2213THS Food & Wine Tourism
EXERCISE 3: Marketing
Due Date: Week 8 workshop. See course profile for late penalties (10% penalty for each
Submit: Hand in to your tutor at the commencement of your workshop.
Length: 500-1000 words (± 10%)
Format: Write succinctly or in bullet points the key issues on the following topics. This
will assist in writing your final report. Ensure you reference all factual
12 point, 1.5 line spacing, 2.54 cm margins all sides, aligned left, double sided.
Ensure title page includes wine region, name of winery, student names, student
id, and workshop time.
Weighting: 5%. Only one report per group.
Groups: 3-4 students only per group.
Proposed Target Markets:
What markets do you plan to target? Provide a profile and description.
Based on your analysis, develop marketing strategies for your wine
You should also conduct research from relevant literature to support
your strategies. (look at other company and compare them how to do it)
Include advertising, promotions, channels of sales.
Winery Marketing Strategies
- To reach the target market, different marketing strategies will be used. This will include both online and offline marketing strategies.
- Elite members and families are targeted for this marketing campaign. Therefore, the marketing strategies selected must align with the target market (Wieseke, Mauer, & Alavi, 2012).
- The man online strategies that will be used to reach the target customers include:
- Social media marketing – the social media is a good mass market tool, but it must be tailored to the needs of the high end consumers to reach them (Bartel, 2013). Both high end and other category of consumers use social media (Rossiter & Bellman, 2005). To reach this market, the winery will open social media accounts with leading social media platforms like Facebook, Tweeter, Pinterest, and others. However, membership will be invited to the social media platforms and once admitted, the member can be allowed to invite and approve others. Elite members will have the opportunity to be on a private Facebook group so that they can communicate with likeminded consumers. This will help build a close group of high end consumers (Lamb, Hair, & McDaniel, 2009).
Paid advertising through Google ads and others will be used with settings set to target only elite customers and families