CREATING AN ONLINE COMMUNICATION STRATEGY ON THE EXAMPLE OF DEURIC WINERY

Abstract

The aim of this research is to define an online communication strategy for the Deurić winery. The research method used in the paper is a case study. The SOSTAC planning system designed and created by Dave Chaffey and PR Smith was used in the development of the communication strategy. In accordance with that, the research tasks were further defined and elaborated in detail on the specific example of the Deurić winery. Therefore, an analysis of the wine market in the Republic of Serbia was conducted, the main competitors in the vicinity of the winery were identified and an analysis of both their and online communications of the Deurić winery was performed. Furthermore, the goals and target audience, the style and manner of online communication as well as the key messages that will be communicated through digital communication channels are defined. Finally, new creative solutions were proposed that would help achieve the general defined goal, which is to improve the online communication channel of the Deurić winery, with a proposal of a list of key performance indicators suitable for conducting strategy evaluation.