This is a marketing plan for Kumala Reserve, a range of South African wine brand under Accolade Wine company. It includes industry analysis; brand audits; brand elements rebranding; market retargeting and communication mix.

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MARKETING
plan

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Industry analysis Brand Audit Problem & strategy
Tableofcontents
Target Market Brand Elements Communication mix

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NON-EU WINE CONSUMPTION(58%) IN UK
Australia USA South Africa Chile New Zealand Argentina
WINECONSUMPTION
(WSTA,2017)
EU WINE CONSUMPTION( 42%)IN UK
France Italy Spain Germany

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Tesco
Morrison
Amazon fresh
Ocado.com
Distribution
channels
The Kumala Reserve range sit at the
very top of the Kumala brand hierarchy.
These wines reflect the true character of
their regional provenance in South Africa
Current positioning
Kumala accounted for 16.5% of the
South African wine market in the UK
(Winesdirect, 2017)
Market share
PRICIEPLACEMARKET
SHARE

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SHIRAZ
A smooth, medium bodied
wine with warm spicy
aromas.
MALBEC
Delicious and intense ripe
plum and blackberry
aromas.
SAUVIGNON BLANC
A fresh and fruity South African Sauvignon
Blanc with aromas of citrus and hints of
grass, complemented by a long, juicy finish.
PRODUCTSAND
PACKAGING
CHENIN BLANC
Very aromatic bouquet with a
combination of ripe melon and stewed
pear complimented by subtle hints of
vanilla oak.

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Sales
promotion
Kumala Reserve
products are mostly
available at discounted
prices in supermarkets
Public relation
The Daily Mail has
teamed up with Kumala
Wines and Sir Ian
Botham’s charity to offer
a trip to South Africa
Only have a presence on
Facebook
Online and social media
COMMUNICATIONS
• Hosting iGoogle Hangout, an
interactive and fun wine tasting
hosted by its head winemaker, Ben
Jordaan
• Participating .Dinner to Dine Road
show
Events and
experiences

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Origin
Bottle price
Varietals
Distribution
First Cape
In terms of origin and
distribution
South Africa
£7.25
Shiraz and Blanc
Tesco
Origin
Bottle price
varietals
Distribution
McGuigan
Reserve
In terms of market share
Australia
£6-£7
Shiraz
Sainsbury’s
Amazon
Morrisons
Competitors

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Good quality
Expensive
CONSUMERPERCEPTIONS
Dry taste
Limited after taste
Young taste
Taste
can’t tell it’s from
South Africa
Packaging
Price
Good value for money
Feel like it always
in discount
Everyday drink

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Problem
Limited distribution
Lack of interaction
Lack of personality

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Problem
Limited distribution
Lack of interaction
Lack of personality
Our strategy
• Expand distribution aggressively online
and offline.
• To generate awareness through
promotion, using a combination of social
media, consumer competition and instore
experiences
• Communicating with consumers by story
telling.
• Delivering knowledgeable information by
in-store promotion.
• Wine makers or growers as ambassador.

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TO BECOME
Authentic and caring South African
wine brand with superior quality.
.

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Share of total UK regular wine drinkers
Adventurous
Connoisseurs
Generation
Treaters
Mainstream-at-
Homers
Risk-averse
Youngsters
Senior Sippers
Kitchen
Casuals
UKPortraitssegmentsby
share
Share of total spend on wine in the
UK
(Wineintellegence.com,2018)t

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• 25+ , slightly female bias
• High-earning, treat-loving
• New to the category and are
cautious in their choices.
• They are likely to shop at
independent retailers, and are
turning to online channels to buy
their wine
TARGETMARKET
Generation Treater

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OUR
MESSAGE
S

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Original Logo Logo in Process Final Primary Logo
BRANDELEMENTS-LOGO
＋

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South African art
South Africa ancient
rock script
South African
wall painting in cave
BRANDELEMENTS-
Inspirations
＋ ＋ =

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Packaging Design
• Standing out from the shelf
• Instant association with South Africa
• Gold vein imply fruit roots
• Set a mature and quirky tone

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Focusing on user experiences
Making audiences want to see
more.
Website
design

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• Online independent retailer. For example,
Majestic Wine where you can buy 6
bottles and get free delivery.
Expand
distributions
DISTRIBUTION
• Off line independent alcohol shops.
• Supermarket : Waitrose

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In-store promotion

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• Cultivate Facebook,
Twitter and
Instagram fan base
• User generated
content focused
• Embedded links
and “shop now”
page buttons
• Add more brand
awareness in the
street and
promote public’s
interest
• Expanding
potential
consumers
Informative content Kumala Reserve will
be featured in music
and food festival
Social
media
Outdoor
advertising
Email
marketing
COMMUNICATIONMIX
Sponsor
ship

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SOCIALMEIDAIMAGERY
We source all our
grapes from farmers we
know by name.
But not this guy.
This is a stock image.

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Outdoor
advertising
To add more brand
awareness in the street
and promote public’s
interest.

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NEWSLE
TTER
Knowledgeable information
can attract ”Generation treater”
attention, since they are new
to the category and cautious
in their choices.
“Know better with every
sip”

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Events
sponsorship

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REFERENC
ES
REFERENCES
Mintel . (2018) Still, Sparkling and Fortified Wine - UK - October 2017 , Market Size and Forecast. Available at:
http://academic.mintel.com.ezproxy.kingston.ac.uk/display/862683/?highlight (Accessed: 7 March 2018).
The Wine Economist. (2018) British Wine Market. Available at: https://wineeconomist.com/category/british-wine-market/ (Accessed:
7March 2018)
Wsta. (2018) Brexit, The road ahead for the wine and spirit industry Available at:http://www.wsta.co.uk/publications-useful-
documents/121-brexit-policy-paper-the-road-ahead-for-the-wine-and-spirit-industry/file (Accessed: 9 March 2018)
Wsta. (2018) UK becomes a nation of wine drinkers Available at:http://www.wsta.co.uk/press/731-uk-becomes-a-nation-of-wine-
drinkers-as-wine-replaces-beer-as-our-drink-of-choice (Accessed: 8 March 2018)
Wine Intelligence (2018). How have our UK consumer segments evolved over the past three years?. Available
at:http://www.wineintelligence.com/shifting-shapes/ (Accessed: 5 March 2018)
Wine Intelligence (2018). Discover the world of wine consumers in the UK. Available at:http://www.wineintelligence.com/wp-
content/uploads/2014/06/Qualitative-insights-from-UK-wine-consumers-with-Wine-Intelligence-June-2014.pdf (Accessed: 8 March
2018)
The Drinkers Business. (2018) Millennials Driving UK Wine Spend. Available
at:https://www.thedrinksbusiness.com/2016/05/millennials-driving-uk-wine-spend/ (Accessed: 7 March 2018)
Gamberorosso. (2018) A word about “Generation Treaters”. How the UK market is changing. Available
at:http://www.gamberorosso.it/en/wine-news/1025064-generation-treaters (Accessed: 8 March 2018)

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THANK YOU
ANY QUESTIONS?