ADOPT-A-DUCK campaign

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ADOPT-A-DUCK campaign
Vergenoegd Wine Farm
12/13/2012
Richard Walsh

This ADOPT-A-DUCK booklet includes just a few ideas, proposals and research reports
that have been completed to give Vergenoegd a better idea of the direction that the farm
will be heading into if they decide to want to use the campaign. Developments of the
campaign are constantly on-going therefore this is just an example of the direction that
the campaign should follow.
This is one of the first extracts from Richard in the brain storming phase to give an idea
of where the ideologies come from:
The ADOPT-A-DUCK campaign is a culmination of the wine-making excellence and the
environmentally sustainable workforce as the Indian Runner Ducks 'do their thing' in
the vineyards day in and day out contributing to the Eco-friendly non-use of pesticides
in the vineyards.
This campaign aims to create the much needed exposure that the Vergenoegd wine
estate deserves so badly. Locally, it is important for aspirational and simple wine
drinkers (often young professionals) to appreciate a young wine that has alot of
maturity about it and has duly been awarded as Classic FM's best red blend of 2012. The
quality of this young , yet affordable red wine can really be appreciated around social
circles during relaxed Saturday rugby evens and work functions and tastings. The young
white wine is the only white wine sold by Vergenoegd with a guava and mango taste on
the palate, a very easy drinking Summer wine with the sophisticated, yet innovative
label emphasizing the Runner Ducks.
The Rose is Vergenoegds first Rose produced and sold on the farm, with a brilliant
colour to it and needs to be tasted carefully to fully appreciate it. This Rose is very
affordable, but it is one of those Rose's that need to be appreciated in quality as it has
old-Bordeaux like undertones (not as sweet as a general Rose').
 THE IDEA OF THEORETICALLY 'OWNING' A DUCK HAS THE SECONDARY
INITIATIVE OF GIVING 'ADOPTEES' FRIENDLY INITIATIVE REASONS TO
BE INVOLVED IN A CAMPAIGN.

Below is an extract from Richard Walsh's first proposal to Vergenoegd Owner and Cellar
Master John Faure. The proposal was a very short summary of the idea and the request for
the employees to provide their feedback:
Dear John Faure & colleagues
Thisis the ideathat Matthewand myself wouldliketopresenttoyouinaccordance withthe Runner
Duck range and the strategies used to increase the brand awareness of the complete range and
ultimatelythe salesandpromotionsdone onall the Runner Duck bottles. This will effectively bring
more customers to the estate (for the Runner Duck range) and potentially these customers will
become loyal to the brand, Vergenoegd and the Runner Duck range that is.
Thisthe firstidea:(Pleasebe ashonestandcritical aboutthe ideasas possible,inputwillhelpfurther
the ideas)
ADOPT-A-DUCK
Simply put, the idea of 'adopting' a duck gives 'adoptees' a chance to become involved in a
prestigiouswine estate whilereceivingbenefitsonthe RunnerDuckrange and bringingthe family or
friends to Vergenoegd wine estate to see their 'adopted' duck that has been tagged with their
personal name onthese ducks(minuscule tag).Familyoutingsor friends enjoying time with friends
at the farm taking photos with their adopted duck and the other animals would be extremely
valuable toface book,twitterandPinterest.Thesesocial media tools will hopefully drive increased
awareness to the range and customers & followers will be able to comment and reflect on the
photos which will also create exposure for adopting-a-duck campaign.
Adopting the duck:
The processof the 'adoption'will includethe fee needed to start the campaign which entitles them
to:
 Their 'adopted' duck that will have the adoptees personal name given to them, being
displayed on the face book webpage and shared on the other media sites.
 The benefittheyreceive shouldbe discussedfurtherlater,butthe idea for now would be to
give these VIP customers 20% off on the runner duck Red, Rose and white. This number
could be changed to say, 15% off, with 5% going towards either a fund in or around the

farm(the school),orthe contributioncouldbe solelytowardsthe large expense of the ducks
on a daily basis.
 The intricate detail of the 'benefit'willneedtobe rectifiedbutfurtherbenefits may include
2 free bottles with the red and 3 free bottles with the white and rose' if a case is bought.
This case could be three of each wine as well.
 Anothersuggestioncouldhave abenefitwithfreetastingswhenadopteesvisitthe farm, this
could help form very close relationships with new clients, and they will 9 times out of 10
enjoy the whole Vergenoegd range and purchase that wine as well (not the point, but
increase in wine brand and estate brand effectively).
 Taking the benefits to another level could have adoptees receiving 5% off all meals at the
pomegranate restaurant, and possibly a free Runner Duck bottle (as long as it does not
patronize the meal & wine pairings) every time they eat at the restaurant.
LIMITED EDITION BOTTLE
The limitededitionbottleisquite aambitiousideatobe honest,butif it pays off in the end, it could
pay off in a number of respects.
The limited edition bottle needs to be off the utmost quality, giving it a runner duck exterior that
couldbe done by glass bottle blowers. With the help of Marlize and a few artistic minds, a brilliant
lookinglimitededitionbottle couldbe made.The pointof thisideaisto create just a limited edition
bottle fora short amountof time.The bottle will needtobe promotedaroundthe surroundingareas
in stores, be it bottle stores or a few popular restaurants so that Runner Duck range receives
exposure it duly deserves
Once again, the intricacies will need to be discussed further on but the bottle is given to someone
when they buy a decent amount of bottles, such as a case, or two bottles of each to spread the
exposure of all three inthe range.It'sunderstandable that consumers do not necessarily want Red,
Rose and a white all at once just for a limited edition bottle, but it could be emphasized that no
matter what the season, there will always be an occasion for all three varietals to be tasted. This
bottle couldtie inwithADOPT-A-DUCKidea and each member should receive one because of their
committedcontributionto the Vergenoegd and Runner Duck ranges . On a international scene and

alsoat wine shows,festivals&competitions,if the bottleissuccessful in the beginning stages, then
it is sure to create a fair amount of attention.
This was another proposal to the farm a month later in order to receive input from the
Vergenoegd employees about new developments with the campaign. These proposals
are just a guideline to move forward in the right direction and give an indication of
where the campaign is going.
VERGENOEGD ADOPT-A-DUCK AGENDA
Current clients & potential clients have the decision of wanting to adopt-a-duck to make
a contribution to a sustainable cause on and around the farm (the biodiversity). The
idea is that Vergenoegd is recognised as the farm that contributes to sustainable
practices using Indian Runner Ducks (USP) in the production of their wines.
Ultimate GOALS:
Give the Indian Runner ducks & John the recognition that they deserve from the
commitment that goes into breeding and maintenance of the waterfowl that play
such a vital role in the Vergenoegd Profile.
This includes exposure of the 'green' production practice that has been proven to
perceive the quality of the wine as more valuable in the market.
Potential clients that become adoptees can be life-long associations with the
farm & be loyal to the cause that Vergenoegd will then support.
Increase the number of young professionals & students (free tastings etc) to
become clients for now & for the future. Young consumers now are loyal more
experienced consumers later. Focus on consumer education as this is the legacy
that Vergenoegd needs to follow on with.

HOW TO ADOPT
Suggestions: To become an adoptee, the individual needs to purchase a case of Runner Duck
wine/Vergenoegd wine? I am thinking that they can do this over multiple purchase or single
purchase. Potentially +- 2 to 5 cents a bottle towards the cause so adoptees will understand
about their contribution to the cause.
Another way to do this would be to make the adoption process a family adoption so that the
whole family may benefit and to increase the younger wine consumers opportunity to be
involved in the campaign despite a limited monthly budget.
Yoursuggestion:
........................................................................................................................................................................................................
.......................................................................................................................................................................................................
Suggestion:Tobecomea VIP adoptee, the client needs to purchase twocases of wine? This can
be looked at more closely?
Yoursuggestion:
........................................................................................................................................................................................................
.......................................................................................................................................................................................................
Suggestion: A database management system (manual or system) records clients purchasing
habit to become an adoptee --- Name, Email, Purchases, Area of residence, Birthday....Just some
information that we can identify the adoptees and record favourite wines so if they are very big
clients and make large contributions then we surprise him/her with the more lucrative
Vergenoegd favourites. Another adoptee may be a small contributor but purchases a large
amount now and again so surprises for these special clients could be looked at.
Your suggestion:
................................................................................................................................................................................
................................................................................................................................................................................
Suggestion:Locally,Benefitsinclude free tastings at the farm & free paired wine withMike at
restaurant? Incentiveon the wine that needs to be looked at?

Your Suggestion:
........................................................................................................................................................................................................
........................................................................................................................................................................................................
Local benefits are important such as:
Picnics? Weprovide families, young socialites & couples picnic opportunity withthe beautiful
view ( And in doing so, Join in & educate them about the various aspects of Vergenoegd)
Consumereducation).Wemay also offer weekly 'winesessions' that individuals can spend few
hours at the farm, bring family & friends, learn more about wine and the farms practices, drink
your favouritebottle with friends etc.
Your suggestion:
........................................................................................................................................................................................................
........................................................................................................................................................................................................
Suggestion: For the start of the campaign, if we want to start it off slowly, we provide ADOPT-
A-DUCK card that give a small description of the campaign & entice them to take a further look
on the Vergenoegd website & 'Like' the Facebook page (traffic & exposure). The information
about the campaign must be engaging as people are very used to so many adverts daily. Adding
picturesque photos & short video clips that show the Indian Runner Ducks doing their thing
could be interesting to the individual. They can then think about the potential benefits and
contributions they will make & contact us if they want to be involved.
Your suggestions:
.......................................................................................................................................................................................
.......................................................................................................................................................................................
.......................................................................................................................................................................................
.......................................................................................................................................................................................

A ADOPT-A-DUCKlogo/symboldesign that willbe used forthe labelling of the campaign is vital
to the success of the campaign. This logo can be used on the bottles of wine, the boxes that go
out to adoptees, on the website and social media sites and on any other potential touchpoint
targets. (*NB)
Matt and I have a couple of friends who would wantto help out with the logo design unless
anyone else wants to give suggestions & ideas of the sort of theme that wewill want to put
across. Here is a space to writedown or draw anything you want to that relates to the campaign
( Open to all ideas)

The Market Research module provided Richard with the opportunity to gain a more
extensive insight into the attitudes of Environmentally friendly practices and the
intention to purchase Eco-friendly wine of visitors to the Vergenoegd farm, either:
Tourists/foreigners, Pomegranate restaurant visitors, regular loyal customers and a few
of the first time visitors to the farm. Certain extracts were taken out of the Market
Research report from the module completed during the Post-Graduate Marketing
Diploma module:
Introduction
Over the last few years, the world has seen an improvement and set a much broader emphasis
on the environmentally sustainable farming practices and methods of production that
effectively produce the product that the consumers utilize. The core of this research proposal is
based around the ADOPT-A-DUCK campaign, an initiative idea that has been introduced by
(R.Walsh) to educate consumers about Vergenoegds eco-friendly farming practices and also to
'pay a due' back to these water fowls who can be seen as a key component of the working force
at the farm. South Africa is currently the ninth biggest wine producer with 101 957 hectares
cultivated to vine, indicating a global output of 3%, (WOSA).
In an industry that is dominated by the likes of Distell, Brand House, KWV and SABMiller, it is a
demanding prospect getting alcohol drinkers to choose your farm over another farm or even
another alcoholic drink. It is for this reason that the idea of the campaign has been proposed to
owner of Vergenoegd, John Faure so that people concerned will be aware of not only the
practices that the farm uses but the tradition and legacies that the farm has followed for so
many years. This research was then conducted to assess whether individuals who visit the farm
(generally wine consumers) contribute to nature and the environment and whether this plays a
role in their purchasing behaviour.
Contextual & Background
Vergenoegd winery has been established for over a 100 years in wine making excellence,
producing some of the highest quality of red varietals in South Africa. It is only up until
approximately four years ago, that Vergenoegd realised that their product orientated approach
was only effective many years ago. With shifting social and economic trends, wineries around
South Africa have needed to utilize a more market-orientated approach and this is what
Vergenoegd have done.

They introduced the Runner Duck Range three years ago which includes two wines that were
previously not on Vergenoegd's portfolio; the Runner Duck Rose and the Runner Duck White
(Vergenoegd's only white wine). These prices of the RD range are in the medium price category
(R40-70) whereas the Vergenoegd bottles in the higher price category (R100- R250).The tasting
room is an integral part of any wine farms success, so it is essential to make sure that the
foundation of the farms brand essence, is laid down remarkably when customers and potential
customers decide to visit the farm. The tasting room is the place on a wine farm where lifelong
relationships can be formed and sustained due to the knowledge of the employees giving the
tasting, the surrounding environment and most importantly, the quality of the wine vintage.
The sub brand, the Runner Duck Range, duly got its name from the Indian Runner ducks that
forage for snails, insects and pests in the vineyards, using their tall upright stature to reach high
up into the top of the vines and do what they do best. The Indian Runner ducks join the other
geese and ducks after a long day’s work in the duck parade that visitors get to experience if they
are at the farm at the right time.
Vergenoegd therefore follows non-invasive farming techniques which contribute to the
environmentally sustainable practices, which surprisingly sets them back financially more so
than if they used pesticides. It is for this reason that the ADOPT-A-DUCK campaign needs to be
put in place to help the farm to sustain these eco-friendly practices, increase the exposure of the
sub brand of Vergenoegd and ultimately increase sales/market share of the Runner Duck Range.
The communication of this campaign takes into account the how, to whom, where and why, and
this is fundamental for any researcher that needs to align the brand/campaign, with the correct
market segment, or at least a guideline of the effective way to communicate to the relevant
individuals.

Adopt-a-duck questionnaire
The following questionnaire deals withan individual's attitudes towards Environmentallysustainable farm practicesand
this individual’s willingness to give preference to a wine product that has eco-friendlyfeatures compared to traditionally
produced product features. Thank you for taking part
The Scale is a 7 point LIKERT scale
that ranges from Disagreeing
strongly (1) to Agreeing strongly (7)
Disagree
strongly
Somewhat
disagree
Disagree Neither
agree
nor
disagree
Agree Somew
hat
agree
Agree
Strongly
1. I have beendrinking wine for
more than5 years       
2. I consume organic foodand/or
wine       
3. Paying a bit more for Eco-
FriendlyWine yields more value to
me than just a bottle of wine       
4. I frequentlybuyorganic food and
wine       
5. My positive attitude towards Eco
friendlyFarming practicesandEFW
improves the chances of me buying
an EFW over a normal bottle ofwine.
      
6. I thinkthat the constant use of
pesticides inthe farm vineyards
decreases the qualityof wine
produced
      
7. I understand what Eco-friendly
farming practicesentails       
8. I am aware ofthe BWI
(Biodiversity& Wine Initiative)      
9. I am concernedabout the
environment       
10. I prefer organic products
because theyare of higher quality
than non-organic products       
11. I can point out a higher quality
wine froma lower qualityof wine       
12. I wouldappreciate a EFW logo or
symbol ona bottle of wine produced
byEFFP<--(*see above)       
13. I currentlysupport Eco-green
initiatives Example: Recycling     
 
14. I have a relativelystrong
attitude towards Environmentally
sustainable farm practices--> 'Green'
practices
      
EFP - Environmentally friendly
practices or Eco-friendly practices
EFFP-Environmentally friendly
farming practices
EFW - Environmentally friendly
wine or Eco-friendly wine
KEY OF ABBREVIATED
WORDS IN THE
QUESTIONNAIRE
Name:
…………………………..

The Scale is a 7 point LIKERT scale
that ranges from Disagreeing
strongly (1) to Agreeing strongly (7)
Disagree
strongly
Somewhat
disagree
Disagree Neither
agree
nor
disagree
Agree Somew
hat
agree
Agree
Strongly
15. Environmentallyfriendlywine
offers me goodvalue for money       
16. I value nature inmylifestyle
      
17. South Africans needto protect
the environment better       
18. My experience withwine is
above average       
19. I have bought manyEco-friendly
bottles of wine (either organic or
produced organically)
      
20. The labellingof Eco-friendly
products makesme aware ofthe
practices that farm uses
      
21. I wouldpayslightlymore for
EFW because I appreciate the
commitment that goesinto the
vineyards
      
22. Eco-friendlysustainable
practices contribute to the well-being
of mylifestyle
      
23. I am more likelyto spendmy
moneyon eco-friendlywines because
theyplaya role inenvironmental
sustainability
      
24. I prefer to see a logoor symbol
on the product that has been
produced usingEFFPso that I know
of its existence
      
25. *SPECIAL QUESTION---> My
attitude towards a campaignin
reference to using IndianRunner
ducks as a workforce is verypositive
      

Type of wine drinker (Question is below the writing)
Connoisseurs- Thisincludesthe lucrative clientele who frequently purchaseexpensivewines.
Aspirants- Thesepeoplehavemastered the basicsand wantto learn more, they buy froma varietyof
purchaseand price points.
Newcomers- They enjoy wine,butare notcomfortableexperimenting.They stickwith known brands
fromlower price points.
Simplewine drinker- Have little interest in learning more,predominantly eldersfromtraditionalwine
drinking countries.
In terms of whichtype of wine drinker,I regard myselfas a:
 Connoisseur
 Aspirant
 New comer
 Simple wine drinker
I am in betweenthe age category of:
 18 - 25 years ofage
 26 - 34 years ofage
 35 - 49 years of age
 50 + years of age
Favourite Runner Duck wine out of the three varietalsWhite,Rose’& Red:
 Runner Duck white
 Runner DuckRed
 Runner DuckRose’
Thank you so much for taking part in this questionnaire, on behalf of Stellenbosch
University & the Post graduate marketing class of 2012, your contribution is
kindly appreciated. PS:There is a chance for one of the questionnaire
respondents to win three bottles of Runner Duck of your choice,so
please put your name & number/email address in the questionnaire.

Problem Definition
The Analysis of individual’s attitudes towards environmentally sustainable wine
farm practices and their willingness to give preference to products that have eco-
friendly features over traditional products in the individuals purchase situation.
The problem definition statement needs to have the balance between defining a
problem/purpose not too broadly, but then again not to specific. The participant’s attitude
towards these practices will be clearly collected so that the data may be evaluated and
conclusions may be formed and the Runner Duck Range can gain some more insight on the
perceptions and attitudes towards the contribution individuals aim to discover.
With the ADOPT-A-DUCK campaign in mind, this research problem will be able to clarify the
attitudes and intentions of the respondents which will give the campaign initiator and
moderator a great deal of primary information that can be used in the selection and
segmentation of potential ‘adoptees’. This information allows researchers to categorically
represent the campaign not only to all individuals that are involved with drinking wine, but a
specific market that can be treated as the ‘Adoptee market’.
ResearchObjectives
The study aims to answer the subsequent research questions:
o Identify the attitudes towards the effect of environmentally sustainable practices on the
quality of the product produced. (demographic insight)
o Determine if eco-friendly farming practices influence the intention to purchase in
general (demographics- Age & type of wine drinker)
o Identify the attitudes towards eco-friendly farming practice initiatives in general.
o -Do these consumers partake in any initiatives already? research question
o Identify the state of environmental sustainability knowledge of the individual.
(demographics used in conjunction)
o Determine if individuals contribution towards nature positively effects intentions to
purchase Eco-friendly wines.

o Determine a market segment with which the ADOPT-A-DUCK campaign can be
launched with and progress exponentially.
o Finding the relevant target market for the campaign (could be many groups)
o Determine value of such a campaign in consumer's minds
o Identify attitudes towards the idea of this campaign specifically.
o Find out about preferences towards eco-friendly logo/design awareness
HYPOTHESES
H1: There is no relationship between the consumer’s attitude toward sustainable farming
practices and the consumer’s intention to purchase Eco-friendly wines.
H2: There is no relationship between the consumer’s knowledge of eco-friendly practices and the
consumer’s intention to purchase Eco-friendly wines.
H3: There is no relationship between the consumer’s awareness of eco-friendly practices and the
H4: Thereisno relationshipbetweentheconsumer’s perceptionof quality of eco-friendly practices
and the consumer’s attitude to purchase Eco-friendly wines.
H5: Thereisno difference betweenmoreexperienced&less experiencedwinedrinkers’intentionto
purchase Eco-friendly wine.
H6: Thereisno relationshipbetweenconsumers who contributeinprotectingtheenvironmentand
their intention to purchase Eco-friendly wine.

H7: Thereisno relationshipbetweenconsumers’attitudetowardEco-friendly wines andthe value
for money the Eco-friendly wine portrays.
H8: There is no difference between consumers from different age groups’ intention to purchase
Eco-friendly wines.
H9: There is no difference between consumers from different age groups’ attitude toward Eco-
friendly sustainable farming practices.
H10:Thereis no relationshipbetween experiencedconsumersandtheirintentionto purchase Eco-
friendly wine.
All ten of the hypotheses were null hypotheses.
AN ILLUSTRATION OF THE DEPENDENT & INDEPENDENT VARIABLES
Knowledge of the
consumer
Awarenessofthe consumer
towards labelling
Consumers nature
orientation
Experience of wine /
industry
Perceived value of eco-
friendly wine
Attitude of quality of
using eco-friendly wines
Attitudes
towards Eco-
friendly
farming
practices
Intention to
purchase Eco-
friendly wine
over
traditional
wine

DESCRIPTIVE STATISTICS
Question item N Mean Std. Deviation
I have been drinking wine for more than 5 years 30 6.13 1.613
I can point out a higher quality wine from a lower quality of wine 30 5.10 1.447
My experience with wine is above average 30 5.43 1.382
I consume organic food and/or wine 30 5.47 1.074
I have a relatively strong attitude towards Environmentally
sustainable farm practices--> 'Green' practices
30 5.67 .884
Eco-friendly sustainable practices contribute to the well-being of my
lifestyle
30 5.47 .973
***My attitude towards a campaign in reference to using Indian
Runner ducks as a workforce is very positive (SPECIAL question)
30 5.57 1.406
My positive attitude towards Eco friendly Farming practices and EFW
improves the chances of me buying an EFW over a normal bottle of
wine
30 4.83 1.367
I frequently buy organic food and wine 30 4.37 1.542
I have bought many Eco-friendly bottles of wine (either organic or
produced organically)
30 4.20 1.495
I would pay slightly more for EFW because I appreciate the
commitment that goes into the vineyards
30 5.10 1.423
I am more likely to spend my money on eco-friendly wines because
they play a role in environmental sustainability
30 5.17 1.464
Paying a bit more for Eco-Friendly Wine yields more value to me than
just a bottle of wine
30 4.60 1.567
Environmentally friendly wine offers me good value for money 30 4.33 1.322
I think that the constant use of pesticides in the farm
vineyards decreases the quality of wine produced
30 5.50 1.548
I prefer organic products because they are of higher quality than non-
organic products
30 4.87 1.592
I understand what Eco-friendly farming practices entails 30 5.27 1.015
I am aware of the BWI (Biodiversity & Wine Initiative) 30 4.03 1.712
I am concerned about the environment 30 5.87 1.137
I currently support Eco-green initiatives Example:Recycling 30 5.43 1.406
I value nature in my lifestyle 30 6.10 1.094
South Africans need to protect the environment better 30 6.27 1.363
I would appreciate a EFW logo or symbol on a bottle of wine
produced by EFFP
30 5.63 1.299
The labelling of Eco-friendly products makes me aware of the
practices that farm uses
30 5.30 .915
I prefer to see a logo or symbol on the product that has been
produced using EFFPso that I know of its existence
30 5.87 .937
Revealsnew independentvariable

From the information gathered by Richard Walsh and encoded by Stefanie Mostert
(Market Research), the descriptive statistics showed the sample, the mean and the
standard deviations of each question from the respondents. The special question in the
questionnaire was the last question to answer:
***My attitude towards a campaign in reference to using Indian Runner ducks as a workforce is very positive (SPECIAL
question) ***
The mean from the sample showed a 5.57 average favouring towards the 'strongly
agree' (code 1-7) side and with a standard deviation of 1.406.
The hypotheses chosen to support the problem statement conveyed very interesting
results that can be used to develop the campaign and just to see if the idea of the
campaign is moving in the right direction for the farm. The hypotheses that illustrated
significant relationships are as follows:
Hypotheses 1
There is no relationship between the consumer’s attitude toward sustainable farming
practices and the consumer’s intention to purchase Eco-friendly wines.
INTENTION ATTITUDE
INTENTION Pearson Correlation 1 .615**
Sig. (2-tailed) .000
N 30 30
ATTITUDE Pearson Correlation .615** 1
N 30 30
**. Correlation is significant at the 0.01 level (2-tailed).
With99% confidence,it can be stated that there is a significant relationship (p =.000) between the
consumer’sattitude towardsustainablefarmingpracticesandthe consumer’sintention to purchase
Eco-friendly wines. Therefore, the null hypothesis is rejected. According to Pearson’s correlation
test, a moderate direct relationship (r=.615) exists between the consumer’s attitude toward
sustainable farming practices and the consumer’s intention to purchase Eco-friendly wines.

Hypotheses 3
There is no relationship between the consumer’s awareness of eco-friendly
labels/logos and the consumer’s intention to purchase Eco-friendly wines.
Correlations
INTENTION AWARENESS
INTENTION Pearson Correlation 1 .664**
N 30 30
AWARENESS Pearson Correlation .664** 1
N 30 30
With99% confidence,it can be stated that there is a significant relationship (p =.000) between the
consumer’sawarenessof eco-friendly logos and the consumer’s intention to purchase Eco-friendly
wines.
Therefore,the null hypothesisisrejected.AccordingtoPearson’scorrelationtest,a moderate direct
relationship (r=.664) exists between the consumer’s awareness of eco-friendly practices and the
Hypotheses 4:
There is no relationship between the consumer’s perception of quality of eco-friendly
practices and the consumer’s attitude towards Eco-friendly wines.
Correlations
QUALITY ATTITUDE
QUALITY Pearson Correlation 1 .602**
N 30 30
ATTITUDE Pearson Correlation .602** 1
N 30 30

With 99% confidence, it can be stated that there is a significant relationship (p =.000) between
the consumer’s perception of quality of eco-friendly practices and the consumer’s attitude to
purchase Eco-friendly wines. Therefore, the null hypothesis is rejected. According to Pearson’s
correlation test, a moderate direct relationship (r=.602) exists between the consumer’s
perception of quality of eco-friendly practices and the consumer’s attitude towards Eco-friendly
practices.
Hypotheses 6:
There is no relationship between consumers who contribute in protecting the environment
and their intention to purchase Eco-friendly wine.
Correlations
NATURE INTENTION
NATURE Pearson Correlation 1 .527**
N 30 30
INTENTION Pearson Correlation .527** 1
N 30 30
consumers who contribute in protecting the environment and their intention to purchase Eco-
friendlywine.Therefore, the null hypothesis is rejected. According to Pearson’s correlation test, a
moderate direct relationship (r=.527) exists between consumers who contribute in protecting the
environment and their intention to purchase Eco-friendly wine.

Hypotheses 7:
There is no relationship between consumers’ attitude toward Eco-friendly wines and the
value for money the Eco-friendly wine portrays.
Correlations
ATTITUDE VALUE
ATTITUDE Pearson Correlation 1 .470**
N 30 30
VALUE Pearson Correlation .470** 1
N 30 30
consumers’ attitude toward Eco-friendly wines and the value for money the Eco-friendly wine
portrays. Therefore, the null hypothesis is rejected. According to Pearson’s correlation test, a
moderate directrelationship(r=.470) existsbetweenconsumers’attitude towardEco-friendly wines
and the value for money the Eco-friendly wine portrays.
Hypotheses 8
There is no difference between consumers from different age groups’ intention to purchase
Eco-friendly wines.
ANOVA
INTENTION
Sum of
Squares df Mean Square F Sig.
Between Groups 8.768 3 2.923 3.134 .043
Within Groups 24.243 26 .932
Total 33.010 29
Multiple Comparisons
INTENTION
Scheffe

(I) AGE (J) AGE
Mean
Difference (I-
J) Std. Error Sig.
95% Confidence Interval
Lower Bound Upper Bound
1 2 .55966 .44868 .673 -.7808 1.9001
3 -.51623 .46687 .749 -1.9110 .8786
4 -1.09659 .56380 .308 -2.7810 .5878
2 1 -.55966 .44868 .673 -1.9001 .7808
3 -1.07589 .49975 .227 -2.5689 .4171
4 -1.65625 .59132 .072 -3.4228 .1103
3 1 .51623 .46687 .749 -.8786 1.9110
2 1.07589 .49975 .227 -.4171 2.5689
4 -.58036 .60523 .820 -2.3885 1.2278
4 1 1.09659 .56380 .308 -.5878 2.7810
2 1.65625 .59132 .072 -.1103 3.4228
3 .58036 .60523 .820 -1.2278 2.3885
By conducting a one way Anova test for differences, it can be stated that there is a
significant difference (p=.043) between different age groups’ intention to purchase Eco-
friendly wines. The post hoc test, Scheffe, was conducted to show where the differences
between the groups exist. It can be seen that there is a significant (although borderline
significant as p = .072) relationship between age groups 26-34 and age group 50 + years of
age. Therefore the null hypothesis is partially rejected.
Although important clues can be supported by rejected hypotheses, all the hypotheses
illustrated above show the significant relationships that were captured from the data
hence the most vital pieces of information to move forward in the study.

DISCUSSION & FEEDBACK
Resultsof correlationsand ANOVAtests
The SPSS tests were completed once the data was captured into excel and some
interesting results transpired throughout the ten hypotheses. The first hypotheses (H1)
showed through the Pearson Correlation test that there was a moderate direct
relationship (r=.615) between consumers attitude towards eco-friendly practices and
their intention to purchase this wine. This hypothesis proves that a respondents
intention to purchase EFW is fairly improved by having a more optimistic attitude
towards the practices.
The second hypotheses (H2) showed through correlation that there was no significant
relationship between knowledge of EFP and intention to purchase EFW. This hypothesis
proves that knowledge of these eco-friendly practices will not influence a customer's
decision to purchase EFW over traditional wine. The third hypothesis (H3) is a very
important one for the ADOPT-A-DUCK campaign as it assessed individual’s awareness
of EFW labels/logos and their intention to purchase EFW. Through the Pearson
correlation test that was conducted, a moderate direct relationship exists (r=.664)
proving that there is a significant relationship between the variables. This proves that if
there is a campaign directed towards 'green'/EFW practices, wine consumers want to
see a logo in reference to using such production methods so that they are aware of the
farms methods and that will influence the consumers decision to purchase EFW over
traditional wine.
The fourth hypothesis (H4) conveys the consumer’s perception of the quality of EFP
and the EFW that is produced and their intention to purchase the EFW. The statistics
from the Pearson correlation test prove that there is a significant (r=.602) therefore a
moderate, direct relationship between consumers perception of quality of EFP that
product EFW and the intention to purchase this wine over traditional wine. The
hypothesis proves that consumers have a more positive observation of quality of EFW
that will influence their intention to purchase the wine over traditional wine.

Important attributes during the campaign rely on the quality of the wine that is
produced so a high quality of vintage is always important. The fifth hypothesis (H5)
uses the ANOVA test to express the type of wine drinker’s intention to purchase Eco-
friendly wine. The test displayed that there is no significant difference (P=.100)
between more experienced and less experienced wine drinkers intentions to purchase
eco-friendly wines.
The sixth hypothesis (H6) uses the Pearson correlation test to test the significance of
consumer’s attitude of nature towards their intention to purchase the EFW over
traditional wine. The test showed a significance (r=.527) having a moderate direct
relationship therefore consumers that contribute to the environment have a more
positive influence in purchasing EFW over traditional wine. This makes sense because
nature relates closely with the campaign and a positive attitude towards nature
improves the chances of consumers being involved in the campaign. The Pearson
correlation test for the seventh hypotheses (H7) showed the attitudes of consumers
towards EFP and the value that is portrayed from the practices. The test showed a
moderate direct relationship (r=.470) showing slight significance and therefore
resulting in a rejected null hypotheses. This relationship shows that a more positive
attitude of Eco-friendly practices shows a greater influence of the perception of the
value of these practices on the Eco-friendly wine.
The eighth hypotheses (H8) look at the age of the respondents in relation to their
intention to purchase Eco-friendly wine over traditional wine. The ANOVA test showed
that there is a borderline significant (p=.072) relationship between age groups 26-34
and 50 + years of age therefore the null hypotheses was partially rejected. The ninth
hypothesis (H9) uses the ANOVA test to analyse the relationship between individual’s
attitudes towards Eco-friendly practices and the different age categories. The test
showed no significant difference (p=.976) between these variables showing that wine
consumers of all age groups have similar attitudes towards Eco-friendly practices.

The tenth (H10) and last hypothesis tests the relationship between the individual’s
experience of wine and their intention to purchase this wine. The Pearson correlation
test was completed and the result showed that there was no significant relationship
between these two variables therefore the hypothesis is not rejected.
Managerial Suggestions
The first suggestions from the demographics show that the Runner Duck White and the
Runner Duck Rose' need to be strengthened through sales promotions especially with
the Summer Sun treating the Western Cape region to a sun-drenched holiday season.
The A-A-D campaign can assist in this development. The type of wine drinkers to the
farm conveyed a strong majority towards wine aspirants. This is normal for Vergenoegd
and there will be a stronger influence towards the younger female wine consumers that
will be targeted for the campaign among other groups.
With a high contingent of respondents (f=11) being 18 - 25 year olds, it is positive to see
the optimistic nature of younger consumers driving a developing attitude towards
increasing wine knowledge. The superior attitude towards awareness of logos/symbols
on wine that is produced by these methods is a positive sign as an important part of the
campaign is developing the brand awareness of Vergenoegd, the Runner Duck range
and the Indian runner ducks used as a workforce. The A-A-D logo needs close attention
that is why the campaign creator (Richard Walsh) needs to pay special consideration
towards an intelligently created logo. The logo is almost as important as the campaign
itself as this is how individuals identify with the existence of the campaign, especially
when seeing the bottles of wine in retail outlets such as Mooiberge farm stall in between
Stellenbosch and Somerset West.
The logo and symbol design for the campaign should emphasise the: Indian runner
ducks, the quality wine and the biodiversity status of the farm. The logo is in the process
of being created for the campaign and the added value that this visual stimulus creates
is an important aspect to the ‘cause’ related product. When communicating this
campaign to the wine drinkers and non wine drinkers, it will be important for R. Walsh
to make sure that the logo design is conveyed correctly over the website and social
media sites so that brand contact can be emphasised and the campaign can be easily
recognised through the visual stimulus. Once this logo design is seen, individual's may

see this in a retail store on a Vergenoegd wine and decide to purchase it because of the
news they have read about the wine farm.
Limitations,researchopportunities & conclusion
Vergenoegd wine farm has a large number of foreign visitors to the farm because of the
proximity to the airport and the relationship that the farm has with the likes of
Thompson’s tours and other tour companies that bring business to the farm. This
business includes a variety of foreigners from many different countries and this
language and time barrier nature of the tours made it difficult for these customers to
answer the questionnaire properly.
With the questionnaire being relatively simple but also majority wine specific questions,
some respondents didn't understand some questions but this was rectified through
Samantha who explained to them what needed to be explained. There was a good
balance of demographics that took part in the questionnaire which makes for sensible
results that are not biased or filled with error. Opportunities for the future include a
more specific consumer profile taking into account race and gender which could give
the Marketing manager a rough idea of the preferences of say, Black diamonds, male or
female.
It is because the research was limited only to Vergenoegd farm, but an opportunity for
the future sees a report designated to various geographical regions, with various LSM
groups and at many different scaled retail stores. From the research that has been
conducted, the analysis of the results presented many positive and negative aspects of
the study that can be used by the farm for the proposed campaign to be executed and
launched by Richard Walsh. Further, more extensive studies may be conducted in the
future to once again give the Marketing Manager a great idea of the avenues to launch
the campaign and strategies to make the campaign successful.

THE DUCK BREEDING
The breeding program has enabled John to breed a variety of colour into the Runner
Ducks that have been bred. Hatching is a labour intensive process for the duckling and it
can take up to a day for the duckling to hatch itself.
John and his team of duck minders see to the ducks while getting them ready for shows,
they have a few champions in the flock and John is well known for the quality of his
feathered friends.
WESTERN CAPE POULTRY CLUB
S.A.S.P.O
97th SASPO Show championship show
AWARDED BEST DUCK
Crestede White Old Duck (30 June 2010)
UPM - UPM RAFLATIC AWARDS
 Judges Special mention award to COLLOTYPE LABELS RSA, WINE LABELS RSA in
category for the Runner Duck Red 2008
HOW & WHERE TO ADOPT-A-DUCK?
It is a simple process to become an adoptee in the Vergenoegd ADOPT-A-DUCK campaign
scheme as their will be an order form on the Vergenoegd website that will be linked to a
ADOPT-A-DUCK campaign page on Facebook that must also be followed in order for the
adoption to become legitimate. The order form will have certain questions to be completed such
as the adoptees contact details, the family members that are going to take part in the campaign
(purchasing wine and interacting with the social media sites), the potential name of the duck
etc.
This is just an initial form that will be placed at all sorts of purchase points where Vergenoegd
wines are listed, but also at educational institutions, business centres and as many possible

avenues that relate to the campaign. Once the order form is completed, Vergenoegd will receive
the necessary details to contact the 'adoptee' so that the adoptee can full in the rest of the
adoption process forms and be on their way to joining a rewarding campaign that introduces its
contribution with a few cents per each bottle sold.
The campaign is also going to be used as an avenue to expand to new retail locations and
restaurants, especially the restaurants and stores that are suited to young professionals and the
new target market mentioned for the campaign.
The last part of fulfilling the adoption process is to purchase the amount of wine to become an
'adoptee' or a 'VIP adoptee' with twelve bottles and twenty-four bottles respectively the amount
to purchase before the adoption is complete. This purchase may take place over a limited
amount of time, so recording of the purchase history is vital to the campaigns progression. The
reason for the lack of time constraint is because it is difficult for every individual to spend that
amount of money at once.
5 cents of every bottle of wine sold will go towards the contribution of the campaign that will be
used for various conservation projects in the future.
THE ACTUAL DUCKS TO BE ADOPTED?
 The ducks to be adopted can hopefully be tagged with their specific names that
adoptees have given them.
 They could be put in separate pens so that identifying them will be easier or
ultimately setting aside a pen just for the adopted ducks. If this is visible to
visitors then it is even better as this adds to the Vergenoegd displays and people
can keep up to date with developments with the pen and the campaign.
 If adoptees do want to view their adopted duck, they will have to Vergenoegd
know a few hours or a day in advance as they are part of the workforce and duck
parade for a good few hours in the day.
 If difficulties arise with the pen, then the adopted ducks can be classified into
white, black, grey, brown categories and any of those ducks are the adopted
ducks that are tagged.

Marelize can take photos of the adopted ducks and adoptees will be set a framed
photograph with Vergenoegds brand and the ADOPT-A-DUCK recognition.
ADOPT-A-DUCK logo and symbol design
 Stickers that go on the Vergenoegd distribution packaging are KEY to the campaign
 Some sort of souvenir such as a key ring. fridge magnets (old school , but they work),
recyclable shopping bag etc should be used as reminders of campaigns such as this one.
Extract from Graphic design student Kendall Drake:
'Design a campaign logo that visually represents and emphasizes the concept of the Runner
Duck range as being Eco-friendly. Package for the bottle of wine (promotional item):
Using materials that are recyclable.
The package should be designed in such a way that it can be used as a package device for
the consumer to take home ie: a recyclable shopping bag, a wooden casing that turns
into a wine holder that can be used at home (with a handle) or a storage device that can
be turned into a pyramid structure that extends every time you purchase more wines.'
DELIVERY METHOD - COVENIENCE
The convenience of having wines on hand to deliver to adoptees is another avenue that
adds that sense of value to the campaign especially in the year 2012 as the recession
created a need for double salaries hence convenience in many households around the
world.
Adoptees would be able to phone, email, sms or Facebook inbox order for a delivery
specifying the wines they need. Careful care needs to be taken with the profit/loss gain
from the deliveries and VIP treatment. This objective aims to expand the local exposure
of the brand adding to the Runner Duck ranges market orientated approach.
The employee who handles this will be given a agreed upon amount of money for the
deliveries such as R2-3 a kilometre. This is a business expansion method so changes
would need to be made n the budget.

IMPLEMENTATION SCHEDULE
ADOPT-A-DUCK SCHEDULE
OPENING MONTH – JANUARY/ FEBRUARY
The campaign will kick off in January 2013, the start of the New Year and a fresh start to
the year for Vergenoegd wine farm. Depending on when Vergenoegd decide to open the
farm for the year will be the start of the campaign. The beginning period of the
campaign is crucial as the idea is being introduced to the industry and to the South
African population for the first time.
The campaign will be introduced by the farm with an opening week which will put the
idea out there to people first and then this week will end off with an ADOPT-A-DUCK
opening event/function open to absolutely anyone who would like to attend.
OPENING WEEK COMMUNICATION
- Vergenoegds current database should all be contacted and informed about the
campaign in a friendly and non-threatening manner. The current database is the
perfect place to start as these individuals have dealt with Vergenoegd before and
already have an idea of how the wine farm produces the wine.
- Facebook friends from the Vergenoegd page should also be informed about the
campaign idea and an invitation to the grand opening event. There will be a link
on this page to the Vergenoegd website if individuals would like to find out more
about exactly why this campaign has been introduced.
- Twitter followers should also be informed of the idea in this week, with a posting
every 2 to 4 hours concerning the campaign, the links to the other social media
pages and the event activities that will take place at the grand opening.
 It is vital to keep the interaction constantly with followers as instantaneous
information is the way the world works and informing individuals of certain
aspects of the campaign will be an important part of the early stages in the
campaign.

 A vital potential member of the campaign would include Chris Moerdyk (red
wine lover and marketing specialist) who could help the campaign out by
tweeting to his 6000 or so followers and potentially in the future to do a
news24 article about this new campaign that is involved in the wine industry.
Once the idea spreads to all these people, there will be a lot of questions and
opinions and it is therefore important again to keep the interaction going
smoothly and update individuals on any questions.
- Pinterest followers can be updated about the campaign via pictures uploaded
involving the campaign, the ADOPT-A-DUCK logo and design and any
involvements that will be associated to the campaign
OPENING DAY EVENT
The event can start at midday or 12:00 in the early afternoon on a Saturday ideally so
that many more individuals can make the event. The event will include free wine
tastings and eats that will be provided by mike Israel (Pomegranate owner). There will
be opportunities to play boulle on the lawn courts, touch rugby, lawn soccer and then
some kids activities to keep the children entertained. Music playing in the background
will add another element to the event and give-aways and prizes may be won with the
smaller activities that take place.
It is very important to try and get as many different age groups as possible to the event
as the younger wine consumer market needs to be more involved at Vergnoegd also in
accordance with the target market of the Runner Duck Range. Students and young
professionals will be targeted specifically by spreading the campaign and event news at
educational institutions all over the Western Cape. Children also will be important as
they love the interaction with animals and the duck parade will provide endless
entertainment for them and the rest of the family.
 Samantha and Bulewa can do traditional African sing and dance for everyone and
get people to join in on the fun.

 There will be hundreds of opportunities for photos to be taken which will give
the Social Media Manager at the time an exciting period of interaction and
photo/video uploads on all the social media sites keeping up with the interaction
once again.
 A small auction could be held to sell the feather lampshades, artistic cork
structures and any other paraphernalia relating to the farm whereby half the
proceedings will go towards the campaigns contributions.
A very important part of this opening day will be the journalists and wine connoisseurs
that will be of very high importance and will be invited. These invites are highly
valuable as one recognised journalist may capture the attention of 5000 people because
of his/her media avenues. Magazines such as the Getaway, Mens Health and Travel are
not closely related but when stories such as this pop up in these magazines, they create
a unique form of attention. Ultimately, if the Marketing budget does not allow for such a
huge event, it could be a inclusive event with very important high profile wine
connoisseurs, journalists and winemakers with a limited amount of people as this will
create the same amount of exposure in a media and social media sense tagged with a
very valuably recognised source.
The budget for this event might be in the range of R10 000 to R20 000 depending on the
amount that the farm can utilise from the Marketing budget. This campaign is an
integral part of Vergenoegd and the Runner Duck Ranges progression so spending
money to make money is the only way to move forward along with much cheaper digital
marketing avenues that provide such valuable 'free' awareness and exposure.

WEEKS 2 - 5
The opening week should definitely have created enough awareness of the farm and
exposure of the campaign to spark interest with previous Vergenoegd clients and new
potential clients signing up to become and 'adoptee'.
The ADOPT-A-DUCK manager needs to control the management of the 'adoption
process' which will include:
 The database management
 Recording of wine purchases and 'adoptee' progression
 Manage queries and information related to the campaign
 Continue advertising the campaign in the digital world and at all purchase points.
The exposure over the first month will hopefully create certain attention with media
and social media journalists who are always looking for the 'next biggest story' and this
campaign could be one of them if implemented and executed correctly. Capturing the
hearts of many young South Africans is vital to the campaigns success as it will be
rewarding to see the younger market taking control and playing their part in
contributing to an environmentally friendly campaign which means that they continue
to take sustainability seriously and make a difference.
The campaigns manager needs to utilise the many competitive advantages that
Vergenoegd has either worked hard for or been gifted with, and continue to spread the
word about the campaign, the heritage and culture of the old wine farm that boasts a
natural Heritage site and a wine making culture through the Faure family. In order to
keep followers/non-followers interested, it will be practical to host weekly
competitions on the social media sites such as Q & A games and also in the tasting room
to keep the interaction at a high intensity and continue to fulfil the ADOPT-A-DUCK
objectives.

This interaction should mimic a 'facebook effect' whereby the campaign and all the
adoptees become a family of friends with the farm and all the employees and interaction
on the various social media channels and physically at the purchase points available.
The budget for this period may include the various competitions including wine give-
aways, wine specials and tasting room specials utilising around R2 500 for the month.
The ADOPT-A-DUCK campaign manager or person in control of the campaign may
receive R250 - R300 a day for part time employment including certain tasting room
duties. That may amount to R1000 a week depending on how frequently they are
needed.
WEEKS 6 - 12
During this period of the campaign, the objectives and goals set out will start showing
their true colours as adoptees will start enjoying their certain favourites of the
Vergenoegd and the Runner duck Range fulfilling a 'wine lifestyle'. 'Adoptees' will be
utilising the benefits they have received from the farm such as the free tastings and
bring-a-friend and the more they become involved with the campaign ( and more wine
purchased), the further benefits they will receive. An additional aspect to the campaign
during this time could include the QUACKER list:
 If an adoptee scouts a friend into the campaign, they will be on the 'quacker list'
and receive benefits that may be very different benefits that will enhance the
campaign and its credibility.
 The 'Quacker List' is an opportunity to grow a family of friends that form a small
but tight-knit community about the farm. This community sees wine as a lifestyle
and sees the opportunity to make life-long friends and form very close
relationships with the Vergenoegd family.
 The quacker specials will be relative to the time period of the campaign and the
farms progression with the campaign and will be updated depending on trends
at the time.

The implementation of the campaign is integral to the success and progression over
time of the campaigns goals and strategies and it is therefore crucial to implement the
campaign as efficiently and holistically as possible in order to reap the rewards and life-
long friends over time. To see more information regarding the campaign see the
ADOPT-A-DUCK portfolio.

ADOPT-A-DUCK campaign

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