Mirna Leko Šimić

Wine market segmentation in continental Croatia

The purpose of this article is to provide a wine market segmentation methodology as a meaningful tool for wine marketing strategy creation in Croatia. Based on recently published research of wine consumers in comparable countries, specific marketing features of wine as a product and research on wine market characteristics in continental Croatia, the field research (telephone interview) was conducted on a sample of 600 wine consumers in continental Croatia in order to define specific wine market segments and their characteristics. Six specific wine consumer segments have been identified, and their characteristics described. Obtained results can serve as a basis for creation and/or improvement of marketing strategy by wine producers. This can be of strategic importance in circumstances of high competition between large and small producers on national level, competition between local and imported wine, as well as increasingly sophisticated and requiring consumers.

Case 6: Development of a Marketing Strategy for German Minority Association in Croatia

This case study analyses the marketing activities conducted by the German minority association in Croatia in order to overcome the problems identified by the association leadership.