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Distribution

Financial

Channels:

Strategies

Producing Cost $1

Selling Price $2

Profit $1

Packaging

Manufacturer - retailer - consumer

Manufacturer - events/festivals - consumer

Manufacturer - cellar door sales

Fresh

Penfolds Brand Name

Exciting

Strategies:

Red Bottle Cap

Fun

Manufacturer - sales rep - retailer - consumer

Manufacturer - sales rep - consumer

Manufacturer - cellar doors - consumer

Unique

In Australia approximately 521,000 Sold per year.

Therefore: $521,000 profit per year

Conclusion

Convenient

-Penfolds has the capital to spend money on advertising

Penfolds is a well known brand with large loyalty

-60% will go towards advertising. Why?

Product Placement

-The fortified wine market is in decline and as such we decided it would be financially unfeasible to reposition our apera product.

-We discovered that the RTD market is growing and is projected to grow

-Barriers to entry being high and steady in this market, innovation and large capital support allow the launch of a new, fresh product.

Situational Analysis

-Identified low to minimal growth in the fortified wine industry

Advertising

Product designed to be:

Exciting, Sophisticated, Bubbly, Fresh and Unique

Target market: women 25-35 years old whom have:

A disposable income and seek a classy alternative to the usual RTDs.

Target Markets

-Identified that the RTDs industry is growing

375ml

Objectives

-Penfolds is a multimillion dollar company and therefore has the financial resources to relaunch sherry in a different market

Through calculated pricing strategies, promotions strategies, advertising strategies and distribution channels, Penfolds will educate, inform, create awareness and entice the chosen target markets about its revitalized Sherry product, Euphoria.

-Women 25-35

-Business people

-Seasonal

5% Alcohol Volume

Containing 1.5 Standard Drinks

Awareness

Subscribe to Facebook page

Objectives: Convince | Inform | Appeal | Awareness

Interest Target Markets

Pricing Strategy and objectives

4 pack

Slab

Per bottle

To motivate people to seek more information regarding Euphoria

SWOT Analysis

Why are these the chosen prices?

Strengths

-Multi-million dollar company

-Strong and distinctive branding

-Prestigious reputation

-Broad selection of high quality products

Industry Analysis

Weaknessess

The Product

-No online sales through cellar

-Does not have country wide cellars

-Strong national competitors

Market Trends

SWOT Analysis

Euphoria

Market share

Current growth

A luxury RTD with a sherry base that is mixed with various flavors to suit the season.

Promotion

Projected growth

Objectives

Fresh

Exciting

Sophisticated

Bubbly

-To gain a 20% awareness.

-Out of the 20% we want a 15% trial

-Out of the 15% trial we want 10% to buy Euphoria

-After that we want a 5% percent increase every six months.

Euphoria

Strategies

Opportunities

-Events

-Festivals

-Summer based events and festivals

-RTD market is a high growth industry

-Target market does not have a predisposition towards apera

-Penfolds is a multi-million dollar company and as such can afford to enter a new product into the market

Introduction

Threats

Euphoria

Sherry Based Ready-to-drink(RTDs), drink.

-Propose alcopops taxes

-Cider has rapidly increased in -popularity

-Alcohol consumption within Australia is steady

-Awareness of health issues

-Other RTD's also marketed to our target market

Industry Analysis

The product - target markets

Product development

Objectives and Strategies

Financial

Strategic Marketing

Winter Semester 2013

Edwina Marron 17566527

Sam Burnett 17569193

Marina Naam 17290083

Rongcun Guo 17263235

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