- Luka Samardzija, Postgraduate Doctoral Study “Agricultural Sciences“
- Domagoj Soukup, Nexe grupa d.d. Našice
- Sinisa Kuzmanovic, Metalia-trans d.o.o.
On a market with high supply offer segmentation cares extremely high importance. Wine is characterized as highly complex product and possibility of segmentation is extremely large. To insure detailed analysis it is essential to take in count all starting points of segmentation. Demographic factor can help with the analysis but wine as a product demands as specific approach as possible to ensure relevant conclusion.
Wine promotion and market communication without detailed analysis based on a market segmentation cannot give any reliability for a success. Market acknowledges high segment of bought buyers profiles and product offers. To meet bought wishes communicating with buyers is essential.