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Analysis of marketing mix of winery Víno Nitra s.r.o. Jan Kowalski Wyższa Szkoła Content Marketing mix theory Specifics of wine marketing Research methods Profile of Víno Nitra s.r.o. Marketing mix of Víno Nitra s.r.o. SWOT analysis Conclusions and suggestions Marketing mix theory Marketing mix theory 4P Marketing mix theory 4P 5P Marketing mix theory 4P 8P 5P Marketing mix theory 4P 5P 8P 4C Marketing mix theory 4P 4P marketing concept Product Promotion 4P Placement Price Product Object, service or idea that is put on market Anything with purpose of sale and satisfaction of customer needs Product layers Enhanced product Formal product Core product Product mix dimensions Widht of product mix Lenght of product mix Depth of product mix Porduct mix consistency Product development phases Development Implementation Maturity Growth Decline Price Numerical expressions of product value Part of image of company/product Only part of marketing mix tht brings profit Goals of price policy Profit increase Increase of market share Sales development Investments rentability Product quality Survival Pricing methods Pricing based on demand Pricing based on costs Pricing based on competition Pricing based on value perception Placement To deliver the product to customer Right amount Right time Right place Distribution methods Direct Indirect Direct distribution Direct distribution of product to customer No intermediate Indirect distribution Usage of intermediates Producer – agent – establishment - customer Producer – retail – customer Producer – wholesale – retail - customer Promotion – marketing communication Advertising Sales support Public relations Personal sales Direct marketing Advertising Any paid non-personal form of promotion TV advertisements Posters Billboards Sales support Set of motivation tools with short-term but immediate effect Discounts Customer contest Sampling Public relations Development of good relations woth external enviroment Press release Common events Sponsoring, charity Personal sales Usage of sales force for purposes of sales and profit Most effective tool of marketing communication Supports all the other tools of marketing communication Direct marketing Direct approach to potential and existing customers Private Customized Up-to-date Interactive Specifics of wine marketing Context Context Product Price Placement Promotion Context Product Price Placement Promotion Branding Product development People Consumer behaviour Wine tourism Direct sales Packaging Wine events ... Context Experiential marketing approach Focused on added value Emotions, experience, social networking Product Focus on formal product Finite resorces for each vintage High-quality wine is not FMCG Individual personal value Price Price Price Price Price-changing factors Vintage Rarity Story Vintage Year of production Determines potential for maturing Determines overal quality of wine Rarity Rarity Rarity 600 bottles, 250 USD/bottle Rarity 600 bottles, 250 USD/bottle Market price – 2 000 USD/bottle Story Story Story Forecast of high quality of Bordeaux 1982 Fame of this wine and Robert Parker Bordeaux 1982 more expensive than Bordeaux 1983 1983 is beating 1982 in blind tastings Placement Wholesale, retail Wine shops Gift shops Cellar sale Gastronomy Placement Special storage conditions Appealing place of sales One wine ≠ one distribution channel Promotion Legislation restrictions for advertising Focus on other tools of marketing communication No usage of direct marketing Research methods Research methods Interview SWOT analysis Interview Interview with commercial director Questions prepared beforehand Focus on marketing mix of company SWOT analysis Tool of strategic planning Analysis of internal strenghts and weaknesses Analysis of external opportunities and threats Profile of Víno Nitra s.r.o. Profile of Víno Nitra s.r.o. Winery with 50 years history Production – 7 000 000 litres per year 700 hectares of own wineyards Operates on markets in Czech Republic, Poland, USA, Japan and China Marketing mix of Víno Nitra s.r.o. Product 5 wineries 10 product lines 110 products in total Product lines Wine kegs Classic Tradition Evolution Selection Elegance Sekt Pálffy (sparkling wine) Sekt Charmat (sparkling wine) Chateau Modra Premium Chateau Modra Terroir Price Cost oriented method Price range – 1,80 EUR – 15 EUR (without VAT) Price-changing factors Cultivation costs Vineyards revitalization ŠKČ (State control number) Wine production costs Marketing costs Labels Placement Own shops Wholesale/retail Gastronomy Own shops 5 own shops 1 key-account manager managing this shops Prices as in company´s catalogue Chateau Modra Premium, CM Terroir, Selection, Evolution, Sekt Pálffy, Sekt Charmat, tapped wine, seasonal „young“ wine Wholesale/retail Direct distribution 1 commercial director 4 regional managers All product lines, except for Chateau Modra Premium and Terroir Gastronomy Doesn´t have main distribution channel 1 commercial director 6 sales representatives Chateau Modra Premium, Chateau Modra Terroir, Elegance, Sekt Pálffy Promotion Advertising Sales support Public relations Advertising Local press Specialized magazines Gastronomy fairs Sales support Discounts Consumer competitions Personnel education Wine taps instalation Sampling Public relations Participation on events Wine fairs Contribution of top management SWOT analysis SWOT analysis Strenghts Production divided to 5 vineyards Widht and Depth of product mix Price range Production volume Expansion to foreign markets Participation of top management on PR activities Weaknesses Low usage of media Costs of vineyards revitalization One-litre bottles of wine Only standard ways of promotion are being used Not enough own shops SWOT analysis Opportunities Threats External consulting on marketing communication Non-conventional forms of marketing Other EU markets National winemakers cooperation New varieties registration Competition Cheap imported wine Legislation changes Unexpected climatic changes Criminal activity Conclusions and suggestions Conclusions and suggestions Product Production divided to 5 vineyards Cultivation of many different varieties Wide variety of products Not distinguished from competition Suggestions Development of product lines for specific market segment (women) Development of product lines according to seasons (red wine for winter, rose for summer) Conclusions and suggestions Price Cost oriented pricing Revitalization of vineyards costs Expected fall in sales in upcoming year Suggestion Focus on marketing communication to retain current sales volume Conclusions and suggestions Placement Sales in wholesale/retail and gastronomy Sales via own shops Some of the product lines are being sold in both channels Only Chateau Modra wines are being sold in gastronomy Suggestions Remove product line Elegance from wholesale/retail Conclusions and suggestions Promotion – conclusion Usage of specialized media Participation on gastronomy events Press media are the only advertising channels Weak consumer competitions Conclusions and suggestions Promotion – suggestions Billboard design and usage Promotion of awarded wines Non-conventional forms of advertising usage Adding winery excursions to consumer competitions Thank you for attention