 |
Chile’s Concha y Toro: Successfully Selling ‘New World’ Wine Globally
Abstract
The case “Chile’s Concha y Toro: Successfully Selling ‘New World’ Wine Globally,” describes the efforts taken by Chilean company Concha y Toro (Concha) to build its brand image in the global wine market, where Chilean wines were perceived as cheap. The case starts out with the history of Concha and its emergence as the leading Chilean wine producer and exporter. The successful efforts of the company to enhance the brand image of its flagship premium brand – Casillero del Diablo — is provided in detail. The case also mentions the production strategy and the global distribution strategy of the company, both aimed at strengthening the company’s brand image. |
|
Issues
The case is structured to achieve the following teaching objectives:
- To understand the importance of brand positioning
- To recognize the impact of sponsorship on brand equity
- To know the importance of an effective distribution strategy
- To comprehend the value of quality and innovation in improving brand image
Keywords
Wine, Emerging Markets, Brand Identity, Brand Management, Chile, Casillero del Diablo, Concha y Toro, Sponsorship, Fetzer, Silver Bullet, Perception Management, Manchester United, Premium brand, Globalisation, Price Competition
