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Building premium commodity brands : an exploratory study of New World fine wine
Mini-disseration (MBA)--University of Pretoria, 2015.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2016
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| _version_ | 1867613522740903936 |
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| access_status_str | Open Access |
| author2 | Sussman, Wayne |
| author_browse | Sussman, Wayne |
| author_facet | Sussman, Wayne |
| collection | Thesis |
| dc_rights_str_mv | © 2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Mini-disseration (MBA)--University of Pretoria, 2015. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/52303 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:29.594Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2016 |
| publishDateRange | 2016 |
| publishDateSort | 2016 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/52303 Building premium commodity brands : an exploratory study of New World fine wine Sussman, Wayne ichelp@gibs.co.za Bezou, Christel UCTD Mini-disseration (MBA)--University of Pretoria, 2015. The research explored how the four marketing!mix!elements!namely!product,!price,!promotion!and! place,!can!be!used!to!position!premium!commodity!brands!in!such!a!way!that!it!stimulates!regional! competitiveness!and!business!growth!for!producers!and!marketers!operating!globally.!!The!study! specifically!focussed!on!fine!wine!as!a!premium!commodity.!!Factors!such!as!product!innovation,! place!of!origin,!pricing!strategies,!promotional!activities!and!channel!management!and!distribution! were!considered!as!part!of!an!integrated!marketing!strategy.!! ! Eighteen! respondents,! including!wine! industry!experts,!wine!producers!and!wine!marketers! from! four!New!World!wine! producing! countries,!South!Africa,!Australia,!New!Zealand! and! the!United! States of America (USA) formed part of the qualitative study. The research and associated model aimed to identify a link between brand positioning strategies (as related to the marketing mix), brand knowledge and brand equity. It was found that making fine wine accessible to its target market and having relationships with key players in the industry are the most relevant factors in building strong New World fine wine brands that can compete effectively in the global fine wine market. To illustrate these findings the research project concluded with a conceptual framework based on the Dimensions of Brand Knowledge(Keller,1993). nk2016 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2016-05-04T13:45:26Z 2016-05-04T13:45:26Z 2016-03-30 2015 Mini Dissertation Bezou, C 2015, Building premium commodity brands : an exploratory study of New World fine wine, MBA Mini-disseration, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/52303> GIBS http://hdl.handle.net/2263/52303 en © 2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Building premium commodity brands : an exploratory study of New World fine wine |
| title | Building premium commodity brands : an exploratory study of New World fine wine |
| title_full | Building premium commodity brands : an exploratory study of New World fine wine |
| title_fullStr | Building premium commodity brands : an exploratory study of New World fine wine |
| title_full_unstemmed | Building premium commodity brands : an exploratory study of New World fine wine |
| title_short | Building premium commodity brands : an exploratory study of New World fine wine |
| title_sort | building premium commodity brands an exploratory study of new world fine wine |
| topic | UCTD |
| url | http://hdl.handle.net/2263/52303 |