THE PROMOTIONAL MIX IN A MARKETING-ORIENTED WINY COMPANY

A winery with a marketing-oriented strategy is capable to understand the configuration of a marketing mix (with its implications, opportunities and costs) and to effectively compete with other wine producers in today’s quasi-saturated, complex and challenging wine industry. Such a winery is also capable to attain its aspirations and objectives through a thorough understanding of customers’ needs and wants. The scope of this paper is to look within today’s wineries and analyse the marketing-oriented strategy they adopt as well as the promotional mix they rely on.