THE MARKETING STRATEGY FOR CROATIAN WINES

The future GNP will influence the increase of wine consumption. We envisage a stronger growth in consumption of high quality wines. Besides the growth of GNP, the growth in wine consumption will be influenced by the reorientation toward wines with certified origin and coming from known wine producing areas. Within the consumption sector there will be less and less place for lower quality wines. Wines coming from specific areas, with specific characteristics prepared for a strictly defined segment of the market will have a much better position in Croatia.

The selection of special wines will also strengthen their market position. Production of ecowines, coming from unpolluted areas (islands, regions free from industry, away from roads and urban zones) will also increase. Archive wines will also find their place within the sector of wines offered on the market.

Marketing presumptions for the development of consumption of wines of the above mentioned categories will stem from consumer's knowledge, his demands, and individual and group wishes. Future development of wine consumption will depend on the improvement and an increase in the number of retail sales outlets for wines, an increase and expansion of catering capacities, an increase in exports, as well as the application of export marketing strategies.

There is a lack of certain grape categories on the Croatian market. The lack has increased, especially after the demand of the world market to change the selection of wines offered for consumption. Based on a survey of wine consumers and based on research of the market qualities of Croatian wines, this article aims to define a marketing strategy for the development and production of Croatian wines; define the use of Government funds; and provide support to commercial companies and professional associations.

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