STRATEGIC MARKETING PLAN

for
Australian Wine
 ABSTRACT

• This project includes the selection of a

product currently available in Australia and
is planned to be marketed in New Zealand.
• It explains a portion of the marketing
strategic plan which includes-
• Selection of product and target market and
• Information about target market.
 INTRODUCTION

l The product selected for this project is

Australian wine whose marketers had
designed a strategic marketing plan to
promote it in New Zealand by using
different strategies.
l Australia had designed a new marketing mix
for its product by planning a new product,
price and promotion strategies.
Strategic Marketing Plan
Particulars

Ø Product - Australian Wine

Ø Target Market - New Zealand
Ø Reason of selection –


• In global wine market, people are shifting from basic to

premium bottle wine.


• The young consumers in the old world wine countries are

becoming interested in new world wines.


l
Continued…..

Ø Approach towards International trade-



One of the world’s most liberalized and flourishing free

trade agreement has been designed between Australia and
New Zealand for trading with each other.


Ø Opportunities–
• New Zealand provides a large size export market.
• It gives opportunities to develop mutual recognition.
Continued…..
Ø Demographic Attributes –


§ Population 4,076,140
§ Growth rate 0.99%
§ Composition Ethnic groups


Ø Consumer Preferences -
Ø
 People of New Zealand are THE major consumers of the red
wines despite being loyal to the local white wines.


 Wines are very famous and well-accepted .




Competitiveness of Australian Wine….

l Strong market research.

l Expertise in Winemaking.
l Proficiency in technology utilization.
l Knowledge about the regional languages.
l Recruitment of consultant and an expert to
handle exporting.
l Selection of a distributor, who has already
sold the export material.
Trade Environment

Ø Export Restriction


 Any good that has a 50% or more content from Australia can
enter New Zealand without paying any duty.
 The products labeled at domestic level meet export
requirements.


Ø Trade Policy


 Goods and services tax (GST) is applied at 12.5 per cent.

 The Customs authority of New Zealand collects the GST
at the entry point.

Marketing Environment
l Marketing strategy
l
 Progressive marketing strategy.
 Product can distinguish itself on the basis of pricing,
quality or region.


l Product strategy
 Expanding product offer.
 Enhancing the number of volume brands.
 Differentiated product.

Continued…..
l Pricing Strategy
 Competitive basis.
 Well supported by current level.
l Promotional Strategy
 Promotional pricing.
 Advertising in consumer magazines.
 Reviews in lifestyle publications.
 Wine testing.
 Other traditional marketing activities



Difference between home and target
market

l Reason of difference
l
- Quality-conscious consumers.
- Highly driven by the reputation of a brand.
- Strengthening of New Zealand against the

Australian currency.
- Fierce competition from local brands.


 CONCLUSION
 The different strategies used by Australian
wine industries can be very useful for them in
tapping the market of New Zealand.
 There can be a significant increase in the
sale of Australian wines if new strategic
marketing plan is followed carefully.
 In New Zealand, the wine culture is very well
developed and provides enormous
opportunities to the Australian wine industry.
 References
l Australian Government: Austratrade. 2008.
Retrieved May 12, 2008, from
http://www.austrade.gov.au/Home/default.aspx

l Wine to New Zealand. 2008. Retrieved May 12,

2008, from
http://www.austrade.gov.au/Wine-to-New-Zealand/default.asp
Continued…..
l Australian Wine Sector: Media Briefing. 2007.
Retrieved May 12, 2008, from
http://www.wineaustralia.com/USA/LinkClick.aspx?fileticket=0

l Wine Gallery. 2005. Retrieved May 12, 2008, from

http://www.wine-gallery.com/store/pc/viewCat_P.asp?idCateg

l Hill, C. W. L.(2005). International Business:

Competing in the Global Marketplace. Tata
McGraw -Hill.