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OSG Thought.

Knowledge Insights Issue 


October 2014

Knowledge Insights:
Strategy for Giordano
to Penetrate the UK Wine Market

By Sophia Moradian, Nicolas Deschamps and Evan Lum

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Knowledge Insights:
Strategy for Giordano to
Penetrate the UK Wine Market
UK has seen a rise in wine import, and today, the UK is the
biggest wine importer in the world and the 5th largest wine
consuming country in the world. The average UK consumer has
been shifting from cider and beer to wine, and drinking better
priced wine but less.
This piece focuses on a more detailed analysis of UK wine
market, especially online direct selling, to help Giordano, an
Italian wine producer find a strategy to win in UK.
OSG Thought: Knowledge Insights are OSGs thought
leadership publications and articles focused on our case
Sophia
Moradian
was the project leader
experience
and research.

Nicholas Deschamps and Evan Lum are consultants at OSG.

For more information, please visit www.oxfordstrategygroup.com


or contact us at info@oxfordstrategygroup.com

OSG Thought.

UK Wine Market
Background
UK has seen a rise in wine import, and today, the UK is the biggest wine importer in the
world and the 5th largest wine consuming country in the world. The trend has been UK
consumer shi;ing from cider and beer to wine, and drinking be>er priced wine but less.

This project aim to develop a strategy for helping Giordano capture a large share of the
online direct selling market in UK.

Case Framework & Structure


Data collec)on

Analysis

Market
Literature
Consumer

Recommenda)on

Giordanos
posi)on in UK
online and
oine market

Compe)tors
Reports

Marke)ng
Survey

Corporate

Recommenda)on:
Company
capability and
appropriate
channels to use

UK wine market

Key Case Insights


1 We designed and conducted a survey to understand the market

Customised
Survey

At the beginning of the project, the team created a survey that seeks to answer several
ques)ons regarding UK customer preference and behavior when purchasing wine.
We received 274 responses across a wide demographic. On the whole, the price behavior
observed in our survey matches that observed in na)onal surveys.

2 Well structured studies were done on various aspects

Mul$angled
analysis

A well rounded analysis was done from dierent angles including markets, consumer,
compe)tors, marke)ng and company. Some major ndings from dierent analyses were
very useful to Giordanos entry strategy into UK.

For example, the team found a UK consumer paSern for wine demand, and they iden)ed
the fact that a greater selec)on of specialty wines are more appealing to UK popula)on.
Also, the team realized the importance of social media plaUorms for marke)ng

3 Framework for understanding the UK market


Based on the dierent analyses, the team managed to help Giordano nd the basic
characteris)cs of UK markets. As Giordano wished to win in UK online direct selling market, the
team researched into relevant compe)tors and gave some very detailed background
informa)on of the major compe)tors.

Furthermore, by examining the dierent compe)tors websites, we gave some sugges)ons on
some improvements to be made for Giordanos online sale website

4 Recommenda?on based on detailed analysis

Tailored
recommenda$on

References

Wine ins)tute, Euromonitor


Wine intelligence

The team evaluated the compara)ve advantage of UK market and stated what Giordano
could gain poten)ally once it establishes itself in the market. The team gave quan)ed
recommenda)ons well tailored to Giordanos current posi)on, in a framework that includes
Products, Price Mix, Website and Customer rela)ons

INTERESTING FACTS
Wine preferences are changing in that
women are increasingly drinking more
wine and specically white wine.
GeneraDon Y is the new face of wine
consumers, thus demonstraDng the
changing percepDon of wine and the
social aspect of wine.

UK wine market

OSG Thought.

OSG Thought is the Knowledge Development arm of
the Oxford Strategy Group that focuses on research &
publication of OSGs leading insights and analysis on
business & strategy.
For more information, please visit
www.oxfordstrategygroup.com
or contact us at info@oxfordstrategygroup.com

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