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Castel french wine

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Castel french wine

  1. 1. MARKETING PLAN OF CASTEL (FRENCH WINE) GROUP-7 •AARTI SHARMA •APURWA AGARWAL •SHREYA •SIDDHARTH RAI •SUNIL SINGH
  2. 2. Plans are Nothing, Planning is Everything. By– Dwight D. Eisenhower
  3. 3. 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
  4. 4. 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.
  5. 5. • CASTEL group was founded in 1949.• Today, Castel Group is one of the world leaders in wines, beers and soft drinks.
  6. 6. PRODUCTSCuvée Cuvée Cuvée Cuvée CabernetRouge Blanc Blanc Chardonnay Rosé Sauvignon Medium Sweet
  7. 7. COMPETITORS• DFV WINES• WIDMER WINERY• GROVER VINEYARDS• SAINT JAMES• GRAPE RANCH• OPERA WINES• MAJESTIC WINES
  8. 8. FRENCH WINE REGIONS
  9. 9. ANALYSIS
  10. 10. MARKET SHARE OF FRANCE
  11. 11. PEST ANALYSISPOLITICAL ECONOMICAL•Wine regulations. •Devaluation of currency in key•Ban on advertisements. markets. •Low interest rates TECHNOLOGICALSOCIO-CULTURAL •Technological advances in the•Long tradition of wine sector.consumption. •Hand selected grapes versus•Higher perception of quality. use of machines.
  12. 12. SWOT ANALYSISSTRENGTHS•Penetration Pricing WEAKNESSES•State of the Art Winery •Low on Production Capacity•Excellence Award for Finery •Less Overseas Supply THREATS •Strong competition from otherOPPORTUNITIES countries•Cutting edge over foreign wine •Decrease in consumption ofmakers wine in France•Expansion opportunities •Emergence of substitute products
  13. 13. PRICING STRATEGY Penetration PremiumQuality Economy Skimming Price
  14. 14. MARKETING MIX PRODUCT:• Products of Castel are Cuvée Rouge, Cuvée Blanc, Cuvée Blanc Medium Sweet, Cuvée Rosé, Cabernet Sauvignon, Merlot, Syrah, Chardonnay and Sauvignon.
  15. 15. 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.
  16. 16. MARKETING MIX PROMOTION:• billboards• Radio• TV• Internet SUGGESTIONS:• Sponsoring events• stalls
  17. 17. PROFILE OF PROSPECTIVE CONSUMERSAGE 24 - 44 YearsSEX MaleOCCUPATION Business person, accountant, executive, advertising/marketing consultant, manager, fashion industryINCOME High ($45000+)ATTITUDE Influenced by image and prestige of modern products, early adopters, switch products easily.LIFESTYLE Young, generation X and Y, modern, retro, adventurousBENEFITS DESIRED Buys for the benefits of prestige, quality and dependability.
  18. 18. TRENDS IN WINE DRINKING1) 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.
  19. 19. TRENDS IN WINE DRINKING4) 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.
  20. 20. DISTRIBUTION• Restaurants• Wine-shops• Wholesalers• Internet• Hypermarkets• Grocery stores• Overseas
  21. 21. Action Plan
  22. 22. PRODUCT STRATEGY• It adopts latest technology• Attractive packagingPRICE STRATEGY• Low price• Penetration
  23. 23. PLACE STRATEGY• Wide Reach in France• Present in 5 continentsPROMOTION STRATEGY• Discounts• Word of Mouth

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