers (47 to 65) have a glass of wine compared to 17 percent in 2005. 62 percent of Generation X-ers (aged 35 to 46) are core wine drinkers, compared to only 43 percent in 2007. 6 percent of Millennials (aged 17 to 34) drink wine on a daily basis, 26 percent of them drink wine
Berlucchi
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Marketing Plan
2012
Table of contents
Executive Summary
Introduction
Guido Berlucchi & Co. SpA is one of Italy’s leading sparkling wine producers. After years of outstanding success, the company finds itself facing a stable market, with competition becoming even more intense, distribution more complex and consumers more sophisticated. The executive Committee is convinced that the strategy that drove the company’s development in its first 40 years needs to open up a new growth path, thus this marketing plan for the strategy for the upcoming three years.
External Analysis
Customer analysis
Approximately 35% of the 313,000 million inhabitants of the U.S. drink wine at a per capita rate of 11.5 liters. In terms of demographics 69% are white, 14% Hispanic, and 11% African American, with the remainder 9% from other races. The average age of the American wine consumer is 49, with Millennials making up 26% of wine consumers, generation X-ers aged 35-44 at 19%, ages 45 to 54 at 21%, and those over 55 at 34%. 24% of wine consumers in the U.S. have a college degree
Segmentation by frequency
Wine consumers are divided into two categories, core wine drinkers and marginal wine drinkers. The core group drinks wine once a week at least and represents 57% of wine consumers whereas the marginal group has a glass of wine in a time span ranging from once every 2 or 3 months to 2 or 3 times a month. 38% of all wine consumers have a glass of wine more than once a week and are considered to be the high frequency wine drinkers.
Segmentation by age
Thirty two percent of baby boomers (47 to 65) have a glass of wine compared to 17 percent in 2005. 62 percent of Generation X-ers (aged 35 to 46) are core wine drinkers, compared to only 43 percent in 2007. 6 percent of Millennials (aged 17 to 34) drink wine on a daily basis, 26 percent of them drink wine