Marketing plan for Australian wine brand Hardys. (UIBE Business School)

2. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Agenda
• Segmentation
• Positioning Strategy
• Marketing Mix
• Product
• Pricing
• Distribution
• Communication

3. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Segmentation

4. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Positioning Strategy
Hardys Shiraz – Your Sweet, Smart, Australian Choice.
Sweet Smart Australian

5. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Product
• Hardys Shiraz
• Label
• Label Design
• Original & Chinese Label
• Bottle and Closure
• Screw Cap vs. Cork
• Dark Bottle
• Gift wrapping / Gift box
• Festival Seasons
• Red & Gold

6. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Pricing
RMB 208 RMB 408

7. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Distribution
• High-End HoReCa
• Retail
• Supermarkets, Specialized Wine Stores & eCommerce
• Total Estimate
• At least 100 – 120 PoS per City

8. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Communication
• Channels & Activities
• Magazines (general & specialized)
• Taxi screen advertisements
• Web & social media
• Wine tasting @ PoS
• SMS VIP promotions (Coupons)
• Distributor promotions
• Sponsoring
• Theme Outline
• Year 1: Hardys as a smart choice
• Year 2: Hardys‘ sweet taste
• Year 3: Hardys‘ Australian origin

9. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Communication
• Year 1: Smart

10. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Communication
• Year 2: Sweet

11. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Communication
• Year 3: Australian

12. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
QR Code & Mobile Use

13. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Talking Magazine
Video-Clip
for explanatory image, see next slide

14. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Talking Magazine
All about
Hardys…

15. ▼ Backup Slides for Q&A

16. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Financials – Break Even

17. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Financials – Break Even

18. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Financials – Sales Forecast
• Sales Shares
• 27,5% in 2012,
• 32,9% in 2013 and
• 39,6% in 2014.
• Festival Seasons
• 2012: Spring Festival: January 23rd Mid Autumn Festival: September 30th
• 2013: Spring Festival: February 10th Mid Autumn Festival: September 19th
• 2013: Spring Festival: January 31st Mid Autumn Festival: September 8th
• Channel Shares
• 2012: on trade: 74% off trade: 26%
• 2013: on trade: 71% off trade: 29%
• 2014: on trade: 68% off trade: 32%

19. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Financials – Sales Forecast

20. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Financials - Expense Forecast
• Expense Shares
• 2,5 million RMB in 2012,
• 1,5 million RMB in 2013 and
• 1,5 million RMB in 2014.

21. Marketing Management | Marketing Plan - Hardys Shiraz Group 3 | UIBE IMBA 2011
Financials – Pricing Model