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