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Country

Recommendation

  • Australia
  • growing demand for Australian wine
  • 2nd highest wine consumed in UK
  • France
  • greatest wine consumption

Strategy

  • 2nd highest profitability
  • Germany
  • lowest cost at £60 per case - UK consumers care about price
  • good level of demand
  • At this stage, we do not know how successful the implementation of the wine club will be.
  • Take advantage of free online banner advertising for a year.
  • Host wine event to build brand awareness and products. (cost £20,000)
  • Avoid print media as it is costly and irrelevant in digital age.
  • Use value as point of differentiation in market.

Weaknesses

  • Untested market - online based sales.
  • Will there be enough interest in the wine club for it to be viable?
  • Papillon Drinks' current staff capacity.
  • Conflicting ideas between different management teams.

What's next?

Overview

  • After one year, Papillon will need to try different marketing strategies to see which one works best.
  • Training for staff.
  • Potential market research.
  • The costs associated will also need to be considered.

Strengths

  • Papillon Drinks are a UK based wine company who imports and distributes wine to France, Spain, Italy, Germany, Chile, South Africa, NZ and Australia.
  • Sales are made on trade and off trade.
  • They are trying to sell direct to customers
  • Focus on Papillon wine club
  • Bring brand awareness to general public.
  • Build customer loyalty.
  • Stock control.
  • Costs can be reduced by using online platform and as retailer costs are cut out.
  • Getting direct customer feedback.
  • Flexibility of membership.
  • Wine tasting notes and free gift included in each case
  • Suits those who are time poor.

Papillon Drinks

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