Marketing – the CMB and the significance of a medal as a guideline for choosing wine |
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 According to a study by the Louvain School of Management (Catholic University of Louvain), “the Concours Mondial de Bruxelles holds pride of place for top of mind in terms of unprompted awareness” and “by providing an endorsement and buying cue ensures consumer protection”.A marketing student at the Louvain School of Management devoted his senior thesis to awareness of the Concours Mondial and the significance of medals as guidelines for choosing wine. One of the primary conclusions was that “the Concours Mondial de Bruxelles holds pride of place for top of mind in terms of unprompted awareness”. In other words, the Concours Mondial ranks first among competitions that respondents mentioned unprompted. “This gives it a unique advantage because it will ‘condition’ the client at point of purchase”. The ultimate conclusion was that “this type of competition must continue to exist because it ensures consumer protection by providing an endorsement and buying cue and guaranteeing a standard of service for the product. It also gives producers an opportunity for benchmarking with competing countries and provides a rapid response thereby allowing them to implement change. One could call it a win-win relationship between the consumer and the producer, via the competition”. Source: Decaluwé, P.-O., De Moerloose, Ch. (dir.), A study on awareness of the Concours Mondial de Bruxelles and the significance of medals as guidelines for choosing wine, UCL, 2010. |
