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Essay text:
I recommend Mondavi start advertising its products more and gain market share across broader demographics. I believe in the past they have focused their advertising efforts in the wrong markets.
Reading this case taught me so much about wine and the company itself. By the time I was finished reading I really wanted to try a few glasses of Mondavi’s different wines (and I am not a big wine drinker). I strongly believe there were key points in there triggering this reaction that could easily be summed up in a magazine ad. I feel Mondavi’s error was advertising in wine magazines. The audience reading wine magazines are most likely sophisticated wine drinkers to connoisseurs...
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