Media planning principles for Australian wine in China
| dc.contributor.author | Cohen, J. | |
| dc.contributor.author | Lockshin, L. | |
| dc.contributor.author | Driesener, C. | |
| dc.contributor.author | Corsi, A. | |
| dc.contributor.author | Bruwer, J. | |
| dc.contributor.author | Lee, R. | |
| dc.date.issued | 2020 | |
| dc.description.abstract | Based on numerous data sources, we estimate there are approximately 79 million urban middle to upper class Chinese wine consumers (accounting for 5.5% of the national population), and 57 million urban middle to upper class imported wine consumers (accounting for 3.9% of the national population). There are no distinct groupings as there is evidence of repertoire buying among alcohol subcategories in China (for evidence of this please see slide 7). Similar market estimates have been provided in the past by Wine Intelligence1. The opportunity for Australian wine in China is large but there are significant challenges.Challenge 1The large number of potential wine buyers means it can be more expensive to execute mass marketing in comparison to other Australian export markets. This is a challenge for all Australian wine brands but particularly for small to medium size brands with minimal marketing budgets.Challenge 2Only 5.5% of the Chinese population consume Chinese wine whilst only 3.9% consume imported wine meaning there is a risk thatunsophisticated mass marketing will waste budget by reaching non category buyers.Challenge 3Due to Chinese laws, the media landscape is different to the rest of the world which means that organisations must navigate new media platforms. Media strategies that may have worked successfully in other markets need to be adapted to Chinese platforms. Therefore, the key challenge for all Australian wine brands is to understand how to reach Chinese wine buyers as efficiently as possible across the Chinese media landscape. | |
| dc.identifier.uri | https://hdl.handle.net/11541.2/25150 | |
| dc.language.iso | en | |
| dc.publisher | Wine Australia | |
| dc.publisher.place | Australia | |
| dc.relation.funding | Wine Australia USA-1602 | |
| dc.subject | media planning | |
| dc.subject | China | |
| dc.subject | Australian wine | |
| dc.subject | consumer behaviour | |
| dc.subject | strategic management | |
| dc.title | Media planning principles for Australian wine in China | |
| dc.type | Report | |
| pubs.publication-status | Published | |
| ror.mmsid | 9916553933101831 |