...components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance. The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production-type) wineries and 22 cellar door sales facilities. Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on average about three and a half million cases of wine per annum. A significant portion of Coonawarra wine COMMUNICATIONS INTERNAL INTRA-REGIONAL unplanned messages product & service messages ) initiated by planning group ( planned messages ( planning group ) CONFIRM SAY DO community support, unsought local media support, industry and government body support workshops and seminars, liaison...
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...102 JULY–AUGUST 2003 > VOL 18 NO 4 > WINE INDUSTRY JOURNAL M A R K E T I N G Rob van Zanten, Johan Bruwer and Karen Ronning FUNDAMENTALLY, Integrated Marketing Communications (IMC) refers to the process of integrating and coordinating the various communication elements commonly known as the ‘promotional mix’. The promotional mix is usually considered to consist of advertising, sales promotion, personal selling and public relations, although some marketers may add other elements such as publicity, direct marketing or sponsorship as major components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance. The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production- type) wineries and 22 cellar door sales facilities. Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on...
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...A new report says that one-eighth of Australian people drinks at dangerous level (VOA news 2007), and alcohol related social problem is more and more severe in Australia recently. Many scholars put up with the idea to levy more tax to reduce the consumption of alcohol. The article ‘cheap wine the biggest culprit’ is focus on wine consumption to illustrate the call for tax reform. This essay is to explain three questions mentioned following by the article. Specifically, it further examines the suggestion for heavy tax on alcohol concerning the elasticities of demand for alcohol. Question 1: Using the data provided in the article, calculate the price elasticity of demand for alcohol. According to Jackson, McIver and Wilson (2012, p.153), own-price elasticity of demand which is simply know as elasticity of demand is a way to measure the sensitiveness of consumers’ demand to a change in the product’s price, and the formula to calculate it is the percentage change in quantity demanded of a good divided by the percentage change in its price. The law of demand illustrates that the price and quantity demanded are inversely related verifying from the down-sloping demand curve, therefore the own-price elasticity must be negative. However, it is conventional to ignore the negative sign, and simply use the absolute form of the elasticity of demand. In this article, it shows that for a 10 percent increase in price of alcohol could have about 5 percent decrease in consumption. According...
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...MGT308 International Marketing Plan Table of Content Executive Summary 1.0 Introduction 2.0 Background of Company/Product 3.0 SWOT Analysis 4.0 Market Segmentation Analysis 5.1 Demographic 5.2 Geographic 5.3 Psychographic 5.4 Behavioural 5.0 Entry Strategies 6.0 Marketing Mix Strategies 7.5 Product 7.6 Price 7.7 Promotion 7.8 Distribution 7.0 Timeline (Gantt Chart) 8.0 Monitoring and Control 9.0 Conclusion 10.0 References 11.0 Appendixes The Marketing Plan Introduction This is the international marketing plan for Victoria Bitter, which will be launched in UK in January 2017. Victoria beer is an Australian based beer. VB, owned by the Carlton & United Breweries group, is one of the most iconic beer companies in Australia with the history dating back to 1824. As UK is one of the heaviest alcohol consuming countries, the company will be expanding to the regions of Wales, England and Northern Ireland. Fosters, which is owned by Carlton and United Breweries, is already performing well according to the recent statistics. So, it would be a good move for the group to push Victoria Bitter in the UK market. The product would be very nicely package and marketed to attract consumers. The beer itself would be prepared from fresh products and focuses the alcohol base would be used as its purest form and may involve as a volume of 5.5 percent concentrate in each unit making it a decent...
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...Most Important Macro Environment Factors In Qantas Tourism Essay ukessays.com /essays/tourism/most-important-macro-environment-factors-in-qantas-tourismessay.php Corporate strategy of Qantas has been supporting all its business objectives and also employee level individual objectives so that the company produces better results for the satisfaction of customers. Airline industry is a huge place where different companies are working and if planning and strategic decisions do not meet the needs of the current environment of the business than it would be bad for the company. Marketing and Auditing are the key areas where the strategic decisions of the Qantas have to focus. In Australia the airline industry has been under crisis since 2000 so the Qantas had to tackle the situation by strategic moves and proper planning has to be done for that. Marketing auditing has been done by the company several times to check the effectiveness of the strategic decisions that were being made to support the marketing activities regarding new and old customers (Kain and Webb, 2003). In addition to these, a significant worldwide leaning in rapid look of low-cost transporter was empirical and the challenge for Qantas to maintain both the low cost and high quality standards was difficult but workable and it worked on it. Australian airline industry was not opposed to this, two reasonably priced airlines that is to say wish and Virgin Blue Airlines were launched in 2000 and so they created a sense of...
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...APA Referencing Summary A guide to referencing based on the Publication Manual of the American Psychological Association (6th ed.). This summary gives examples of the APA referencing style for a number of information sources that you will commonly use. If you cannot find the relevant pattern here, then refer to the APA Publication Manual (6th ed.). Learning Skills highly recommends that you purchase a copy of Robert Perrin’s Pocket Guide to APA Style (3rd ed.) from the Co-op Bookshop. You should also explore using the EndNote software, which you can download for free from the library website. EndNote helps you to reference correctly, and to organize your research and notes. Go to: http://www.csu.edu.au/division/library/research/endnote/index.html Contents Principles – The Reference List – In-text Citations – Page and Paragraph Numbers Print Resources – Books – Periodicals (Journals, Newspapers, and Magazines in print) – CSU Subject Outlines and Readings Audiovisual Media Electronic Media – Basic Principles – Online Journal Articles – Electronic Books – Curriculum and Course Materials Reference Materials – Technical and Research Reports – General Interest Media – Websites Secondary and Other Sources Page 2 2 2 3 6 8 8 9 10 11 12 13 14 15 15 Revised in 2010 This APA Referencing Summary is located at: http://www.csu.edu.au/division/studserv/learning/referencing/index.htm Dr Peter Butler, Manager, Learning, CSU Wagga Page 1 of 16 19.v.2010 Some Basic Principles The Reference...
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...2010 Edition 1 A GUIDE TO REFERENCING with examples in the Harvard style A GUIDE TO REFERENCING with examples in the Harvard style RMIT International University Vietnam 2010 Edition 1 Learning Skills Unit RMIT International University Vietnam 702 Nguyen Van Linh Blvd. District 7, HCMC, Vietnam Tel: +84 8 3776 1300 Fax: +84 8 3776 1399 Website: www.rmit.edu.vn Acknowledgements The following RMIT Vietnam lecturers and staff assisted with this project: Christopher Barker Christopher Leute David Feliz Dominic Mahon Robert Hollenbeck Oanh, Pham Thi Hoang Tin, Nguyen Minh Tri Thuy, Le Mong Thank you very much for giving so generously of your time. Robyn Keech Coordinator, Learning Skills Unit February 2010 A softcopy of this referencing guide is available on Blackboard. TABLE OF CONTENTS INTRODUCTION………………………………………………..…………….… 5 I. Which referencing style should I use?........................................................................... 5 II. Why must I cite and reference my sources?.................................................................. 5 III. What is plagiarism?........................................................................................................ 5 IV. Is there plagiarism in sources on the Internet?.............................................................. 6 V. What is paraphrasing?................................................................................................... 6 VI. What is summarising?........
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...EVALUATION OF A MARKETING STRATEGY THAT WOULD GIVE WHITE HORSE WHISKY COMPETITIVE ADVANTAGE Name Institution Instructor’s name Course Date Literature Review According to Merchlewicz different beverage businesses adopt varying marketing strategies depending on the different target results (2011). The alcoholic market experiences different patterns with every coming year, and this has a major effect on the resolutions of various marketing departments. Leading alcoholic beverage producers’ is convenience and increase in the product demand. The current market patterns push various beverage companies to invest huge finances to increase their sales opportunities (Spandern 2014). The market is particularly faced by intense competition that has seen numerous brands decline and even others facing withdrawal from the market. Generally, the strategy to increase market share gains favour from most companies. Branding efforts are crucial as they promote strategic planning of various businesses. Sankrusme also argues in support of the existing competition in the beer market and in particular discusses the Thailand market (2011). In the recent past there has been a high rate of expansion in the beer market, a situation that caused a number of entrepreneurs to venture into the business. The new businesses used different marketing strategies to gain a competitive advantage in the market. The author identifies that the Carlsberg beer used...
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...1. Political a)Uniform of hostess: UMNO members wanted it to be more "Islamic" b)Some decisions are made by the govt (landing rights,services to certain routes,equity ownership); take the case of Subang for example, Airasia applied to use Subang as their hub, was turned down by the govt. Now the govt has allowed Firefly (a subsdiary of MAS) to operate from Subang. c)Political influence could also affect the HR policies of Airasia - recruitment and selection of staff do not necessarily be based on merits but also on the racial composition.. etc etc 2. Economics a)The rising cost of oil - impacts on operating costs b)Competition - more new low-cost airlines now c)Availability of funds - are financial institutions willing to provide financing for Airasia's investments. etc etc 3. Social a)The standards of living of people in destinations served by Airasia - they have the ability to pay for air travel b)Tastes and lifestyles of people - are they willing to fly on low-cost airlines? c)The nature of its workforce - will they be able to cope with the changes implemented in Airasia? Some of the staff are former employees of other full-service airlines; some of the old habits/norms are still with them.. etc etc 4. Technology a) Most of the bookings for Airasia is made through the internet.. The technology depends on the effectiveness of overall IT...
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...________________________ 18 21 AboUT UnsW UnsW – The organisation _________________________________________________________ 22 UnsW Campuses_________________________________________________________________ 24 University Glossary _______________________________________________________________ 26 Faculty of Arts and social sciences _________________________________________________ 28 Faculty of the built environment_____________________________________________________ 30 Australian school of business ______________________________________________________ 32 College of Fine Arts (CoFA) ________________________________________________________ 34 Faculty of engineering ____________________________________________________________ 36 Faculty of Law ____________________________________________________________________ 38 Faculty of Medicine _______________________________________________________________ 40 Faculty of science ________________________________________________________________ 42 The Australian defence Force Academy - UnsW@AdFA_______________________________ 44 The Graduate Research school_____________________________________________________ 46 The Library ______________________________________________________________________ 48 49 oFFeR ACCePTAnCe PRoCedURes FoR UndeRGRAdUATe,...
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...implications for the practice of event management and tourism, and implications are drawn for advancing theory in event tourism. r 2007 Elsevier Ltd. All rights reserved. Keywords: Event tourism; Definitions; Theory; Research 1. Introduction Events are an important motivator of tourism, and figure prominently in the development and marketing plans of most destinations. The roles and impacts of planned events within tourism have been well documented, and are of increasing importance for destination competitiveness. Yet it was only a few decades ago that ‘event tourism’ became established in both the tourism industry and in the research community, so that subsequent growth of this sector can only be described as spectacular. Equally, ‘event management’ is a fast growing professional field in which tourists constitute a potential market for planned events and the tourism industry has become a vital stakeholder in their success and attractiveness. But not all events need to be tourism oriented, and some fear the potential negative impacts...
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...Scott / CULTURAL-PRODUCTS INDUSTRIES REVIEW / March 2004 10.1177/1078087403261256 URBAN AFFAIRS ARTICLE CULTURAL-PRODUCTS INDUSTRIES AND URBAN ECONOMIC DEVELOPMENT Prospects for Growth and Market Contestation in Global Context University of California, Los Angeles ALLEN J. SCOTT The article begins with a brief definition of the cultural economy. A first generation of local economic development policy approaches based on place marketing and associated initiatives is described. The possibilities of a more powerful second-generation approach are then sketched out with special emphasis on localized complexes of cultural-products industries. An extensive review and classification of these complexes is laid out, and their inward and outward relations to global markets are considered. On this basis, a critical discussion of local economic policy options focused on cultural-products industries is offered. Contrasting examples of development initiatives in major global cities, in selected old manufacturing towns, and in the Multimedia Super Corridor of Malaysia are briefly presented. It is suggested that the growth and spread of localized production agglomerations based on cultural-products industries are leading not to cultural uniformity but to greatly increased diversity at the global level. Keywords: agglomeration; cultural economy; globalization; industrial districts; local economic development; place marketing Over the past decade or so, the industrial profile...
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...great names that are synonymous with the history of luxury. A natural alliance between art and craftsmanship, dominated by creativity, virtuosity and quality. A remarkable economic success story with more than 100,000 employees worldwide and global leadership in the manufacture and distribution of luxury goods. A global vision dedicated to serving the needs of every customer. The successful marriage of cultures grounded in tradition and elegance with the most advanced marketing, industrial organization and management techniques. A singular mix of talent, daring and thoroughness in the quest for excellence. A unique enterprise that stands out in its sector. Our philosophy can be summarized in two words: CREATIVE PASSION. 12 22 36 46 58 WINES & SPIRITS FASHION & LEATHER GOODS PERFUMES & COSMETICS WATCHES & JEWELRY SELECTIVE RETAILING — The values of LVMH Innovation and creativity Because our future success will come from the renewal of our product offering while respecting the roots of our Maisons. Excellence of products and service Because we embody what is most noble and accomplished in the artisan world. Brand image enhancement Because they represent an extraordinary asset, a source of dreams and ambitions. Entrepreneurship Because this guarantees our ability to react and our motivation to create and seize opportunities. Leadership – Be the best Because it is through continually excelling that we accomplish the best and achieve the best results. LVMH 2012 —...
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...great names that are synonymous with the history of luxury. A natural alliance between art and craftsmanship, dominated by creativity, virtuosity and quality. A remarkable economic success story with more than 100,000 employees worldwide and global leadership in the manufacture and distribution of luxury goods. A global vision dedicated to serving the needs of every customer. The successful marriage of cultures grounded in tradition and elegance with the most advanced marketing, industrial organization and management techniques. A singular mix of talent, daring and thoroughness in the quest for excellence. A unique enterprise that stands out in its sector. Our philosophy can be summarized in two words: CREATIVE PASSION. 12 22 36 46 58 WINES & SPIRITS FASHION & LEATHER GOODS PERFUMES & COSMETICS WATCHES & JEWELRY SELECTIVE RETAILING — The values of LVMH Innovation and creativity Because our future success will come from the renewal of our product offering while respecting the roots of our Maisons. Excellence of products and service Because we embody what is most noble and accomplished in the artisan world. Brand image enhancement Because they represent an extraordinary asset, a source of dreams and ambitions. Entrepreneurship Because this guarantees our ability to react and our motivation to create and seize opportunities. Leadership – Be the best Because it is through continually excelling that we accomplish the best and achieve the best results. LVMH 2012 —...
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...Dictionary of Travel, Tourism and Hospitality By the same author Britain – Workshop or Service Centre to the World? The British Hotel and Catering Industry The Business of Hotels (with H. Ingram) Europeans on Holiday Higher Education and Research in Tourism in Western Europe Historical Development of Tourism (with A.J. Burkart) Holiday Surveys Examined The Management of Tourism (with A.J. Burkart eds) Managing Tourism (ed.) A Manual of Hotel Reception (with J.R.S. Beavis) Paying Guests Profile of the Hotel and Catering Industry (with D.W. Airey) Tourism and Hospitality in the 21st Century (with A. Lockwood eds) Tourism and Productivity Tourism Council of the South Pacific Corporate Plan Tourism Employment in Wales Tourism: Past, Present and Future (with A.J. Burkart) Trends in Tourism: World Experience and England’s Prospects Trends in World Tourism Understanding Tourism Your Manpower (with J. Denton) Dictionary of Travel, Tourism and Hospitality S. Medlik Third edition OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 200 Wheeler Road, Burlington MA 01803 First published 1993 Reprinted (with amendments) 1994 Second edition 1996 Third edition 2003 Copyright © 1993, 1996, 2003, S. Medlik. All rights reserved The right of S. Medlik to be identified as the author of this work has been asserted...
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