CASE STUDY AUSTRALIAN WINE INDUSTRY

1. Identify Company’s (Witchmount Estate) objectives.

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Corporate

- To be one of the top 3 wine estates in Victoria within 5 years. - Produce well known varieties of wine, such as, Chardonay, Sauvignon blanc, Shiraz & Cabernet sauvignon. - Develop new varieties like Pinot Gris. - Expansion & development of the winery, by building new modern wine manufacturing & tasting facilities. Build new restaurant. Build Conference and accommodation facilities. - A more recognisable logo “W”. - Wine produced to be divided into separate lines, and to sell in different price categories to cater for a wider market, pricing to be below & above $20 price point.

Marketing

- On-site and in the local community - Invite well known Australian performers to perform concerts within the winery.

Advertising

- Local media (newspapers & radio) within 20km radius. - Industry magazines - Conferences - Festivals - In other wine regions of Victoria - The closet winery to Melbourne CBD • Develop relationships with City hotel concierges • Offer their patrons Wine tasting package, Tour to the winery for a meal and wine tasting, with buses arranged by Witchmount to transport patrons.

2. Define the problem

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- Lower per capita domestic wine consumption, leading to surplus in wine resulting in lower prices. - 30 new wine makers have entered the market - The 4 P’s • Product – new & small not widely recognised • Price- having to offer cheaper range of wines, lowering prices to around $20, devaluing the brand to cater for a