Wine from a good house
Alcoholic Beverages: For the Province of Valais, Studer Partner is enhancing brand equity with distinctive taste experiences.
Alcoholic beverages For Provins Valais, Studer Partner deepens the brand capital with distinctive enjoyment aspects The average consumer hardly knows the wines from Valais. Their image, however, all the more so. And that leaves a lot to be desired. This is because the image problem of domestic grape juice - outdated volume products characterized by inconsistent marketing measures - has paved the way for foreign products, even if their quality was not always better. Considering that their competitive advantages were mostly found in their exotic origins and aggressive pricing strategies, the difficult position of Valais wines is immediately apparent. The polarization of supply between niche and volume products, consumer stagnation and rapidly changing consumer behaviour called for more dynamic marketing approaches: according to the Federal Office for Agriculture, consumption of Valais wines fell by over five percent between 1997 and 2001, while overall consumption rose slightly. The market study carried out by a Valais working group also found that the market liberalized in 2001
market called for strong advertising and PR efforts to reposition Swiss wines and their regions. Imported wines now account for over 60 percent of the market share.
There seemed to be a silver lining on the horizon (exports of Swiss wine rose by 55 percent in value terms in 2004, and it regained market share at home in the medium and higher price ranges) when winegrowers and traders learned of the consequences of the new blood alcohol limit.
The wine industry association has been brought back down to earth. The state of the wine industry association's nerves is demonstrated by its complaint against the current accident prevention campaign by the FOPH and the Swiss Council for Accident Prevention.
Unfortunately, this distracts attention from the quality improvements in the vineyards and cellars of the winegrowers. Increasingly, they are shining with expressive wines at international competitions. Among the most successful are the Valais wines and, above all, the creations of the Provins Valais winegrowers' cooperative. In recent years, it has collected several awards around the globe. In April, its Clos Corbassières 2001 was awarded the "Grand Gold Medal" at the Concours Mondial de Bruxelles. Provins Valais intends to strengthen its position on the domestic market and on the increasingly important international market with the results of its long-standing quality strategy.
The successful marketing of the upmarket wine varieties (Maître de Chais) with the help of Studer Partner showed the cooperative a possible direction of travel: The administrator brand should become the producer brand Provins Valais - with a high profile, a strong image and thus a revitalized spirit of cooperation. The result was a commission to develop an umbrella campaign.
From a communications point of view, Guido Studer's team recommended that the one-
The aim is to expand the quality positioning more consistently, harmonize the sales and communication media for all target groups and invest more in branding and market development measures. The umbrella brand campaign is a further development of the premium product campaign. It relies on brand capital that has already been acquired and builds up the brand with variable product integration. The image upgrade is aimed at focusing on the haute and moyenne gamme and positioning on excellence in all areas. Consultant Olivier Berger sees the possibility of communicating umbrella brand content and special themes without depicting a specific product as an additional advantage of the new image. A new claim was also developed for the German-speaking region: "Provins Valais - wines from a very good house".
The campaign kicks off with three subjects that focus on the aspects of culinary delights and enjoyment with a dash of humor. As part of a media focus strategy, they will be used in relevant image titles and specific specialist titles in Switzerland and also selectively abroad.
The image upgrade is intended to demonstrate excellence in all areas.
Luca Aloisi
market called for strong advertising and PR efforts to reposition Swiss wines and their regions. Imported wines now account for over 60 percent of the market share.
There seemed to be a silver lining on the horizon (exports of Swiss wine rose by 55 percent in value terms in 2004, and it regained market share at home in the medium and higher price ranges) when winegrowers and traders learned of the consequences of the new blood alcohol limit.
The wine industry association has been brought back down to earth. The state of the wine industry association's nerves is demonstrated by its complaint against the current accident prevention campaign by the FOPH and the Swiss Council for Accident Prevention.
Unfortunately, this distracts attention from the quality improvements in the vineyards and cellars of the winegrowers. Increasingly, they are shining with expressive wines at international competitions. Among the most successful are the Valais wines and, above all, the creations of the Provins Valais winegrowers' cooperative. In recent years, it has collected several awards around the globe. In April, its Clos Corbassières 2001 was awarded the "Grand Gold Medal" at the Concours Mondial de Bruxelles. Provins Valais intends to strengthen its position on the domestic market and on the increasingly important international market with the results of its long-standing quality strategy.
The successful marketing of the upmarket wine varieties (Maître de Chais) with the help of Studer Partner showed the cooperative a possible direction of travel: The administrator brand should become the producer brand Provins Valais - with a high profile, a strong image and thus a revitalized spirit of cooperation. The result was a commission to develop an umbrella campaign.
From a communications point of view, Guido Studer's team recommended that the one-
The aim is to expand the quality positioning more consistently, harmonize the sales and communication media for all target groups and invest more in branding and market development measures. The umbrella brand campaign is a further development of the premium product campaign. It relies on brand capital that has already been acquired and builds up the brand with variable product integration. The image upgrade is aimed at focusing on the haute and moyenne gamme and positioning on excellence in all areas. Consultant Olivier Berger sees the possibility of communicating umbrella brand content and special themes without depicting a specific product as an additional advantage of the new image. A new claim was also developed for the German-speaking region: "Provins Valais - wines from a very good house".
The campaign kicks off with three subjects that focus on the aspects of culinary delights and enjoyment with a dash of humor. As part of a media focus strategy, they will be used in relevant image titles and specific specialist titles in Switzerland and also selectively abroad.
The image upgrade is intended to demonstrate excellence in all areas.
Luca Aloisi
