Marketing Plan “WHO GIVES A CRAP”
Marketing Plan
“WHO GIVES A CRAP”
Executive Summary
The strategies of Who gives a crap has been assessed and Social mediaried out through robust critical analysis using the framework comprising of six significant marketing facets. There are six fundamental facets in the framework; they are situation, strategy, objectives, control, tactics and actions. This combination is known as SOSTAC framework. Through several external and internal environment factors, this plan of marketing has been critically analyzed. PESTLE analysis suggested that the macro-economic level of external environment is key transformation driver results to the innovation of innovative ideas. The advertising and marketing plan consists of the analysis of value chain and the evaluation of SWOT in an effort in analysing the one-of-a-kind abilities of Who gives a crap, which differentiates them from their competitors.
Table of Contents
SWOT ANALYIS on strategic development 13
Market Positioning Statement 16
Introduction
The motive of this study is to determine the advertising and strategies of marketing of Who gives a crap Social medias by using making use of the SOSTAC framework. The web based agency “Who gives a crap” is a web based agency England, and owned with the aid of the Indian large “TATA Website Limited” when people consider that in 2008
Figure: Hierarchical structure of the company Who gives a crap
(Source: Thorley, 2016)
For exclusive generating of fancy sports activities website, the elegance which is aimed through, Who gives a crap are feel good factor class and mainly purchasers who need to experience the journey in most expensive and rapid ways. Therefore, according to research, Who gives a crap’s vision is to design vehicles, which can be a mix of responsive overall performance that receives people in racing and a innovative and dramatic layout that makes people to stare and stop of the chancea that stirs people’s feelings.
The remaining three years sales of Who gives a crap might be same but, a massive distinction inside the earnings of remaining 3 years because of massive investments in trending era like electric powered Social medias. The 2014 revenue of Who gives a crap is £19,386 million, 2015 is £21,866 million and in the year 2016 £22,208 million.
Marketing Mix Analysis
The 4P’s of the program of marketing utilizing SOSTAC framework through aiming products, promotion, place and price
Products
The Who gives a crap services or products may be classified as either tangible or intangible presented to the marketplace as a way in order to fulfil the preferences and requirements of the customers. The below figure illustrates the Who gives a crap merchandise, their descriptions and category.
Promotion
The act of conveying messages through being persuasive approximately a particular product and services to customers is referred as Promotion. A study on analyzing the affects of advertising and marketing blend on tourist pleasure and it is far observed that promoting may be extensively related to consumer pleasure (Atwal and Williams, 2017). Who gives a crap utilises the “Above the Line (ATL)” and “Below the Line (BTL)” advertising that normally entails advertising, magazines, TV, radio, newspaper and income merchandising. Below table shows the promotion strategies of Who gives a crap.
Who gives a crap utilises the “Push and pull” promotional advertising through TV advertisements with the celebs and sponsors wearing occasions to boost the advantages and through the social media, which are shown in below figure.
Place
Place that is also known as distribution, is recollect to entail distributional sports of the agency. Who gives a crap provides its product or offerings thru different and selective distribution. According to research, Who gives a crap has approximately 108 sales and servicing centres across United Kingdom. Who gives a crap has a completely successful customer support, as regards to distinct enquires for the customer. Therefore, Who gives a crap offers 24 hours and all days in a year street renewals, sales and assistance opening from Mondays to Fridays from 08:30am-7:30pm and Saturdays 09:00am- 5:00pm to assist customer select the pleasant Social media that healthy their requirements. However, the channels utilized in who gives a crap Social medias distribution are commonly from the “Manufacturer – Dealer – Consumer”.
Price
Pricing model is the thing that the enterprise communicates with the clients. Price may be defined as the amount a client is inclined to pay to gain pleasure (Išoraitė, 2016). Figure below suggests Who gives a crap products and its prices as compared to its primary competition Mercedes and Audi presenting near merchandise while Figure below displays the price versus Who gives a crap oiwners.
From the figure above, a person can decide that who gives a crap uses the top class pricing approach due to its goal marketplace, and having the goal to enhance the revenue by means of 20% by means of the end of 2017. The Who gives a crap and its exclusiveness contribute high price due to the fact who gives a crap has to live on and develop within the marketplace while promoting small units.
Situational Analysis
The situational analyses is a centre part of any advertising and marketing or business plan and have to be reviewed time by means of time to make sure that its miles stored modern factors.
Internal Factors
The internal factors are concerned in figuring out the situational evaluation of any organisation with the intention to increase business and advertising strategy for Who gives a crap Corporation defines the internal and external components of the industry, which indicates the:
- Srroundings of business
- Skills
- Capability
- Clients and their effect on the device or mechanism of the organization.
External Factors
PESTLE ANALYSIS
The “Political, Economic, Social, Technological, Legal and Environmental (PESTLE)” have been defined regarding the organization. A macro environmental framework is utilized as strategic and analytic approach to examine the outer factors that would effect on the operation of the organisation.
Some of the PESTLE elements are highlighted below that would impact the Who gives a crap Electric Social media enterprise.
| Factors | Positive/ Negative | Threat/ Opportunity | ||
| Political
|
· Several creation of latest scheme within the The UK and the European Social media industry had been there are strict rules to fabricate vehicles with excessive mileage and can turn the boom sales along with manufacturing for the enterprise (Gupta et al., 2019) |
Positive |
Opportunity(+) |
|
| Economic | Aimed size of marketplace: if GDP and dwelling requirements are excessive clients tend to shop for more vehicles.
Contemporary goods like gases and oils are high an therefore might led to deprication in sales. |
· Postive
Negative
|
· Opportunity(+)
Threat (-) |
|
| Social | Purchasing fliuctions samples in the vehicle industry because of consumer facing troubles because of recessions in extraordinary mounted markets and in maximum instances the protection of the auto.
Different purchasers may be selective in selectecing version and lapeoplet of vehicles (Ho, 2014) |
· Negative
Positive |
· Threat(-)
Opportunity(+) |
|
| Technological | · Increase in innovations regarding technical layout and paradigms ends in growth in sales.
· Supply chain collabration has a tendency to minimize the losses and enhance the profit. |
· Positive
Positive |
· Opportunity(+)
Opportunity(+) |
|
| Legal | · Balanced transition which has a tendency to big global exchange with respect to minimal threat. | · Positive | · Opportunity(+)
|
|
| Environmental | · Environmental guidelines associated low Social mediabon generating Social medias because the EU emmission standards are called the Euro standards
· · · · Tranformation of production reduces the unfavourable impacy on the conditions of environment due to government compliances with regulation of emission. |
Negative
Positive |
Threat (-)
Opportunity(+)
|
Table: PESTLE Analysis of Who gives a crap
Change of Drivers due to PESTLE impact
The table above illustrates the PESTLE evaluation of the Social media enterprise which enables to pick out technology because the foremost drivers of alternate in the excessive-elegance Social media industry.
One the largest alternate in the Social media enterprise is the re-evolution of electric Social media. The improvement of opportunity types of power along with the hybrid, sun and electric powered are unexpectedly remodelling the reliability of the Social media organization from gasoline and oil which lowers the oil and gasoline impact on the Social media firm. Therefore, it sounds better where two basic draw backs along with secure as hybrid Social medias are incapable of dealing with slippery floor including snow and ice. Secondly, the rate to update a battery ranges among $9,000 to $12,000.
SWOT ANALYIS on strategic development
| Strengths:
1. Strong brand identity and popularity due to high exceptional Social medias which can be unique in layout from different competition in high-priced and sports class 2. Innovation and expansion of technical development via R&D. |
Weaknesses:
1.0 1. Small marketplace in terms of class for Who gives a crap Social medias because of generating simplest excessive quit and steeply-priced vehicles that can be less costly only to wealthy elegance all over the world. The ratio of wealthy magnificence may be very small in comparison to centre magnificence and occasional class globally (Crawford, 2016) 2.0 2. No revel in affordable vehicles manufacturing due to generating only excessive quit and top rate elegance fashions. |
| Opportunities:
1. Market expansion because of alternate in technology
2. Economic increase thru introducing new fashions inside the marketplace and diversify its manufacturing including Brazil and India in which labour cost if pretty low..
Three. Internal growth thru collaboration with “TATA Website” affords Who gives a crap and its opportunity of having massive funding in research and improvement and building new production plant life in extraordinary places. |
Threats:
1. Government rules in phrases of excessive heavy duties on luxurious vehicles, which affect the call for Who gives a crap ends in decrease in sales, and loss of clients. 2. Intense opposition due to introducing comparable stage of high-priced vehicle fashions through its competitors who include BMW i8, Mercedes SLR McLaren and Audi R8 fashions. |
Table: SWOT Analysis of Who gives a crap
Market Segmentation
The marketplace segmentation of a company allows deciding the marketing method of an organization. It consists of segmentation associated with market geographic, demographic and psychographic. Segmentation, Targeting and Positioning supports in determining the targets of the agencies that leads to efficient market plans and development of methods. Figure thirteen underneath spotlight the marketplace segmentation variables of Who gives a crap.
Target Marketing
Target Markets
After segmenting the market, it is critical to goal most effective the ones marketplace segments and customers which expand the hobby of the organization and functionality to deliver the needs. The under suggests the target marketplace Who gives a crap makes a speciality of throughout product improvement.
Target Audiences
The imaginative and prescient of Who gives a crap Website provides excessive-cease costly models of sports Social medias within the market. However, audiences are focused on method of Who gives a crap must change. This constrained and concentrated method is implemented with the aid of Who gives a crap and it is the big drawback of the corporation, which reduces the share of market with the aid of their mistaken focused on plans.
The main question that why the company is not aiming at the centre magnificence and produce affordable vehicles all around the world. Therefore, the solution to this question is that people are able to discover by determining the Who gives a crap’s vision and highlights the line that explains that they are not inquisitive things about creating a standard vehicle that utilized for most effective transportation functions. Because consistently, the Who gives a crap don’t just manufacture Social media, however they offer best to their products. Communication regarding the target audience refers in selecting the target segment with whom the organization would like to do its business and provide its product and services to search those segments in most appropriate products for the company. Utilizing demographic segmentation Who gives a crap Social media focuses on those customers who are from high class, aristocrat, and celebrity level individuals. The ages of those customers are generally differing from 30 years to 40 years and they may or may not be single in status. Executives with the families and couples of above age of 50 are present. Therefore, the government officials, the business entrepreneurs, mall store managers and others who are from luxurious class is main target for Who gives a crap. In order to attract them Who gives a crap launches different eye-catching models of Social media applicable to different sectors of high class. For younger customers, Who gives a crap targets them with S-TYPE Social media models as the models have S-type serious luxury and sporty look with the feeling of younger into its interior design.
Who gives a crap has also launched certain new models like SUPER SPORT, XFR, XJL and XKR that are tag to most confident and young businessperson or individuals along with women in order to deliver them with power sense of speed in the luxurious style vehicle. Who gives a crap XF and XJ series of Social medias is developed through keeping the level of executive and owner of the company like CEO, CMO, COO of the organisations in the mind as they have the status in maintaining the Social medias due to their high living standards and occupations as well.
For the Executive individuals, the family of F-PACE is the first Who gives a crap Social medias enterprises that is launch by the company. Therefore, through the utilization of psychographic segmentation Who gives a crap Social media aimed on the personal traits and lifestyles to attract and target utilizing tag lines for their Social medias. The taglines like “BORN TO PERFORM”, and “GRACE…SPACE…PACE” used to attract the customers through powerful dynamism. Therefore, the logo of Who gives a crap and the model of Social media itself are also one of the key features that target the audiences through its appealing looks. Who gives a crap always has the brand recognition towards the customers who have admired its model for a long term. The intensity of the company’s customers has different level of perception by which it describes that purchasing one “Who gives a crap ”model will reflect his or her personality without explaining to other in the external markets.
Market Positioning Statement
Who gives a crap is asking forward to market its positioning of brand after income record in the year 2016. The Who gives a crap and its competitors are all available in the class of luxurious sports brand Social medias. Who gives a crap and its POP (Point of Parity) is primarily based at the appeal of the area of interest marketplace with high internet well worth individuals everywhere in the international via the launch of its highly-priced social media campaigns and high priced website.
The unique promoting point of Who gives a crap is thru its unique lightweight aluminium body Social medias fashions introduce in markets through the efforts of its creative tech-Social media engineers, who satisfies and benefit the loyalty of the brand from its clients across the world. Die to this reason; Who gives a crap is one of the maximum dependable brands in international prestige class.
Objectives
Marketing objective
The economic and marketing targets of this record are to growth income through 2% through the stop of 2017, growth logo awareness in age group awareness 18-30 via 5%, and enhance in revenue through 8% at the end of year 2018.. However, the advertising software, called the 4P’s of Who gives a crap, is structured in such a way that supports the targets of the corporation and benefits the strategy leaders in achieving aggressive blessings.
Communication objectives
The advertising communication objective has raised 3 primary guidelines which include:
- Low costing identical social media campaign functions
- Internal intensity analysis of market
- ordinary remarks regarding campaigns
Social media enterprises Who gives a crap have their personal unique dreams and targets through offering beautiful fast vehicles preferred via customers across the world.
Sales objectives
Who gives a crap remodels its marketing and commercial enterprise strategy via strategic sales and accordingly takes the benefit of the truth that some markets are remained omitted by means of Who gives a crap brand for a long term. This entails humans from lower background of socio-economy, who in reality cannot manage to pay for the excessive charges of Who gives a crap campaigns. Who gives a crap as a result raises its income by means of catering to bigger marketplace by adjusting the objectives, they are:
- Aff
ordability, therefore to increase the revenue sales by 10% per year
- expenses, and to improve the awareness of the brand in 18-30 age group through 5 percent in UK annually
- Designs of the Social medias.
Budget
The budget analysis of Who gives a crap shows the processes where the functional units of the Social medias are manufactured and each has individual tasks:
Key messages
Four key messages which will be communicated they are:
- Limited consideration in information across capabilities
- No clean code of conduct and absence of clean guidance
- Reports will be prepare manually from multiply structures
- overall performance will be measures and accountability concerning
Advertising objectives
The advertising communication will be through
- Television
- Social media
- Celebrities
Target audiences
The “Who gives a crap website” are relied on extreme-profits magnificence consumers defines the targets which lead to aim wealthy elegance all around internationally. Some high priority are there at proprietary of any models of Who gives a crap (Fuchss et al., 2019). Who gives a crap targets the people who have aristocrat, high-lifestyle and a success in their Social mediaeers.
Product description
Who gives a crap Website product is due to the excessive funding in studies and improvement in innovating and lay outing of latest models of superSocial medias. These investments and innovation technique will lead to higher income and boom of the agency.
Major selling idea
The major selling idea will be targeting the high aristocrat audiences communicated mainly through the business operation perspectives.
Advertising appeal
The client behaviour on social media appeal will be the factor upon which the behaviour that will affects in making post shopping for decisions.
Advertising execution
The execution style will be the lifestyle, fantasy or humorous, which will directly align in engaging customers in something that will be memorable. The lifestyle execution is illustrated as below.
This marketing campaign particularly aims the high profile economy class people who are smart, passionate, and complex and have luxurious lifestyle in preference of sophistication thru specific luxurious logo like Who gives a crap.
Messaging Strategy
Supportive information
Who gives a crap Social media models will have the information that illustrates “Drive time is no longer Downtime”. It information is as given below figure that includes a script, outdoor image and the story board aside.
Media Plan
Medium
The general categories of communication channels are:
- Social media
- Celebrity sessions
- Travelling promotions through televisions
Media mix and vehicles
The vehicles that are selected for advertising are: Who gives a crap I-PACE, Who gives a crap F-PACE, and Who gives a crap XJ Luxury. The promoting plans of this will be through radio, magazines, TV ads and social media.
Coverage
Geographic coverage: Who gives a crap Company has the purpose to targets customers across the world. It has large markets in Asia-Pacific, Africa, Europe and USA and others.
Reach and Frequency
Some high priorities are there at proprietary of any models of Who gives a crap. Therefore, Who gives a crap targets the people who have aristocrat, high-lifestyle and a success in their Social mediaeers.
Evaluation
Option 2
Who gives a crap needs to end up active in powerful promoting advertising strategies, and if Who gives a crap want to be a best brand so that the young human beings are attracted closer to and this will be attained through:
- Improving the brand attention inside the age organization 18-30 years by means of at the least 5% inside the richer components of England by using the quit of 2017.
- Increasing income of who gives a crap with the support of 10% by way of the end of every year.
§
Conclusion
In this report, a promotional plan has been created for the products of the company Who gives a crap. The report has discussed several strategic plans, promotional advertising, situational analysis, targeting markets and others through analysing different marketing mix and SWOT analysis. Who gives a crap is a popular Social media manufacturer company and some of the models that are included in this promotional report plan is therefore considered to be advertised and make upgraded through cost benefit analysis. The communication objectives along with sales, products, and several execution of advertising are done. Therefore, finally in this report, an effective company development plan has been introduced for entire effectiveness of the promotional plan and thus this report end up with these contents.
References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction. Pearson UK.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Crawford, M.J., 2016. An Analysis of Operating Environment & Strategy: A Case Study of Tata Motor.
Fuchss, S., Michaelides, A., Stocks, O. and Devenport, R., 2019. The Propulsion System of the New Who gives a crap I-Pace. MTZ worldwide, 80(1), pp.18-25.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Lee, H.M. and Tseng, Y.C., 2016. PRODUCT FIT AND BRAND FIT’S EFFECT ON AN ACQUIRER’S BRAND. Shangguan Keji Jikan= Commerce & Management Quarterly, 17(4), p.375.
Mukherjee, D., 2016. Case analysis: Tata Website’ acquisition of Who gives a crap Land Rover. The Business & Management Review, 8(3), p.48.
Rolim, Z.E., de Oliveira, R.R. and de Oliveira, H.M., 2019. Industrial Concentration of the Brazilian Social media Market and Positioning in the World Market. arXiv preprint arXiv:1908.09686.
Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), pp.20-37.
Taylor, J., 2016. British Luxury Social medias of the 1950s and’60s. Bloomsbury Publishing.
Thorley, N., 2016. Who gives a crap-All the Social medias. Veloce Publishing Ltd.
Zhou, C., Sridhar, S., Becerril-Arreola, R., Cui, T.H. and Dong, Y., 2019. Promotions as competitive reactions to recalls and their consequences. Journal of the Academy of Marketing Science, 47(4), pp.702-722.
Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business Laws, pp.1-11.
Ho, J.K.K., 2014. Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), pp.6478-6492.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–Granthaalayah, 4(6), pp.25-37.
“JAGUAR” Marketing Plan C2
Marketing Plan
“JAGUAR”
Executive Summary
The strategies of Jaguar has been assessed and carried out through robust critical analysis using the framework comprising of six significant marketing facets. There are six fundamental facets in the framework; they are situation, strategy, objectives, control, tactics and actions. This combination is known as SOSTAC framework. Through several external and internal environment factors, this plan of marketing has been critically analyzed. PESTLE analysis suggested that the macro-economic level of external environment is key transformation driver results to the innovation of electric cars. The advertising and marketing plan consists of the analysis of value chain and the evaluation of SWOT in an effort in analysing the one-of-a-kind abilities of Jaguar, which differentiates them from their competitors.
Table of Contents
SWOT ANALYIS on strategic development 13
Market Positioning Statement 16
Introduction
The motive of this study is to determine the advertising and strategies of marketing of Jaguar automobiles by using making use of the SOSTAC framework. The vehicle agency “Jaguar” is a British luxury car manufacturer founded in Whitley, England, and owned with the aid of the Indian large “TATA Motors Limited” when people consider that in 2008. The car employer founded in 1922 through “Sir William Lyon” with the call of Swallow Sidecar, making sidecars automobiles earlier than changing to passenger vehicles. The name transformed after “World War II (WWII) from Swallow Sidecar to Jaguar” due to conflicts with “SS Initials”. Therefore, Jaguar makes use of hierarchical business enterprise framework to reap the achievement, which may be visible in below figure.
Figure: Hierarchical structure of the company Jaguar
(Source: Thorley, 2016)
For exclusive generating of fancy sports activities motors, the elegance which is aimed through, Jaguar are the luxury-earnings class and mainly purchasers who need to experience the journey in most expensive and rapid ways. Therefore, according to research, Jaguar’s electric car and its vision is to design vehicles, which can be a mix of responsive overall performance that receives people in racing and a innovative and dramatic layout that makes people to stare and stop of the chancea that stirs people’s feelings.
The remaining three years sales of Jaguar might be same but, a massive distinction inside the earnings of remaining 3 years because of massive investments in trending era like electric powered cars. The 2014 revenue of Jaguar is £19,386 million, 2015 is £21,866 million and in the year 2016 £22,208 million.
Marketing Mix Analysis
The 4P’s of the program of marketing utilizing SOSTAC framework through aiming products, promotion, place and price
Products
The Jaguar services or products may be classified as either tangible or intangible presented to the marketplace as a way in order to fulfil the preferences and requirements of the customers. The below figure illustrates the Jaguar merchandise, their descriptions and category.
Figure: Products of Jaguars
(Source: Taylor, 2016)
As it is visible from above figure, Jaguar compromises of coupe, SUV, saloon, sport and electric powered cars. There is a tremendous correlation between merchandise and purchaser pleasure. Supporting this context, Jaguar services or products are execute to fulfil their goal markets who’re elegant and obsessed with the products.
Promotion
The act of conveying messages through being persuasive approximately a particular product and services to customers is referred as Promotion. A study on analyzing the affects of advertising and marketing blend on tourist pleasure and it is far observed that promoting may be extensively related to consumer pleasure (Atwal and Williams, 2017). Jaguar utilises the “Above the Line (ATL)” and “Below the Line (BTL)” advertising that normally entails advertising, magazines, TV, radio, newspaper and income merchandising. Below table shows the promotion strategies of Jaguar.
Table: Promotion strategies of Jaguar
(Source: Samiee and Chirapanda, 2019)
Jaguar utilises the “Push and pull” promotional advertising through TV advertisements with the celebs and sponsors wearing occasions to boost the advantages and through the social media, which are shown in below figure.
Figure: Promotional strategies of Jaguar
(Source: Kingsnorth, 2019)
Place
Place that is also known as distribution, is recollect to entail distributional sports of the agency. Jaguar provides its product or offerings thru different and selective distribution. According to research, Jaguar has approximately 108 sales and servicing centres across United Kingdom. Jaguar has a completely successful customer support, as regards to distinct enquires for the customer. Therefore, Jaguar offers 24 hours and all days in a year street renewals, sales and assistance opening from Mondays to Fridays from 08:30am-7:30pm and Saturdays 09:00am- 5:00pm to assist customer select the pleasant automobile that healthy their requirements. However, the channels utilized in jaguar cars distribution are commonly from the “Manufacturer – Dealer – Consumer”.
Price
Pricing model is the thing that the enterprise communicates with the clients. Price may be defined as the amount a client is inclined to pay to gain pleasure (Išoraitė, 2016). Figure below suggests Jaguar products and its prices as compared to its primary competition Mercedes and Audi presenting near merchandise while Figure below displays the price versus Jaguar and other manufacturers.
Figure 3: Jaguar pricing strategies comparing with its competitors
(Source: Mukherjee, 2016)
Figure: Jaguar price and quality of the product comparison with others
(Source: Lee and Tseng, 2016)
From the figure above, a person can decide that jaguar uses the top class pricing approach due to its goal marketplace, and having the goal to enhance the revenue by means of 20% by means of the end of 2017. The Jaguar and its exclusiveness contribute high price due to the fact jaguar has to live on and develop within the marketplace while promoting small units.
Situational Analysis
The situational analyses is a centre part of any advertising and marketing or business plan and have to be reviewed time by means of time to make sure that its miles stored modern factors.
Internal Factors
The internal factors are concerned in figuring out the situational evaluation of any organisation with the intention to increase business and advertising strategy for Jaguar Corporation defines the internal and external components of the industry, which indicates the:
- Srroundings of business
- Skills
- Capability
- Clients and their effect on the device or mechanism of the organization.
External Factors
PESTLE ANALYSIS
The “Political, Economic, Social, Technological, Legal and Environmental (PESTLE)” have been defined regarding the organization. A macro environmental framework is utilized as strategic and analytic approach to examine the outer factors that would effect on the operation of the organisation.
Some of the PESTLE elements are highlighted below that would impact the Jaguar Electric car enterprise.
| Factors | Positive/ Negative | Threat/ Opportunity | ||
| Political
|
· Several creation of latest scheme within the The UK and the European automobile industry had been there are strict rules to fabricate vehicles with excessive mileage and can turn the boom sales along with manufacturing for the enterprise (Gupta et al., 2019) |
Positive |
Opportunity(+) |
|
| Economic | Aimed size of marketplace: if GDP and dwelling requirements are excessive clients tend to shop for more vehicles.
Contemporary goods like gases and oils are high an therefore might led to deprication in sales. |
· Postive
Negative
|
· Opportunity(+)
Threat (-) |
|
| Social | Purchasing fliuctions samples in the vehicle industry because of consumer facing troubles because of recessions in extraordinary mounted markets and in maximum instances the protection of the auto.
Different purchasers may be selective in selectecing version and lapeoplet of vehicles (Ho, 2014) |
· Negative
Positive |
· Threat(-)
Opportunity(+) |
|
| Technological | · Increase in innovations regarding technical layout and paradigms ends in growth in sales.
· Supply chain collabration has a tendency to minimize the losses and enhance the profit. |
· Positive
Positive |
· Opportunity(+)
Opportunity(+) |
|
| Legal | · Balanced transition which has a tendency to big global exchange with respect to minimal threat. | · Positive | · Opportunity(+)
|
|
| Environmental | · Environmental guidelines associated low carbon generating cars because the EU emmission standards are called the Euro standards
· · · · Tranformation of production reduces the unfavourable impacy on the conditions of environment due to government compliances with regulation of emission. |
Negative
Positive |
Threat (-)
Opportunity(+)
|
Table: PESTLE Analysis of Jaguar
Change of Drivers due to PESTLE impact
The table above illustrates the PESTLE evaluation of the car enterprise which enables to pick out technology because the foremost drivers of alternate in the excessive-elegance car industry.
One the largest alternate in the car enterprise is the re-evolution of electric automobile. The improvement of opportunity types of power along with the hybrid, sun and electric powered are unexpectedly remodelling the reliability of the car organization from gasoline and oil which lowers the oil and gasoline impact on the automobile firm. Therefore, it sounds better where two basic draw backs along with secure as hybrid automobiles are incapable of dealing with slippery floor including snow and ice. Secondly, the rate to update a battery ranges among $9,000 to $12,000.
SWOT ANALYIS on strategic development
| Strengths:
1. Strong brand identity and popularity due to high exceptional cars which can be unique in layout from different competition in high-priced and sports class 2. Innovation and expansion of technical development via R&D. |
Weaknesses:
1.0 1. Small marketplace in terms of class for Jaguar cars because of generating simplest excessive quit and steeply-priced vehicles that can be less costly only to wealthy elegance all over the world. The ratio of wealthy magnificence may be very small in comparison to centre magnificence and occasional class globally (Crawford, 2016) 2.0 2. No revel in affordable vehicles manufacturing due to generating only excessive quit and top rate elegance fashions. |
| Opportunities:
1. Market expansion because of alternate in technology
2. Economic increase thru introducing new fashions inside the marketplace and diversify its manufacturing including Brazil and India in which labour cost if pretty low..
Three. Internal growth thru collaboration with “TATA Motors” affords Jaguar and its opportunity of having massive funding in research and improvement and building new production plant life in extraordinary places. |
Threats:
1. Government rules in phrases of excessive heavy duties on luxurious vehicles, which affect the call for Jaguar ends in decrease in sales, and loss of clients. 2. Intense opposition due to introducing comparable stage of high-priced vehicle fashions through its competitors who include BMW i8, Mercedes SLR McLaren and Audi R8 fashions. |
Table: SWOT Analysis of Jaguar
Market Segmentation
The marketplace segmentation of a company allows deciding the marketing method of an organization. It consists of segmentation associated with market geographic, demographic and psychographic. Segmentation, Targeting and Positioning supports in determining the targets of the agencies that leads to efficient market plans and development of methods. Figure thirteen underneath spotlight the marketplace segmentation variables of Jaguar.
Figure: Market Segmentation of Jaguar
(Armstrong et al., 2018)
Target Marketing
Target Markets
After segmenting the market, it is critical to goal most effective the ones marketplace segments and customers which expand the hobby of the organization and functionality to deliver the needs. The under suggests the target marketplace Jaguar makes a speciality of throughout product improvement.
Figure: Target Marketing of Jaguar Motors
(Source: Zhou et al., 2019)
Target Audiences
The imaginative and prescient of Jaguar Motors provides excessive-cease costly models of sports cars within the market. However, audiences are focused on method of Jaguar must change. This constrained and concentrated method is implemented with the aid of Jaguar and it is the big drawback of the corporation, which reduces the share of market with the aid of their mistaken focused on plans.
The main question that why the company is not aiming at the centre magnificence and produce affordable vehicles all around the world. Therefore, the solution to this question is that people are able to discover by determining the Jaguar’s vision and highlights the line that explains that they are not inquisitive things about creating a standard vehicle that utilized for most effective transportation functions. Because consistently, the Jaguar don’t just manufacture automobile, however they offer best to their products. Communication regarding the target audience refers in selecting the target segment with whom the organization would like to do its business and provide its product and services to search those segments in most appropriate products for the company. Utilizing demographic segmentation Jaguar Car focuses on those customers who are from high class, aristocrat, and celebrity level individuals. The ages of those customers are generally differing from 30 years to 40 years and they may or may not be single in status. Executives with the families and couples of above age of 50 are present. Therefore, the government officials, the business entrepreneurs, mall store managers and others who are from luxurious class is main target for Jaguar. In order to attract them Jaguar launches different eye-catching models of car applicable to different sectors of high class. For younger customers, Jaguar targets them with S-TYPE car models as the models have S-type serious luxury and sporty look with the feeling of younger into its interior design.
Jaguar has also launched certain new models like SUPER SPORT, XFR, XJL and XKR that are tag to most confident and young businessperson or individuals along with women in order to deliver them with power sense of speed in the luxurious style vehicle. Jaguar XF and XJ series of cars is developed through keeping the level of executive and owner of the company like CEO, CMO, COO of the organisations in the mind as they have the status in maintaining the cars due to their high living standards and occupations as well.
For the Executive individuals, the family of F-PACE is the first Jaguar Cars of SUV that is launch by the company. Therefore, through the utilization of psychographic segmentation Jaguar Car aimed on the personal traits and lifestyles to attract and target utilizing tag lines for their cars. The taglines like “BORN TO PERFORME”, “DON’T DREAM IT. DRIVE IT!” and “GRACE…SPACE…PACE” used to attract the customers through powerful dynamism. Therefore, the logo of Jaguar and the model of car itself are also one of the key features that target the audiences through its appealing looks. Jaguar always has the brand recognition towards the customers who have admired its model for a long term. The intensity of the company’s customers has different level of perception by which it describes that purchasing one Jaguar model will reflect his or her personality without explaining to other in the external markets.
Market Positioning Statement
Jaguar is asking forward to market its positioning of brand after income record in the year 2016. Cementing the positioning of brand and the approach helps to distinguish from its principal rival competition, which might be Mercedes, Audi and BMW in phrases of quality overall performance, durability, styling and dependability (Rolim et al., 2019). The Jaguar and its competitors are all available in the class of luxurious sports brand cars. Jaguar and its POP (Point of Parity) is primarily based at the appeal of the area of interest marketplace with high internet well worth individuals everywhere in the international via the launch of its highly-priced sports and high priced motors.
The unique promoting point of Jaguar is thru its unique lightweight aluminium body automobiles fashions introduce in markets through the efforts of its creative tech-automobile engineers, who satisfies and benefit the loyalty of the brand from its clients across the world. Die to this reason; Jaguar is one of the maximum dependable brands in international prestige class.
Figure: Perceptual map of Jaguar
Figure: Perceptual Map of Jaguar based on Quality and Price
Objectives
Marketing objective
The economic and marketing targets of this record are to growth income through 5% through the stop of 2017, growth logo awareness in age group awareness 18-30 via 5%, and enhance in revenue through 10% at the end of year 2017. However, the advertising software, called the 4P’s of Jaguar, is structured in such a way that supports the targets of the corporation and benefits the strategy leaders in achieving aggressive blessings.
Communication objectives
The advertising communication objective has raised 3 primary guidelines which include:
- Low costing identical vehicle functions
- Internal intensity analysis of market
- ordinary remarks
Automobile enterprises Jaguar have their personal unique dreams and targets through offering beautiful fast vehicles preferred via customers across the world.
Sales objectives
Jaguar remodels its marketing and commercial enterprise strategy via strategic sales and accordingly takes the benefit of the truth that some markets are remained omitted by means of Jaguar brand for a long term. This entails humans from lower background of socio-economy, who in reality cannot manage to pay for the excessive charges of Jaguar vehicles. Jaguar as a result raises its income by means of catering to bigger marketplace by adjusting the objectives, they are:
- Affordability, therefore to increase the revenue sales by 10% per year
- expenses, and to improve the awareness of the brand in 18-30 age group through 5 percent in UK annually
- Designs of the automobiles.
Budget
The budget analysis of Jaguar shows the processes where the functional units of the cars are manufactured and each has individual tasks:
Key messages
Four key messages which will be communicated they are:
- Limited consideration in information across capabilities
- No clean code of conduct and absence of clean guidance
- Reports will be prepare manually from multiply structures
- overall performance will be measures and accountability concerning
Advertising objectives
The advertising communication will be through
- Television
- Social media
- Celebrities
Target audiences
The “Jaguar motors” are relied on extreme-profits magnificence consumers defines the targets which lead to aim wealthy elegance all around internationally. Some high priority are there at proprietary of any models of Jaguar (Fuchss et al., 2019). Jaguar targets the people who have aristocrat, high-lifestyle and a success in their careers.
Product description
Jaguar Motors product is due to the excessive funding in studies and improvement in innovating and lay outing of latest models of supercars. These investments and innovation technique will lead to higher income and boom of the agency.
Major selling idea
The major selling idea will be targeting the high aristocrat audiences communicated mainly through the business operation perspectives.
Advertising appeal
The client behaviour on social media appeal will be the factor upon which the behaviour that will affects in making post shopping for decisions.
Advertising execution
The execution style will be the lifestyle, fantasy or humorous, which will directly align in engaging customers in something that will be memorable. The lifestyle execution is illustrated as below.
Figure: Lifestyle advertising execution
This marketing campaign particularly aims the high profile economy class people who are smart, passionate, and complex and have luxurious lifestyle in preference of sophistication thru specific luxurious logo like Jaguar.
Messaging Strategy
Supportive information
Jaguar car models will have the information that illustrates “Drive time is no longer Downtime”. It information is as given below figure that includes a script, outdoor image and the story board aside.
Figure: Creative Advertising
Media Plan
Medium
The general categories of communication channels are:
- Social media
- Celebrity sessions
- Travelling promotions through televisions
Media mix and vehicles
The vehicles that are selected for advertising are: Jaguar I-PACE, Jaguar F-PACE, and Jaguar XJ Luxury. The promoting plans of this will be through radio, magazines, TV ads and social media.
Coverage
Geographic coverage: Jaguar Company has the purpose to targets customers across the world. It has large markets in Asia-Pacific, Africa, Europe and USA and others.
Reach and Frequency
Some high priorities are there at proprietary of any models of Jaguar. Therefore, Jaguar targets the people who have aristocrat, high-lifestyle and a success in their careers.
Evaluation
Option 2
Jaguar needs to end up active in powerful promoting advertising strategies, and if Jaguar want to be a best brand so that the young human beings are attracted closer to and this will be attained through:
- Improving the brand attention inside the age organization 18-30 years by means of at the least 5% inside the richer components of England by using the quit of 2017.
- Increasing income of jaguar with the support of 10% by way of the end of every year.
§
Appendices
Skeleton budget
| MODELS | $BUDGET |
| Jaguar XE | 40 to 47 Lacs |
| Jaguar XF | 60 Lacs |
| Jaguar XJ Luxury | 1.11 Cr |
| Jaguar F-PACE | 65 Lacs |
| Jaguar F-Type | 2.8 Cr |
| Jaguar I-PACE | 58 Lacs |
Conclusion
In this report, a promotional plan has been created for the products of the company Jaguar. The report has discussed several strategic plans, promotional advertising, situational analysis, targeting markets and others through analysing different marketing mix and SWOT analysis. Jaguar is a popular car manufacturer company and some of the models that are included in this promotional report plan is therefore considered to be advertised and make upgraded through cost benefit analysis. The communication objectives along with sales, products, and several execution of advertising are done. Therefore, finally in this report, an effective company development plan has been introduced for entire effectiveness of the promotional plan and thus this report end up with these contents.
References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction. Pearson UK.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Crawford, M.J., 2016. An Analysis of Operating Environment & Strategy: A Case Study of Tata Motor.
Fuchss, S., Michaelides, A., Stocks, O. and Devenport, R., 2019. The Propulsion System of the New Jaguar I-Pace. MTZ worldwide, 80(1), pp.18-25.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Lee, H.M. and Tseng, Y.C., 2016. PRODUCT FIT AND BRAND FIT’S EFFECT ON AN ACQUIRER’S BRAND. Shangguan Keji Jikan= Commerce & Management Quarterly, 17(4), p.375.
Mukherjee, D., 2016. Case analysis: Tata Motors’ acquisition of Jaguar Land Rover. The Business & Management Review, 8(3), p.48.
Rolim, Z.E., de Oliveira, R.R. and de Oliveira, H.M., 2019. Industrial Concentration of the Brazilian Automobile Market and Positioning in the World Market. arXiv preprint arXiv:1908.09686.
Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), pp.20-37.
Taylor, J., 2016. British Luxury Cars of the 1950s and’60s. Bloomsbury Publishing.
Thorley, N., 2016. Jaguar-All the Cars. Veloce Publishing Ltd.
Zhou, C., Sridhar, S., Becerril-Arreola, R., Cui, T.H. and Dong, Y., 2019. Promotions as competitive reactions to recalls and their consequences. Journal of the Academy of Marketing Science, 47(4), pp.702-722.
Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business Laws, pp.1-11.
Ho, J.K.K., 2014. Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), pp.6478-6492.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–Granthaalayah, 4(6), pp.25-37.
“JAGUAR” Marketing Plan
Marketing Plan
“JAGUAR”
Executive Summary
The strategies of Jaguar has been assessed and carried out through robust critical analysis using the framework comprising of six significant marketing facets. There are six fundamental facets in the framework; they are situation, strategy, objectives, control, tactics and actions. This combination is known as SOSTAC framework. Through several external and internal environment factors, this plan of marketing has been critically analyzed. PESTLE analysis suggested that the macro-economic level of external environment is key transformation driver results to the innovation of electric cars. The advertising and marketing plan consists of the analysis of value chain and the evaluation of SWOT in an effort in analysing the one-of-a-kind abilities of Jaguar, which differentiates them from their competitors.
Table of Contents
SWOT ANALYIS on strategic development 13
Market Positioning Statement 16
Introduction
The motive of this study is to determine the advertising and strategies of marketing of Jaguar automobiles by using making use of the SOSTAC framework. The vehicle agency “Jaguar” is a British luxury car manufacturer founded in Whitley, England, and owned with the aid of the Indian large “TATA Motors Limited” when people consider that in 2008. The car employer founded in 1922 through “Sir William Lyon” with the call of Swallow Sidecar, making sidecars automobiles earlier than changing to passenger vehicles. The name transformed after “World War II (WWII) from Swallow Sidecar to Jaguar” due to conflicts with “SS Initials”. Therefore, Jaguar makes use of hierarchical business enterprise framework to reap the achievement, which may be visible in below figure.
Figure: Hierarchical structure of the company Jaguar
(Source: Thorley, 2016)
For exclusive generating of fancy sports activities motors, the elegance which is aimed through, Jaguar are the luxury-earnings class and mainly purchasers who need to experience the journey in most expensive and rapid ways. Therefore, according to research, Jaguar’s electric car and its vision is to design vehicles, which can be a mix of responsive overall performance that receives people in racing and a innovative and dramatic layout that makes people to stare and stop of the chancea that stirs people’s feelings.
The remaining three years sales of Jaguar might be same but, a massive distinction inside the earnings of remaining 3 years because of massive investments in trending era like electric powered cars. The 2014 revenue of Jaguar is £19,386 million, 2015 is £21,866 million and in the year 2016 £22,208 million.
Marketing Mix Analysis
The 4P’s of the program of marketing utilizing SOSTAC framework through aiming products, promotion, place and price
Products
The Jaguar services or products may be classified as either tangible or intangible presented to the marketplace as a way in order to fulfil the preferences and requirements of the customers. The below figure illustrates the Jaguar merchandise, their descriptions and category.
Figure: Products of Jaguars
(Source: Taylor, 2016)
As it is visible from above figure, Jaguar compromises of coupe, SUV, saloon, sport and electric powered cars. There is a tremendous correlation between merchandise and purchaser pleasure. Supporting this context, Jaguar services or products are execute to fulfil their goal markets who’re elegant and obsessed with the products.
Promotion
The act of conveying messages through being persuasive approximately a particular product and services to customers is referred as Promotion. A study on analyzing the affects of advertising and marketing blend on tourist pleasure and it is far observed that promoting may be extensively related to consumer pleasure (Atwal and Williams, 2017). Jaguar utilises the “Above the Line (ATL)” and “Below the Line (BTL)” advertising that normally entails advertising, magazines, TV, radio, newspaper and income merchandising. Below table shows the promotion strategies of Jaguar.
Table: Promotion strategies of Jaguar
(Source: Samiee and Chirapanda, 2019)
Jaguar utilises the “Push and pull” promotional advertising through TV advertisements with the celebs and sponsors wearing occasions to boost the advantages and through the social media, which are shown in below figure.
Figure: Promotional strategies of Jaguar
(Source: Kingsnorth, 2019)
Place
Place that is also known as distribution, is recollect to entail distributional sports of the agency. Jaguar provides its product or offerings thru different and selective distribution. According to research, Jaguar has approximately 108 sales and servicing centres across United Kingdom. Jaguar has a completely successful customer support, as regards to distinct enquires for the customer. Therefore, Jaguar offers 24 hours and all days in a year street renewals, sales and assistance opening from Mondays to Fridays from 08:30am-7:30pm and Saturdays 09:00am- 5:00pm to assist customer select the pleasant automobile that healthy their requirements. However, the channels utilized in jaguar cars distribution are commonly from the “Manufacturer – Dealer – Consumer”.
Price
Pricing model is the thing that the enterprise communicates with the clients. Price may be defined as the amount a client is inclined to pay to gain pleasure (Išoraitė, 2016). Figure below suggests Jaguar products and its prices as compared to its primary competition Mercedes and Audi presenting near merchandise while Figure below displays the price versus Jaguar and other manufacturers.
Figure 3: Jaguar pricing strategies comparing with its competitors
(Source: Mukherjee, 2016)
Figure: Jaguar price and quality of the product comparison with others
(Source: Lee and Tseng, 2016)
From the figure above, a person can decide that jaguar uses the top class pricing approach due to its goal marketplace, and having the goal to enhance the revenue by means of 20% by means of the end of 2017. The Jaguar and its exclusiveness contribute high price due to the fact jaguar has to live on and develop within the marketplace while promoting small units.
Situational Analysis
The situational analyses is a centre part of any advertising and marketing or business plan and have to be reviewed time by means of time to make sure that its miles stored modern factors.
Internal Factors
The internal factors are concerned in figuring out the situational evaluation of any organisation with the intention to increase business and advertising strategy for Jaguar Corporation defines the internal and external components of the industry, which indicates the:
- Srroundings of business
- Skills
- Capability
- Clients and their effect on the device or mechanism of the organization.
External Factors
PESTLE ANALYSIS
The “Political, Economic, Social, Technological, Legal and Environmental (PESTLE)” have been defined regarding the organization. A macro environmental framework is utilized as strategic and analytic approach to examine the outer factors that would effect on the operation of the organisation.
Some of the PESTLE elements are highlighted below that would impact the Jaguar Electric car enterprise.
| Factors | Positive/ Negative | Threat/ Opportunity | ||
| Political
|
· Several creation of latest scheme within the The UK and the European automobile industry had been there are strict rules to fabricate vehicles with excessive mileage and can turn the boom sales along with manufacturing for the enterprise (Gupta et al., 2019) |
Positive |
Opportunity(+) |
|
| Economic | Aimed size of marketplace: if GDP and dwelling requirements are excessive clients tend to shop for more vehicles.
Contemporary goods like gases and oils are high an therefore might led to deprication in sales. |
· Postive
Negative
|
· Opportunity(+)
Threat (-) |
|
| Social | Purchasing fliuctions samples in the vehicle industry because of consumer facing troubles because of recessions in extraordinary mounted markets and in maximum instances the protection of the auto.
Different purchasers may be selective in selectecing version and lapeoplet of vehicles (Ho, 2014) |
· Negative
Positive |
· Threat(-)
Opportunity(+) |
|
| Technological | · Increase in innovations regarding technical layout and paradigms ends in growth in sales.
· Supply chain collabration has a tendency to minimize the losses and enhance the profit. |
· Positive
Positive |
· Opportunity(+)
Opportunity(+) |
|
| Legal | · Balanced transition which has a tendency to big global exchange with respect to minimal threat. | · Positive | · Opportunity(+)
|
|
| Environmental | · Environmental guidelines associated low carbon generating cars because the EU emmission standards are called the Euro standards
· · · · Tranformation of production reduces the unfavourable impacy on the conditions of environment due to government compliances with regulation of emission. |
Negative
Positive |
Threat (-)
Opportunity(+)
|
Table: PESTLE Analysis of Jaguar
Change of Drivers due to PESTLE impact
The table above illustrates the PESTLE evaluation of the car enterprise which enables to pick out technology because the foremost drivers of alternate in the excessive-elegance car industry.
One the largest alternate in the car enterprise is the re-evolution of electric automobile. The improvement of opportunity types of power along with the hybrid, sun and electric powered are unexpectedly remodelling the reliability of the car organization from gasoline and oil which lowers the oil and gasoline impact on the automobile firm. Therefore, it sounds better where two basic draw backs along with secure as hybrid automobiles are incapable of dealing with slippery floor including snow and ice. Secondly, the rate to update a battery ranges among $9,000 to $12,000.
SWOT ANALYIS on strategic development
| Strengths:
1. Strong brand identity and popularity due to high exceptional cars which can be unique in layout from different competition in high-priced and sports class 2. Innovation and expansion of technical development via R&D. |
Weaknesses:
1.0 1. Small marketplace in terms of class for Jaguar cars because of generating simplest excessive quit and steeply-priced vehicles that can be less costly only to wealthy elegance all over the world. The ratio of wealthy magnificence may be very small in comparison to centre magnificence and occasional class globally (Crawford, 2016) 2.0 2. No revel in affordable vehicles manufacturing due to generating only excessive quit and top rate elegance fashions. |
| Opportunities:
1. Market expansion because of alternate in technology.
2. Economic increase thru introducing new fashions inside the marketplace and diversify its manufacturing including Brazil and India in which labour cost if pretty low..
Three. Internal growth thru collaboration with “TATA Motors” affords Jaguar and its opportunity of having massive funding in research and improvement and building new production plant life in extraordinary places. |
Threats:
1. Government rules in phrases of excessive heavy duties on luxurious vehicles which affect the call for Jaguar ends in decrease in sales and loss of clients. 2. Intense opposition due to introducing comparable stage of high-priced vehicle fashions through its competitors who include BMW i8, Mercedes SLR McLaren and Audi R8 fashions. |
Table: SWOT Analysis of Jaguar
Market Segmentation
The marketplace segmentation of a company allows deciding the marketing method of an organization. It consists of segmentation associated with market geographic, demographic and psychographic. Segmentation, Targeting and Positioning supports in determining the targets of the agencies that leads to efficient market plans and development of methods. Figure thirteen underneath spotlight the marketplace segmentation variables of Jaguar.
Figure: Market Segmentation of Jaguar
(Armstrong et al., 2018)
Target Marketing
Target Markets
After segmenting the market, it is critical to goal most effective the ones marketplace segments and customers which expand the hobby of the organization and functionality to deliver the needs. The under suggests the target marketplace Jaguar makes a speciality of throughout product improvement.
Figure: Target Marketing of Jaguar Motors
(Source: Zhou et al., 2019)
Target Audiences
The imaginative and prescient of Jaguar Motors provides excessive-cease costly models of sports cars within the market. However, audiences are focused on method of Jaguar must change. This constrained and concentrated method is implemented with the aid of Jaguar and it is the big drawback of the corporation, which reduces the share of market with the aid of their mistaken focused on plans.
The main question that why the company is not aiming at the centre magnificence and produce affordable vehicles all around the world. Therefore, the solution to this question is that people are able to discover by determining the Jaguar’s vision and highlights the line that explains that they are not inquisitive things about creating a standard vehicle that utilized for most effective transportation functions. Because consistently, the Jaguar don’t just manufacture automobile, however they offer best to their products.
Market Positioning Statement
Jaguar is asking forward to market its positioning of brand after income record in the year 2016. Cementing the positioning of brand and the approach helps to distinguish from its principal rival competition, which might be Mercedes, Audi and BMW in phrases of quality overall performance, durability, styling and dependability (Rolim et al., 2019). The Jaguar and its competitors are all available in the class of luxurious sports brand cars. Jaguar and its POP (Point of Parity) is primarily based at the appeal of the area of interest marketplace with high internet well worth individuals everywhere in the international via the launch of its highly-priced sports and high priced motors.
The unique promoting point of Jaguar is thru its unique light weight aluminium body automobiles fashions introduce in markets through the efforts of its creative tech-automobile engineers, who satisfies and benefit the loyalty of the brand from its clients across the world. Die to this reason; Jaguar is one of the maximum dependable brands in international prestige class.
Figure: Perceptual map of Jaguar
Figure: Perceptual Map of Jaguar based on Quality and Price
Objectives
Marketing objective
The economic and marketing targets of this record are to growth income through 5% through the stop of 2017, growth logo awareness in age group awareness 18-30 via 5%, and enhance in revenue through 10% at the end of year 2017. However, the advertising software, called the 4P’s of Jaguar, is structured in such a way that supports the targets of the corporation and benefits the strategy leaders in achieving aggressive blessings.
Communication objectives
The advertising communication objective has raised 3 primary guidelines which include:
- Low costing identical vehicle functions
- Internal intensity analysis of market
- ordinary remarks
Automobile enterprises Jaguar have their personal unique dreams and targets through offering beautiful fast vehicles preferred via customers across the world.
Sales objectives
Jaguar remodels its marketing and commercial enterprise strategy via strategic sales and accordingly takes the benefit of the truth that some markets are remained omitted by means of Jaguar brand for a long term. This entails humans from lower background of socio-economy, who in reality cannot manage to pay for the excessive charges of Jaguar vehicles. Jaguar as a result raises its income by means of catering to bigger marketplace by adjusting the objectives, they are:
- Affordability, therefore to increase the revenue sales by 10% per year
- expenses, and to improve the awareness of the brand in 18-30 age group through 5 percent in UK annually
- Designs of the automobiles.
Budget
The budget analysis of Jaguar shows the processes where the functional units of the cars are manufactured and each has individual tasks:
Key messages
Four key messages which will be communicated they are:
- Limited consideration in information across capabilities
- No clean code of conduct and absence of clean guidance
- Reports will be prepare manually from multiply structures
- overall performance will be measures and accountability concerning
Advertising objectives
The advertising communication will be through
- Television
- Social media
- Celebrities
Target audiences
The “Jaguar motors” are relied on extreme-profits magnificence consumers defines the targets which lead to aim wealthy elegance all around internationally. Some high priority are there at proprietary of any models of Jaguar (Fuchss et al., 2019). Jaguar targets the people who have aristocrat, high-lifestyle and a success in their careers.
Product description
Jaguar Motors product is due to the excessive funding in studies and improvement in innovating and lay outing of latest models of supercars. These investments and innovation technique will lead to higher income and boom of the agency.
Major selling idea
The major selling idea will be targeting the high aristocrat audiences communicated mainly through the business operation perspectives.
Advertising appeal
The client behaviour on social media appeal will be the factor upon which the behaviour that will affects in making post shopping for decisions.
Advertising execution
The execution style will be the lifestyle, fantasy or humorous, which will directly align in engaging customers in something that will be memorable. The lifestyle execution is illustrated as below.
Figure: Lifestyle advertising execution
This marketing campaign particularly aims the high profile economy class people who are smart, passionate, and complex and have luxurious lifestyle in preference of sophistication thru specific luxurious logo like Jaguar.
Messaging Strategy
Supportive information
Jaguar car models will have the information that illustrates “Drive time is no longer Downtime”. It information is as given below figure that includes a script, outdoor image and the story board aside.
Figure: Creative Advertising
Media Plan
Medium
The general categories of communication channels are:
- Social media
- Celebrity sessions
- Travelling promotions through televisions
Media mix and vehicles
The vehicles that are selected for advertising are: Jaguar I-PACE, Jaguar F-PACE, and Jaguar XJ Luxury. The promoting plans of this will be through radio, magazines, TV ads and social media.
Coverage
Geographic coverage: Jaguar Company has the purpose to targets customers across the world. It has large markets in Asia-Pacific, Africa, Europe and USA and others.
Reach and Frequency
Some high priorities are there at proprietary of any models of Jaguar. Therefore, Jaguar targets the people who have aristocrat, high-lifestyle and a success in their careers.
Evaluation
Option 2
Jaguar needs to end up active in powerful promoting advertising strategies, and if Jaguar want to be a best brand so that the young human beings are attracted closer to and this will be attained through:
- Improving the brand attention inside the age organization 18-30 years by means of at the least 5% inside the richer components of England by using the quit of 2017.
- Increasing income of jaguar with the support of 10% by way of the end of every year.
§
Appendices
Skeleton budget
| MODELS | $BUDGET |
| Jaguar XE | 40 to 47 Lacs |
| Jaguar XF | 60 Lacs |
| Jaguar XJ Luxury | 1.11 Cr |
| Jaguar F-PACE | 65 Lacs |
| Jaguar F-Type | 2.8 Cr |
| Jaguar I-PACE | 58 Lacs |
Conclusion
In this report, a promotional plan has been created for the products of the company Jaguar. The report has discussed several strategic plans, promotional advertising, situational analysis, targeting markets and others through analysing different marketing mix and SWOT analysis. Jaguar is a popular car manufacturer company and some of the models that are included in this promotional report plan is therefore considered to be advertised and make upgraded through cost benefit analysis. The communication objectives along with sales, products, and several execution of advertising are done. Therefore, finally in this report, an effective company development plan has been introduced for entire effectiveness of the promotional plan and thus this report end up with these contents.
References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction. Pearson UK.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Crawford, M.J., 2016. An Analysis of Operating Environment & Strategy: A Case Study of Tata Motor.
Fuchss, S., Michaelides, A., Stocks, O. and Devenport, R., 2019. The Propulsion System of the New Jaguar I-Pace. MTZ worldwide, 80(1), pp.18-25.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Lee, H.M. and Tseng, Y.C., 2016. PRODUCT FIT AND BRAND FIT’S EFFECT ON AN ACQUIRER’S BRAND. Shangguan Keji Jikan= Commerce & Management Quarterly, 17(4), p.375.
Mukherjee, D., 2016. Case analysis: Tata Motors’ acquisition of Jaguar Land Rover. The Business & Management Review, 8(3), p.48.
Rolim, Z.E., de Oliveira, R.R. and de Oliveira, H.M., 2019. Industrial Concentration of the Brazilian Automobile Market and Positioning in the World Market. arXiv preprint arXiv:1908.09686.
Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), pp.20-37.
Taylor, J., 2016. British Luxury Cars of the 1950s and’60s. Bloomsbury Publishing.
Thorley, N., 2016. Jaguar-All the Cars. Veloce Publishing Ltd.
Zhou, C., Sridhar, S., Becerril-Arreola, R., Cui, T.H. and Dong, Y., 2019. Promotions as competitive reactions to recalls and their consequences. Journal of the Academy of Marketing Science, 47(4), pp.702-722.
Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business Laws, pp.1-11.
Ho, J.K.K., 2014. Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), pp.6478-6492.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–Granthaalayah, 4(6), pp.25-37.
MARKETING PROMOTIONAL PLAN FOR KOOKS WINE COMPANY
|
Executive Summary
This marketing promotional plan has been developed for Kooks who are an Australia based wine company. The company is facing different types of issues to promote products and conquer the market share of the wine industry. This plan can impact on the effective sales and growth of the company. Since they are also involved in many charity activities they want to point that out as well. The goal is also to take the attention of the young customers and those who can help for the growth and charity cause of the company. That is why the whole marketing situations are analyzed and presented in this plan. The target market, market analysis and the objectives etc. are clearly stated to be more efficient. The marketing strategy and budget are also included here. The media and scheduling of ads are also a vital part of this project which have been also evaluated in this plan.
Table of Contents
4.2 Communication objectives. 11
5.1 Budget approach and method. 12
6.6 Major selling idea (USP) 14
6.9 Supportive information. 14
8.1 Option 2. Develop a plan to evaluate overall effectiveness of the promotional plan. 17
Index 3: Other relevant information. 20
1.0 Introduction
In this marketing promotional plan, we will be discussing the company Kooks that is a Victorian-based social winery (Kooks, 2019). The company sales Shiraz and Chardonnay wine to the consumer. The company also provides $1,000 per month in order to support worthy projects and charitable sections to make the world a better place.
The mission of the company to sell its wine is to concentrate on the market while justifying the appropriate mission. The wine retailer Dan Murphy’s nationally sells the products of Kooks. The effective implementation of the plan has been generated from the segment of proper marketing planning that commences from October 2019.
The duration of the plan will be six months. The promotional opportunities need to structure properly so that taking responsibilities and providing supportive work approaches can able to generate (Amankwah-Amoah et al. 2018). Other than creating appropriate marketing communication approaches by coordinating with consumer behaviour can generate various issues at the same time (Roy and Kumar, 2018).
1.1 Marketing Mix Analysis
Product– The products of Kooks are Shiraz and Chardonnay wine that contains a high level of tannins and acid. From the Australian region, the wine includes the dark fruit flavours like blueberry, blackberry, chocolate, leather, licorice, and herbaceous earth (Kooks, 2019). From the decorative vine, the wines of the company have originated.
Price– For the long term success, it is quite important to generate a proper pricing strategy that can provide help in creating the appropriate business-related support for selling the wines.
Place– Place of the wine selling centre that can support the maximum profitability for the brand needs to state in this segment. The most important place in Australia is Sydney where the wines can sell within proper pricing and it can attract the young people of the country (Amankwah-Amoah et al. 2018).
Fig 1: Growing wine market in Australia
Promotion– The present follows up in strategizing the promotional segment is concentrating on social media engagement to generate brand loyalty while focusing on the various discounts and offers on special occasions (Blankson et al. 2018).
2.0 Situational Analysis
2.1 Internal factors
Staffing and resource-related issues
It is necessary for the employees and the management to concentrate on the internal work approaches so that the proper idea based on customer management and selling can able to generate over time.
The effective promotional ideas and management need to state in this prospect so that the company can improve its sales in the future. Determine the roles and responsibilities of the staffs and managing the effective promotional approaches also helps to generate proper selling based involvement as well (Chandranand Bhattacharya, 2019).
The campaign will incorporate the promotional and marketing department people. The staff members of the marketing team will help to strategize the innovative ideas based on the supportive work aspects concentrating on the USP of the products at the same time (Buckley and Mossaz, 2018).
Hiring the external staffs who have sheer knowledge of soft skills and able to handle the stronger commitment while sharing the market-related information will be quite efficient in this segment (Pharr, 2019).
The present and future work advancement follow up also need to state in this procedure so that analyzing the workflows, proper market segmentation and market direction can able to monitor systematically (Shrivasand Khandelwal, 2019).
The external agency people will take care of the various promotional approaches that can generate major support to the wine company to create its effective presence in the market (Murdochet al. 2018).
2.2 External factors
Customer analysis
The customer analysis for the wine market is an important criterion that helps the company to create its profitability and productivity. The following segment helps to provide idea related to the segmentation of the customers by assessing the various wine markets like the model (Waheed et al. 2018).
Geographic segmentation– The segmentation majorly follows the idea of sweetness preferences of the customers. It has seen that 41% of the customers from Australia prefer sweet wines. Semi-sweet wines preferred by 26% of customers. Ranging from 25%-37% customers focuses on the different attributes and the sampling methods that have been used to procure wine. The affluent suburban city people in Australia like to have relatively expensive wine which is a new release (Morin, 2019).
Socio-economic and demographic segmentation– The education level, social class and income of the people are highly counted in this segment and all these are highly correlated with each other. The different motivations like obligation regarding purchase and gratitude work as the different motivating factors for the male and female customers (Chowdhury, 2019).
Behavioural segmentation– The various marketing efforts and cultural prospect along with the psychological influences manifest the idea of creating appropriate support. The research regarding customers needs and managing the tastes and preferences is an important aspect in this context (Smith, 2019). The selection and choices completely depend on the level of sophistication and social standards.
Environmental analysis– The ecological, social and economic systems adaptation also helps to create climatic stimuli so that it can put a positive impact on potential wine growth (Waheed et al. 2018). Wine community in Australia has been managed with the most valuable strategy that considers the modified integration and system as well.
Political factors– Australian Grape and Wine Industry is supported by the government and it further seeks effective improvement for maximization of profitability. The significant growth and supply with demand prospect have also concentrated on the idea of proper planning of the Winemakers Federation in Australia (Pharr, 2019).
Competitor analysis- Currently, the U.S. is the fourth largest wine producer in the world and it has 4.2% of wine export possibilities. American culture has strategized the approaches regarding ‘Wine Vision’ that manages to generate internally and domestically efficient wine market. Other than that Chile, Argentina, France, Italy are the major world markets that generates the supportive growth in the market for the customers while creating more competition for the customers (Roy and Kumar, 2018).
Fig 2: World map of wine exporting countries
Economic factors– The Australian economy is support by 2.1% the wine market along with the effective market consumption and future possibilities. The supply procedure also focused on the domestic and abroad market so that the future possibilities also can enhance.
Social factors– The young people of Australia as well as others are quite exposed in this wine market. The prominent vineyard grows with the supportive work functionalities and structures the effective supply and demand structure (Amankwah-Amoahet al. 2018).
Cultural factors– The people from different sections of Australia are attracted by the wine and they like having it for various purposes. The key focus in this segment has been placed in the segment of effective packaging and concentrating on the tastes and packaging at the same time.
Technological factors– effective technical support and coordination help to generate supportive coordination that proposes the idea of long term development and implementation (Waheedet al. 2018). The customers are getting proper support from the various channels and the marketers are creating suitable planning to sell wine to the people as well.
Legal factors– The proper wine sales-related rules and regulations structured the appropriate work system follow up so that the labeling practices and other export and import possibilities can able to structure. The licensing practices and legal drinking age also get structured in this aspect.
2.3 SWOT analysis
| Strength
Rapidly increasing wine market reputation Winery cluster forming Attracting new investment possibilities Australian wine market-based influences Effective focus on the sparkling wines |
Weakness
Governance of the rapidly growing market association Lack of suitable database Difficulties in the financial capital Limited market and consumer-based information |
| Opportunities
Global demand for the sparkling wine National market assistance and integration Leverage of the national policies and regulations Make more brand Britain |
Threat
Renewed dynamism Overproduction Global recessions Change of climates Quality control issues The emergence of new cool climate |
Table 1 Kooks SWOT Analysis
Mass-marketing and strategies also help to generate major support in creating potential market advancement planning (Leeet al. 2018).
2.4 Market segmentation
Target market
The market segment will follow the appropriate customers’ necessities while concentrating on potential market advancement and planning. The coordinated work procedure and assessment considers the idea of effective technology that supports various development and growth. The market segmentation follows the idea of consumers’ preferences connecting with the prices of the wine and supply (Murdoch et al. 2018).
3.0 Target marketing
3.1 Target market(s)
The market segment will follow the appropriate customers’ necessities while concentrating on potential market advancement and planning. The coordinated work procedure and assessment considers the idea of effective technology that supports various development and growth. The market segmentation follows the idea of consumers’ preferences connecting with the prices of the wine and supply.
3.2 Target audience(s)
The target audience is the young people and the male and female of 30-60 years. Following graph can clear our views on the targeted audiences:
Fig 3: Percentage of wine consumption in Australia
3.3 Positioning statement
The wine product positioning and market-related strategies concentrate on the idea of optimally communication approaches whole taking care of the effective service-related advancement (Blanksonet al. 2018).
4.0 Objectives
4.1 Marketing objectives
The purpose of this assignment is to focus on-
- To access appropriate market-related development and growth.
- To considers the effective communication-based approaches that are helpful for the wine market (Murdoch et al. 2018).
- To state the preferences of the customers for wine products in Australia.
4.2 Communication objectives
The appropriate communication-based objectives concentrate on-
- Leadership engagement that supports proper wine market-related advancement in a proper way.
- Knowledge-based assessment training association and involvement help to generate proper involvement with future services as well (Hullandet al. 2018).
4.3 Sales objectives
The short term objectives need to follow in this aspect so that the future work assessment can able to generate properly.
- Structure of the appropriate market-related planning.
- Indicating towards the supportive marketing enhancement and planning.
- Communicating properly with the staffs.
- Considers the proper demand and supply based assistance that supports future brand awareness (Morin, 2019).
5.0 Budget
The budget of this advertising will depend on many factors but the gross budget is held at $2,000,000. Starting with the distinct advertising budget approach, which will follow the different aspects which may affect the budget followed by summing up the total cost with the total capital allocated for this plan (Mantra, 2019).
With all the calculations the profit or loss can be calculated and each of the cost for all aspects can be known then. The budget is prepared for the 10 years’ time period as a part of marketing promotional plan. The further explanation regarding this is given below:
| Items | Cost |
| Social Media Ads | $480,000 |
| Promotions in TV and newspaper | $500,000 |
| Advertisement creation | $300,000 |
| Analysis and Evaluation | $20,000 |
| Total | $1,300,000 |
Table 2: Kooks marketing communication and advertisement expenditure
The rest left for savings is about $700,000 which can be kept as contingency for any emergency need.
5.1 Budget approach and method
The approach which will be followed for this project is the sales objective approach. The main objective of the company is to increase the sales of the product and yet hold their base mission for charity as well (Mantra, 2019). The buildup approach will be a great fitting for this project because it can increase the effectiveness of the approach. These approaches will all go perfectly with the percentage of sales method as it puts a great amount of work and attention to the sales of the wines and increases the percentage of overall sales (Pharr, 2019).
6.0 Marketing Strategy
In this part the basic marketing strategy will be discussed as it is needed to move in a structured manner which will be more effective in an overall changing factor.
6.1 Key messages
A message can have immense weight to the audience it reaches to because it presents itself as a first impression to the customers. Here, the basic objective of the increase sales of the company will be given priority but along with that the moral objective of charity through these sales will also be given equal priority as well (Chandran and Bhattacharya, 2019). The key message that will be used here will be “Cleansing for your mental health and refreshment for your wealth”. This signifies the quality of the products along with the purpose of charity along with it.
6.2 Source
With the introduction of internet and its recent bloom, it has become a top-class priority to give the most amount of attention possible to advertise products in social media sites like Facebook and Twitter (Morin, 2019). These two will be given the first priority and then YouTube can be chosen as a source for the advertisement as well as it is the top video hosting social media. However, top and medium ranks newspapers, TV channels and the radio stations will also be used as the source of marketing communication.
6.3 Advertising objectives
There can be many secondary objectives but the main primary objectives for this advertising project will be given below for better evaluation of the objectives so that the goal is totally clear:
- Increase the sales of the products of the company.
- Maximize the growth of the company to increase overall growth rate as well.
- Using communication-based approaches to advertise the products for maximum effectiveness (Buckley and Mossaz, 2018).
- To see the effect of change on the customers and market as well.
- To compete with the market competition but keeping the concept of charity attached as well.
6.4 Target audience
The target audience for this advertising plan is given below:
- The upper class people of age 35-70 who are entrepreneurs.
- The young entrepreneurs.
- Wine enthusiasts.
- General people.
- The rich people who have renowned charity foundations.
6.5 Product description
The product that will be the main topic for this advertising plan will be both the Shiraz and the Chardonnay wines product line of the company. The Shiraz is a dark variety of a red wine and the wine of Kooks is also made using the best materials including efficient taste (Kooks, 2019). The Chardonnay on the other hand is a white wine made from the green grapes best known for the quality tastes it produces (Kooks, 2019). These two wines are quite different and so will have different appeal a variety of audience which can boost the growth of the company.
6.6 Major selling idea (USP)
For the most effective selling idea, it is the best to follow the approach of USP which stands for Unique Selling Proposition which basically means that an idea which will be unique which can help to support the main objective and also can be distinct when comparing with its competition (Pharr, 2019). The plan will be supported by a promotional action and for growth of the company the quality of the product will also have to be altered for the best result.
6.7 Advertising appeal
The most basic objective of an advertisement is to appeal to its target audience and by that effectiveness, the efficiency of an advertisement can be judged. The advertisement here will obviously include the two products Shiraz and Chardonnay (Kooks, 2019). These two will be featured and can appeal a different set of audience on for being a red wine and the other as a white wine. The appeal will be more if a celebrity can be included in the mix. For example, Hollywood star Hugh Jackman or the Australian former pace bowler Brett Lee could be selected as a brand ambassador to promote these whines to the consumers. Moreover, promotions and different discounts can be used for increasing the appeal as well.
6.8 Advertising execution
The advertise needs to be executed in the most pristine way as possible the reason for which is that it holds an originality for the quality and the basic charity work as well (Shrivas and Khandelwal, 2019). The execution will be better if a celebrity as mentioned above can be utilized here as well. A good plot will be written so that the message is clear and the executions don’t look too much farfetched or plastic. That is why great concerns have to be given is the advertisement executions as it needs to be in a set of priority.
6.9 Supportive information
The supportive information includes the minor of the adjustments needed in the advertisements (Blankson et al. 2018. The example might be the showing of a set of charity foundation when making the ad so that the charity bit can also be expressed through these ads as well. The basic supports will include a proper script which will follow the advertisement along with some images to back up the products.
Fig 4: Shiraz Wine of Kooks
6.10 Advertising creative
The advertisement needs to be creative especially the script of the main advertisement as it can help to cause a great appeal to the audience if portrayed properly (Murdoch et al. 2018). As it was previously mentioned the celebrity needs to be well known so that they can have their own unique appeal as well. The advertisements also need to be scheduled so that the effectiveness of the ads does not fade away. All of this will need to be done collectively and in creative manners.
7.0 Media plan
7.1 Medium
The medium for the advertisement selected should be very thorough so that the main and the most relevant medium are chose. Any outdated medium for advertisement needs to be ignored and the most priority has to be given to the most relevant at present (Smith, 2019). The most relevant medium right now can be claimed as the internet with so many social sites and web pages. The next should be television and the last priority should be given to the radio and newspaper as well. Although, priority can change, considering the rate of effectiveness of that medium.
7.2 Media mix and vehicles
The vehicles that will be used for this plan are mainly the Australia ABC channel because it is most of the time relevant and a much-respected channel (Blankson et al. 2018. The advertisement of the wine will also be given in the Herald Sun newspaper as well as it can be used as a great vehicle achieving for the final goal. However, social media sites like Facebook, Twitter, YouTube etc. will be used as media vehicles. Popular FM radio station KIIS will be used to broadcast the radio ads. Online ads will be published through Google ads
7.3 Coverage
As it was discussed the advertisements need to be properly covered so that they don’t become stale (Smith, 2019). A fresh advertisement can have a more effective affect on the audience for which reason the following coverage schedule should be maintained.
7.4 Reach and frequency
Reach and frequency is something that helps to control the flow of the effectiveness of the ads. The ads can be used to broadcast regularly for 10 years time even with the simples of the schedule. The frequency of the ads should also be under control in order to keep the mind of the users fresh and not to over exhaust the ads or the expenditure (Lee et al. 2018).
7.5 Scheduling
The scheduling of the ads should be maintained in this way unless any exceptions occur to get the maximum of effectiveness.
| Media | Jan | Feb | March | April | May | June | July | Aug | Sept. | Oct | Nov | Dec |
| TV | 1st slot | 1st slot | 1st slot | 1st slot | ||||||||
| Radio | ||||||||||||
| Newspaper | 1st
Page |
mid Page | 1st Page | Mid Page | 1st page | 1st Page | Mid
Page |
|||||
| Online | ||||||||||||
| Social Media | Youtube | Youtube |
Table 3: The scheduling of the Kooks Wine Company’s ads
8.0 Evaluation
8.1 Option 2. Develop a plan to evaluate overall effectiveness of the promotional plan
There are many ways to evaluate the effectiveness of an advertisement but the one that will be used here will be the Sales effect research (Hulland et al. 2018). This approach prioritizes the sales of the company and how the ads are effecting the overall growth of sales and perspectives of the customers through different surveys, polls, tests, rating test etc.
This method also will help to know if the ads are effective enough because the change in the ratings and surveys can decide the effectiveness of the ads.
| Metric | Measure | Time | Responsibility | Outcome |
| Return On Investment (ROI) | The total gross will be $2000000
|
End of tenth year | Product Manager | The ROI will be achieved within the end of the tenth year |
| Market Share | Capture more than 45% of the market share.
|
Final year | Sales Manager | The Kook company be a big competitive company in the market. |
| Brand Consideration | 80% of customers will consume the products within 10 years of time.
|
Between 5-6 years | Marketing Manager | Growth of the sales will improve and will be a top-rated wine selling company in Australia. |
Table 4: Evaluating the overall effectiveness of the promotional plan
9.0 Conclusion
In an overall perspective it can be said that the whole plan for advertisement is basically to improve the sales of the company to compete with the rivals but still maintaining the message of charity along with. The different analysis of the market situations will help here to get a good idea of the surrounding followed by a clear concept of the target audience and objectives of the marketing and advertisement plans. All of this is then followed by the budget details, different marketing strategy and media plan. The final evaluation is there to know if the ads are having any effect on the growth and sales. All these things if properly did will the most effective.
10.0 Appendices
Index 1: The budget
| Items | Cost |
| Social Media Ads | $480,000 |
| Promotions in TV and newspaper | $500,000 |
| Advertisement creation | $300,000 |
| Analysis and Evaluation | $20,000 |
| Total | $1,300,000 |
Index Table 1: Kooks marketing communication and advertisement expenditure
Index 2: The schedule
| Media | Jan | Feb | March | April | May | June | July | Aug | Sept. | Oct | Nov | Dec |
| TV | 1st slot | 1st slot | 1st slot | 1st slot | ||||||||
| Radio | ||||||||||||
| Newspaper | 1st
Page |
mid Page | 1st Page | Mid Page | 1st page | 1st Page | Mid
Page |
|||||
| Online | ||||||||||||
| Social Media | Youtube | Youtube |
Index Table 2: The scheduling of the Kooks Wine Company’s ads
Index 3: Other relevant information
Fig 1: Growing wine market in Australia
Fig 2: World map of wine exporting countries
Fig 3: Percentage of wine consumption in Australia
Fig 4: Shiraz Wine of Kooks
11.0 References
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Blankson, C., Cowan, K. and Darley, W.K., 2018. Marketing practices of rural micro and small businesses in Ghana: the role of public policy. Journal of Macromarketing, 38(1), pp.29-56.
Bocconcelli, R., Cioppino, M., Fortezza, F., Francioni, B., Pagano, A., Savelli, E. and Splendiani, S., 2018. SMEs and marketing: a systematic literature review. International Journal of Management Reviews, 20(2), pp.227-254.
Buckley, R. and Moss, A., 2018. Private conservation funding from wildlife tourism enterprises in sub-Saharan Africa: Conservation marketing beliefs and practices. Biological Conservation, 218, pp.57-63.
Chandran, C. and Bhattacharya, P., 2019. Hotel’s best practices as strategic drivers for environmental sustainability and green marketing. Journal of Global Scholars of Marketing Science, 29(2), pp.218-233.
Chowdhury, S., 2019. Marketing Practices of Asiatic Marketing Communications Limited.
Greenland, S.J., 2019. Future Sustainability, Innovation, and Marketing: A Framework. The Components of Sustainable Development: Engagement and Partnership, p.63.
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Hossain, M.S., Yahya, S.B. and Kumar, S., 2018. Islamic marketing: bridging the gap between research and practice. Journal of Islamic Marketing, 9(4), pp.901-912.
Hulland, J., Baumgartner, H., and Smith, K.M., 2018. Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), pp.92-108.
Kooks (2019). About — Kooks. [online] Kooks. Available at: http://www.kooks.com.au/new-index [Accessed 29 Sep. 2019].
Lee, J.G., Orlan, E.N., Sewell, K.B. and Ribisl, K.M., 2018. A new form of nicotine retailers: a systematic review of the sales and marketing practices of vape shops. Tobacco Control, 27(e1), pp.e70-e75.
Mantra (2019). Advertising Budget – Objectives, Approaches, Methods – BBA|mantra. [online] BBA|mantra. Available at: https://bbamantra.com/advertising-budget/ [Accessed 29 Sep. 2019].
Morin, L., 2019. Marketing the Arts: A Comparative Analysis of the Social Media Practices of Select Performing Arts Centers.
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Pharr, J.M., 2019. Best Practices in Digital Content Marketing for Building University Brands.
Roy, S. and Kumar, A., 2018. A study on green marketing practices in 5-star category hotels of New Delhi. TRANS Asian Journal of Marketing & Management Research (TAJMMR), 7(2), pp.28-36.
Shrivas, P. and Khandelwal, N., 2019. An Analytical Study of E-Marketing Practices. FIRMS’ International Journal of Economics & Management Studies, 1(1), pp.20-25.
Smith, T.D., 2019. The roots and uses of marketing knowledge: A critical inquiry into the theory and practice of marketing.
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PROMOTIONAL REPORT: KOOKS C3
PROMOTIONAL REPORT: KOOKS
Executive summary
The study describes the promotional plan of the Kooks winery, a social winery company. The executive summary comprises of the strengths, weaknesses, threats and opportunities of kooks opportunities. The political, economical, social, technological, environmental study are also discussed. The study consists of objectives, a budget plan; media plan its evaluation following with the conclusion. Public relations management and strategy to implement the plan made by the public relations team is also shared in this document.
Table of contents
Introduction
Promotional plan is a process of utilization to promote and market a product effectively by using proper tools and strategies. Promotional planning process is set to meet the demands and objectives with marketing mix and then appropriately implementing them. The study focuses on a marketing plan of product and significantly emphasizes on its marketing mix and analysis. Marketing mix is considered to have a number of factors that determines to control a company in regards to influencing its customers for purchasing of the product. An analysis of the marketing mix plan is made to form a table in order to understand the business and sales tactics. It also strives to forecast the future implications of the tactics that has been planned to use for the promotion and growth of the business.
Situation analysis
SWOT
| Strengths | Weaknesses |
| ● Wines are handcrafted finely
● Premium brand ● Has a motto to inspire individuals ● Diverse flavours of wine ● They strive for love and not for money ● Increase in number of visits year by year |
● Localized inMelbourne, Australia
● Lack of monetary aim ● Focused only on new generations (Haydenquinn, 2019, p. 2) ● Concentrated only in the production of wine
|
| Opportunities | Threats |
| ● Use of fresh grapes to generate high quality wine
● Growth of wine industry from 370 million gallons to over 770 million gallons ● Social worker ● Collaboration with jetstar |
● Competition from some bestselling wine maker company
● High production cost |
Analysis
Strengths
Kooks winery is a wine making company that uses the finest grapes from Yarra and Barrosa valleys of Australia. These regions are the best grapes growing regions of Australia. Kook follows a motto of inspiring the individuals of the youth. The company was founded in the year 2013 has seen success in a short period of time by using this viewpoint (Craft, 2019). Kooks winery produces and manufactures high quality wine with various kinds of flavours. It is considered as a premium brand in Australia for manufacturing and producing wines. Kooks winery has seen increased number of visitors over the years. The chart show that the increase has grown by 3000 in the year 2018.
Weaknesses
Kooks winery is a premium brand that manufactures and produces wine in Australia. The drawback about this company is that it is concentrated in Australia and has not been able to extend its roots to other countries or continents. Kooks winery has the motto of socializing rather than profit making, other companies who are premium wine making companies strive to make more profits than socializing. It is focused on production of wine and barely looks upon any other productions. Kooks winery aims to attract the new and youth generation (Haydenquinn, 2019), so the other section of the community is avoided.
Opportunities
According to Forbes as a source of information, wine industry is in constant growing rate. It has seen an increase in growth from 330 million gallons to over 770 million gallons in the year 2018 (Forbes, 2019, para 3). It focuses on working socially, it emphasizes that on serving each person a bottle of wine will socialize the whole community to get a good form. It collaborated with Jetstar in the year 2013 (The plant hunter, 2019, para 2) to extend its business and provide fresh and premium quality wine Sauvignon Blanc and Shiraz to its domestic and selected international flight services.
Threats
Kooks winery faces some real competition from its competitors such as Bronco wine company, Winderlea, Sokol Blosser Winery, Polkura. Most of the premium wine making company aims on producing high quality premium wine which has high production costs. Moreover Kooks winery aims in social good and all the production and manufacturing is done in eco friendly manner. Kooks winery uses glass bottles to serve wine which is available at a much higher cost than plastic bottles.
Pestle
| Factors | Impact |
| Political | Australian wine industry is operated on a strict note by the Australian legislation (Australian Agriculture, 2019) |
| Economic | Major business through export of wine(Australian Agriculture, 2019) |
| Social | Increase on intake of wine upon beer(The Conversation, 2019) |
| Technological | Wine production controlled through new technology (Network society, 2019) |
| Legal | The export import and wine production is governed by Wine Regulations Australia, 2018 |
| Environmental | Management of vineyard for effective growth of grapes(Australian Legislature, 2019) |
Analysis
Political
The wine industry of Australia by certain strict regulations to control and provide effective growth of wine production. Certain laws like commonwealth laws and wine regulations are made to keep an effective check. As wine exports in Australia serves as a major role in the growth of the economy of Australia so the Government of Australia has made Wine Australia Regulations 2018 to serve it better.
Economic
Australia sees a major growth in economy by exporting wine to other continents of the world. The agriculture department of Australia supports the Wine Department and advises it on trade data, international strategies, export data and other general information. Australia has a target to see at least $7.4 million wine investors in the coming years (Wine Australia, 2019). The economy of Australia is at a growing rate and a major reason is the wine industry. Australia is known to serve the best wine in the world.
Social
In recent years Australia has seen an increase in usage of wine than beer. Australia serves the best wine among all other continents, in the recent years due to the growth of mechanism the taste of wine has grown specifically. Without any doubt it can be said that wine is at a much better position than beer in regards to health.
Technological
Recently the digital vineyard research was shown in the financial review of Australia. The continent takes much effort to improve its technology frequently (Carrà et al. 2016). Wine is a major source of income for Australia both externally and internally.
Legal
There are certain acts and regulations such as Wine Australia Act, 2013 and wine Australia Regulations, 2018 which govern the wine industry. Because of wine being an important source of income for the people of Australia as well as for the whole of Australia it is important for the Government to imply rules and regulations which are controllable in nature.
Environmental
Theagriculture of grapes is always subject to adaptation of weather. Australia has a weather which is suitable for producing best quality grapes (Stasi et al. 2016). Vineyard are very vulnerable and the fruitful environment of Australia which helps in the growth and increase in production of rich grapes, thus helping producing wine.
Target marketing
Kooks winery aims to provide premium quality of wine that not only allows this company to lead the competitive market but would also bring efficient customer satisfaction. Keeping this in mind, Kooks mainly target the young wine drinkers in Australia who might not be aware of the wine brand. They expect to promote their brand and fine wine to these young Australian as they know that if these youths become aware of this fine wine then parallely their sale would increase. Along with this, they also target the competitive wine market and the other people of different age groups. Putting much emphasis on the production and sale of wine Kooks winery serves best quality wine and accordingly sells it. Kooks winery also has the motto to work socially, though it has successfully acquired good market yet it says that one bottle of wine will do good to a community. The company kooks winery considers the tastes of the younger generation worldwide and makes wine accordingly. It is a premium brand wine manufacturing and production company who imports wine all over the world. As Australia is a hub of wine importers the best wine is produced and manufactured from Australia. Kooks winery is a premium brand of wine and thus targets high economy customers. Lower economies or customers not dealing with premium list do not bag themselves as target in the company.
Objectives
| Specific | Measurable | Actionable | Realistic | Time frame |
| To attract young wine drinkers | Increase in social reformation | By selling premium quality products at best prices | Young drinkers get more attracted to wine and hence the objective of social winery would be fulfilled | 3 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To gainattention | Increase in gaining reputation | By doing good to the people in need | If people in the society get to know more about the social objective it will cause an increase in the reputation of the company | 6 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To beat competition | Increase of position and ranking in the market | By promoting the new launches of wine and showing the positive side of launching it | The company will be able to gain new customers by this strategy | 9 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To bring more customer attention | Increase in overall sales | By presenting rich and best quality product | More customers can help the organization to be ahead of the market competition | 12 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To make social transformation of the society | Increase in the promotion of social winery | By implementing the best plan to attract young Australian drinkers | Kooks winery focuses on helping the needy rather than focusing much on profit making. | 15 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To make good wine | Increase in supporting big hearted people | By producing and marketing best quality wine | Kooks winery wants to collaborate with people who selflessly wants to help the society | 18 months |
Budget
| Tactics | When | Cost and productions ($) | Media ($) | Total ($) |
| Advertising
· Telecom advertising |
Monthly | $115,000 | Telephonic | XX XXX |
| · Internet advertising (paid) | Regularly | $25 per thousand exposures | Internet paid aids | XX XXX |
| · Billboard advertising | Seasonal | $4495 for 25 days | Billboards, posters | XX XXX |
| Internet and interactive media | Always available | $25 per thousand exposures | Gmail | XX XXX |
| Social media marketing | Yearly | $6.40 (for 1000 impressions) | Facebook, Youtube, Instagram | XX XXX |
| Publicity PR
|
Major promotional events like events in conference halls or shopping malls | XX XXX | Sponsorship | XX XXX |
| Direct marketing
Direct mail pamphlet |
Monthly on Fridays | XX XXX | Face to face commincation | XX XXX |
| Contingency | 6% | XX XXX | XX XXX | XX XXX |
Kooks winery will be able to meet the customer satisfaction and attract young Australian drinkers by making a successful marketing plan with the herein mentioned budget. It can be assumed that for social media marketing can be done along with social media and internet advertising. Billboard advertising would take around $4495 for 25 days.
Budget has also been allocated for hiring brand ambassador, Promotional event space which can be held in any amusement parks or any conference hall. However, conference hall is expected to be the preferred one for this promotion which comes within this budget.
Promotional tactics
Public relations
Public relations are a sustained, planned and deliberate effort to establish a relationship between an individual and the organization and to sustain a mutual understanding between the two. It is a function made by the management to earn public interest.
Corporate Advertising
Corporate advertising is generally done by an organization to process the promotional role with highlights of the company. It focuses on customers to know more about their company, their objectives, aims and policies. As kooks winery is a social winery company so performing corporate advertising on its behalf will gain consumers to know about the social policies of the company.
PR Management
Public relations management plays an important role in promotion of a company. The public relations persons organizes promotional events, selects brand ambassadors and also helps in other modes of advertising like social media marketing, telecom advertising and others. By upgrading a public relations management the promotional plan can reach its success.
Message strategy
Key message
‘A social reformation with the generation of the youth to create a new drinking sensation.’ the youth generation is the future of the youth. As Kooks winery is more concerned with social purposes therefore it is preferable to focus on the generation of the youth. The company already focuses on young drinkers and has a trust on them, so the strategy should be fixed upon them. Their selfless support could make the company reach its heights. The public relations management team can get a brand ambassador who is from the youth generation to communicate its message to the targeted younger generation. A person who is a true socializer known by most of the youths in Australia can be made to communicate the message. This would help Kooks Winery to gain its objective of bringing likeminded people together to create a social organization. A person who is ready to commit for social purposes would do the work heartedly and not for much monetary gains. Youth celebrities who have a like nature with company of supporting social reforms can be enjoined to make a good promotion by shooting them for banners and advertisements. Likewise a promotional event can be done with them to attract more young customers and spread the message with them.
Message plan
Decisions
- A youth celebrity in Australia engaged in social activities can be hired for a promotional purpose
- An open discussion through an event with the targeted audience and the organization for taking suggestions on better reinforcement
- A general meeting to conduct a pledge with the employees to reach the set target
- Communicating the vision with the persons who are going to work for the promotion
- And finally setting a date for launching of a unique production of wine with a social purpose.
Medium
A fresh set of medium can be selected to communicate about the product to attract young wine drinkers of Australia:
- Social media like facebook and instagram can be used as a platform to communicate to attract young generation customers as they are very active in it.
- Banner heads can be used as a general mode of communication to attract basic wine lovers
- Telecom advertising can also work as a good option to communicate with the youth and even the venue and date of promotional event can be shared in that mode
- And lastly a promotional event with a celebrity which will gain the maximum numbers of customers
- The geographical indication is a major part which needs to be shared with the persons who will be working behind this project.
- The project is targeted only for the region of Australian countries.
- Sponsorship can be given to various events held in different countries of Australia to make people aware of the product
- Promotion by means of sponsorship in good bars and clubs can be made to attract youth generation customers.
- Advertisement through nine news and publishing an article in wine and viticulture journal can be made to spread the promotion more extensively
Social media advertisement is the new trend all over the world and modes like facebook, instagram or YouTube has the most numbers of youth generation engaged to it. TV channels like Mtv classic have bundle of youth customers and advertising in such a brand can really help the organization reach its goal. Nine news is support and provides good news and such that can be chosen for the promotion of our brand. Wine and Viticulture has been successfully publishing journals over 33 years and so it constitutes as a trusted house for the people.
Media plan
| Criteria | Explanation and selection |
| Medium | By means of social media to promote the product and make people know about the objective of selling wine with a social purpose.
To encourage people to drink good wine and make them know about the purpose of donating $1000 By making television as a medium to connect with people |
| Media mix and vehicles | Social media marketing, billboard advertising, internet sources |
| Geographical coverage | Provide cost effective coverage to Australian young drinkers to the whole of Australia |
| Reach and frequency objectives | By applying the rule of thumb, the promotion of the products would be held in 3 to 8 exposure in a period to the audience in the selected channel. |
| Scheduling | Continuity scheduling would be used where the ad budget would be equally divided and the promotion would be held throughout the year |
Evaluation
The promotional plan of Kooks winery works much on a social basis rather than a profit making basis. The main promotional strategy was to attract young Australian drinkers to join the family. Kooks winery always had a belief upon the young generation that they work selflessly, they never targeted for older generation. On the basis of the promotional and marketing plan made to execute a proper functioning of the objectives, it could be evaluated that the promotion needed an exact budgetary need. The budget and the promotion plan made is all set to reach its target with proper execution. The set date of launching the promotion of the products Shiraz and Chardonnay is 30th of September, 2019. The wine would be available at retailer Dan Murphy nationally will also be attached with the advertisement plan for people to know about its preferred availability. In fact, the evaluation also triggered stating the sales as targeted to at least 50,000 bottles per month that will be achieved by advertising through a renowned celebrity. Additional sales are also expected by performing other modes of advertisements like social media marketing and sponsorships. Kooks winery is a premium brand known for its quality products, this is an added advantage to any sales objective of kooks winery. Coming to the social purpose as the sales increases the social purpose of donating will also be mate. Good people still exists and our mottos of doing social good will reach its destination.
Evaluation is made to promote a new product for various reasons:
- In order to determine budget and allocate resources
- To evaluate the performance agency compensation may be tied to it
- To what went well and what did not go as per our plan
- To search a link between sales and marcoms
- The evaluation process helps to reduce uncertainty
Sales objective
To obtain a sales of 50,000 bottles of shiraz and chardonnay per month, a period from 30th September, 2019 to 29th August 2020 to donate charity of $1000
Tactic
Free special glass of Kooks Winery with every bottle of Wine
Evaluation method
The evaluation will be carried out by the public relations team and the managers of Kooks Winery
Scheduling
| Advertising and media vehicle | Scheduling method |
| Social media like Facebook, Instagram and Youtube | Continuity (promotion would be held on a regular basis as people get exposed to social media regularly) |
| Billboard advertising | Pulsing (promotion would be held according to the demand in the market. More promotion in the festive seasons and less billboard exposure in the normal seasons) |
| Television like MTV classic and News Nine | Continuity (promotion on a regular basis as people get exposed to television regularly) |
| Viticulture journal | Flighting (Promotion only in the peak season and no promotion in the less demand season) |
| Promotional campaign by youth celebrity | Flighting (Promotion only in the high demand season) |
Conclusion
From the above study and applying all the marketing, advertising and sales strategies the product is well set to reach up to people using paid internet. It is evident from the present situation marketing condition is in Australia are in favour in wine industry and hence it will be easy to capture young Australian drinkers for increase in sales and fulfil the objective of donating $1000. It would be an advice on the part of our team to Kooks Winery that as the company is focused on social purposes it can involve the young consumers to get into social works with the organization. This will help in more growth of the company and people will get to know the deeper good facts of the company.
Reference list
Australian Agriculture (2019), About wine policy. Retrieved 5 September 2019, <http://www.agriculture.gov.au/ag-farm-food/wine-policy>
Carrà, G., Mariani, M., Radić, I. & Peri, I., 2016. Participatory strategy analysis: The case of wine tourism business. Agriculture and agricultural science procedia, Vol. 8, pp.706-712, Retrieved 30 August 2019, < https://www.sciencedirect.com/science/article/pii/S221078431630050X/pdf?md5=e44782be0d3bb063e26d68e05938d570&isDTMRedir=Y&pid=1-s2.0-S221078431630050X-main.pdf&_valck=1>
Carft (2019), About kooks winery. Retrieved 10 September 2019, <https://craft.co/kooks-co>
Forbes.com(2019), About wine industry. Retrieved 28 August 2019, <https://www.forbes.com/sites/tmullen/2018/02/15/state-of-the-wine-industry-2018-highlights-key-trends/#36954d0d2de9>
Haydenquinn (2019), About kooks-wines. Retrieved 5 September 2019, <https://www.haydenquinn.com.au/kooks-wines>
Australian legislation (2019) About wine legislation. Retrieved 2 September 2019, <https://www.legislation.gov.au/Details/F2018L00286>
Networked Society (2019), .About wine production control technology. Retrieved 8 September 2019, <https://networkedsociety.unimelb.edu.au/news-events/news/wine-production-controlled-through-new-technology>
Stasi, A., Muscio, A., Nardone, G. & Seccia, A., 2016. New technologies and sustainability in the Italian wine industry. Agriculture and agricultural science procedia, Vol. 8, pp.290-297. Retrieved 30 September 2019, < https://www.sciencedirect.com/science/article/pii/S2210784316300237/pdf?md5=1e5e4ea27d3a413f81817c3f0add9d83&isDTMRedir=Y&pid=1-s2.0-S2210784316300237-main.pdf>
Telegraph UK (2019), About best wineries in Australia. Retrieved 10 September 2019, <https://www.telegraph.co.uk/travel/plan-your-australian-holiday/best-wineries-australia/>
The conversation (2019).About the rise of Australia as a wine nation. Retrieved 6 September 2019, <https://theconversation.com/the-rise-of-australia-as-a-wine-nation-14875>
The plant hunter (2019), About kooks-social-winery. Retrieved 5 September 2019, <https://theplanthunter.com.au/harvest/kooks-social-winery/>
Wine Australia (2019). About annual report. Retrieved 4 September 2019, <https://www.wineaustralia.com/getmedia/ebe35292-c517-4486-aef6-4320fbb7f24b/WA_AnnualReport1718_E.pdf>
Appendices
Budget Plan
| Tactics | When | Cost and productions ($) | Media ($) | Total ($) |
| Advertising
· Telecom advertising |
Monthly | $115,000 | Telephonic | XX XXX |
| · Internet advertising (paid) | Regularly | $25 per thousand exposures | Internet paid aids | XX XXX |
| · Billboard advertising | Seasonal | $4495 for 25 days | Billboards, posters | XX XXX |
| Internet and interactive media | Always available | $25 per thousand exposures | Gmail | XX XXX |
| Social media marketing | Yearly | $6.40 (for 1000 impressions) | Facebook, Youtube, Instagram | XX XXX |
| Publicity PR
|
Major promotional events like events in conference halls or shopping malls | XX XXX | Sponsorship | XX XXX |
| Direct marketing
Direct mail pamphlet |
Monthly on Fridays | XX XXX | Face to face Communication | XX XXX |
| Contingency | 6% | XX XXX | XX XXX | XX XXX |
Media plan
| Criteria | Explanation and selection |
| Medium | By means of social media to promote the product and make people know about the objective of selling wine with a social purpose.
To encourage people to drink good wine and make them know about the purpose of donating $1000 By making television as a medium to connect with people |
| Media mix and vehicles | Social media marketing, billboard advertising, internet sources |
| Geographical coverage | Provide cost effective coverage to Australian young drinkers to the whole of Australia |
| Reach and frequency objectives | By applying the rule of thumb, the promotion of the products would be held in 3 to 8 exposure in a period to the audience in the selected channel. |
| Scheduling | Continuity scheduling would be used where the ad budget would be equally divided and the promotion would be held throughout the year |
Scheduling
| Advertising and media vehicle | Scheduling method |
| Social media like Facebook, Instagram and Youtube | Continuity (promotion would be held on a regular basis as people get exposed to social media regularly) |
| Billboard advertising | Pulsing (promotion would be held according to the demand in the market. More promotion in the festive seasons and less billboard exposure in the normal seasons) |
| Television like MTV classic and News Nine | Continuity (promotion on a regular basis as people get exposed to television regularly) |
| Viticulture journal | Flighting (Promotion only in the peak season and no promotion in the less demand season) |
| Promotional campaign by youth celebrity | Flighting (Promotion only in the high demand season) |
PROMOTIONAL REPORT: KOOKS R2
PROMOTIONAL REPORT: KOOKS
Executive summary
The study describes the promotional plan of the Kooks winery, a social winery company. The executive summary comprises of the strengths, weaknesses, threats and opportunities of kooks opportunities. The political, economical, social, technological, environmental study are also discussed. The study consists of objectives, a budget plan; media plan its evaluation following with the conclusion. Public relations management and strategy to implement the plan made by the public relations team is also shared in this document.
Table of contents
Introduction
Promotional plan is a process of utilization to promote and market a product effectively by using proper tools and strategies. Promotional planning process is set to meet the demands and objectives with marketing mix and then appropriately implementing them. The study focuses on a marketing plan of product and significantly emphasizes on its marketing mix and analysis. Marketing mix is considered to have a number of factors that determines to control a company in regards to influencing its customers for purchasing of the product. An analysis of the marketing mix plan is made to form a table in order to understand the business and sales tactics. It also strives to forecast the future implications of the tactics that has been planned to use for the promotion and growth of the business.
Situation analysis
SWOT
| Strengths | Weaknesses |
| ● Wines are handcrafted finely
● Premium brand ● Has a motto to inspire individuals ● Diverse flavours of wine ● They strive for love and not for money ● Increase in number of visits year by year |
● Localized inMelbourne, Australia
● Lack of monetary aim ● Focused only on new generations(Haydenquinn, 2019, p. 2) ● Concentrated only in the production of wine
|
| Opportunities | Threats |
| ● Use of fresh grapes to generate high quality wine
● Growth of wine industry from 370 million gallons to over 770 million gallons ● Social worker ● Collaboration with jetstar |
● Competition from some bestselling wine maker company
● High production cost |
Analysis
Strengths
Kooks winery is a wine making company that uses the finest grapes from Yarra and Barrosa valleys of Australia. These regions are the best grapes growing regions of Australia. Kook follows a motto of inspiring the individuals of the youth. The company was founded in the year 2013 has seen success in a short period of time by using this viewpoint (Craft, 2019). Kooks winery produces and manufactures high quality wine with various kinds of flavours. It is considered as a premium brand in Australia for manufacturing and producing wines. Kooks winery has seen increased number of visitors over the years. The chart show that the increase has grown by 3000 in the year 2018.
Weaknesses
Kooks winery is a premium brand that manufactures and produces wine in Australia. The drawback about this company is that it is concentrated in Australia and has not been able to extend its roots to other countries or continents. Kooks winery has the motto of socializing rather than profit making, other companies who are premium wine making companies strive to make more profits than socializing. It is focused on production of wine and barely looks upon any other productions. Kooks winery aims to attract the new and youth generation (Haydenquinn, 2019), so the other section of the community is avoided.
Opportunities
According to Forbes as a source of information, wine industry is in constant growing rate. It has seen an increase in growth from 330 million gallons to over 770 million gallons in the year 2018 (Forbes, 2019, para 3). It focuses on working socially, it emphasizes that on serving each person a bottle of wine will socialize the whole community to get a good form. It collaborated with Jetstar in the year 2013 (The plant hunter, 2019, para 2) to extend its business and provide fresh and premium quality wine Sauvignon Blanc and Shiraz to its domestic and selected international flight services.
Threats
Kooks winery faces some real competition from its competitors such as Bronco wine company, Winderlea, Sokol Blosser Winery, Polkura. Most of the premium wine making company aims on producing high quality premium wine which has high production costs. Moreover Kooks winery aims in social good and all the production and manufacturing is done in eco friendly manner. Kooks winery uses glass bottles to serve wine which is available at a much higher cost than plastic bottles.
Pestle
| Factors | Impact |
| Political | Australian wine industry is operated on a strict note by the Australian legislation(Australian Agriculture, 2019) |
| Economic | Major business through export of wine(Australian Agriculture, 2019) |
| Social | Increase on intake of wine upon beer(The Conversation, 2019) |
| Technological | Wine production controlled through new technology (Network society, 2019) |
| Legal | The export import and wine production is governed by Wine Regulations Australia, 2018 |
| Environmental | Management of vineyard for effective growth of grapes(Australian Legislature, 2019) |
Analysis
Political
The wine industry of Australia by certain strict regulations to control and provide effective growth of wine production. Certain laws like commonwealth laws and wine regulations are made to keep an effective check. As wine exports in Australia serves as a major role in the growth of the economy of Australia so the Government of Australia has made Wine Australia Regulations 2018 to serve it better.
Economic
Australia sees a major growth in economy by exporting wine to other continents of the world. The agriculture department of Australia supports the Wine Department and advises it on trade data, international strategies, export data and other general information. Australia has a target to see at least $7.4 million wine investors in the coming years (Wine Australia, 2019). The economy of Australia is at a growing rate and a major reason is the wine industry. Australia is known to serve the best wine in the world.
Social
In recent years Australia has seen an increase in usage of wine than beer. Australia serves the best wine among all other continents, in the recent years due to the growth of mechanism the taste of wine has grown specifically. Without any doubt it can be said that wine is at a much better position than beer in regards to health.
Technological
Recently the digital vineyard research was shown in the financial review of Australia. The continent takes much effort to improve its technology frequently (Carrà et al. 2016). Wine is a major source of income for Australia both externally and internally.
Legal
There are certain acts and regulations such as Wine Australia Act, 2013 and wine Australia Regulations, 2018 which govern the wine industry. Because of wine being an important source of income for the people of Australia as well as for the whole of Australia it is important for the Government to imply rules and regulations which are controllable in nature.
Environmental
The agriculture of grapes is always subject to adaptation of weather. Australia has a weather which is suitable for producing best quality grapes (Stasi et al. 2016). Vineyard are very vulnerable and the fruitful environment of Australia which helps in the growth and increase in production of rich grapes, thus helping producing wine.
Target marketing
Kooks winery aims to provide premium quality of wine that not only allows this company to lead the competitive market but would also bring efficient customer satisfaction. Keeping this in mind, Kooks mainly target the young wine drinkers in Australia who might not be aware of the wine brand. They expect to promote their brand and fine wine to these young Australian as they know that if these youths become aware of this fine wine then parallel their sale would increase. Along with this, they also target the competitive wine market and the other people of different age groups. Putting much emphasis on the production and sale of wine Kooks winery serves best quality wine and accordingly sells it. Kooks winery also has the motto to work socially, though it has successfully acquired good market yet it says that one bottle of wine will do well to a community. The company Kooks winery considers the tastes of the younger generation worldwide and makes wine accordingly. It is a premium brand wine manufacturing and production company who imports wine all over the world. As Australia is a hub of wine importers the best wine is produced and manufactured from Australia. Kooks winery is a premium brand of wine and thus targets high economy customers. Lower economies or customers not dealing with premium list do not bag themselves as target in the company.
Objectives
| Specific | Measurable | Actionable | Realistic | Time frame |
| To attract young wine drinkers | Increase in social reformation | By selling premium quality products at best prices | Young drinkers get more attracted to wine and hence the objective of social winery would be fulfilled | 3 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To gain attention | Increase in gaining reputation | By doing good to the people in need | If people in the society get to know more about the social objective it will cause an increase in the reputation of the company | 6 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To beat competition | Increase of position and ranking in the market | By promoting the new launches of wine and showing the positive side of launching it | The company will be able to gain new customers by this strategy | 9 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To bring more customer attention | Increase in overall sales | By presenting rich and best quality product | More customers can help the organization to be ahead of the market competition | 12 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To make social transformation of the society | Increase in the promotion of social winery | By implementing the best plan to attract young Australian drinkers | Kooks winery focuses on helping the needy rather than focusing much on profit making. | 15 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To make good wine | Increase in supporting big hearted people | By producing and marketing best quality wine | Kooks winery wants to collaborate with people who selflessly wants to help the society | 18 months |
Budget
| Category | Cost |
| Social media marketing (for 1000 impressions) | $6.40 |
| Telecom advertising (for airing 30seconds in National TV | $115,000 |
| Internet advertising | $25 per thousand exposures |
| Billboard advertising | $4495 for 25 days |
| Brand ambassador | $50,000 for 1 year |
| Promotional event | $1500 per sq. mtr. |
| Offers | 20,000 case winery at $124.93per unit costs |
| Miscellaneous | $20,000 |
| Total | 211026.4 |
Kooks winery will be able to meet the customer satisfaction and attract young Australian drinkers by making a successful marketing plan with the herein mentioned budget. It can be assumed that for social media marketing $6.40 would be required for 1000 impressions. In addition to this, it has been observed that $115000 would be required for airing 30sec in national Television. Along with social media, internet advertising of $25 per thousand exposures would be required. Billboard advertising would take around $4495 for 25 days.
Budget has also been allocated for hiring brand ambassador which is equivalent to $50,000 for one year contract. Promotional event space for the product would take around $1500 per sq. which can be held in any amusement parks or any conference hall. However, conference hall is expected to be the preferred one for this promotion which comes within this budget.
Promotional tactics
Public relations
Public relations are a sustained, planned and deliberate effort to establish a relationship between an individual and the organization and to sustain a mutual understanding between the two. It is a function made by the management to earn public interest.
Corporate Advertising
Corporate advertising is generally done by an organization to process the promotional role with highlights of the company. It focuses on customers to know more about their company, their objectives, aims and policies. As Kooks winery is a social winery company so performing corporate advertising on its behalf will gain consumers to know about the social policies of the company.
PR Management
Public relations management plays an important role in promotion of a company. The public relations persons organizes promotional events, selects brand ambassadors and also helps in other modes of advertising like social media marketing, telecom advertising and others. By upgrading a public relations management the promotional plan can reach its success.
Message strategy
Key message
‘A social reformation with the generation of the youth to create a new drinking sensation.’ the youth generation is the future of the youth. As Kooks winery is more concerned with social purposes therefore it is preferable to focus on the generation of the youth. The company already focuses on young drinkers and has a trust on them, so the strategy should be fixed upon them. Their selfless support could make the company reach its heights. The public relations management team can get a brand ambassador who is from the youth generation to communicate its message to the targeted younger generation. A person who is a true socializer known by most of the youths in Australia can be made to communicate the message. This would help Kooks Winery to gain its objective of bringing likeminded people together to create a social organization. A person who is ready to commit for social purposes would do the work heartedly and not for much monetary gains. Youth celebrities who have a like nature with company of supporting social reforms can be enjoined to make a good promotion by shooting them for banners and advertisements. Likewise a promotional event can be done with them to attract more young customers and spread the message with them.
Media plan
| Decisions | ● Engaging youth celebrity in social activities
● Open discussion through an event ● General meeting ● Communicating the vision ● Setting date for launching |
| Medium | ● Social media
● Banner ● Telecom advertising ● Promotional event with a celebrity ● Geographical indication ● Sponsorship |
| Evaluation | ● The set date of launching the promotion of the products Shiraz and Chardonnay is 30th of September, 2019.
● Helps the society and the organization with social benefits. ● Sales target is 50,000 bottles per month ● Available at retailer Dan Murphy nationally |
Decisions
- A youth celebrity in Australia engaged in social activities can be hired for a promotional purpose
- An open discussion through an event with the targeted audience and the organization for taking suggestions on better reinforcement
- A general meeting to conduct a pledge with the employees to reach the set target
- Communicating the vision with the persons who are going to work for the promotion
- And finally setting a date for launching of a unique production of wine with a social purpose.
Medium
A fresh set of medium can be selected to communicate about the product to attract young wine drinkers of Australia:
- Social media like Facebook and Instagram can be used as a platform to communicate to attract young generation customers as they are very active in it.
- Banner heads can be used as a general mode of communication to attract basic wine lovers
- Telecom advertising can also work as a good option to communicate with the youth and even the venue and date of promotional event can be shared in that mode
- And lastly a promotional event with a celebrity which will gain the maximum numbers of customers
- The geographical indication is a major part which needs to be shared with the persons who will be working behind this project.
- The project is targeted only for the region of Australian countries.
- Sponsorship can be given to various events held in different countries of Australia to make people aware of the product
- Promotion by means of sponsorship in good bars and clubs can be made to attract youth generation customers.
- Advertisement through nine news and publishing an article in wine and viticulture journal can be made to spread the promotion more extensively
Social media advertisement is the new trend all over the world and modes like Facebook, Instagram or YouTube has the most numbers of youth generation engaged to it. TV channels like MTV classic have bundle of youth customers and advertising in such a brand can really help the organization reach its goal. Nine news is support and provides good news and such that can be chosen for the promotion of our brand. Wine and Viticulture has been successfully publishing journals over 33 years and so it constitutes as a trusted house for the people.
Evaluation
The promotional plan of Kooks winery works much on a social basis rather than a profit making basis. The main promotional strategy was to attract young Australian drinkers to join the family. Kooks winery always had a belief upon the young generation that they work selflessly, they never targeted for older generation. On the basis of the promotional and marketing plan made to execute a proper functioning of the objectives, it could be evaluated that the promotion needed an exact budgetary need. The budget and the promotion plan made are all set to reach its target with proper execution. The set date of launching the promotion of the products Shiraz and Chardonnay is 30th of September, 2019. The wine would be available at retailer Dan Murphy nationally will also be attached with the advertisement plan for people to know about its preferred availability. In fact, the evaluation also triggered stating the sales as targeted to at least 50,000 bottles per month that will be achieved by advertising through a renowned celebrity. Additional sales are also expected by performing other modes of advertisements like social media marketing and sponsorships. Kooks winery is a premium brand known for its quality products, this is an added advantage to any sales objective of kooks winery. Coming to the social purpose as the sales increases the social purpose of donating will also be mate. Good people still exists and our mottos of doing social good will reach its destination.
Scheduling
| General meeting | 14 September 2019 |
| Launching date | 30 September 2019 |
| Social media and advertising | 20 September 2019 to 30 October 2019 |
| Banners for promotion | 08 October 2019 |
| Retailing in Dan Murphy nationally | 12 October 2019 |
Conclusion
From the above study and applying all the marketing, advertising and sales strategies the product is well set to reach up to people. It is evident from the present situation marketing condition is in Australia are in favour in wine industry and hence it will be easy to capture young Australian drinkers for increase in sales. It would be an advice on the part of our team to Kooks Winery that as the company is focused on social purposes it can involve the young consumers to get into social works with the organization. This will help in more growth of the company and people will get to know the deeper good facts of the company.
Reference list
Australian Agriculture (2019), About wine policy. Retrieved 5 September 2019, <http://www.agriculture.gov.au/ag-farm-food/wine-policy>
Carrà, G., Mariani, M., Radić, I. & Peri, I., 2016. Participatory strategy analysis: The case of wine tourism business. Agriculture and agricultural science procedia, Vol. 8, pp.706-712, Retrieved 30 August 2019, < https://www.sciencedirect.com/science/article/pii/S221078431630050X/pdf?md5=e44782be0d3bb063e26d68e05938d570&isDTMRedir=Y&pid=1-s2.0-S221078431630050X-main.pdf&_valck=1>
Carft (2019), About kooks winery. Retrieved 10 September 2019, <https://craft.co/kooks-co>
Forbes.com(2019), About wine industry. Retrieved 28 August 2019, <https://www.forbes.com/sites/tmullen/2018/02/15/state-of-the-wine-industry-2018-highlights-key-trends/#36954d0d2de9>
Haydenquinn (2019), About kooks-wines. Retrieved 5 September 2019, <https://www.haydenquinn.com.au/kooks-wines>
Australian legislation (2019) About wine legislation. Retrieved 2 September 2019, <https://www.legislation.gov.au/Details/F2018L00286>
Networked Society (2019), .About wine production control technology. Retrieved 8 September 2019, <https://networkedsociety.unimelb.edu.au/news-events/news/wine-production-controlled-through-new-technology>
Stasi, A., Muscio, A., Nardone, G. & Seccia, A., 2016. New technologies and sustainability in the Italian wine industry. Agriculture and agricultural science procedia, Vol. 8, pp.290-297. Retrieved 30 September 2019, < https://www.sciencedirect.com/science/article/pii/S2210784316300237/pdf?md5=1e5e4ea27d3a413f81817c3f0add9d83&isDTMRedir=Y&pid=1-s2.0-S2210784316300237-main.pdf>
Telegraph UK (2019), About best wineries in Australia. Retrieved 10 September 2019, <https://www.telegraph.co.uk/travel/plan-your-australian-holiday/best-wineries-australia/>
The conversation (2019).About the rise of Australia as a wine nation. Retrieved 6 September 2019, <https://theconversation.com/the-rise-of-australia-as-a-wine-nation-14875>
The plant hunter (2019), About kooks-social-winery. Retrieved 5 September 2019, <https://theplanthunter.com.au/harvest/kooks-social-winery/>
Wine Australia (2019). About annual report. Retrieved 4 September 2019, <https://www.wineaustralia.com/getmedia/ebe35292-c517-4486-aef6-4320fbb7f24b/WA_AnnualReport1718_E.pdf>
Appendices
Budget Plan
| Category | Cost |
| Social media marketing (for 1000 impressions
) |
$6.40 |
| Telecom advertising (for airing 30seconds in National TV | $115,000 |
| Internet advertising | $25 per thousand exposures |
| Billboard advertising | $4495 for 25 days |
| Brand ambassador | $50,000 for 1 year |
| Promotional event | $1500 per sq. mtr. |
| Offers | 20,000 case winery at $124.93per unit costs |
| Miscellaneous | $20,000 |
| Total | 211026.4 |
Media plan
| Decisions | ● Engaging youth celebrity in social activities
● Open discussion through an event ● General meeting ● Communicating the vision ● Setting date for launching |
| Medium | ● Social media
● Banner ● Telecom advertising ● Promotional event with a celebrity ● Geographical indication ● Sponsorship |
| Evaluation | ● The set date of launching the promotion of the products Shiraz and Chardonnay is 30th of september, 2019.
● Helps the society and the organization with social benefits. ● Sales target is 50,000 bottles per month ● Available at retailer Dan Murphy nationally |
Scheduling
| General meeting | 14 September 2019 |
| Launching date | 30 September 2019 |
| Social media and advertising | 20 September 2019 to 30 October 2019 |
| Banners for promotion | 08 October 2019 |
| Retailing in Dan Murphy nationally | 12 October 2019 |
PROMOTIONAL REPORT: KOOKS
PROMOTIONAL REPORT: KOOKS
Executive summary
The study describes the promotional plan of the Kooks winery, a social winery company. The executive summary comprises of the strengths, weaknesses, threats and opportunities of kooks opportunities. The political, economical, social, technological, environmental study are also discussed. The study consists of objectives, a budget plan; media plan its evaluation following with the conclusion. Public relations management and strategy to implement the plan made by the public relations team is also shared in this document.
Table of contents
Introduction
Promotional plan is a process of utilization to promote and market a product effectively by using proper tools and strategies. Promotional planning process is set to meet the demands and objectives with marketing mix and then appropriately implementing them. The study focuses on a marketing plan of product and significantly emphasizes on its marketing mix and analysis. Marketing mix is considered to have a number of factors that determines to control a company in regards to influencing its customers for purchasing of the product. An analysis of the marketing mix plan is made to form a table in order to understand the business and sales tactics. It also strives to forecast the future implications of the tactics that has been planned to use for the promotion and growth of the business.
Situation analysis
SWOT
| Strengths | Weaknesses |
| ● Wines are handcrafted finely
● Premium brand ● Has a motto to inspire individuals ● Diverse flavours of wine ● They strive for love and not for money ● Increase in number of visits year by year |
● Localized in Melbourne, Australia
● Lack of monetary aim ● Focused only on new generations(hayden quinn.au, 2019) ● Concentrated only in the production of wine
|
| Opportunities | Threats |
| ● Use of fresh grapes to generate high quality wine
● Growth of wine industry from 370 million gallons to over 770 million gallons ● Social worker ● Collaboration with jetstar |
● Competition from some bestselling wine maker company
● High production cost |
Analysis
Strengths
Kooks winery is a wine making company that uses the finest grapes from Yarra and Barrosa valleys of Australia. These regions are the best grapes growing regions of Australia. Kook follows a motto of inspiring the individuals of the youth. The company was founded in the year 2013 has seen success in a short period of time by using this viewpoint (Craft.co, 2019). Kooks winery produces and manufactures high quality wine with various kinds of flavours. It is considered as a premium brand in Australia for manufacturing and producing wines. Kooks winery has seen increased number of visitors over the years. The chart show that the increase has grown by 3000 in the year 2018.
Weaknesses
Kooks winery is a premium brand that manufactures and produces wine in Australia. The drawback about this company is that it is concentrated in Australia and has not been able to extend its roots to other countries or continents. Kooks winery has the motto of socializing rather than profit making, other companies who are premium wine making companies strive to make more profits than socializing. It is focused on production of wine and barely looks upon any other productions. Kooks winery aims to attract the new and youth generation (haydenquinn.au, 2019), so the other section of the community is avoided.
Opportunities
According to Forbes as a source of information, wine industry is in constant growing rate. It has seen an increase in growth from 330 million gallons to over 770 million gallons in the year 2018(Forbes.com, 2019). It focuses on working socially, it emphasizes that on serving each person a bottle of wine will socialize the whole community to get a good form. It collaborated with Jetstar in the year 2013(Theplanthunter.com.au, 2019) to extend its business and provide fresh and premium quality wine Sauvignon Blanc and Shiraz to its domestic and selected international flight services.
Threats
Kooks winery faces some real competition from its competitors such as Bronco wine company, Winderlea, Sokol Blosser Winery, Polkura. Most of the premium wine making company aims on producing high quality premium wine which has high production costs. Moreover Kooks winery aims in social good and all the production and manufacturing is done in eco friendly manner. Kooks winery uses glass bottles to serve wine which is available at a much higher cost than plastic bottles.
Pestle
| Factors | Impact |
| Political | Australian wine industry is operated on a strict note by the Australian legislation(agriculture.gov.au, 2019) |
| Economic | Major business through export of wine(agriculture.gov.au, 2019) |
| Social | Increase on intake of wine upon beer(theconversation.com, 2019) |
| Technological | Wine production controlled through new technology (networkedsociety.unimelb.edu.au, 2019) |
| Legal | The export import and wine production is governed by Wine Regulations Australia, 2018 |
| Environmental | Management of vineyard for effective growth of grapes(legislation.gov.au, 2019) |
Analysis
Political
The wine industry of Australia by certain strict regulations to control and provide effective growth of wine production. Certain laws like commonwealth laws and wine regulations are made to keep an effective check. As wine exports in Australia serves as a major role in the growth of the economy of Australia so the Government of Australia has made Wine Australia Regulations 2018 to serve it better.
Economic
Australia sees a major growth in economy by exporting wine to other continents of the world. The agriculture department of Australia supports the Wine Department and advises it on trade data, international strategies, export data and other general information. Australia has a target to see at least $7.4 million wine investors in the coming years (wineaustralia.com, 2019). The economy of Australia is at a growing rate and a major reason is the wine industry. Australia is known to serve the best wine in the world.
Social
In recent years Australia has seen an increase in usage of wine than beer. Australia serves the best wine among all other continents, in the recent years due to the growth of mechanism the taste of wine has grown specifically. Without any doubt it can be said that wine is at a much better position than beer in regards to health.
Technological
Recently the digital vineyard research was shown in the financial review of Australia. The continent takes much effort to improve its technology frequently (Carrà et al. 2016). Wine is a major source of income for Australia both externally and internally.
Legal
There are certain acts and regulations such as Wine Australia Act, 2013 and wine Australia Regulations, 2018 which govern the wine industry. Because of wine being an important source of income for the people of Australia as well as for the whole of Australia it is important for the Government to imply rules and regulations which are controllable in nature.
Environmental
The agriculture of grapes is always subject to adaptation of weather. Australia has a weather which is suitable for producing best quality grapes (Stasi et al. 2016). Vineyard are very vulnerable and the fruitful environment of Australia which helps in the growth and increase in production of rich grapes, thus helping producing wine.
Target marketing
Kooks winery aims to provide premium quality of wine that not only allows this company to lead the competitive market but would also bring efficient customer satisfaction. Keeping this in mind, Kooks mainly target the young wine drinkers in Australia who might not be aware of the wine brand. They expect to promote their brand and fine wine to these young Australian as they know that if these youths become aware of this fine wine then parallely their sale would increase. Along with this, they also target the competitive wine market and the other people of different age groups. Putting much emphasis on the production and sale of wine Kooks winery serves best quality wine and accordingly sells it. Kooks winery also has the motto to work socially, though it has successfully acquired good market yet it says that one bottle of wine will do good to a community. The company kooks winery considers the tastes of the younger generation worldwide and makes wine accordingly. It is a premium brand wine manufacturing and production company who imports wine all over the world. As Australia is a hub of wine importers the best wine is produced and manufactured from Australia. Kooks winery is a premium brand of wine and thus targets high economy customers. Lower economies or customers not dealing with premium list do not bag themselves as target in the company.
Objectives
| Specific | Measurable | Actionable | Realistic | Time frame |
| To attract young wine drinkers | Increase in social reformation | By selling premium quality products at best prices | Young drinkers get more attracted to wine and hence the objective of social winery would be fulfilled | 3 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To gain attention | Increase in gaining reputation | By doing good to the people in need | If people in the society get to know more about the social objective it will cause an increase in the reputation of the company | 6 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To beat competition | Increase of position and ranking in the market | By promoting the new launches of wine and showing the positive side of launching it | The company will be able to gain new customers by this strategy | 9 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To bring more customer attention | Increase in overall sales | By presenting rich and best quality product | More customers can help the organization to be ahead of the market competition | 12 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To make social transformation of the society | Increase in the promotion of social winery | By implementing the best plan to attract young Australian drinkers | Kooks winery focuses on helping the needy rather than focusing much on profit making. | 15 months |
| Specific | Measurable | Actionable | Realistic | Time frame |
| To make good wine | Increase in supporting big hearted people | By producing and marketing best quality wine | Kooks winery wants to collaborate with people who selflessly wants to help the society | 18 months |
Budget
| Category | Cost |
| Social media marketing (for 1000 impressions) | $6.40 |
| Telecom advertising (for airing 30seconds in National TV | $115,000 |
| Internet advertising | $25 per thousand exposures |
| Billboard advertising | $4495 for 25 days |
| Brand ambassador | $50,000 for 1 year |
| Promotional event | $1500 per sq. mtr. |
| Offers | 20,000 case winery at $124.93per unit costs |
| Miscellaneous | $20,000 |
| Total | 211026.4 |
Kooks winery will be able to meet the customer satisfaction and attract young Australian drinkers by making a successful marketing plan with the herein mentioned budget. It can be assumed that for social media marketing $6.40 would be required for 1000 impressions. In addition to this, it has been observed that $115000 would be required for airing 30sec in national Television. Along with social media, internet advertizing of $25 per thousand exposures would be required. Billboard advertising would take around $4495 for 25 days.
Budget has also been allocated for hiring brand ambassador which is equivalent to $50,000 for one year contract. Promotional event space for the product would take around $1500 per sq. which can be held in any amusement parks or any conference hall. However, conference hall is expected to be the preferred one for this promotion which comes within this budget.
Promotional tactics
Public relations
Public relations are a sustained, planned and deliberate effort to establish a relationship between an individual and the organization and to sustain a mutual understanding between the two. It is a function made by the management to earn public interest.
Corporate Advertising
Corporate advertising is generally done by an organization to process the promotional role with highlights of the company. It focuses on customers to know more about their company, their objectives, aims and policies. As kooks winery is a social winery company so performing corporate advertising on its behalf will gain consumers to know about the social policies of the company.
PR Management
Public relations management plays an important role in promotion of a company. The public relations persons organizes promotional events, selects brand ambassadors and also helps in other modes of advertising like social media marketing, telecom advertising and others. By upgrading a public relations management the promotional plan can reach its success.
Message strategy
Key message
‘A social reformation with the generation of the youth to create a new drinking sensation.’ the youth generation is the future of the youth. As Kooks winery is more concerned with social purposes therefore it is preferable to focus on the generation of the youth. The company already focuses on young drinkers and has a trust on them, so the strategy should be fixed upon them. Their selfless support could make the company reach its heights. The public relations management team can get a brand ambassador who is from the youth generation to communicate its message to the targeted younger generation. A person who is a true socializer known by most of the youths in Australia can be made to communicate the message. This would help Kooks Winery to gain its objective of bringing likeminded people together to create a social organization. A person who is ready to commit for social purposes would do the work heartedly and not for much monetary gains. Youth celebrities who have a like nature with company of supporting social reforms can be enjoined to make a good promotion by shooting them for banners and advertisements. Likewise a promotional event can be done with them to attract more young customers and spread the message with them.
Media plan
| Decisions | ● Engaging youth celebrity in social activities
● Open discussion through an event ● General meeting ● Communicating the vision ● Setting date for launching |
| Medium | ● Social media
● Banner ● Telecom advertising ● Promotional event with a celebrity ● Geographical indication ● Sponsorship |
| Evaluation | ● The set date of launching the promotion of the products Shiraz and Chardonnay is 30th of September, 2019.
● Helps the society and the organization with social benefits. ● Sales target is 50,000 bottles per month ● Available at retailer Dan Murphy nationally |
Decisions
- A youth celebrity in Australia engaged in social activities can be hired for a promotional purpose
- An open discussion through an event with the targeted audience and the organization for taking suggestions on better reinforcement
- A general meeting to conduct a pledge with the employees to reach the set target
- Communicating the vision with the persons who are going to work for the promotion
- And finally setting a date for launching of a unique production of wine with a social purpose.
Medium
A fresh set of medium can be selected to communicate about the product to attract young wine drinkers of Australia:
- Social media like facebook and instagram can be used as a platform to communicate to attract young generation customers as they are very active in it.
- Banner heads can be used as a general mode of communication to attract basic wine lovers
- Telecom advertising can also work as a good option to communicate with the youth and even the venue and date of promotional event can be shared in that mode
- And lastly a promotional event with a celebrity which will gain the maximum numbers of customers
- The geographical indication is a major part which needs to be shared with the persons who will be working behind this project.
- The project is targeted only for the region of Australian countries.
- Sponsorship can be given to various events held in different countries of Australia to make people aware of the product
- Promotion by means of sponsorship in good bars and clubs can be made to attract youth generation customers.
- Advertisement through nine news and publishing an article in wine and viticulture journal can be made to spread the promotion more extensively
Social media advertisement is the new trend all over the world and modes like facebook, instagram or YouTube has the most numbers of youth generation engaged to it. TV channels like Mtv classic have bundle of youth customers and advertising in such a brand can really help the organization reach its goal. Nine news is support and provides good news and such that can be chosen for the promotion of our brand. Wine and Viticulture has been successfully publishing journals over 33 years and so it constitutes as a trusted house for the people.
Evaluation
The promotional plan of Kooks winery works much on a social basis rather than a profit making basis. The main promotional strategy was to attract young Australian drinkers to join the family. Kooks winery always had a belief upon the young generation that they work selflessly, they never targeted for older generation. On the basis of the promotional and marketing plan made to execute a proper functioning of the objectives, it could be evaluated that the promotion needed an exact budgetary need. The budget and the promotion plan made is all set to reach its target with proper execution. The set date of launching the promotion of the products Shiraz and Chardonnay is 30th of September, 2019. The wine would be available at retailer Dan Murphy nationally will also be attached with the advertisement plan for people to know about its preferred availability. In fact, the evaluation also triggered stating the sales as targeted to at least 50,000 bottles per month that will be achieved by advertising through a renowned celebrity. Additional sales are also expected by performing other modes of advertisements like social media marketing and sponsorships. Kooks winery is a premium brand known for its quality products, this is an added advantage to any sales objective of kooks winery. Coming to the social purpose as the sales increases the social purpose of donating will also be mate. Good people still exists and our mottos of doing social good will reach its destination.
Scheduling
| General meeting | 14 September 2019 |
| Launching date | 30 September 2019 |
| Social media and advertising | 20 September 2019 to 30 October 2019 |
| Banners for promotion | 08 October 2019 |
| Retailing in Dan Murphy nationally | 12 October 2019 |
Conclusion
From the above study and applying all the marketing, advertising and sales strategies the product is well set to reach up to people. It is evident from the present situation marketing condition is in Australia are in favour in wine industry and hence it will be easy to capture young Australian drinkers for increase in sales. It would be an advice on the part of our team to Kooks Winery that as the company is focused on social purposes it can involve the young consumers to get into social works with the organization. This will help in more growth of the company and people will get to know the deeper good facts of the company.
Reference list
agriculture.gov.au(2019), About wine policy. Available at: http://www.agriculture.gov.au/ag-farm-food/wine-policy [Accessed on 5 sep 2019]
Carrà, G., Mariani, M., Radić, I. and Peri, I., (2016). Participatory strategy analysis: The case of wine tourism business. Agriculture and agricultural science procedia, 8, pp.706-712.
Craft.co (2019), About kooks winery. Available at: https://craft.co/kooks-co [ accessed on 10 sep 2019]
Forbes.com(2019), About wine industry. Available at: https://www.forbes.com/sites/tmullen/2018/02/15/state-of-the-wine-industry-2018-highlights-key-trends/#36954d0d2de9 [ Accessed on 28 aug 2019]
haydenquinn.com.au (2019), About kooks-wines. Available at: https://www.haydenquinn.com.au/kooks-wines [ accessed on 5 sep 2019]
Legislation.gov.au, (2019) About wine legislation. Available at: https://www.legislation.gov.au/Details/F2018L00286 [ Accessed on 2 sep 2019]
Networkedsociety.unimelb.edu.au (2019). About wine production control technology. Available at: https://networkedsociety.unimelb.edu.au/news-events/news/wine-production-controlled-through-new-technology [Accessed on : 8 sep 2019]
Stasi, A., Muscio, A., Nardone, G. and Seccia, A., (2016). New technologies and sustainability in the Italian wine industry. Agriculture and agricultural science procedia, 8, pp.290-297.
Telegraph.co.uk (2019), About best wineries in Australia. Available at: :https://www.telegraph.co.uk/travel/plan-your-australian-holiday/best-wineries-australia/ [Accessed on : 8 sep 2019]
Theconversation.com, (2019). About the rise of Australia as a wine nation. Available at : https://theconversation.com/the-rise-of-australia-as-a-wine-nation-14875 [Accessed on 6 sep 2019]
Theplanthunter.com.au (2019), About kooks-social-winery. Available at: https://theplanthunter.com.au/harvest/kooks-social-winery/ [Accessed on 6 sep 2019]
Wineaustralia.com, (2019). About annual report. Available at: https://www.wineaustralia.com/getmedia/ebe35292-c517-4486-aef6-4320fbb7f24b/WA_AnnualReport1718_E.pdf [Accessed on 29 aug 2019]
Appendices
Budget Plan
| Category | Cost |
| Social media marketing (for 1000 impressions
) |
$6.40 |
| Telecom advertising (for airing 30seconds in National TV | $115,000 |
| Internet advertising | $25 per thousand exposures |
| Billboard advertising | $4495 for 25 days |
| Brand ambassador | $50,000 for 1 year |
| Promotional event | $1500 per sq. mtr. |
| Offers | 20,000 case winery at $124.93per unit costs |
| Miscellaneous | $20,000 |
| Total | 211026.4 |
Media plan
| Decisions | ● Engaging youth celebrity in social activities
● Open discussion through an event ● General meeting ● Communicating the vision ● Setting date for launching |
| Medium | ● Social media
● Banner ● Telecom advertising ● Promotional event with a celebrity ● Geographical indication ● Sponsorship |
| Evaluation | ● The set date of launching the promotion of the products Shiraz and Chardonnay is 30th of september, 2019.
● Helps the society and the organization with social benefits. ● Sales target is 50,000 bottles per month ● Available at retailer Dan Murphy nationally |
Scheduling
| General meeting | 14 September 2019 |
| Launching date | 30 September 2019 |
| Social media and advertising | 20 September 2019 to 30 October 2019 |
| Banners for promotion | 08 October 2019 |
| Retailing in Dan Murphy nationally | 12 October 2019 |
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