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. 3

Situation analysis 3

SWOT. 3

Pestle. 5

Objectives 7

Budget 9

Media plan. 11

Decisions 12

Medium.. 12

Evaluation. 13

Scheduling. 14

Conclusion. 14

Reference list 15

Appendices. 17

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&gt;

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&gt;

Carft (2019), About  kooks winery.   Retrieved 10 September 2019, <https://craft.co/kooks-co&gt;

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&gt;

Haydenquinn (2019), About kooks-wines. Retrieved 5 September 2019, <https://www.haydenquinn.com.au/kooks-wines&gt;

Australian legislation (2019) About wine legislation. Retrieved 2 September 2019, <https://www.legislation.gov.au/Details/F2018L00286&gt;

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&gt;

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&gt;

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/&gt;

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&gt;

The plant hunter (2019), About kooks-social-winery. Retrieved 5 September 2019, <https://theplanthunter.com.au/harvest/kooks-social-winery/&gt;

Wine Australia (2019). About annual report. Retrieved 4 September 2019, <https://www.wineaustralia.com/getmedia/ebe35292-c517-4486-aef6-4320fbb7f24b/WA_AnnualReport1718_E.pdf&gt;

 

 

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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