Marketing Plan for E&J Winery

Marketing Plan for Premium Wines for Gallo Winery E & J Winery

Marketing Plan Outline 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2.2 SWOT Analysis 2.3 Competition 2.4 Product (Service) Offering 2.5 Keys to Success 2.6 Critical Issues 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix 3.8 Marketing Research 4.0 Controls 4.1 Implementation 4.2 Marketing Organization 4.3 Contingency Planning 5.0 Conclusion Paper Format Every draft of the Marketing Plan assignment should be formatted per APA guidelines and include the following. Title page Page header and running head Table of contents (optional) Double-spaced text using Times New Roman, 12-point type font Headings and subheadings as listed above In-text citations Reference page The Final Marketing Plan should be 18–20 pages in length. The page count does not include the title page, table of contents, or reference page.

Executive Summary

The aim of this paper is to construct a marketing plan for premium wines for E & J Gallo Winery. The company is the leading wine producer in the US market. Since inception, the company has progressively earned competitive advantage among its industry peers through product differentiation, product diversification, acquisitions, and excellent pricing strategies. E & J Gallo Winery is the largest family-owned and managed winemaker in the globe, producing almost 900 million wine bottles per year. The company has invested in 16,000 acres of vineyards in California and other places. The company’s wine market is both domestic as well as international. The company’s has always been led by the strategic vision coined by Earnest and Julio Gallo. Although the company is predominantly identified with cheap fortified wines such as thunderbird, it has consistently trended with consumer preferences. The company’s product offering has extended into more expensive premium brands such as Indigo Hills, Turning Leaf, Northern Sonoma, and Gossamer Bay. The global wine consumption trends have indicated an increasing demand for premium brands, as wine enthusiasts continue to grip the market. The marketing plan sought to increase consumption and returns for the premium brand for Gallo Winery. The market analysis has established that the desire for wine consumption is growing as wine snobbery is rapidly on the decline. Market research has established that the Millenial generation is the best target market since it has conceptualized wine as a social drink, associated it with fun, and that it is receptive of marketing communications. On this basis, the marketing plan has identified the millennial generation as the best target market for the premium brand. The marketing plan follows an excellent marketing mix: new premium products such as Indigo Hills, Turning Leaf, Northern Sonoma, and Gossamer Bay, excellent media marketing, excellent promotion efforts, and friendly pricing. The marketing plan seeks to promote the premium brand to 25% by the second year, and 33% by the second year.

 

 

 

 

Contents

Executive Summary. 2

1.0 Background: Company Information. 3

2.0 Situation Analysis. 4

2.1 Market Summary. 4

2.3 Competition. 8

2.4 Product (Service) Offering. 9

2.5 Keys to Success. 9

2.6 Critical Issues. 9

3.0 Marketing Strategy. 10

3.1 Mission. 10

3.2 Marketing Objectives. 10

3.4 Target Markets. 11

3.5 Positioning. 11

3.6 Strategies. 12

3.7 Marketing Mix. 14

3.8 Marketing Research. 16

4.0 Controls. 18

4.1 Implementation. 18

4.2 Contingency Planning. 18

5.0 Conclusion. 19

References. 19

 

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References

Angelis, A. D. (2013). US wine market led by E & J Gallo. YahooFinance.com. Retrieved  August 25, 2014 from https://uk.finance.yahoo.com/news/us-wine-market-led-e000000463.html

Barney, H. (2009) Strategic Management and Competitive Advantage, Concepts. 3rd ed. Upper Saddle River, NJ: Prentice Hall, 28-63.

Company Profile for E&J Gallo Winery. YahooFinance.com. http://finance.yahoo.com/news/company-profile-e-j-gallo-142000343.html

Constellation Brands Website. http://www.cbrands.com/

International Organisation of Vine and Wine (2007) OIV, Statistics Accessed Nov 2010

Kotler, P., Pfoertsch, W., & Michi, I. (2006). B2B brand management. Berlin: Springer.

Kuiper, M. (2011). Trends and Opportunities Shaping the Global Wine Industry. Euromonitor International. Accessed August 25, 2014 from        http://www.nomacorc.com/assets/Euromonitor.pdf

Thach, L. (2005). “How to Market to Millennials”. Wine Business Monthly .  Retrieved  August 25, 2014 from    <http://winebusiness.com/html/PrinterVersion.cfm?dataId=41527>.

Wine Business Insider, “Millennials Coming on Strong”. Wine Business Insider. January 2006.  http://www.winebusiness.com/ReferenceLibrary/webarticle.cfm?dataId=41408

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