STRATEGIC MARKETING PLAN for Australian Wine

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STRATEGIC MARKETING PLANfor Australian Wine
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ABSTRACT

• This project includes the selection of a product
  currently available in Australia and is planned
  to be marketed in New Zealand.
• It explains a portion of the marketing strategic
  plan which includes-
• Selection of product and target market and
• Information about target market.

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INTRODUCTION

• The product selected for this project is
  Australian wine whose marketers had designed a
  strategic marketing plan to promote it in New
  Zealand by using different strategies.
• Australia had designed a new marketing mix for
  its product by planning a new product, price and
  promotion strategies.

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Strategic Marketing Plan Particulars

• Product - Australian Wine
• Target Market - New Zealand
• Reason of selection
• 
  
• In global wine market, people are shifting from
  basic to premium bottle wine.
• The young consumers in the old world wine
  countries are becoming interested in new world
  wines.

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Continued..

• Approach towards International trade -
• One of the worlds most liberalized and
  flourishing free trade agreement has been
  designed between Australia and New Zealand for
  trading with each other.
• Opportunities
• New Zealand provides a large size
  export market.
• It gives opportunities to develop
  mutual recognition.

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Continued..

• Demographic Attributes
• Population 4,076,140
• Growth rate 0.99
• Composition Ethnic groups
• Consumer Preferences -
• People of New Zealand are THE major
  consumers of the red wines despite being
  loyal to the local white wines.
• Wines are very famous and
  well-accepted .

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Competitiveness of Australian Wine.

• Strong market research.
• Expertise in Winemaking.
• Proficiency in technology utilization.
• Knowledge about the regional languages.
• Recruitment of consultant and an expert to handle
  exporting.
• Selection of a distributor, who has already sold
  the export material.

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Trade Environment

• Export Restriction
• Any good that has a 50 or more content from
  Australia can enter New Zealand without paying
  any duty.
• The products labeled at domestic level meet
  export requirements.
• Trade Policy
• Goods and services tax (GST) is applied at
  12.5 per cent.
• The Customs authority of New Zealand collects
  the GST at the entry point.

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Marketing Environment

• Marketing strategy
• Progressive marketing strategy.
• Product can distinguish itself on the basis
  of pricing, quality or region.
• Product strategy
• Expanding product offer.
• Enhancing the number of volume brands.
• Differentiated product.

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Continued..

• Pricing Strategy
• Competitive basis.
• Well supported by current level.
• Promotional Strategy
• Promotional pricing.
• Advertising in consumer magazines.
• Reviews in lifestyle publications.
• Wine testing.
• Other traditional marketing activities

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Difference between home and target market

• Reason of difference
• - Quality-conscious consumers.
• - Highly driven by the reputation of a brand.
• - Strengthening of New Zealand against the
  Australian currency.
• - Fierce competition from local brands.

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CONCLUSION

• The different strategies used by Australian
  wine industries can be very useful for them in
  tapping the market of New Zealand.
• There can be a significant increase in the
  sale of Australian wines if new strategic
  marketing plan is followed carefully.
• In New Zealand, the wine culture is very well
  developed and provides enormous opportunities to
  the Australian wine industry.

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References

• Australian Government Austratrade. 2008.
  Retrieved May 12, 2008, from
• http//www.austrade.gov.au/Home/default.aspx
• Wine to New Zealand. 2008. Retrieved May 12,
  2008, from
• http//www.austrade.gov.au/Wine-to-New-Zealand
  /default.aspx

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Continued..

• Australian Wine Sector Media Briefing. 2007.
  Retrieved May 12, 2008, from
• http//www.wineaustralia.com/USA/LinkClick.aspx?fi
  leticket0uzw2QA33DQ3Dtabid3833
• Wine Gallery. 2005. Retrieved May 12, 2008, from
• http//www.wine-gallery.com/store/pc/viewCat_P.asp
  ?idCategory38
• Hill, C. W. L.(2005). International Business
  Competing in the Global Marketplace. Tata McGraw
  -Hill.