
Изложението DiVino, което се проведе в средата на месеца, повдигна много интересни теми. Някои успяхме да разнищим, за други не остана време да дискутираме. Това, което определено вълнуваше всички присъстващи, беше как да продадат виното, което вече са произвели.Формулата на успеха в сектора вече ни е добре позната:
добър продукт + засилена комуникация + достъпност (наличие в ресторанти и магазинната мрежа)
Моята добавка е ПОЗНАНИЕ.
Както производството на вино си има своите тънкости, така и за негова продажба се изисква знание и умение. Три са насоките, в които производителят на вино трябва да се насочи.
1. Опознаване на ПОТРЕБИТЕЛЯ. Ключовите въпроси са:
- Какво клиентът ни желае от едно вино?
- Какво очаква да получи, като плати Х лева?
- Къде ходи?
- Кои са любите му занимания?
- Откъде черпи информация и/или вдъхновение?
- Какво е модерно у нас и по света?
2. Опознаване на КОНКУРЕНЦИЯТА. Има само един въпрос, който е от изключително значение, за да направи даден продукт предпочитан:
- С какво другите в сегмента ни превъзхождат?
Това може да бъде цена, етикет, комуникация, промоция и др.
3. Опознаване на СВЕТА извън България. За тази насока се изисква повече любопитство. Да, българският пазар няма аналог в света. В крайна сметка всеки си има своите специфики. Но има кампании и продукти, от които можем да почерпим вдъхновение.


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