Analysis of marketing mix of winery Víno Nitra sro
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Transcript Analysis of marketing mix of winery Víno Nitra sro
Analysis of marketing mix of
winery Víno Nitra s.r.o.
Jan Kowalski
Wyższa Szkoła
Content
Marketing mix theory
Specifics of wine marketing
Research methods
Profile of Víno Nitra s.r.o.
Marketing mix of Víno Nitra s.r.o.
SWOT analysis
Conclusions and suggestions
Marketing mix
theory
Marketing mix theory
4P
Marketing mix theory
4P
5P
Marketing mix theory
4P
8P
5P
Marketing mix theory
4P
5P
8P
4C
Marketing mix theory
4P
4P marketing concept
Product
Promotion
4P
Placement
Price
Product
Object, service or idea that is put on
market
Anything with purpose of sale and
satisfaction of customer needs
Product layers
Enhanced
product
Formal
product
Core
product
Product mix dimensions
Widht of product mix
Lenght of product mix
Depth of product mix
Porduct mix consistency
Product development phases
Development
Implementation
Maturity
Growth
Decline
Price
Numerical expressions of product value
Part of image of company/product
Only part of marketing mix tht brings
profit
Goals of price policy
Profit increase
Increase of market share
Sales development
Investments rentability
Product quality
Survival
Pricing methods
Pricing based on demand
Pricing based on costs
Pricing based on competition
Pricing based on value perception
Placement
To deliver the product to customer
Right amount
Right time
Right place
Distribution methods
Direct
Indirect
Direct distribution
Direct distribution of product to
customer
No intermediate
Indirect distribution
Usage of intermediates
Producer – agent – establishment - customer
Producer – retail – customer
Producer – wholesale – retail - customer
Promotion – marketing communication
Advertising
Sales support
Public relations
Personal sales
Direct marketing
Advertising
Any paid non-personal form of promotion
TV advertisements
Posters
Billboards
Sales support
Set of motivation tools with short-term
but immediate effect
Discounts
Customer contest
Sampling
Public relations
Development of good relations woth
external enviroment
Press release
Common events
Sponsoring, charity
Personal sales
Usage of sales force for purposes of sales
and profit
Most effective tool of marketing
communication
Supports all the other tools of marketing
communication
Direct marketing
Direct approach to potential and existing
customers
Private
Customized
Up-to-date
Interactive
Specifics of
wine marketing
Context
Context
Product
Price
Placement
Promotion
Context
Product
Price
Placement
Promotion
Branding
Product development
People
Consumer behaviour
Wine tourism
Direct sales
Packaging
Wine events
...
Context
Experiential marketing approach
Focused on added value
Emotions, experience, social networking
Product
Focus on formal product
Finite resorces for each vintage
High-quality wine is not FMCG
Individual personal value
Price
Price
Price
Price
Price-changing factors
Vintage
Rarity
Story
Vintage
Year of production
Determines potential for maturing
Determines overal quality of wine
Rarity
Rarity
Rarity
600 bottles, 250 USD/bottle
Rarity
600 bottles, 250 USD/bottle
Market price – 2 000 USD/bottle
Story
Story
Story
Forecast of high quality of Bordeaux 1982
Fame of this wine and Robert Parker
Bordeaux 1982 more expensive than
Bordeaux 1983
1983 is beating 1982 in blind tastings
Placement
Wholesale, retail
Wine shops
Gift shops
Cellar sale
Gastronomy
Placement
Special storage conditions
Appealing place of sales
One wine ≠ one distribution channel
Promotion
Legislation restrictions for advertising
Focus on other tools of marketing
communication
No usage of direct marketing
Research
methods
Research methods
Interview
SWOT analysis
Interview
Interview with commercial director
Questions prepared beforehand
Focus on marketing mix of company
SWOT analysis
Tool of strategic planning
Analysis of internal strenghts and
weaknesses
Analysis of external opportunities and
threats
Profile of Víno
Nitra s.r.o.
Profile of Víno Nitra s.r.o.
Winery with 50 years history
Production – 7 000 000 litres per year
700 hectares of own wineyards
Operates on markets in Czech Republic,
Poland, USA, Japan and China
Marketing mix of
Víno Nitra s.r.o.
Product
5 wineries
10 product lines
110 products in total
Product lines
Wine kegs
Classic
Tradition
Evolution
Selection
Elegance
Sekt Pálffy (sparkling wine)
Sekt Charmat (sparkling wine)
Chateau Modra Premium
Chateau Modra Terroir
Price
Cost oriented method
Price range – 1,80 EUR – 15 EUR
(without VAT)
Price-changing factors
Cultivation costs
Vineyards revitalization
ŠKČ (State control number)
Wine production costs
Marketing costs
Labels
Placement
Own shops
Wholesale/retail
Gastronomy
Own shops
5 own shops
1 key-account manager managing this shops
Prices as in company´s catalogue
Chateau Modra Premium, CM Terroir,
Selection, Evolution, Sekt Pálffy, Sekt
Charmat, tapped wine, seasonal „young“
wine
Wholesale/retail
Direct distribution
1 commercial director
4 regional managers
All product lines, except for Chateau
Modra Premium and Terroir
Gastronomy
Doesn´t have main distribution channel
1 commercial director
6 sales representatives
Chateau Modra Premium, Chateau Modra
Terroir, Elegance, Sekt Pálffy
Promotion
Advertising
Sales support
Public relations
Advertising
Local press
Specialized magazines
Gastronomy fairs
Sales support
Discounts
Consumer competitions
Personnel education
Wine taps instalation
Sampling
Public relations
Participation on events
Wine fairs
Contribution of top management
SWOT analysis
SWOT analysis
Strenghts
Production divided to 5
vineyards
Widht and Depth of
product mix
Price range
Production volume
Expansion to foreign
markets
Participation of top
management on PR
activities
Weaknesses
Low usage of media
Costs of vineyards
revitalization
One-litre bottles of wine
Only standard ways of
promotion are being
used
Not enough own shops
SWOT analysis
Opportunities
Threats
External consulting on
marketing
communication
Non-conventional
forms of marketing
Other EU markets
National winemakers
cooperation
New varieties
registration
Competition
Cheap imported wine
Legislation changes
Unexpected climatic
changes
Criminal activity
Conclusions and
suggestions
Conclusions and suggestions
Product
Production divided to 5 vineyards
Cultivation of many different varieties
Wide variety of products
Not distinguished from competition
Suggestions
Development of product lines for specific market
segment (women)
Development of product lines according to
seasons (red wine for winter, rose for summer)
Conclusions and suggestions
Price
Cost oriented pricing
Revitalization of vineyards costs
Expected fall in sales in upcoming year
Suggestion
Focus on marketing communication to
retain current sales volume
Conclusions and suggestions
Placement
Sales in wholesale/retail and gastronomy
Sales via own shops
Some of the product lines are being sold in
both channels
Only Chateau Modra wines are being sold in
gastronomy
Suggestions
Remove product line Elegance from
wholesale/retail
Conclusions and suggestions
Promotion – conclusion
Usage of specialized media
Participation on gastronomy events
Press media are the only advertising
channels
Weak consumer competitions
Conclusions and suggestions
Promotion – suggestions
Billboard design and usage
Promotion of awarded wines
Non-conventional forms of advertising
usage
Adding winery excursions to consumer
competitions
Thank you for
attention