Scribd Logo
Upload

Welcome to Scribd!

  • 46 views

    Marketing Plan of Castel (French Wine) : Group-7

    Uploaded by

    simplyshreya99
    This marketing plan summarizes Castel Group's strategy to market French wines. Castel produces several varieties of red, white, and rosé wines. It faces competition from other French and international wine producers. The plan involves conducting a PEST and SWOT analysis. Castel's strategy is to use penetration pricing and target consumers aged 24-44. It will promote the wines through various channels and leverage trends toward premium and convenient wine consumption. The action plan focuses on adopting new technology, attractive packaging, wide distribution, and promotional discounts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Marketing Plan of Castel (French Wine) : Group-7

    Uploaded by

    simplyshreya99
    46 views25 pages
    This marketing plan summarizes Castel Group's strategy to market French wines. Castel produces several varieties of red, white, and rosé wines. It faces competition from other French and international wine producers. The plan involves conducting a PEST and SWOT analysis. Castel's strategy is to use penetration pricing and target consumers aged 24-44. It will promote the wines through various channels and leverage trends toward premium and convenient wine consumption. The action plan focuses on adopting new technology, attractive packaging, wide distribution, and promotional discounts.

    Original Title

    castelfrenchwine-120911091644-phpapp02

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This marketing plan summarizes Castel Group's strategy to market French wines. Castel produces several varieties of red, white, and rosé wines. It faces competition from other French and international wine producers. The plan involves conducting a PEST and SWOT analysis. Castel's strategy is to use penetration pricing and target consumers aged 24-44. It will promote the wines through various channels and leverage trends toward premium and convenient wine consumption. The action plan focuses on adopting new technology, attractive packaging, wide distribution, and promotional discounts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    46 views25 pages

    Marketing Plan of Castel (French Wine) : Group-7

    Uploaded by

    simplyshreya99
    This marketing plan summarizes Castel Group's strategy to market French wines. Castel produces several varieties of red, white, and rosé wines. It faces competition from other French and international wine producers. The plan involves conducting a PEST and SWOT analysis. Castel's strategy is to use penetration pricing and target consumers aged 24-44. It will promote the wines through various channels and leverage trends toward premium and convenient wine consumption. The action plan focuses on adopting new technology, attractive packaging, wide distribution, and promotional discounts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 25

    MARKETING PLAN OF CASTEL (FRENCH WINE)

    GROUP-7 AARTI SHARMA APURWA AGARWAL SHREYA SIDDHARTH RAI SUNIL SINGH

    Plans are Nothing, Planning is Everything.


    By Dwight D. Eisenhower

    CONTENTS
    EXECUTIVE SUMMARY FRENCH WINE REGIONS. ANALYSIS Market Analysis PEST Analysis. SWOT Analysis. GAME PLAN Pricing Strategy. Marketing Mix. Profile of Prospective Consumers. Trends in Wine Drinking. Distribution. ACTION PLAN

    Executive Summary
    Wine is an alcoholic beverage made from fermented fruit juice, usually that of grapes. Majorly there are 2 kinds of wine: Red Wine. White Wine.

    CASTEL group was founded in 1949.

    Today, Castel Group is one of the world leaders in wines, beers and soft drinks.

    PRODUCTS

    Cuve Rouge

    Cuve Blanc

    Cuve Blanc Medium Sweet

    Cuve Ros

    Cabernet Sauvignon

    Chardonnay

    COMPETITORS
    DFV WINES WIDMER WINERY GROVER VINEYARDS SAINT JAMES GRAPE RANCH OPERA WINES MAJESTIC WINES

    FRENCH WINE REGIONS

    ANALYSIS

    MARKET SHARE OF FRANCE

    PEST ANALYSIS
    POLITICAL Wine regulations. Ban on advertisements. ECONOMICAL Devaluation of currency in key markets. Low interest rates TECHNOLOGICAL Technological advances in the sector. Hand selected grapes versus use of machines.

    SOCIO-CULTURAL Long tradition of wine consumption. Higher perception of quality.

    SWOT ANALYSIS
    STRENGTHS Penetration Pricing State of the Art Winery Excellence Award for Finery WEAKNESSES Low on Production Capacity Less Overseas Supply

    OPPORTUNITIES Cutting edge over foreign wine makers Expansion opportunities

    THREATS Strong competition from other countries Decrease in consumption of wine in France Emergence of substitute products

    PRICING STRATEGY
    Penetration Quality Premium

    Economy

    Skimming

    Price

    MARKETING MIX
    PRODUCT: Products of Castel are Cuve Rouge, Cuve Blanc, Cuve Blanc Medium Sweet, Cuve Ros, Cabernet Sauvignon, Merlot, Syrah, Chardonnay and Sauvignon.

    MARKETING MIX
    PRICE

    Penetration pricing Increased market share PLACE Japan, Korea, China, Angola, Gabon, Equatorial guinea, Cameroon, Burkina Faso, Poland, Czech Republic, Germany, Holland, UK, Russia.

    MARKETING MIX
    PROMOTION: billboards Radio TV Internet SUGGESTIONS: Sponsoring events stalls

    PROFILE OF PROSPECTIVE CONSUMERS


    AGE SEX OCCUPATION 24 - 44 Years Male Business person, accountant, executive, advertising/marketing consultant, manager, fashion industry High ($45000+) Influenced by image and prestige of modern products, early adopters, switch products easily.

    INCOME ATTITUDE

    LIFESTYLE BENEFITS DESIRED

    Young, generation X and Y, modern, retro, adventurous Buys for the benefits of prestige, quality and dependability.

    TRENDS IN WINE DRINKING


    1) There is a decline in the consumption of wine over the recent years. 2) Around 50% of the youth never drink wine, they prefer other alcohol drinks. 3) People now prefer drinking water with their meals instead of wine.

    TRENDS IN WINE DRINKING


    4) Wine drinkers between the age of 24 and 35 drink around 60 litres of wine a year whereas those between 16 and 23 drink around 32 litres. 5) People tend to not drink wine during the week and then binge on it in the weekend which is an unhealthy practice.

    DISTRIBUTION
    Restaurants Wine-shops Wholesalers Internet Hypermarkets Grocery stores Overseas

    Action Plan

    PRODUCT STRATEGY It adopts latest technology Attractive packaging PRICE STRATEGY Low price Penetration

    PLACE STRATEGY Wide Reach in France Present in 5 continents

    PROMOTION STRATEGY Discounts Word of Mouth

    You might also like