Castel french wine

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

Cuvée Rouge

Cuvée Blanc

Cuvée Blanc Medium Sweet

Cuvée Rosé

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.

POLITICAL•Wine regulations.•Ban on advertisements.

ECONOMICAL•Devaluation of currency in key markets.•Low interest rates

ECONOMICAL•Devaluation of currency in key markets.•Low interest rates

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

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

TECHNOLOGICAL•Technological advances in the sector.•Hand selected grapes versus use of machines.

TECHNOLOGICAL•Technological advances in the sector.•Hand selected grapes versus use of machines.

SWOT ANALYSIS

STRENGTHS•Penetration Pricing•State of the Art Winery•Excellence Award for Finery

STRENGTHS•Penetration Pricing•State of the Art Winery•Excellence Award for Finery

WEAKNESSES•Low on Production Capacity•Less Overseas Supply

WEAKNESSES•Low on Production Capacity•Less Overseas Supply

OPPORTUNITIES•Cutting edge over foreign wine makers•Expansion opportunities

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

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

PRICING STRATEGY

Penetration Premium

Economy Skimming

Quality

Price

MARKETING MIX

PRODUCT:

• Products of Castel are Cuvée Rouge, Cuvée Blanc, Cuvée Blanc Medium Sweet, Cuvée Rosé, 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 PROSPECTIVECONSUMERS

AGE 24 - 44 Years

SEX Male

OCCUPATION Business person, accountant, executive, advertising/marketing consultant, manager, fashion industry

INCOME High ($45000+)

ATTITUDE Influenced by image and prestige of modern products, early adopters, switch products easily.

LIFESTYLE Young, generation X and Y, modern, retro, adventurous

BENEFITS DESIRED 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