Abstract:
Online promotion of wine
products is a new but indispensable
approach in all promotional activities
initiated by companies and producers of
wine, whereas there is a need for a greater
focus on this specific market, not separated
from the real one, but a new component,
increasingly prevalent. The new market,
where demand is getting bigger in our
country and where consumers are becoming
more and more faithful to this type of
promotion, is the online environment, which
generated, as a response from manufacturers
and distributors in almost all food industry
areas, online marketing. Promoting in the
virtual environment follows the same stages
of development as any promoting strategy
from other environments of intersection
with customers: initial research, market
segmentation, setting goals, market positioning,
marketing mix, implementation of the
promotional campaign itself and the
implementation and post implementation
control. The key features of wine products
online promoting is interactivity and
socialization. Internet communication
occurs in two directions, unlike traditional
marketing, which is unidirectional. The
other characteristic of virtual promo-tional
methods - socialization characterizes the
future of cyberspace. The research purpose
is not to separate the new form of promotion
of other forms of nonvirtual marketing
activities, but to emphasize that online
marketing is the component that should not
be missing from any promotional cam-paign
launched by a company. The research was
based on information provided by the S.C.
Cotnari S.A. Department of Marketing. In
order to determine the characteristics of
online communication and modern
promoting trends, we analyzed the website
and social media accounts of this wine
producer, as well as news portals and blogs.
Questionnaires were applied on a sample of
133 consumers, to analyze the impact on
their use of online marketing. The studied
sample consisted of consumers of wine and,
most of them, Internet users, from urban or
rural areas. Each questionnaire contained
16 questions, with a total of 63 variables,
and aimed to compare the behavior of
respondents towards online promotion
activity of S.C. Cotnari S.A., Iaşi county.
