Premier Cru : Marketing Plan

Topic 

Premier Cru: Marketing Plan

Task: Pick a SPECIFIC WINE COMPANY and develop a NEW MARKETING PLAN for this WINE Company. Pick a WINE company in trouble or facing issues and develop a NEW MARKETING PLAN for them. This is NOT a description or analysis of the company’s existing marketing plan. USE THEORY, not just description!

Requirements:

  1. RESEARCH AND FIND A SUITABLE MARKETING PLAN STRUCTURE. An example structure is below but you should add as you see appropriate.
  2. Use THEORY (See lecture notes) and EXAMPLES. ANALYSIS is crucial. This must NOT be a descriptive piece of work.
  3. Include a 150-word EXECUTIVE SUMMARY – which is a summary of all the key points of the plan, notably the recommendation, cost, benefit, and risks
  4. Include consideration of the budget, evaluation, and control requirement. What are your SMART marketing objectives, how will success be measured?
  5. Include some evaluation of different stakeholder perspectives.
  6. Use expert opinion and data as evidence.
  7. Include summary industry analysis. This should be presented in a graphical/visual format.

Answer Preview 

The US wine industry has been growing positively, with total revenue from sales in 2015 rising by 1.3%. There are many competitors in the industry rivaling Premier Cru. Premier Cru has had its business image dented by the fraud allegations against its founders and leaders. The negative publicity affected sales. In order to reposition its brand in the market, a new strategic marketing plan is proposed. The proposed new marketing plan entails the use of the 4P marketing mix. This includes strategic pricing through cost reduction to offer competitive prices, the creation of comprehensive distribution networks to ease access to the products, as well as the deployment of a comprehensive marketing mix comprising the use of multi-channel communication marketing, and digital marketing.

Word Count: 2,200