Terroir 2004 banner
IVES 9 IVES Conference Series 9 Marketing and zoning (“Great Zoning”): researches and various considerations

Marketing and zoning (“Great Zoning”): researches and various considerations

Abstract

[English version below]

Dans de précédents travaux sur le zonage “GRANDE ZONAZIONE” (GZ) (“Grand Zonage”), on a traité, entre autre, de la “GRANDE FILIERA” (GF) (Grande filière) où parmi les 54 descripteurs prévus pour lire et évaluer par exemple un zonage, sont compris aussi la Communication – Marketing et les aspects qui y sont liés, comme facteurs fondamentaux du “GRANDE ZONAZIONE” (GZ) “Grand Zonage” qui part des aspects économiques, sociaux et existentiels qui représentent en filière du bas vers le haut les “GRANDI OBIETTIVI” (GO) (“Grands Objectifs” de l’activité vitivinicole aussi et donc du zonage, et qui ne part pas des aspects “techniques” typiques du “Petit Zonage” (PZ) ou “Zonage Thématique” tels que par exemple le sol, le climat, le modèle de vignoble et sa gestion, etc., qui représentent les “moyens” pour atteindre les “grands objectifs” cités ci-dessus (Cargnello G. 1997, 1999 a-b et 2003 a-c).
Il faut donc souligner à nouveau que les “grands objectifs” ne doivent pas être confondus, comme il arrive souvent dans notre secteur aussi, avec les moyens utilisés pour atteindre ces objectifs. L’objectif de ce travail est de démontrer ultérieurement l’importance fondamentale de l’aspect économique dans le zonage, et en particulier la composante communication et marketing qui doit cependant être gérée de manière équitable et harmonique en ce qui concerne les autres facteurs de l’activité productive, c’està-dire les aspects techniques, économiques-sociaux, et existentiels, prévus dans notre “Grand Filière” (GF).
Ce travail a été conduit a Ormelle dans le Nord-Est de l’Italie, en Vénétie en Province de Treviso dans la “TERRA DELLA VALLE DEL PIAVE” (“Terre de la Valléè du Piave”), en suivant la méthodologie de base suivante: Cargnello G., (1999); 2003a; Carbonneau A., Cargnello G., (2003). Les résultats philosophiques, méthodologiques et applicatifs obtenus dans cette recherche sont très encourageants et nous induisent à intensifier ces activités, dans le but d’appliquer dans la pratique du zonage les indications d’ordre technique, économique, social et existentiel fournies par ces recherches sur le “Grand Zonage”.

In preceding works on zoning “GRANDE ZONAZIONE” (GZ) (“Great Zoning”) the so-called “GRANDE FILIERA” (GF) (“Great Chain”) has been discussed. Within this frame, among the 54 indicators which can be used to read and to appraise a zoning process there are also Marketing and Promotion as fundamental factors of the so-called “GRANDE ZONAZIONE” (GZ) (“Great Zoning”). This GZ starts from economic, social and existential aspects which represent from the bottom of the chain the “GRANDI OBIETTIVI) (GO) (“Great Objectives”) of the vine growing process too and therefore of zoning and does not start from “technical” aspects which are typical of the so-called “Small Zoning” or ” Thematic Zoning”, as for instance soil, climate, vineyard model and its management, etc., which instead represent the “tools” to reach the “great objectives” above quoted (Cargnello G. 1997 and 2003).
Hence, we have to emphasize that the “great objectives” must not be confused, as it often happens also in our research groups, with the means used for achieving such objectives.
The goal of this work is to stress the basic role that either economic issues or marketing and promotion assume in zoning. The latter, however, should be managed in a fair and unbiased way according to the other technical, economic-social and existential factors of the production process as stated in the so-called “Great Chain”.
The work has been carried out in the Northeast part of Italy, in the Veneto Region and, more specifically, in the Province of Treviso in the “TERRA DELLA VALLE DEL PIAVE” (“Land of the Piave Valley”), taking into account the following basic methodology: Cargnello G., (1999); 2003a; Carbonneau A., Cargnello G., (2003).
The philosophical, methodological and application results coming from these researches are very encouraging. They induce us to intensify them in order to put into practice, in the zoning process, the technical, economic, social and existential indications on the “Great Zoning”, which emerge from these researches.

DOI:

Publication date: January 12, 2022

Issue: Terroir 2004

Type: Article

Authors

G. Cargnello (1), L. Galletto (2), S. Scaggiante (2), L. Pezza (1), C. Brugnera (1)(2), S. Dall’Acqua (1)(2), M. Nardin (1)(2)

(1) SOC Tecniche Colturali – Istituto Sperimentale per la Viticoltura – Viale XXVIII Aprile 26 – 31015 Conegliano (TV) Italy
(2) Università di Padova – Corso di Laurea in Scienze Viticole ed Enologiche Conegliano (TV) – Viale XXVIII Aprile 26 – Italy

Contact the author

Keywords

communication, marketing, zoning, great zoning

Tags

IVES Conference Series | Terroir 2004

Citation

Related articles…

A general phenological model for characterising grape vine flowering and véraison

The timing of phenology is critical if grape quality potential is to be optimized. Phenological process based models are used to predict phenology. In this study, three different models

Comparison of the skin resistance of several grape varieties in relation to their physico-chemical properties

The purpose of this study is to compare the skin resistance (SR) of the grapes with physico-chemical propertiess using a stong dataset and multidimentional statistical analysis .
A recent study has shown the role skin resistance plays against pest invasion but skin resistance could be a useful agronomic parameter, for example in the choice of the type of winemaking, by influencing the quantity of juice during crushing and maceration.

Dormancy conundrum: thermal requirements plasticity to reach budburst may be explained by annual environmental dynamics

Deciphering grapevine dormancy is crucial in the current context of climatic challenges: advancing budburst phenology and increased late frost probabilities, observed in the last decades and expected to further increase, require deeper understanding. Beyond higher mean temperatures, abiotic stresses such as water deficit have also been emphasized as actors. In this framework, we aimed at exploring new methodologies for tracking dormancy cycle and testing the interplay on its regulation of temperature dynamics and drought.
In a first experiment, twenty-one Vitis vinifera varieties were monitored during ecodormancy and budburst over three years.

Soil, vine, climate change – what is observed – what is expected

To evaluate the current and future impact of climate change on Viticulture requires an integrated view on a complex interacting system within the soil-plant-atmospheric continuum under continuous change. Aside of the globally observed increase in temperature in basically all viticulture regions for at least four decades, we observe several clear trends at the regional level in the ratio of precipitation to potential evapotranspiration. Additionally the recently published 6th assessment report of the IPCC (The physical science basis) shows case-dependent further expected shifts in climate patterns which will have substantial impacts on the way we will conduct viticulture in the decades to come.
Looking beyond climate developments, we observe rising temperatures in the upper soil layers which will have an impact on the distribution of microbial populations, the decay rate of organic matter or the storage capacity for carbon, thus affecting the emission of greenhouse gases (GHGs) and the viscosity of water in the soil-plant pathway, altering the transport of water. If the upper soil layers dry out faster due to less rainfall and/or increased evapotranspiration driven by higher temperatures, the spectral reflection properties of bare soil change and the transport of latent heat into the fruiting zone is increased putting a higher temperature load on the fruit. Interactions between micro-organisms in the rhizosphere and the grapevine root system are poorly understood but respond to environmental factors (such as increased soil temperatures) and the plant material (rootstock for instance), respectively the cultivation system (for example bio-organic versus conventional). This adds to an extremely complex system to manage in terms of increased resilience, adaptation to and even mitigation of climate change. Nevertheless, taken as a whole, effects on the individual expressions of wines with a given origin, seem highly likely to become more apparent.

Carry over effect of shoot trimming and deficit irrigation on fruit yield and berry total soluble solids

The increase in air temperature that is occurring in many important wine-growing areas around the world is resulting in the decoupling between the phenolic and the technological maturity of grapevine berries. This new ripening pattern leads to the production of light-bodied high alcoholic wines, but this is in countertendency with the increasing consumers’ demand for wines with low-to-mid alcohol concentrations. The oenological techniques proposed to reduce wine alcohol content are often very expensive and lead to detrimental effects on wine quality. Many viticultural practices have been proposed to slow down sugar accumulation the berry. One possible strategy that was previously found to be suitable for Aglianico grapevine is post-veraison shoot trimming. The aim of this work was to assess the carry over effects on the following year of shoot trimming and vine water status on yield and total soluble solids because the expected reduction in vine fertility could lead to a reduction in the effectiveness of shoot trimming.