Grand Cru Mornag: Comprehensive Marketing Report on Wine Tourism

This report provides an overview of the Grand Cru Mornag wine region, focusing on its history, wine production, and marketing strategies. It discusses the region's evolution, dating back to the 8th century, and highlights the Muscat d’Alexandria grape. The report analyzes current marketing efforts, including events, social media, and advertising. A PEST analysis is conducted, examining the political, economic, socio-cultural, and technological factors influencing the region. Finally, the report suggests strategies to increase tourism, such as public relations, video blogging, and digital marketing, along with targeting customers from emerging countries.

Grand Cru
Mornag
Name of the Student

Overview
The Grand Cru Mornag region is one of the most popular wine regions around
the globe.
The world famous Château Mornag is produced in the given region.
It is located in the region of North Africa bordering the Mediterranean Sea and
the Sahara desert (Château Mornag. ,2018) .
The Muscat d’Alexandria is the most common type of Wine grown in that area

Evolution of Food and Beverage
In the given region, the wine production ranges back to the 8th century which was the period of the magnificents
Carthage. The given area is known for its hillsides and the microclimate wet climate during summer which becomes
warm and dry during the summer reasons (SWEENEY, 2018).
The winemaking practices were introduced in the given region by the Phoenicians. This happened when the city of
Carthage was erected.
Although the muslims took over the region, wine making remained a popular practice
The given region has 75000 acres of land under wines (Hall, 2013).
Most of the wine produced in the given area is rose with 20-30% being red and less than 9% being white.
The region is recently engaging in various marketing strategies to analyse the historically important winemaking
country.

Strategies to promote tourism
At present, the region promotes the wine are in the following manner:
● Events around the wine regions
● Promotion using travel bloggers
● Advertisements in Food magazines (Cooper, 2013)
● Social media advertising

PEST Analysis
Political - These factors comprise of various factors like laws, government stability and
other related factors which have a huge impact on the firm's operations
The political scenario of Tunisia is very stable and the country is a Constitutional
republic. There are various parties in power and the government takes all viable
efforts in order to ensure that the economic stability of the country remains good
(Leung et al., 2013).
Economical- Economical factors comprise of those factors which tend to determine the
purchasing power of the people along with the current state of the economy.
The economy of Tunisia is in a good condition with a GDP of $50 billion. The economy
is an export oriented economy.

Socio Cultural-
The socio cultural factor of a region or a country determines the kind of people who belong there. The
population of the given region is made up of people from a mixed as well as distinct descent and are a
combination of Arab, Berber and Turkish descent (Market Research Reports, 2018).
The culture of the region, is varied and goes deep because of the history of Vandals, Arabs, Turks and
Spaniards along with French (Ashworth & Goodall, 2013).
These Cultures have left a mark on the country.
Technological- The technological environment of a region is a sign of the advancement of the region. The
country is technologically quite advanced.

Strategies to increase tourism
Public Relations-
The authorities should try and get to get some famous personalities in order to ensure that the vineyards get
publivity
Video blogging-
Video blogging is a popular solution now, which the authorities can try to arrange famous bloggers connected
Digital Marketing- Digital marketing can be used for this making the region popular (Denig, 2018).
Emerging country marketing- The region should target customers from emerging countries

References
Ashworth, G., & Goodall, B. (2013). Marketing in the Tourism Industry (RLE Tourism): The promotion of destination regions. Routledge.
Château Mornag. (2018). Retrieved from
http://www.vigneronsdecarthage.tn/index.php?option=com_content&view=article&id=54&Itemid=66&lang=en
Cooper, C. (2013). Essentials of tourism. Pearson Higher Ed.
Denig, V. (2018). Is Tunisia The Next Great Wine Tourism Destination?. Retrieved from
https://vinepair.com/articles/next-wine-tourism-destination-tunisia/
Hall, C. M. (2013). Wine, food, and tourism marketing. Routledge.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel &
Tourism Marketing, 30(1-2), 3-22.
Market Research Reports, I. (2018). Tunisia. Retrieved from https://www.marketresearchreports.com/countries/tunisia
SWEENEY, P. (2018). Tunisia's wine industry is making a comeback. Retrieved from
https://www.independent.co.uk/life-style/food-and-drink/tunisia-wine-revival-kurubis-magon-itinerary-a8229541.html