文章基本信息

标题：Three Sticks Wines: Digital Marketing, Branding, and Hospitality During a Crisis
本地全文：下载
作者：Matthew Coyne
期刊名称：Wine Business Journal
电子版ISSN：2694-5703
出版年度：2020
卷号：4
期号：2
语种：English
出版社：The Wine Business Institute at Sonoma State University
摘要：This study examines a luxury winery located in Sonoma County, Three Sticks Wines, as it navigated a novel crisis-laden market created by the Covid-19 pandemic. The drastic effects on the industry as a whole and those specific to the premium segment are explored. Strategy to mitigate business displacement is analyzed and developed by the author to present a multi-faceted augmentation of marketing tactics. Areas of focus include digital marketing, co-branding, co-promoting, vineyards as marketing entities and wholesale allocation strategy. The case draws from leading academic research in strategy, consumer behavior, and digital marketing. A conclusion is reached that the winery should consider the range of tactics individually or jointly to maximize its marketing effort commensurate to business needs and shifting market conditions.