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Marketing Plan for Kumala Reserve
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- 2. P M Industry analysis BrandAudit Problem & strategy Tableofcontents Target Market Brand Elements Communication mix
- 3. P M 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
- 4. P M Tesco Morrison Amazon fresh Ocado.com Distribution channels The KumalaReserve 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
- 5. P M SHIRAZ A smooth, mediumbodied 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.
- 6. P M Sales promotion Kumala Reserve products aremostly 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
- 7. P M Origin Bottle price Varietals Distribution First Cape Interms 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
- 8. P M Good quality Expensive CONSUMERPERCEPTIONS Dry taste Limitedafter 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
- 9. P M Problem Limited distribution Lack ofinteraction Lack of personality
- 10. P M Problem Limited distribution Lack ofinteraction 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.
- 11. P M TO BECOME Authentic andcaring South African wine brand with superior quality. .
- 12. P M Share of totalUK 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
- 13. P M • 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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- 15. P M Original Logo Logoin Process Final Primary Logo BRANDELEMENTS-LOGO ＋
- 16. P M South African art SouthAfrica ancient rock script South African wall painting in cave BRANDELEMENTS- Inspirations ＋ ＋ =
- 17. P M Packaging Design • Standingout from the shelf • Instant association with South Africa • Gold vein imply fruit roots • Set a mature and quirky tone
- 18. P M Focusing on userexperiences Making audiences want to see more. Website design
- 19. P M • Online independentretailer. 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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- 21. P M • Cultivate Facebook, Twitterand 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
- 22. P M SOCIALMEIDAIMAGERY We source allour grapes from farmers we know by name. But not this guy. This is a stock image.
- 23. P M Outdoor advertising To add morebrand awareness in the street and promote public’s interest.
- 24. P M 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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- 26. P M 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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