MARKETING PROMOTIONAL PLAN FOR KOOKS WINE COMPANY

    

    

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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

1.0 Introduction. 4

1.1 Marketing Mix Analysis. 4

2.0 Situational Analysis 5

2.1 Internal factors 5

2.2 External factors. 6

2.3 SWOT analysis. 9

2.4 Market segmentation. 9

3.0 Target marketing. 10

3.1 Target market(s) 10

3.2 Target audience(s) 10

3.3 Positioning statement 10

4.0 Objectives 10

4.1 Marketing objectives. 10

4.2 Communication objectives. 11

4.3 Sales objectives 11

5.0 Budget 11

5.1 Budget approach and method. 12

6.0 Marketing Strategy. 12

6.1 Key messages 12

6.2 Source. 13

6.3 Advertising objectives 13

6.4 Target audience. 13

6.5 Product description. 13

6.6 Major selling idea (USP) 14

6.7 Advertising appeal 14

6.8 Advertising execution. 14

6.9 Supportive information. 14

6.10 Advertising creative. 15

7.0 Media plan. 15

7.1 Medium.. 15

7.2 Media mix and vehicles 15

7.3 Coverage. 16

7.4 Reach and frequency. 16

7.5 Scheduling. 16

8.0 Evaluation. 17

8.1 Option 2. Develop a plan to evaluate overall effectiveness of the promotional plan. 17

9.0 Conclusion. 18

10.0 Appendices 19

Index 1: The budget 19

Index 2: The schedule. 19

Index 3: Other relevant information. 20

11.0 References 22

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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 Facebook     Twitter     Youtube   Facebook Twitter   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 Facebook     Twitter     Youtube   Facebook Twitter   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

 

Amankwah-Amoah, J., Boso, N. and Debrah, Y.A., 2018. Africa rising in an emerging world: an international marketing perspective. International Marketing Review35(4), pp.550-559.

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 Macromarketing38(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 Reviews20(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 Conservation218, 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 Science29(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.

Hari Adi, P. and Adawiyah, W.R., 2018. The impact of religiosity, environmental marketing orientation, and practices on performance: A case of Muslim entrepreneurs in Indonesia. Journal of Islamic Marketing9(4), pp.841-862.

Hossain, M.S., Yahya, S.B. and Kumar, S., 2018. Islamic marketing: bridging the gap between research and practice. Journal of Islamic Marketing9(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 Science46(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 Control27(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.

Murdoch, B., Zarzeczny, A. and Caulfield, T., 2018. Exploiting science? A systematic analysis of complementary and alternative medicine clinic websites’ marketing of stem cell therapies. BMJ Open8(2), p.e019414.

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 Studies1(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.

Waheed, A., Yang, J., Khan, I.U., Khan, S.U. and Farrukh, M., 2018. The Comparison Between Traditional vs. Advanced Means of Marketing Communications. In Diverse Methods in Customer Relationship Marketing and Management (pp. 181-201). IGI Global.

 

 

 

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