The penfolds case analysis

1. The Penfolds Case
Group - 3

4. Segment
Price Per
Bottle
% of
Volume
% of Dollar
Sales
Economy <$7.00 66 37
Mainstream $7.00 - $10.99 17 23
Premium $11 - $20 15 32
Ultra-
Premium
>$20 2 8

6. New Sources Of Business

7. is known to have
started off selling port and sherry
to patients.

8. 1 in 4 die due to diseases in the US every
year
715000 Americans have a attack every year
Coronary diseases alone cost the United
Stated $108.9 billion every year.

9. Repositioning the
economy segment
by the way of
instrumental
conditioning

10. Current Users
(Used Penfolds
economy wine
in Past 3 Mths)
Lapsed Users
(Used earlier but
not in Past 3 mths)
Potential New
Users
(Never used
Penfolds economy
wine the past)
Current
Consumption
Occasional
consumption.
Occasional
consumption but
found
cheaper/better
alternatives.
Occasional
consumption.
New
Consumption
Health
conscious
consumers.
Every day
consumption.
Health conscious
consumers. Every
day consumption.
Health conscious
consumers. Every
day consumption.
Consumer and Consumption Matrix for
Penfolds Health wine

12. Thank You
Anshika | Karthik | Lohit | Shruti