Albicchiere: A Marketing Analysis of Wine Preservation System

This report provides a marketing analysis of the Albicchiere wine preservation system, a product featured on Kickstarter. The report identifies the ideal target market as upper-class professionals, particularly those in middle age and older, who are office-goers and value convenience. It classifies the product as a specialty product for this demographic. The report recommends discount and warehouse stores as ideal retailers, emphasizing their ability to reach the target market. The analysis includes a discussion on the product's features, such as its ability to preserve wine for extended periods and its appeal to consumers who enjoy various wine selections. Overall, the report provides insights into the product's market positioning and distribution strategies.

Running head: INNOVATION AND TECHNOLOGY
INNOVATION AND TECHNOLOGY
Name of the Student
Name of the University
Author Note:

1INNOVATION AND TECHNOLOGY
Description
The campaigns of Kickstarter are initiated to bring new ideas into reality. All the creators
of the campaign share their knowledge to bring the snowball projects winning almost the heart of
the entire community. According to the members, it is funded almost by 18 million people from
every continent of the world to make it a successful name for the future. This paper aims to
discuss one of the products from the category ‘projects we love’ – Albicchiere – Smart Wine
Preservation and Dispenser (Kickstarter.com. 2020). It will focus on the ideal target market of
the product along with consumer product class. Along with this, the paper will recommend for
some types of retailers to reach the product to the primary target market.
Target market
Albicchiere is shortly called as Albi is an all-in-one solution. The product allows the
consumer to drink wine with perfect temperature and preserving the drink up to eight time longer
than the regular devices (Kickstarter.com. 2020). It allows the user to open and alter among the
favorite wines without any worry about the expiry date. According to the market research, the
upper class consumers will be the ideal users of the product. According to the demography, the
product will be useful for the office goers irrespective of gender and family size. People from
middle age to older people will the ideal target market for this product.
Consumer Product Class
Considering the elements of consumer product class, for the upper class professionals the
product will be a convenient product. The consumers need to perform a shopping research and
comparing with other for the shopping product (Olsen, Wagner & Thack, 2016). This product is
not observed with any substitute product hence can be considered as specialty products.

2INNOVATION AND TECHNOLOGY
For the marketing plan, the product wine preservation system would be ideal for the
target market. On the other hand, price of the product will be appropriate according to the target
market. The product should use the various mediums to promote the product (Geringer et al.,
2014). For the last element place, the product is easily available both in the online and offline
market place as an enhanced to reach to the consumers.
Types of retailers
As a recommendation, the discount store and warehouse store will be ideal to sell the
products. According to the nature both Kinds of the retailer store sell limited stock with a
discounted rate (Geringer et al., 2014). These stores do not bother about the infrastructure of the
stores and products are properly displayed for better understanding.

3INNOVATION AND TECHNOLOGY
References
Geringer, S. D., Patterson, D. M., & Forsythe, L. M. (2014). When generation Y buys European
wine: a consumer decision-making model. Academy of Marketing Studies Journal, 18(1),
167.
Kickstarter.com. (2020). Discover » Projects We Love — Kickstarter. Retrieved 4 March 2020,
from https://www.kickstarter.com/discover/pwl?ref=discovery_overlay
Olsen, J., Wagner, P., & Thack, L. (2016). Wine marketing & sales: Success strategies for a
saturated market. Board and Bench Publishing.