Publicação
Case study: j'irai deguster chez vous, an activation of the experiential marketing strategy of castillon cotes de Bordeaux
| Resumo: | In a fierce market, wine tourism destinations and related actors need to instil a differential advantage in consumers’ mind to stand out from the competition. Offering extraordinary consumer experiences appears to be a key element in the strategy of organizations that want to build a close relationship with consumer and quickly increase their brand awareness. It remains to know how to engage a consumer in a unique, pleasurable and memorable experience. This Case outlines the current state of the French wine industry, giving the necessary knowledge to the reader. This study is also based on theoretical frameworks presented in a literature review that introduces the main concepts of co-creation, communication and consumer engagement. To resolve this Case Study, students need to perform further research and benchmarks. While traditional marketing focuses on the utilitarian value of a product, experiential marketing relies on the hedonistic values the consumer seeks. This Case presents the components of experiential marketing that will be used to solve the issue. Furthermore, students must be creative to create powerful interactions that will lead to consumer engagement with the organization. They also need to understand the environment in which Castillon-Côtes-deBordeaux evolves and what tools they can afford to provide relevant recommendations. At the end, this Case Study will enable students to acquire specific knowledge about the wine and tourism industry in France. They will apply the main concepts of experiential marketing to a concrete business situation. Lastly, they will learn to communicate effectively to maximize results. |
|---|---|
| Autores principais: | Drouet, Manon Clémentine Jeanne |
| Assunto: | Consumer engagement Customer experience Experiential marketing Integrated marketing communication Wine appellation Marketing de vinhos Turismo Consumidor Comunicação estratégica Estudo de casos Trabalho de projeto França |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | In a fierce market, wine tourism destinations and related actors need to instil a differential advantage in consumers’ mind to stand out from the competition. Offering extraordinary consumer experiences appears to be a key element in the strategy of organizations that want to build a close relationship with consumer and quickly increase their brand awareness. It remains to know how to engage a consumer in a unique, pleasurable and memorable experience. This Case outlines the current state of the French wine industry, giving the necessary knowledge to the reader. This study is also based on theoretical frameworks presented in a literature review that introduces the main concepts of co-creation, communication and consumer engagement. To resolve this Case Study, students need to perform further research and benchmarks. While traditional marketing focuses on the utilitarian value of a product, experiential marketing relies on the hedonistic values the consumer seeks. This Case presents the components of experiential marketing that will be used to solve the issue. Furthermore, students must be creative to create powerful interactions that will lead to consumer engagement with the organization. They also need to understand the environment in which Castillon-Côtes-deBordeaux evolves and what tools they can afford to provide relevant recommendations. At the end, this Case Study will enable students to acquire specific knowledge about the wine and tourism industry in France. They will apply the main concepts of experiential marketing to a concrete business situation. Lastly, they will learn to communicate effectively to maximize results. |
|---|