Rola działań marketingowych w budowaniu marki i rozwoju małych winnic w Polsce
The role of marketing activities in building a brand and developing small wineries in Poland

Summary/Abstract: In recent years, significant changes have been observed in the wine market in Poland. Theyare mainly characterized by a dynamic growth in the number of vineyards and the blooming interest ofconsumers in local wines. This changing reality obliges entities involved in wine production to undertakespecific marketing activities in order to stand out in the competitive market. The aim of this paper is toidentify and analyze marketing activities conducted by a small enterprise operating in the wine sector inPoland. The study embraced a detailed analysis of marketing practices and their impact on the functioningof the enterprise. The theoretical section addresses the characteristics of the wine market in Poland bythe agency of a literature exploration and current statistical data. Furthermore, the subsection discussesmarketing activities undertaken by vineyards, such as promotion by means of tastings, presence at tradefairs and industry events, as well as the use of new media to communicate with customers. The followingpart of the paper describes the methodology of the study, presenting the principles of the case studyresearch method employed therein and formulating research questions. The latter examined the type ofactivities exercised by the enterprise and the method of communication in social media. The empiricalsection presents marketing activities undertaken by a young Polish winery and analyses its social mediaprofiles. The study revealed that the winery actively uses social media as a key tool for building relation-ships with customers and shaping its positive image. Activities such as regular publications, interactionwith customers, and the organization of events contributed to increasing the winery recognition andacquiring loyal customers. The concluding section contains a summary, presenting conclusions on theeffectiveness of the marketing strategies used and proposals for solutions for other companies in thewine sector. The research results suggest that a personalized approach to marketing, the use of moderncommunication tools and flexibility in adapting to changing market conditions are crucial to the successof entities operating in the wine sector.

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