STRATEGIES TO PROMOTE WINE PRODUCTS ON FOREIGN MARKETS THROUGH THE NETWORK DISTRIBUTION OF GOODS

Distribution of goods has evolved in two main directions that seem contradictory : on the one hand, the mass distribution was fully developed in terms of distribution facilities, logistics, comfort, and standardization of goods and services, on the other hand, the increased competition and customer loyalty has prompted the development of marketing techniques based on developing long-term relationships between the company and customers. Often this relationship is created and maintained through personalized offers, a unique combination of services and through direct contact with customers.These contradictory trends are reproduced in the distribution and consumption of wine. It is considered to be more than a physical product. From one point of view, the wine is not regarded as a simply physical product. The value of wine increases due to its tradition, trademark, country and region of origin, processing method, as well as the consumer’s knowledge and sensitivity. On the other side, the wine is one of the world’s most popular alcoholic beverages.