Strategy Marketing Masquerade Organic Wines is a company that produces red and white wines. According to Adam (2012, p. 144), the relevant mission of this company is to make the patronymic wines become more and more popular, and capture more market share. Patronymic wines are a new kind of wine, which Is used the products Like cow dung. That Is different from organic wine. Customers are adopting patronymic wine, so the company wants more customers to choose and buy patronymic wine.
Besides that, the specific object of Masquerade Organic Wines is to sell more patronymic wine, which is relevant to the company's mission.Ross and Deride MacDonald are the owners of Masquerade Organic Wines. They started their business in 1 993, but the patronymic wine was produced since 2001. Ross and Deride hoped patronymic could be accepted by customers, because the company's products were converting. Walker, Counts, Moved and Mullions (201 2, p. 6) finds that there are three kinds of strategies: corporate strategy, business strategy and functional strategy.
The first strategy for Masquerade Organic Wines is they sell wine with the prices that ranging from $1 8 to $35 per bottle Adam (2012, p. 144) argues that. Kettle (2012, p. 4) argues that the company set up a club named "Savoir Life Club", and the members of that club can receive a 20 per cent off when they buy wines. This is business strategy, making patronymic popular among customers. At last, the marketing strategy is the club members would receive a pack of SIX bottles of patronymic wines which a cost of $1 1 5 for each pack.
This strategy helping the company coordinates the marketing activities. Masquerade Organic Wines also have competitions with other products or companies among the Australian organic and patronymic industries. According to Walker, Counts, Moved and Mullions (2012, p. 0), "five competitive forces collectively determine an Industry's long term attractiveness". The first force Is rivalry among present competitors.
A big competitor for patronymic wines is the normal wines. Those wines use the materials that use conventional afterlife, so that the grapes grow very fast. However, the grapes used for patronymic wines are used cow- horn manure, and not grow as fast as the ones used conventional afterlife. Considering that, normal wine Is a big competitor for patronymic wines.
Kale's Pity Lad's Clearly GSM has got three awards during the International Wine Challenge In 012 (2012, Para. ). Kale's Pity Lad's wine is a threat for Masquerade Organic Wine. What's more, Clearly GSM has awards at the International Wine Challenge, so it is more famous than Masquerade Organic Wine's patronymic wine.
The third competitive force is supplier power. The grapes that used to produce Clearly GSM are from Greengage, Shirrs, and Matador. These are famous vineyard. In contrast, There is a big difference between these two kinds of wines. Obviously, the supplier of Masquerade Organic Wine does not have enough power. Patronymic wine is a new kind of wine in the wine market.
Customers are familiar with the normal wines, and they drink these wines for a long time. Patronymic wines are new for them, so they may not accept this kind of wine very soon. The quantity of sale may not good at first. Only few customers will buy because of curiosity. According to Walker, Counts, Moved and Mullions (2012, p.
104), the last but not least is threat of substitutes. One of the substitutes is beer. Beer is common to be found among parties, and it has low alcohol content. Usually, customers prefer to purchase beer, because the price is cheaper that patronymic.
Those are the reason why beer comes a threat of patronymic wines. There are some strategies for prospector, analyses, defender and reactor. Adam (2012, p. 144) finds that the strategy fit of prospector is Ross and Deride converted to patronymics in 2001.
They never did something that relate to patronymic before, so that this strategy is fit for prospector. In 2006, Masquerade Organic Wines got the patronymic certified vineyards. That is important for Masquerade Organic Wines, which mean they had been accepted. This strategy is fit of analyses. Then, the strategy for defender is the club named "Savoir Life Club".
Members of that group are the faithful customers of patronymic wines, and it supplies a stable market share for the company. The company has activities to promote the patronymic wine, for example, holding a winemakers' dinner. During the dinner Ross can show customers the wines and talk face to face, according to Adam (2012, p. 144) This is the strategy for reactor.
The micromanagement forces that affect the ability of marketing patronymic or organic wine are company, suppliers, publics and customers. The company of patronymic is called Masquerade Organic Wine. Ross and McDonald are the originators.The company built a club named "Savoir Life Club". Adam, Denizen and Scooter (2012, p. 144) find if customers Join in this club, they will get 20 per cent discount off when buying the wine.
The suppliers of patronymic are the farmers. It made the plans about selling wines. The material of patronymic wine comes from vineyards. The company use patronymic grapes to produce the wine, so there are no preservatives inside.
According to Adam, Denizen and Scooter (2012, p. 144) these vineyards use cow-horn manure, so all the grapes are natural with no damage chemical substance inside. The third micro environmental force is publics.Masquerade Organic Wines' website is the media public. The website is used to introduce, promote and sell the patronymic wine. Customers can also put their opinions about the wines on the website.
Besides the media public, the local publics are also included. Masquerade Organic Wine is an Australian wine company. The materials used to produce the patronymic wine come from some vineyards in Australia. Australian people make up the most part of customers of patronymic wine.
Customers are important in the company's micromanagement. The patronymic wines become popular among consumers because of the health.This kind of wine is a patronymic, and has only few of preservations, which is different from traditional commercial wine. Customers are taking more consideration on their health.
The patronymic wine is good for people's health, this is the wine's strength, and it caters to the customers' needs. The macro environmental forces are political and social environment and cultural environment. The first one is political and social environment. According to Denizen and Scooter (2012, p. 93) legislation has affects on marketing. The legislation and government' policy encourage people to buy healthy food.
That is a good power to help patronymic wine in the market. In other words, the wine is supported by government. The other force is cultural environment. People now are changing their value about themselves. Health is becoming more and more important. Customers prefer to buy patronymic wine, which has benefits to them, not to buy traditional wine, that cause headache.
Ross did a lot of researches to find ways to make patronymic wines become better and better. Adam (2012, p. 145) argues that Ross is searching for quantitative and quantity information, and this information can be known from secondary or primary data.The internet is a very useful tool to do research.
Denizen and Scooter (2012, p. 145) find that, Ross searched information from the website "Red, White and Green: Patronymics in Australian Vineyards". He not only concerns about Australian industry, but also concerns about some foreign countries', for instance, Chile, France, Italy, and the US. According to Adam (2012, p. 145), Ross pays more attention to customers' feedback.
Besides the internet, press, radio, TV and Journals are also the sources for secondary data. Masquerade Organic Wines' marketing decisions have influence on product, pricing, distribution and promotion policies.Masquerade Organic Wines want its brand be famous and collect more market information. Denizen and Scooter (2012, p. 145) argue that Ross decided to enter a new market such as Airmailed, NEWS.
This kind of decision has influence on product policy. The influence is giving the convenience to customers, so they can buy the product easily. Masquerade Organic Wines own a club named "Savoir Life Club". The company give a discount to these club members, and the members can receive a tasting pack of wine, which worth $1 15. The discount rate is 20 per cent.
This decision effects pricing policy. According to Denizen and Scooter (2012, p. 4), Ross promoted the organic wine in the winemakers' dinner. Masquerade Organic Wines has an own website, to promote on the internet, and the company attended Gifford Organic Market, a market show, to promote its product Adam (2012, p. 144) finds that.
These decisions have influence on promote policy. According to Walker, Counts, Moved and Mullions (2012, p. 132), is key to providing our customers with what they want? ", "What regular marketing decisions are critical to our profitability', "What data are critical to managing profitability? " and so on. Masquerade Organic Wines have a well segmentation about their business.
The company knows well about customers' needs and behavior. Denizen and Scooter (2012, p. 144) find that customers are becoming more and more concerned about their health, and they would like to choose healthier products. Patronymic wine is a kind of healthy product. The wines improve the health of vines and soil, and only have a portion of the preservatives like sulfur (Adam, 2012, p.
144). Ross and Deride made great efforts to promote patronymic wines. According to Adam, Denizen and Scooter (2012, p. 144) attended the winemakers' dinner to show their product, and also Joined the Gifford Organic Market.The targets of the company are to get more market share, give customer a healthy product, and keep the customers' body health.
Masquerade Organic Wines have differentiations form other companies. Walker, Counts, Moved and Mullions (2012, p. 166) find that there are three main differentiations, and they are brands, business strategy and goods and service. The first differentiation for Masquerade Organic Wines is health.
Like the wine's name patronymic wine, and it focuses on protect customers' health. Customers can familiar this form the brand. The second differentiation is business strategy.The company as a club called "Savoir Life Club" (Adam, 2012, p.
144), and the members of that club have a 20 per cent discount when they buy the company's wines. The last differentiation is goods and services. The company not only gives discount to club members, but also gives a tasting pack of six bottles of organic wines twice one year which worth $115 per pack (Adam, 2012, p. 144). Ross and Deride posit their product at a low price, and price ranging from $18 to $35 per bottle.
This price can be accepted by customers. To sum up, the reason why Masquerade Organic Wines become successful is the company has good strategies.
