castel french wine
Post on 15-Jan-2015
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MARKETING PLAN OF CASTEL
(FRENCH WINE)
GROUP-7
•AARTI SHARMA•APURWA AGARWAL
•SHREYA •SIDDHARTH RAI
•SUNIL SINGH
Plans are Nothing, Planning is Everything.
By
– Dwight D. Eisenhower
CONTENTS
• EXECUTIVE SUMMARY
• FRENCH WINE REGIONS.
• ANALYSIS Market Analysis PEST Analysis. SWOT Analysis.
• GAME PLAN Pricing Strategy. Marketing Mix. Profile of Prospective Consumers. Trends in Wine Drinking. Distribution.
• ACTION PLAN
Executive Summary
• Wine is an alcoholic beverage made from fermented fruit juice, usually that of grapes.
• Majorly there are 2 kinds of wine:
Red Wine.
White Wine.
• CASTEL group was founded in 1949.
• Today, Castel Group is one of the world leaders in wines, beers and soft drinks.
PRODUCTS
Cuvée Rouge
Cuvée Blanc
Cuvée Blanc Medium Sweet
Cuvée Rosé
Cabernet Sauvignon
Chardonnay
COMPETITORS
• DFV WINES • WIDMER WINERY • GROVER VINEYARDS• SAINT JAMES• GRAPE RANCH• OPERA WINES• MAJESTIC WINES
FRENCH WINE REGIONS
ANALYSIS
MARKET SHARE OF FRANCE
PEST ANALYSIS
POLITICAL•Wine regulations.•Ban on advertisements.
POLITICAL•Wine regulations.•Ban on advertisements.
ECONOMICAL•Devaluation of currency in key markets.•Low interest rates
ECONOMICAL•Devaluation of currency in key markets.•Low interest rates
SOCIO-CULTURAL•Long tradition of wine consumption.•Higher perception of quality.
SOCIO-CULTURAL•Long tradition of wine consumption.•Higher perception of quality.
TECHNOLOGICAL•Technological advances in the sector.•Hand selected grapes versus use of machines.
TECHNOLOGICAL•Technological advances in the sector.•Hand selected grapes versus use of machines.
SWOT ANALYSIS
STRENGTHS•Penetration Pricing•State of the Art Winery•Excellence Award for Finery
STRENGTHS•Penetration Pricing•State of the Art Winery•Excellence Award for Finery
WEAKNESSES•Low on Production Capacity•Less Overseas Supply
WEAKNESSES•Low on Production Capacity•Less Overseas Supply
OPPORTUNITIES•Cutting edge over foreign wine makers•Expansion opportunities
OPPORTUNITIES•Cutting edge over foreign wine makers•Expansion opportunities
THREATS•Strong competition from other countries•Decrease in consumption of wine in France•Emergence of substitute products
THREATS•Strong competition from other countries•Decrease in consumption of wine in France•Emergence of substitute products
PRICING STRATEGY
Penetration Premium
Economy Skimming
Quality
Price
MARKETING MIX
PRODUCT:
• Products of Castel are Cuvée Rouge, Cuvée Blanc, Cuvée Blanc Medium Sweet, Cuvée Rosé, Cabernet Sauvignon, Merlot, Syrah, Chardonnay and Sauvignon.
MARKETING MIX
PRICE• Penetration pricing
– Increased market share
PLACE• Japan, Korea, China, Angola, Gabon, Equatorial
guinea, Cameroon, Burkina Faso, Poland, Czech Republic, Germany, Holland, UK, Russia.
MARKETING MIX
PROMOTION:• billboards• Radio• TV• Internet
SUGGESTIONS:
• Sponsoring events• stalls
PROFILE OF PROSPECTIVECONSUMERS
AGE 24 - 44 Years
SEX Male
OCCUPATION Business person, accountant, executive, advertising/marketing consultant, manager, fashion industry
INCOME High ($45000+)
ATTITUDE Influenced by image and prestige of modern products, early adopters, switch products easily.
LIFESTYLE Young, generation X and Y, modern, retro, adventurous
BENEFITS DESIRED Buys for the benefits of prestige, quality and dependability.
TRENDS IN WINE DRINKING
1) There is a decline in the consumption of wine over the recent years.
2) Around 50% of the youth never drink wine, they prefer other alcohol drinks.
3) People now prefer drinking water with their meals instead of wine.
TRENDS IN WINE DRINKING
4) Wine drinkers between the age of 24 and 35 drink around 60 litres of wine a year whereas those between 16 and 23 drink around 32 litres.
5) People tend to not drink wine during the week and then binge on it in the weekend which is an unhealthy practice.
DISTRIBUTION
• Restaurants• Wine-shops• Wholesalers• Internet• Hypermarkets• Grocery stores• Overseas
Action Plan
PRODUCT STRATEGY• It adopts latest technology • Attractive packaging
PRICE STRATEGY• Low price• Penetration
PLACE STRATEGY• Wide Reach in France• Present in 5 continents
PROMOTION STRATEGY• Discounts• Word of Mouth
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