Merlot branco como estratégia de diferenciação: um estudo de caso da vinícola Dunamis vinhos e vinhedos

Abstract

This study sought to identify and understand the reasons led to Dunamis Vinhos and Vinhedos to produce and market the White Merlot, seeking the strategies used for the insertion of the same market. Thus, we sought to also identify why other companies have not developed this White Merlot wine, Merlot being a grape ink. Thus, this paper is a case study, then in the case of a qualitative research with a questionnaire with open questions to the company, aimed at identifying the related goals of this wine. The same was based on understanding the differentiation strategy, a marketing tool, which was used to launch this product in the market. Was observed that for the introduction of this wine, extensive research has been prepared, so that really the decision to commercialize this White Merlot wine was actually taken. The company defined the inclusion of the same in the market, not only as a differentiation strategy, but also as a competitive advantage when it relates to other wineries, because it is the only one who prepares and sells this wine in Brazil. According to the research that was done, other companies have not sought the development of this product, because, in a general context, we could notice that they have a fear about the consumer market, before the acceptance of the customer before the product Merlot white. This research enabled a better understanding of how to differentiate a product, market shares, marketing strategies and the deepening of the White Merlot wine.