Contents

1. General presentation of Cricova ............................................................................................................ 3

1.1 Winery ................................................................................................................ 3
1.2 Wine production .................................................................................................. 3
1.3 Mission ............................................................................................................... 4
1.4. Vision ................................................................................................................ 4
2. Micro environment ................................................................................................................................. 4
2.1. Technology ......................................................................................................... 4
2.2. Customers .......................................................................................................... 5
3.Macro environment ................................................................................................................................. 5
3.1.Political environment .......................................................................................... 5
3.2.Economic environment ........................................................................................ 5
3.3.Technological environment. ................................................................................. 5
3.4.The natural environment. .................................................................................... 5
4.SWOT Analysis ........................................................................................................................................ 6
5. Brand personality.................................................................................................................................... 7
6. International marketing strategies ........................................................................................................ 7
6.1.Product strategy: ................................................................................................. 7
6.2.The BCG Matrix .................................................................................................. 8
6.3.Price policy ......................................................................................................... 8
6.4.Distribution policy ............................................................................................. 10
6.5.Promotion policy ............................................................................................... 11
7. Brand positioning .................................................................................................................................. 14
8. Competitors ........................................................................................................................................... 14
9.Cricova campaign .................................................................................................................................. 15
10.The logo ................................................................................................................................................. 15
11.The slogan “nōmen est ōmen”............................................................................................................. 15
12.Cricova on Social Media ...................................................................................................................... 16
13.Conlusions............................................................................................................................................. 16

The Winery Cricova SA was founded in 1952, representing a unique underground

complex, known all over the world for its huge labyrinths and especially for its excellent wines.
A landscaped area with many vineyards and plenty of sunshine. This is where the history of
pearls of Moldovan winemaking begins, in the central area of Moldavia, in the heart of the
Codres.

What is a brand?
As competition creates infinite choices, companies looks for ways to connect emotionally with
customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a
densely crowded marketplace. People fall in love with brands, trust them, and believe in their
superiority. How a brand in perceived affects its success, regardless of whether it’s a start-up, a
nonprofit, or a product. 1
What is a brand identity?
Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it,
watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas
and meaning accessible. Brand identity takes disparate elements and unifies them into whole
system. 2Knowing brand identity paradoxically gives extra freedom of expression, since it
emphasises the pre-eminence of substance over strictly formal features. Brand identity defines
what must stay and what is free to change. Brands are living systems. They must have degrees of
freedom to match modern market diversity.3

1
Alina Wheeler, Designing Brand Identity, John Wiley & Sons, Inc., Hoboken, New Jersey, fourth edition, 2013,
page 2
2
Idem, page 4
3
Jean Noel Kapferer, Strategic brand management, Kogan page, London and Philadelphia, fourth edition, 2008,
page 173

2
1. General presentation of Cricova
1.1 Winery

The wine cellars of Cricova is the second largest wine cellar in Moldova, after Milestii
Mici (largest in the world). It boasts a mere 120 kilometers of labyrinthine roadways, versus
MM's 200 kilometers, tunnels have existed under Cricova since the 15th century, when limestone
was dug out to help build Chişinău. They were converted into an underground wine emporium in
the 1950s.
Half of the roadways are used for wine storage. The roads are named by the wines they store.
This "wine city" has its warehouses, tasting rooms and other facilities underground. It goes down
to 100 meters below ground and holds 1.25 million bottles of rare wine. The oldest wine dates
back to 1902. The temperature is maintained at about 12 °C (54 °F) all year round (which is
perfect for wine). This place is especially famous for hiding Jews in wine barrels during the Nazi
invasion of the Soviet Union.
Legend has it that in 1966 cosmonaut Yuri Gagarin entered the cellars, re-emerging (with
assistance) two days later. Russian president Vladimir Putin celebrated his 50th birthday there.
The territory used to be a mine for limestone, a building material. In some branches excavation is
still active, so the cellar is still growing. The largest importer of Cricova wines is Kazakhstan.
Previously Russia was the main importer, however this changed in 2014 when Russia imposed
embargoes on Moldovan wine in retaliation for Moldova making moves towards joining the
European Union.
1.2 Wine production

Cricova produce sparkling wines in accordance with the classical French method,
purportedly invented centuries ago by the monk Dom Pierre Perignon – "Methode
Champenoise",
Cricova makes a unique sparkling red wine, kodrinskoie-sparkling, made from cabernet
sauvignon stocks and marketed as having a 'rich velvet texture and a blackcurrant and cherry
taste'.
The "Grand Cellars of Cricova" house a remarkable collection of wines, The National
Oenotec. The unique exhibits ("Jerusalem of Easter" vintage 1902, the liqueur "Jan Becher"
vintage 1902) together with other 158 brands from Burgundy, Moselle, Tokay, the Rhine, etc.
make up the precious thesaurus of the establishment as well as of Moldova in general,
comprising nowadays a total of about 1.3 million bottles. Among those are the trophies of the
Second World War, which include wines from the collection of Hermann Göring. After the
Soviets seized his private wine collection, a part of it was transferred to Crimea and the rest was
brought to Cricova.

3
 However, the pride of the Oenotec are, first of all, the wines bearing the name "Cricova",
which brought the winery a collection of national and international tasting awards. As of 2008,
the collection consists of over 70 silver, gold and Grand Prix awards.

1.3 Mission-to increase permanently the value of the wine branch both at national and
international level and to promote the achievements made on strategically important markets
through the continuous development of human potential, as well as studying, developing,
implementing new theologies in the given field.

1.4. Vision- the satisfaction,the most refined and demanding requirements of oenologists,
consumers, partners in different countries through the quality of products and services provided,
and becoming an example of professionalism, a standard of quality and efficiency in the wine
industry - which will enhance its role in world oenology.

2. Micro environment
In order to carry out its activity, the enterprise needs material, financial and human resources.
One of the most important agents of the micromedials is the suppliers. Since wine is quite
complex, it needs a lot of production equipment. Respectively, suppliers are classified into:
equipment, personnel and technology suppliers.
Suppliers of material goods are classified into:
1. Suppliers of raw materials (grapes and raw wines)
"CRICOVA" S.A. it has a considerable base of its own raw material, provided by the
agricultural land owned by it. Another part is provided by agricultural enterprises and peasant
farms.
2. Suppliers of auxiliary materials (bottles, plugs, labels, etc.)
These are both internal and external. Thus, glass is supplied mainly by local producers: "Cristal-
Flor" S.A., "Glossare" S.R.L., Glass Factory in Chisinau and importance: "Wiegand-Glass"
Germany; "Bourrasse Groupe" S.A. France.
3. Other suppliers (electricity, drinking water resources)

2.1. Technology

In order to have a varied portfolio of products, it is necessary to implement highly

efficient vineyard technologies. The key technological element of winemaking is bottling lines,
which are purchased from the large industrial centers in Germany, Italy, France, etc. Other
technologies, not less important are: grape harvesting equipment, wine storage equipment,
filtering equipment, cold wine treatment equipment, laboratory equipment, also purchased from
Germany, Switzerland, Italy, France, USA, etc.

4
2.2. Customers

The most important component of the micromedium are customers, their needs are the
starting point for substantiating the objectives of the company's marketing policy. Depending on
their status and the nature of the demands for the products of the "CRICOVA", the customers are
divided into two groups:
• Final consumers of products - those who purchase the product for their own consumption in
specialized stores "CRICOVA".
• Intermediaries - those who help the enterprise to sell its products to end consumers, are located
both in the country and abroad.

3.Macro environment
3.1.Political environment: internal and international environment always affect the activity
of enterprise because it has both direct and indirect implications. Stopping deliveries to Russia
affects with 30 % of the enterprise’s activities, as well as events in Ukraine have resulted in a 40
% decrease in the wine producing.

3.2.Economic environment is the key element for national and international level with
significant impact on the enterprise, as it decisively influences its functionality and development.
The sales continue to decline, because the purchasing power of consumers decreases. The same
situation exists on international markets, with exports declining by 7% at the beginning of 2014.
Although the current economic environment is not favorable, the enterprise is trying to maintain
the activity at the most profitable level. Cricova being the most expensive brand in Moldova
estimated in 2013 to 39 million dollars and in 2012 to 35 millions

3.3.Technological environment. From the technical point of view, the wine-making unit is
equipped with a medium level of technologies. The distillation and refining lines fully
correspond to the current world requirements. In present, a new Italian wine bottling line was
acquired which gives Cricova the opportunity to satisfy consumers preferences in terms of
product content and appearance.

3.4.The natural environment is represented by the abundance of natural resources,

geographical location, as well as regions and areas. The elements of this environment have a
direct influence on the wine activity, considering that the main raw material for wine production
are grapes. The climatic conditions characteristic of Moldova and the specific relief, usually hills
and valleys allowed the creation of unique conditions for the cultivation of vineyards in the so-
called cups, places between the hills, oriented to the sun.

5
 4.SWOT Analysis
SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic
position of the business and its environment. Its key purpose is to identify the strategies that will
create a firm specific business model that will best align an organization’s resources and
capabilities to the requirements of the environment in which the firm operates. In other words, it
is the foundation for evaluating the internal potential and limitations and the probable/likely
opportunities and threats from the external environment. It views all positive and negative factors
inside and outside the firm that affect the success. A consistent study of the environment in
which the firm operates helps in forecasting/predicting the changing trends and also helps in
including them in the decision-making process of the organization.4

Strenghts
 Cricova is perceived by consumers as a product of
superior quality;
 Assortment for all segments of the market;
 Possession of an exclusive tourist potential that
have a positive impact on the image of the brand;
 A close relationship with collaborators around the
world.
Weaknesses
Distribution on the market of the “premium”
segment affects the sales, because the purchasing
power of the population is low;
No distribution control on the main markets that
make profit.

Opportunities Threats
 
Orientation in the global market regarding highest Appearance of the competition on the traditional
strength value of buying; market, which will lead to higher budgets being
 Focus on cheaper market segments, because it allocated to maintain and promote the brand;
requires products with a lower production cycle;  Weather conditions;
 Increasing use of internet for on-line sales;  Political situation in country and relation between
 Using the underground complex as a showroom for Moldova and countries where the wine is exported.

4
Ifediora Christian Osita, “Organization’s stability and productivity: the role of SWOT analysis an acronym for
strengths, weaknesses, opportunities and threats” in International Journal of Innovative and Applied Research,
Volume II, 2014, page 23

6
Cricova products.

5. Brand personality refers to a set of humans characteristic associated with a brand.5

Brand personality

Sincerity Excitement Competence Sophistication Ruggedness

We can say about Cricova that is a honest brand, because they have a transparent communication
with their clients, begin with the composition of the wines and end with advertising. Secondly,
the advertisements they promote are creative and imaginative. Grace to the advertisements they
don’t promote only the product, but the “taste” of their wines. Cricova is reliable, because of the
long term that there are on the market and because of the quality of their products. Cricova is a
sophisticated brand, because the wines and wineries have high-quality and they are known in the
whole world for this.

6. International marketing strategies

Brand strategy builds on a vision, is aligned with business strategy, emerges from a company’s
values and culture, and reflects an in-depth understanding of the customer’s needs and
perceptions. Brand strategy defines positioning, differentiation, the competitive advantage and a
unique value proposition. 6

6.1.Product strategy:

The Cricova Winery has a wide range of products in its portofolio and can be classified into the
following groups and product lines:
1. Sparkling wines:

5
Jennifer L Aaker, Dimensions of brand personality in “ Journal of Marketing Research”, ABI/INFORM Global, 1997,
page 347
6
Alina Wheeler, Designing Brand Identity, John Wiley & Sons, Inc., Hoboken, New Jersey, fourth edition, 2013,
page 12

7
  Classic sparkling wines;
 Natural sparkling wines;
 Sparkling natural-mature wines
2. High-quality wines:
 High-quality wines “Prestige Collection”;
 High-quality wines “Oras subteran”.
3. Current consumption wines:
 Ordinary semidry wines “Cramele Moldovei”;
 New series of dry wines “Avangard”;
 Ordinary dry wines “Hirtie”;
 Ordinary semisweet wine “Dantela”
4. High-quality collection wines.

6.2.The BCG Matrix

Stars Question Marks

 Cricova Prestige  Cricova “Zeus”
 Cricova Sauvignon  Cricova “Dantela”

Cash Cows Dogs

 Cricova sparkling classic  Cricova Primeur
 Cricova sparkling original  Cricova in box
 Cricova Premium

6.3.Price policy

Cricova's marketing pricing policy aims at achieving high competitiveness as well as

enhancing market position and increasing by conquering new outlets, so as to cover production
costs, to ensure an appropriate and largest benefit, recovering investments made in production.
Cost assessment, price compared to competition
The figures shown in the following table are estimated costs based on consultations with
several winemaking enterprises during the study and provide a guide to the relative magnitude of
the expenditures on wine production in Moldova. Unlike other competing CIS countries,
Moldovan producers have a strong preference for importing cork and packing materials from
Western Europe, which is not generated by internal or external market regulations.
Important Local contributions Percentage
contributions
Grape harvesting and 0, 95 70%

8
transportation to the
enterprise
Processing 0,14 10%
(fermentation and
filtration)
Bottle 0,08 6%
Cork 0,04 3%
Labels and packaging 0,08 6%
The cost of 0,02 1%
certification
Transport to the 0,05 4%
border
Subtotal (FOB) 0,12 1,24
Percentage of the total 8,8% 91, 2%
FOB price

Indicative direct costs to Moldovan producers are similar to those reported in CIS / ECE
competing countries, such as Romania and Georgia, the cost of grapes being the major cost of
production, while the cost of cork and packaging products is higher in Moldova than in most
countries ECE, given that historically manufacturers have a preference for imported cork and
labels. For many European businesses, the cost of producing grapes is reported to be lower,
estimated at around 50-55% in Germany, a large part of which is taken over by the higher cost of
labor. Other costs include a proportion similar to that shown by Moldovan producers, although
the costs of certification and transportation are lower, and taxes and depreciation of buildings
and equipment are included in their balances but the authors have failed to obtain estimates of
these costs.

Price strategies
The "Cricova" pricing policy will result in low production costs and a low sales price. In
the decisions that society adopts, the customer has a very important role, so she seeks to satisfy
as much as possible consumers' demands by offering quality products at a cost-effective price.
Thus, the company has developed its own market, addressing a rather significant segment of the
market, namely the middle-income population. "Cricova" products are distinguished from those
of competitors by lower prices. The type of strategy against competition is the strategy of
aligning its prices (in certain periods) or keeping them below the price of competition depending
on the cost orientation. The company also uses the combined pricing strategy, offering both a
global price and an individualized price. Such a strategy has a higher efficiency when the flat-
rate price is lower than that obtained by summing the component prices separately.

9
6.4.Distribution policy
Distribution channels
Types of distribution channels used by Cricova are direct: producer - final consumer where
"Cricova" delivers its products on its own and the act of buying-in is often done at the same time
with their production and consumption indirectly: producer - intermediate - consumer being a
type of short indirect channel where the company exports part of its products to countries in
Europe and Russia through export companies "Transervice-M" and "Continent", the merchandise
being sold in commission or directly to the beneficiaries. "Cricova" exports its products to most
of Russia. The company also uses the type of medium indirect channel: producer - intermediate
(wholesalers) - intermediate (retailer) - final consumer including intermediaries - these for
"Cricova" play a significant role in the distribution of wine products. Here are en-gross and en-
detail traders, but also other categories of intermediaries of commercial act, transport companies,
insurance companies or advertisers. Their involvement takes place in the distribution phases (in
the wholesale or retail trade) and in different flows of this process (in the flow of negotiations, in
the transfer of ownership titles, in the physical movement of goods).

Distribution strategies:
After the role they play on the target market, companies can be divided into the following
categories: leaders, scouts, trackers and small firms. On the regional level "Cricova". occupies
the position of chalanger on the market of winemaking products. The primary objective of
"Cricova". is the increase in the market share, considering that it will automatically increase
profitability.
Choosing a distribution strategy "Cricova" has made it according to a number of factors that
belong to the enterprise and its environment:
 The nature of the enterprise, its financial, commercial, technical, human resources. In this
case, "Cricova" has its own logistic means which allows the choice of intermediaries for
which he claims a rigorous delivery policy;
 Trading characteristics: the company sells wine products;
 Consumer characteristics: number, structure, geographical spread, product claims,
preferences for certain distribution channels.
 Features related to competition: distribution channels and distribution bodies used by
competitors, the type of competitors, the number of competitors, their distribution in the
territory.
The distribution strategies "Cricova" aim at:
 Depending on the size of the distribution process - the company uses both a direct and a
classic strategy, because it uses a direct and long distribution channel.
 Depending on the type of logistics used by the company - the enterprise implements the
complete strategy that implies the existence of all the components of logistics, Cricova

10
 has its own logistic means, which allows the choice of intermediaries, applying a rigorous
policy regarding regards deliveries of viniole products.
 Depending on the degree of control on the part of the manufacturer - the company applies
the partial control strategy.
 Depending on the size of the distribution - the company selects the distributors
themselves, the selective strategy.
 Depending on the degree of participation of a producer in distribution - "Cricova" uses
the modern strategy, where the producer fulfills both the distributor's function and the
traditional strategy where the company uses distributors.
"Cricova" tries to increase the volume of sales by diversifying the supply of wine products, using
all the distribution channels that can be applied, this is the classic strategy of diversification.
Also, "Cricova" aims to make the distribution strategy in a continuous way, and the attempt to
enter the network of big shops specializing in the sale of wine products.

6.5.Promotion policy

Cricova's branding efforts are not limited to tracking the production of the goods required
by the consumer, distributing them and establishing an appropriate pricing policy. They also
involve a permanent and complex information to potential buyers as well as action to support
and influence the sales process. These specific, extremely varied activities, observations and
deployments form the content of promotional policy, a component of the Cricova mix.
Within Cricova, the main objectives of the promotion refer to the following:
• Increasing sales of wine products;
• Maintaining or increasing the market of the firm;
• Creating or enhancing the image of a brand and its knowledge or recognition, in order to
increase the acceptability index by consumers,
• Creating a favorable climate for future sales;
• Educating and informing markets and passing on ideas and instructions on how to use and use
the product more efficiently, and where and how products can be purchased.
• Creating a product differentiation through the packaging used.
It is appreciated that besides the main goal of promotion (to attract potential buyers to
increase sales volume) there are three other types of secondary objectives:
Strategic objectives:
 track the number of consumers;
 develop the quantity purchased by the consumer;
 Renew customer interest;
 increase the turnover to comply with marketing plan;
 to achieve the objectives of the sales plan;

11
 Specific objectives:
 to accelerate the sale of a profitable product;
 to increase the index of rotation of a product displayed on the sales shelf;
 to diminish an overstock;
 to regulate a secondary product;
 to counter a new competitor;
 to re-launch a stagnant product;
The main means and techniques of communication used in promotional policy are grouped into:
Advertising includes all the actions by which "Cricova" sends promotional messages
(oral or visual) to the selected audience in order to inform them about the activity, the wine
products and their services to influence and persuade them to buy certain products and services;
or to adopt a positive attitude towards some ideas, people, firms, brands, etc. , which are
attractively represented.
In terms of market economy, increasing competition, advertising has become a symbol of
prosperity within Cricova.
It can be said that there are certain relationships between the potential consumers of the
enterprise and the promotional message, such as:
 The most popular advertising messages are perceived and retained more easily;
 The brand personality influences the attraction of the advertising message;
 If the advertising message is pleasant, it is easier to memorize;
 Affection can move from the advertising message to the branded product;
 When something is pleasant, it produces a thank-you answer.
Advertising can be considered as a strategic tool and as a tactical means, having direct effects on
stimulating consumption demand for wine products and services. Advertising involves a
commercial relationship where the company pays for the presentation of a promotional message
transmitted by radio, TV, press or other means of communication used. The essence of
advertising is therefore "to offer the right product to the right customer, with the right argument,"
said Ion Gutu, the current director at Cricova.

Public relations. The modern promotional activity, the public relations define the
establishment of constructive relations with the suppliers, distributors, customers, employees,
etc., by Cricova, and the systematic and consistent cultivation of direct contacts with different
categories of public with influential people from the leadership of other companies in the country
and abroad, the media, the local community, representatives of the public power, opinion leaders,
etc., in order to obtain their support.
Public relations is designed to create the right environment for success both inside and outside
the firm.

12
1. Public relations internally address all categories of staff employed in the company's own
business and aim to create a favorable working environment, a permanent collaboration between
workers, between them and management, because the internal balance and the good functioning
of the firm determines its image to the outside. At the same time, the management of the firm
may know the opinions and suggestions of its own employees, whose capitalization leads to the
improvement of its activity.
2. External public relations addresses the many categories of audiences towards which the firm
directs its offer and to which it must customize its means and instruments of action, according to
its specificity and specific relationships. For the conduct of public relations activities, the
company has at its disposal a whole set of techniques and action tools.
These tools are represented by news, speeches, press conferences, information visits, official
inaugurations, multi-media presentations and events with brand invitations, written materials
(annual reports, logos, brochures, business cards, uniforms, etc.) activities of social interest,
sponsorships, etc.
Communication techniques used in public relations within "Cricova" are grouped into three
categories:
 Reception techniques;
 Techniques developed in mass-media;
 Techniques related to the organization of special events.
Sales promotions and advertising
A communication tool increasingly used by Cricova is sales promotions. Sales promotion
consists of providing short-term incentives, in addition to the benefits offered by the product or
service concerned, in order to encourage its purchase or sale. If advertising provides the reasons
for buying a product or service, sales promotion offers the ones that are the basis for the
immediate sale of this. She seeks to convince the consumer to buy now. The recipients of these
actions can be grouped on the three links of the distribution channel: consumers, traders or
retailers, and the firm's sales force.
 Awareness promotion to consumers includes discounts on prices, coupons, awards,
contests and more.
 Commercial promotion includes a wide variety of means, from special rebates, free and
loyalty rewards to training.
Sales-oriented promotion includes premiums, commissions, gifts and contests, in terms of sales
promotion at Cricova.
Cricova calls for sales promotion to attract new consumers to try out products, reward loyal
customers, and increase the purchase rate for casual users, and last but not least, to increase
profits.

13
7. Brand positioning
Positioning a brand means emphasising the distinctive characteristics that make it different from
its competitors and appealing to the public. It results from an analytical process based on the four
following questions:7
 A brand for what benefit? This refers to the brand promise and consumer benefit aspect:
Cricova wine is made from natural grapes, which are growing in vineyards owned by
Cricova.
 A brand for whom? This refers to the target aspect. The target audience for Cricova are
people who have passed the age of 20 and have an average income.
 Reason? This refers to the elements, factual or subjective, that support the claimed
benefit.
 A brand against whom? In today’s competitive context, this question defines the main
competitor(s), ie those whose clientele we think we can partly capture. Cricova compete
not only against those who produce wine, but also those who produce other alcoholic
beverage.

8. Competitors
They are indispensable in a competitive economic environment, specific to this sphere of
activity. In the "struggle", businesses can target the same consumption needs or different needs
by addressing identical, similar or substantially different products. Depending on this,
competitors may be direct or indirect.
The direct competitors in the domestic market are all producers of domestic alcoholic
beverages, among which we can mention: "Acorex Wine Holding", "Cascad-Vin", "Chateau
Vartely", "Aroma", "Vismos", "Milestii Mici" , "Lion Gray", "Purcari" etc. These businesses
have created a loyal clientele both on the national market and abroad.
Besides these there are also indirect competitors, who also have an influence on the activity in
the field of winemaking. An important indirect competitor in the field studied in Moldova is
"Efes Vitanta Moldova Brewery", which produces low-alcohol drinks, for example: beer, Gin
Tonic; Coffee Amaretto; Red Vodka; Coffee Rum. Besides these are also importers of such
beverages, for example the trade mark "Baltica", the Romanian beer: "Tuborg", "Skol",
"Guiness" or "Carlsberg" etc.

7
Jean Noel Kapferer, Strategic brand management, Kogan page, London and Philadelphia, fourth edition,2008,
page 175

14
9.Cricova campaign
A campaign from Moldova “ Eu vin din Moldova”(I come from Moldova) present the wineries
of Cricova. The campaign supports the efforts of the Republic of Moldova to promote a strong,
diversified and export-oriented economy, contributing to increased competitiveness in key
sectors: wine and tourism, light industry (especially clothing, footwear and accessories) and
information and communication technologies. This assistance is possible thanks to the generous
support of the American people, through USAID, in cooperation with the Government of the
Republic of Moldova.

10.The logo
The enterprise logo is represented by a grape. There are 10 grapes because this number
represents the highest quality for Moldavian wines. The letter C is designed to appear as a whole
with the bunch of grapes to induce the idea of the true essence of this wine. The color burgundy
of letter C and the grape shows, firstly, the color of the wine, because Cricova have, mostly, red
wines. The black color of Cricova’s name means sustainability and confidence. The black color
inspire authority and power.

Cricova had another logo, the only difference being that the letter C ended in a shield, being a
symbol of stability. The golden color of the Cricova old logo means that the brand was
“working” to turn its “life” into gold.

11.The slogan “nōmen est ōmen”

The slogan is actually a Latin dictum and has been chosen for several reasons. First of all, it was
chosen to highlight the origin of the people and of the wine, respectively. The meaning of this
dictum - 'name draws fate' - that is, the name will be supported by the quality of the wine. Name

15
will not be in danger, and the quality of the wine will be at the expectations. The slogan of
Cricova speaks for itself, there is no need to use another words to describe the quality of the
products. All things that can be said about Cricova are “hidden” in the slogan.
The name of Cricova it originates from the slavonian “krik” which means outcry.

12.Cricova on Social Media

On Facebook, Cricova has two official pages. One for wines (14.909 followers and 4,6 stars) and
one for wine cellars(1765 followers and 4,9 stars). Cricova, as well, have a Twitter account with
27 followers. On LinkedIn have 93 followers. On Instagram they have 422 followers and 53
posts, the last was posted on 26 December 2017.

13.Conlusions
Cricova is the authentic supplier of unique, naturally pure, high quality wines and champagnes,
produced in the country of Moldova in the best traditions of terroir, of classical European grape
varieties such as Cabernet-Sauvignon, Pinot Noir, Merlot, Chardonnay, Sauvignon Blanc etc.
Cricova keeps on the international market not only because of the excellent wine quality but also
a good way of communicating with clients, organizing events, attractive packaging for wine
bottles, excursions to the wine cellars of Cricova.

16
References:
1. AAKER, Jennifer L, Dimensions of brand personality in “ Journal of Marketing Research”,
ABI/INFORM Global, 1997
2. KAPFERER, Jean Noel, Strategic brand management, Kogan page, London and
Philadelphia, fourth edition, 2008;
3. MARDARE, Aliona, The entouristic offer in the Republic Of Moldova, Quaestus
multidisciplinary research journal, 2014;
4. WHEELER, Alina, Designing Brand Identity, John Wiley & Sons, Inc., Hoboken, New
Jersey, fourth edition;
5. OSITA, Ifediora Christian, “Organization’s stability and productivity: the role of SWOT
analysis an acronym for strengths, weaknesses, opportunities and threats” in International
Journal of Innovative and Applied Research, Volume II, 2014
6. http://www.cricova.md/en/
7. https://en.wikipedia.org/wiki/Cricova_(winery)

17