From the vine to the table - a marketing perspective : a study of how the wine industry has grown with particular reference to the effects it is leaving on the Maltese population

Abstract

The aim of this study is to give a historical outlook of viticulture and wine-making in Malta and a view of the wine industry today. Nowadays viticulture forms an important part of the local farming industry. This is mainly due to the fact that the wine industry is one of the most important alcoholic beverage producers on the island. The wine industry is dominated by two large companies, namely Marsovin Ltd and Emmanuel Delicata and Co. Ltd. Customer satisfaction is of primary importance to the industry and can only be achieved if the companies understand the needs and wants of the market, and in turn translate them into solutions that gain its approval. As consumer characteristics are changing, it has become imp01tant to change the wine marketing mix, from an emphasis on the lines of distribution, to one on finding brands which best satisfy consumer needs. In this respect it is evident that there is a move towards light white wines. Companies must have a knowledge of diverse factors, such as, demographics, perceptions, attitudes, preferences, roles and aspirations. They must also be aware of what consumers know about their product category and brand. Marketing objectives cannot be achieved without the set of marketing tools: product, price, place and promotion. A company cannot embark on advertising unless a marketing plan is carefully designed.