Developing a presence in a mainstream market with a product perceived as offbeat

Paper

Miller, Karen, Brown, Les and Chadee, Doren. 2008. "Developing a presence in a mainstream market with a product perceived as offbeat." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
Paper/Presentation Title

Developing a presence in a mainstream market with a product perceived as offbeat

Presentation TypePaper
AuthorsMiller, Karen (Author), Brown, Les (Author) and Chadee, Doren (Author)
EditorsSpanjaard, Daniela, Denize, Sara and Sharma, Neeru
Journal or Proceedings TitleProceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008)
ERA Conference ID76596
Number of Pages7
Year2008
Place of PublicationAustralia
ISBN1863081445
Web Address (URL) of Paperhttp://www.anzmac-2008.org/_Proceedings/Index.html
Conference/EventANZMAC 2008: Shifting the Focus from Mainstream to Offbeat
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
C
C
C
Event Details
ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat
Parent
ANZMAC Conference
Event Date
01 to end of 03 Dec 2008
Event Location
Sydney, Australia
Abstract

Generally when one thinks of Australian wine regions images of the Barossa Valley, the Hunter Valley or Margaret River may be conjured up as they have developed a presence in
the mainstream market. Queensland, by contrast, may be perceived as offbeat, despite its similar quality and growing conditions. This study explores the plausibility of Queensland developing a presence in a mainstream market with findings from a survey completed by 347 people. The results indicate that when consumers choose their wine on the basis of terroir that personality, reputation and label design are the most important elements. Positioning wine
from Queensland on its personality may hold the key to having an offbeat product compete in a mainstream market.

Keywordsconsumer behaviour; wine business management; marketing communications; positioning
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
300805. Oenology and viticulture
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Byline AffiliationsSchool of Management and Marketing
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