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However, most of Mondavi's brands still fall in the ultra premium to luxury premium wine segments. We propose Mondavi diversify more aggressively into the popular premium wine segment. They should be able to leverage what they learned with Woodbridge, a very successful popular premium brand, and introduce other brands at this level. Because Mondavi prides itself as being one of the highest quality vintners, this strategic move must be approached delicately to avoid tarnishing Mondavi's high quality reputation and prestigious name with the introduction of low-priced wines. Mondavi could follow E & J Gallo Winery's tactic that they used to enter the premium wine segment...
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Common topics in this essay:
- Diversification Mondavi
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- Robert Mondavi -- Case Study
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