Marketing Strategy of Italian Wine in Japan: Case of Soave DOC

Abstract

This study argues how Italian wine is accepted by consumers’ in Japan. In specific, this study chooses Soave DOC wine in Veneto Region. The reasons why Soave wine was accepted by the Japanese consumers has two characteristics: exotic image by Country of Origin effect of Italy and also its familiarity for them. The structure of this study is the following. Chapter I explains the Background, Research Question and Paper configuration. Chapter II reviews the existing literatures in order to form hypotesis of this study. First, it explains the concept of Country of Origin effect: define Product Country Image (PCI) and Territory of Origin (TOO) concept. These concepts underline the country tradition, the feature that are capable of influence consumers choice when they approach to purchase a product with a “made in” label. Image of Italy for consumers’ in Japan have two different aspects: fashionable and also traditional. The study focuses to Made in Italy features and Japanese consumers’ opinion toward it. Secondly, consumers need are argued about wine. Third, after describing the history of wine also in Japanese wine market focusing on Italian wines, the study practices Marketing strategies in Japan. Fourth using the framework of Brannen (1992), the study argues that when foreign products are accepted by the Japanese market, they have binomial characteristics: exotic and familiar. Based on these literatures, the study constructs its hypothesis as follows: Soave wine was accepted by the consumers in Japan because it has two characteristics of exotic and familiar. Chapter III is devoted to explain the methodology of the research. Three different researches are conducted. A survey has been sent trough internet to consumers in Japan, both female and male between the ages of 20 up to more than 50 years old. Therefore, the survey has been made to gather answers able to confirm hypothesis and understand what kind of feeling have Japanese consumers toward Italian wines and Soave wine. Moreover, to confirm my hypothesis this study based to interviews with Mr. Shigeru Hayashi, a famous first sommelier in Japan, and Mr. Aldo Lorenzoni, director of Soave wine Consortium. Chapter IV analyses the data gathered and verifies the hypothesis. The survey and interviews were focused to notorious image of Italy and familiarity approach with it. Chapter V argues the findings of the research, gives theoretical and practical implications and describes limitations of this study.