Integrated Marketing and Communication Plan Essay
- Length: 10 pages
- Sources: 20
- Subject: Agriculture
- Type: Essay
- Paper: #49942198
Excerpt from Essay :
Selling Australian Wine to Overseas Market
Integrated Marketing and Communication Plan
Australian Wine is on the rise in relation to quality and production because of free market status in the country. This has seen the transfer of labor and expertise from across Europe help boost the wine industry in Australia. The Australian Wine is intensely competitive in the world's market making it among the largest wine exporters globally. The Oz Wine Exporters performs the role of promoting the Australian wine in the global market. Australian wine comes fourth in the global ranking as one of the main exporters or players in the wine industry. Australian Wine market at the internal level is approximately over 3.0 billion Australian dollars. The growth rate of this export market is above 10% annually making it a market of formal return (Wine Industry Profile: Global' 2012, pg.1-31). It is favorable for potential investors since the Australian Wine is a leading player in the global wine industry. This makes the return on investment to be under short duration hence worth the bargain. Main international markets for the Australian Wine products are United Kingdom and the North America region. Currently Australian Wine is the main exporter of wine in the United Kingdom thus the region contributes significantly towards the development of the annual turnover. In order to compete effectively with France and Italy as the main wine exporters, Australian wine industry plans to revise its marketing and communication plans in the international market. In order to improve on the current market coverage and volume of turnover, Australian Wine plan is to adopt Television, Celebrity, and Internet as the main strategy for competing effectively in the market.
Australian Wine currently majors in Northern parts of America and the Great Britain. The entire global markets offer extensive opportunity for improvement in terms of turnover and export volumes. Australian Wine wishes to other parts of the global market such as Africa, Asia, other parts of Europe, and the southern region of America. This will increase the entire volume of turnover per annum, as revenues would also shoot to the maximum. In order to venture greatly in to the new markets, Australian Wine plan is to maintain the existing market coverage and improve on the weaknesses in those markets. For instance the United States of America still possess more than enough opportunity for improvement since Australian Wine controls merely 17% of the wine distribution. In the African market, the Australian wine plans to star in the Southern region that has witnessed proportional level of growth. This market would offer new demographic opportunities since the area boasts of various wine distribution channels and processing firms. Apart from the Great Britain, other countries such as Germany, Spain, and even France or Italy would provide the much-needed demographic opportunities. This would boost the current global turnover to approximately 4.5 billion Australian dollars to help reduce the disparity between Australian Wine and the best three wine exporters. (Lattey, Bramley, & Francis, 2010, pg. 189-202)
Australia houses close to 2000 wine manufacturers, producers, and distributors. Among this group, the majority are small-scale business entities. Australian wine products are designed for party like activities, vocation, holidays, honeymoons, birthday events, sporting activities, and interaction functions. Australian Wine product is manufactured from grapes (red and white) as the main inputs. The products are of high quality to the extent that some of the wine products act as benchmarks for processing and manufacturing activities. The wine products sell in well-designed bottles that appeal to numerous wine consumers globally. The products are in white and red wine forms in order to serve the varying consumer tastes and needs in the wine market. This expresses the variety in the wine industry in Australia. Since different consumers possess different tastes, purchasing power, and needs, Australian Wine comes in different types and quantities (Jeffery, Parker, & Smith, 2008, pg 153-161). This enhances the market coverage since the rich, the poor satisfy their needs effectively, and efficiently relative to the quantities, they can afford. This reduces economic burden on the consumers to purchase what they can easily pay for to ensure that they live within their resources. The product is environmental friendly in the sense that its packaging ensures minimal pollution to the surrounding. The bottles undergo the process of recycling to minimize the total cost of production while limiting environmental pollution. The product also forms an alliance with Australian Environmental entity to enhance the fight against environmental degradation. This alliance also helps in promotion of the products. The designing of the product considers conventional standards to ensure that the product is the best in the market (Siebert et al., 2005, pg.937-947).
In the process of executing integrated marketing and communication plan, Australian Wine plans to inject 1.5 million Australian dollars. This will enable the promotion of the product through television, internet, and celebrity. In order to increase the market coverage for Australian wine designing and maintenance of a website is crucial. Through the official website, consumers globally would have access to what products are available in the market and how they can obtain them with ease. This would cost approximately 300,000 dollars for a start. For further maintenance, continuous injection would follow according to the demands for the service. The internet would offer acute and effective platform through which the company can interact with its consumers (Cox, 2009, pg.209-229). The opinion on the products would help improve the standards of the wine since the producers would know how effectively to serve the needs of their clients. Through social networking platforms such as facebook and twitter, the company would be in a better position to interact cheaply with their clients hence enlarging the market coverage, as well as enhancing communication levels. Australian also plans to improve on the level of advertise on television to supplement on the existing promotion program. This would cost about 500,000 Australian dollars to acquire advertisement services of international televisions such as CNN. Television advertisement program would enhance on the existing market coverage and attraction of new market. Consumers would easily identify the brands of our products in the market because adverts would be straightforward. The third bit of the integrated marketing and communication plan, Australian wine plans to approach celebrities to help market our products in the international market. The celebrity in mind is Tim Cahill, the football superstar. This would enhance the product chances in European countries and other global parts. The program would demand 700,000 Australian dollars in return to help dig into the new market as well as maintaining the current coverage (Cox, 2009, pg.209-229).
Australian wine faces competition from the emerging wine powerhouses such as China and Chile. This supplements competition from Italy and France (Wine Industry Profile: Global' 2012, pg.1-31). This limits involvement of Australians wine processing and distribution in the competitors' marketing zones. In order to compete effectively in the growing wine industry, Australia must adopt measures that would minimize the cost of production while maximizing the annual profit levels. Transfer of labor and expertise from wine exporting countries is ideal to counter efforts by competitors in the wine industry. Since Australia offers ideal climatic condition for growth and development of grapes, it holds competitive advantage over other exporting countries. This improves its chances for survival in the international wine market.
Based on the current economy state, it is crucial to determine efficient target market to help boost the total revenue annually. The Australian Wine targets small business wine entities, stay-at-home wine consumers, large wine outlets, and partygoers. This will present effective, affordable, and efficient model for enhancing the total turnover in the global wine industry. In order to accumulate large volumes of annual turnover, the company plans to star in the large wine outlets or distribution entities. This would provide the much-needed competition to the other wine exporting countries like China, Chile, Italy, and France. The distribution channels would enlarge the market coverage since Australian wine would attract new consumers who enjoy a close relationship with the firm (Thach & Olsen, 2006, pg 307-322).
Australian Wine enjoys one of the largest market coverage in the global level, in the wine industry. This enables the firms to enjoy economies of scale hence reducing the cost of production as well as improving on the profit levels. Economies of scales provide effective ground for competition in the industry. Australian Wine also enjoys strongly built a reputation and image to enhance efficient association with consumers. Since the products are trustworthy in relation to the quality of their manufacturing and distribution processes. This offers favorable platform for the Australian wine to counter competition from other wine exporting countries. Large production levels also reduce the cost of manufacturing and distributing the products. High rates of profits emerge due to minimal cost of production (Tesfaye et al., 2009, pg.142-156).
Extensive competition in the global market from China, Chile, Italy, and France limit the achievement of annual financial targets.…