Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
$%&osse du Margau'%% Margau'%% ( name )!ic! in *nglis! translates into $%C!ild of Margau'%%+ ( )ine t!at is created created by C!ateu Margau', one of t!e four )ines t!at recei#ed t!e !ig!est rank of Premier Cru+ !e t!ird )ine )ine carries carries t!e same prestige prestige and lu'ury t!at t!e Margau' clienteles adore+ (lt!oug! t!e price is moderate paralleled to t!e e'isting t)o )ines, t!e consumers recogni.e recogni.e t!e de/nition of $%c!ild of Margau'%%+
Page 2 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
$%&osse du Margau'%% Margau'%% ( name )!ic! in *nglis! translates into $%C!ild of Margau'%%+ ( )ine t!at is created created by C!ateu Margau', one of t!e four )ines t!at recei#ed t!e !ig!est rank of Premier Cru+ !e t!ird )ine )ine carries carries t!e same prestige prestige and lu'ury t!at t!e Margau' clienteles adore+ (lt!oug! t!e price is moderate paralleled to t!e e'isting t)o )ines, t!e consumers recogni.e recogni.e t!e de/nition of $%c!ild of Margau'%%+
Page 2 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
Page 3 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
Index INDEX.......................................................................................................3 1.
INTRODUCTION...................................................................................5
1+1+ 1+2+
C0MP(" I"0M(I0"+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++4 P0B5*M 6(*M*"++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++4
2.
EXECUTIVE SUMMARY......................................................................... 6
3.
EXTERNAL AND MARKET ANALYSIS......................................................7
3+1+
M(7*
("(56I6+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++8
3.1.1. Import and Export......................................................................................7 3.1.2. Customer Trends........................................................................................ 7 3.1.3. Demographics............................................................................................ 7
3+2+
M(90
3.2.1. 3.2.2. 3.2.3. 3.2.". 3.2.&. 3.2.(. 3.2.7.
3+3+ 4.
6*&M*"6+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Fine wine buyers........................................................................................ Enthusiasts................................................................................................. Image see!ers............................................................................................ #a$$y #hoppers.......................................................................................... % Traditiona'ists............................................................................................. % #atis)ed sippers......................................................................................... % *$erwhe'med............................................................................................. %
C0MP*I0 ("(56I6 +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++;
INTERNAL ANALYSIS...........................................................................9
<+1+ <+2+ <+3+
(&* M(7*+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++; P06II0"I"&++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1 C0MP*II=*+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1
".3.1. Competiti$e ad$antage............................................................................1+
<+<+
M(7*I"&
".".1. ".".2. ".".3. ".".".
<+4+
MI>+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1
,roduct..................................................................................................... 1+ ,'ace........................................................................................................ 1+ ,rice......................................................................................................... 1+ ,romotion................................................................................................. 1+
6(5*6 ? P0I6+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++11
".&.1. #a'es........................................................................................................ 11 ".&.2. ,ro)ts-oss............................................................................................... 11 5.
SOT ANALYSIS................................................................................12
5.1. 6.
CON!RONTATION MATRIX............................................................... 12 SE"MENTATION# TAR"ET MARKET# $OSITIONIN".................................13
@+1+
(&* M(7*6,
(.1.1. (.1.2. (.1.3. (.1.". (.1.&. (.1.(.
@+2+ @+3+
6*&M*"(I0"+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++13
Enthusiasts............................................................................................... 13 Image see!ers.......................................................................................... 13 #a$$y shoppers........................................................................................ 13 Traditiona'ists........................................................................................... 13 #atis)ed sippers....................................................................................... 13 *$erwhe'meds.........................................................................................1"
AA* P06P*C++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1< "* 6*&M*"6+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1<
(.3.1. /ew image see!ers.................................................................................. 1& (.3.2. /ew enthusiasts....................................................................................... 1& (.3.3. /ew traditiona'ists....................................................................................1&
@+<+ 7.
P06II0"I"&++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++14
COR$ORATE STRATE"Y......................................................................15
Page 4 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 8+1+ 8+2+ 8+3+ %.
O&'ECTIVES......................................................................................16
+1+ +2+ 9.
C0P0(*-5*=*5 6(*&++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++14 BA6I"*66-5*=*5 6(*& +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++14 A"CI0"(5-5*=*5 6(*& ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1@ 60- *M &0(56++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1@ 50"&- *M &0(56+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1@
MARKETIN" MIX...............................................................................16
;+1+
P0DAC++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1@
%.1.1. Three 'e$e's o0 ,roduct............................................................................ 1( %.1.2. ,roduct positioning strategy.....................................................................17
;+2+
P5(C*++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++18
%.2.1. .#. ar!et............................................................................................... 17 %.2.2. ,roduct i0e Cyc'e 4rowth #tage.............................................................1
;+3+
PIC*+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1
%.3.1. ,ricing #trategy........................................................................................ 1
;+<+
P0M0I0" E< *5*M*"6
0 P0M0I0"(5 MI>F++++++++++++++++++++++++++++++++++++++++++++++++++1;
%.".1. 5d$ertising............................................................................................... 1% %.".2. ,ub'ic 6e'ations........................................................................................ 1% %.".3. Corporate Image......................................................................................1% %.".". Direct ar!eting.......................................................................................1% %.".".3. /ew image see!ers............................................................................... 2+ %.".".". /ew enthusiasts....................................................................................2+ %.".".&. /ew traditiona'ists................................................................................ 2+
;+4+
DI6IBAI0"++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++2
%.&.1. Distribution #trategy................................................................................ 2+ 1(. &UD"ET........................................................................................... 21
1+1+
P0I ? 5066 (CC0A"++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++21
1+.1.1. 1+.1.2. 1+.1.3.
Fisca' ear 2+1".................................................................................... 21 Fisca' ear 2+1&.................................................................................... 22 Fisca' ear 2+1(.................................................................................... 22
11. RECOMMENDATIONS.........................................................................22 12. SOURCE LIST.................................................................................... 23 13. A$$ENDIXES..................................................................................... 23
13+1+ 13+2+
(PP*"DI> 1+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++23 (PP*"DI> 2+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++2<
13.2.1.
13+3+
,eer assesment....................................................................................2"
(PP*"DI> 3+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++2
13.3.1.
4roup cooperation report......................................................................2
Page 5 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
1. In)*+d,-)+n
1+1+
Company information
Ap until t!is point, t!e estate !ad been selling t)o red )ines, a /rst )ine )!ose retail price often e'ceeded G1 per bottle, and a second )ine )!ose retail price often e'ceeded G2 per bottle+ e, from t!e management team, are considering and preparing to launc! a ne) t!ird )ine: *sprit du C!ateau Margau', made from t!e estate%s production not used to make t!e /rst t)o+ C!teau Margau' is one of t!e most popular e'clusi#e, lu'ury, popular, international )ine producer, )it! a big market s!are in *urope and in more places in t!e )orld+ !e current situation is t!at C!teau Margau' sells t)o !ig! Huality and !ig!ly priced e'clusi#e )ine+ !e /rst )ine !as a Parker 6core of ;; out of a 1 and a a#erage price of G1+2+ !e second )ine !as a Parker 6core of ;3 out of a 1 and a#erage price of G14+
1+2+
Problem statement
!is marketing )ill display t!e researc! t!at !as been done to sol#e t!e follo)ing problem: o) could )e sol#e t!e loss of t!e core customers in t!e Anited 6tatesJK+ o sol#e t!is problem )e e'plain some of t!e background information, t!e current situation and gi#es a future perspecti#e for C!teau Margau'+ e introduced a t!ird bottle of )ine, under t!e brand name of C!teau Margau', and t!is bottle )ill be called: &osse du Margau'+
Page 6 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
2. Exe-,)/e 0,* C!teau Margau' is currently in t!e market of t!e )inery+ (s of 213, t!e global )ine market )as #alued at generating bet)een G@-@4 billi on in annual re#enues+ !e amount of bottles being produced )as estimated to be o#er 3 billion+ !e production of )ine !as seen a s!ift from being produced in t!e $%0ld )orld%% to an increasing production of )ine in t!e $$"e) )orld%%+ !is s!ift created an increasingly ups)eep in t!e global production of )ine )!ic! resulted in a !uge supply of )ine to t!e market+ !is de#elopment forced many )ine producers to lo)er t!eir prices in order to be able to compete in t!e )ine market+ C!teau Margau' )ill be e'panding its market )it! a t!ird )ine titled &osse du Margau'K+ C!teau Margau' oLers t!ree types of )ine, t!e /rst )ine being t!e best and t!e t!ird being t!e least good+ !e t!ird )ine is !o)e#er, of suc! !ig! Huality t!at it is considered good enoug! to sell+ !e Anited 6tates of (merica !as a population of o#er 3 million people and because t!e )ine industry is currently booming in t!e A6 t!ere are many potential customers+ o create gro)t! in t!e A6 market, C!teau Margau' /rst needs to introduce t!e t!ird )ine to t!is market+ it! t!e ne) product de#elopment, C!teau Margau' )ill increase its market s!are+ 0bNecti#es !e obNecti#es related to t!e launc! of t!e t!ird )ine are separated in s!ort and long term+ Introducing t!e t!ird )ine )ill be done )it! t!e introduction price of ;; dollar in t!e /rst Huarter of 21<+ !e desired Huantity sold is @ cases per mont! in t!e A6, creating re#enue of million dollar at t!e end of t!e /rst /scal year+ !e predicted increase in market s!are is 2O after t!e /rst /scal year and 1O at t!e end of 21@+ !e sales )ill increase during t!e second year from @ to 1 cases per mont!+ !e soug!t increase )ill lead to re#enue of million dollar during t!e second year from 1 to 1@ million dollar a year+ *'penses and pro/ts !e total operating e'penses for t!e year 21< is G<+2+, + !ese e'penses co#er t!ree main parts, speci/cally, distribution, promotion and t!e )ages+ !e e'pected retained pro/t at t!e end of 21< is G3+484+32, 4+ !is business plan gi#es a clear e'planation of t!e strategies )!ic! )ere set, to be precise a corporate strategy, )!ic! consist out of a corporate-le#el, a business-le#el and a functional-le#el strategy+ !en used in t!e rig!t )ay t!ese strategies can be responsible for a turno#er of appro'imately 13, million dollar for 3 years+
Page 7 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
3. Ex)e*n nd *e) n00
3+1+
Market analysis
C!teau Margau' is currently in t!e market of t!e )inery+ (s of 213, t!e global )ine market )as #alued at generating bet)een G@-@4 billi on in annual re#enues+ More t!an !undred t!ousands of )ineries generated t!ese re#enues from corner to corner globally+ !e amount of bottles produced )ere estimated to be o#er 3 billion, #arying from lo)-priced supermarket )ines costing around G3 to up)ards G3 bottles in e'pensi#e restaurants+ !e production of )ine !as seen a s!ift from being produced in t!e $%0ld )orld%% Erance, Italy, 6painF to an increasing production of )ine in t!e $$"e) )orld%% E(merica, (rgentina, (ustralia, etc+F+ !is s!ift created an increasingly ups)eep in t!e global production of )ine )!ic! resulted in a !uge supply of )ine to t!e market+ !is de#elopment forced many )ine producers to lo)er t!eir prices in order to be able to compete in t!e )ine market+ !is t!reat due to t!e abo#e-mentioned s!ifts resulted in go#ernments protecting t!eir domestic )ine production+ !ese protection met!ods ranged from subsidi.ing to restrictions on #ine planting+
3+1+1+Import and *'port !e global )ine e'port is still dominated by t!e pre#ious mentioned $%0ld )orld%% countries e#en t!oug! t!e s!ift !ad occurred+ !e leading )ine importers in t!e )orld are t!e A7 and &ermany, follo)ed by t!e Anited 6tates+ !e !ig!end bottles mentioned in t!e /rst paragrap! of t!is c!apter are e'ported to areas )!ere t!ere is a !ig! )illingness to pay in contrary to t!e lo)-end )ine )!ic! is usually e'ported in bulk to large retail c!ains+ !ose large retail c!ains import diLerent lo) priced )ines in order to bottle it t!eir sel#es and sell it under t!eir o)n pri#ate label+ !is )ay of importing and reselling it became an increasingly popular trend in numerous countries+
3+1+2+Customer rends ine )as for many years tied )it! traditions and e#eryday life !appenings suc! as families dining toget!er+ !ese acti#ities !o)e#er, !a#e seen many c!anges since t!e typical family structures died out t!e last decades+ !e pre#ious trend )as one of t!e moti#es for t!e decline in )ine consumption+ ine consumption became more occasion-dri#en and takes place outside of consumers% !ouse!olds more and more often+
3+1+3+Demograp!ics !ere are #arious correlations bet)een t!e )ine consumption and numerous demograp!ics+ In t!e A6, older and educated people consume Anited 7ingdom and (ustralia t!e consumption of )ine for t!e largest segment+ (n additional c!aracteristic is t!at t!e biggest part is female and )ell educated+
3.1.3.1. ocation !e location plays a big role in t!e spending be!a#ior+ In t!e A6 !alf of all )ine purc!ases Eby G amountF )ere made in so-called $%on-premise%% Ebars and restaurantsF+ !ese #enues sell t!e )ines for a !ig! price, )!ic! causes t!e !ig! amount of purc!ases by dollar amount+ If you concentrate on t!e actual, it represents only 2O of t!e total #olume of )ine being sold in t!e A6+ !e Page % of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 remaining O )as sold in $%oL-premise%% EliHuor stores, grocery stores, /ne )ine s!ops etc+ (not!er interesting s)itc! in )ine sales is t!at Internet retailers are getting increasingly more acti#e+ !e consumption of )ine in C!ina gre) a lot o#er t!e last couple of years+ !e consumption )as #alued to be bigger t!an t!at of t!e A6 by t!ree times+ ealt!y C!inese citi.ens increasingly s!o)ed more a)areness in )ine+ In 2, t!e C!inese go#ernment eliminated all ta'es and restrictions on t!e import of )ine+ !e elimination of t!ese restrictions created a !uge demand of )ine E2 billion bottles in 212F and t!is trend led C!ina to be t!e /ft! largest market in t!e )orld by #olume pus!ing t!e A7 of its place+ !e grap! belo)1 s!o)s t!e enormous gro)t! in t!e C!inese consumption of )ine from 2 until t!e forecasts of 212+ !ere is not one ot!er country, )!ic! !as seen suc! a relati#e gro)t! in )ine consumption+ !e pre#ious paragrap!s e'plain )!y t!ese de#elopments occurred+
3+2+ • • • • • • •
MaNor segments
ine )ine buyers Econnoisseurs, $%lu'ury%% buyersF *nt!usiasts Image seekers 6a##y s!oppers raditionalists 6atis/ed sippers 0#er)!elmed
3+2+1+ine )ine buyers 3.2.1.1. Connoisseurs ( connoisseur is a )ine consumer t!at is kno)ledgeable about t!e diLerent types of )ine on t!e market+ !ey appreciate !ig! Huality and distinguis! )ine by t!e diLerent regions+
3.2.1.2. 89uxury99 buyers
1 6ource: !ttp:)))+oi#+intoi#cmsinde' Page 9 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 ( lu'ury buyer is a )ine consumer t!at s!ortages deep kno)ledge of diLerent types of )ine+ !ey usually consume )ine in order to represent an image of )ealt!+
3+2+2+*nt!usiasts (n ent!usiast buyer is someone )!om portrays passion and kno)ledge )!en it comes to )ine consumption+
3+2+3+Image seekers Drinking )ine is a status symbol for an image seeker+ !e kno)ledge is basic and t!ey are dri#en by )ine trends+ C!oosing a )ine bottle is often based on t!e idea of $%e'pensi#e is better%%+
3+2+<+6a##y 6!oppers Consumers t!at enNoy s!opping for )ine+ !ey are usually coupon users and take pride in getting discounts for )ine bottles+
3+2+4+raditionalists !ese consumers do not s)itc! to ne) brands+ !ey prefer a )ide #ariety of )ell-kno)n brands and enNoy )ineries t!at !a#e perfected t!e art of )inemaking during a long time+
3+2+@+6atis/ed sippers !ey are not #ery kno)ledgeable about diLerent types of )ine+ !e e'periences of buying t!e $%perfect%% )ine and combining it )it! dis!es is somet!ing t!ey do not care about+
3+2+8+0#er)!elmed !ese consumers /nd t!e selection of )ine to massi#e+ !ey prefer simple and easy )ine descriptions and )ont purc!ase a bottle if t!e information is to confusing+
3+3+
Competitor analysis
!e competiti#e ad#antage for )ine producers used to be all about )!ic! types of grapes )ere produced and )!at type of #ineyard one producer !ad+ "o) !o)e#er, it is all about economies of scale and t!e marketing around a company%s brand+ !e numerously mentioned 0ld )orld producers still !a#e t!e competiti#e ad#antage )!en it comes to creating customer #alue around t!e tradition and !eritage aspects+ !e global s!ifts !o)e#er, !a#e made it #ery diQcult for old )orld producers to depend solely on tradition and !eritage since t!e ne) )orld producers are gaining t!e same prestige+ !en you look at t!e manner in )!ic! t!e )ine producing countries are di#ided all o#er t!e )orld you )ill /nd t!at t!e market is e'tremely fragmented+ !e 2 leading )ine producers are based in 1 diLerent countries all o#er t!e )orld !o)e#er, many )ine companies are looking for de#eloping regions in order to produce+ E6ee appendi' 1+F
4. In)e*n An00
Page 1( of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
<+1+
arget market
!e consumers of )ine !a#e been segmented into si' groups: 1+ *nt!usiasts 2+ Image seekers 3+ 6a##y s!oppers <+ raditionalists 4+ 6atis/ed sippers @+ 0#er)!elmed C!teau Margau' oLers t!ree types of )ine, t!e /rst )ine being t!e best one and t!e t!ird being t!e least good+ !e t!ird )ine is !o)e#er, of suc! !ig! Huality t!at it is considered good enoug! to sell+ !e )ines are sold at relati#ely normal to !ig! prices+ By making t!is c!oice, ent!usiasts, traditionalists and Image seekers are targeted t!e most+ *nt!usiasts are #ery passionate about )ine and its background, and t!e /rst )ines !a#e a big reputation amongst t!e ent!usiasts+ Image seekers could be linked )it! t!e $lu'ury consumers% )!ic! buy )ine more so to s!o) t!eir )ealt! rat!er t!an because of t!eir interest in )ine+
<+2+
Positioning
!e )ine industry is easily inRuenced by certain factors suc! as critics+ !at is )!y C!teau Margau' !as used se#eral occasions to uplift t!eir brand%s status+ !ey do t!is by organi.ing e#ents suc! as )ine tastings and in#iting important people suc! as t!e ambassador of c!ina+ By doing t!is t!ey raise t!e interest of possible C!inese consumers+ Because of t!e actions t!at C!teau Margau' !as taken, t!ey lost popularity )it!in rance itself but !a#e gained popularity internationally in places suc! as c!ina+ In c!ina t!ere are t!e so called $lu'ury consumers% t!at are interested in t!e )ine because of its price and prestigious background+ C!teau Margau' brand used to position itself as a brand t!at concentrated on t!e people t!at )ere interested in t!e background and details of t!e )ine+ "Sgociants !o)e#er, are being used in order to sell t!e )ines to lu'ury consumers )it! no suc! interest )!ic! means t!at in t!e minds of lu'ury consumers C!teau Margau' is $Nust anot!er% e'pensi#e )ine t!at s!o)s !o) )ealt!y t!ey are+
<+3+
Competiti#e
<+3+1+Competiti#e ad#antage It is correct to say t!at C!teau Margau' t!inks a!ead of its time+ !e competiti#e ad#antage C!teau Margau' possesses, started to make s!ape in t!e 1;%s )!en t!e general manager retired and Pontallier )as !ired+ !e e'ecution of certain practices t!at )ere not being applied yet in t!e 1;%s )ere applied later on because of t!e inRuence of Pontallier+ !e )ay t!is competiti#e ad#antage is described, is t!e urge to keep impro#ing t!e Huality of t!eir )ine+
<+<+
Marketing mi'
<+<+1+Product C!teau Margau' is a #ery prestigious brand t!at is kno)n for oLering topnotc! /ne )ines+ !ey oLer t)o main types of )ine t!e /rst gro)t! and t!e Page 11 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 second+ !e /rst gro)t! is t!eir main product+ !e second gro)t! is also )ell kno)n+ !e use of inno#ati#e and sop!isticated met!ods to prepare t!eir )ine makes t!em deser#e a parker score of ;; for t!eir /rst )ine and a score of ;4 for t!eir second )ine+ !is illustrates !o) prestigious t!eir )ine is+
<+<+2+Place Most of /ne )ines from Bordeau' are being distributed t!roug! nSgociants+ !ese nSgociants sell t!e )ine furt!er to consumers internationally+ (s already mentioned, it is due to t!e nSgociants t!at t!e buyers of C!teau Margau' )ines are partly from ussia and C!ina+
<+<+3+Price C!teau Margau' is selling t)o types of )ine t!e /rst and t!e second )ine+ !e irst )ine is priced at G12 a bottle+ !e second )ine is priced G14 a bottle+ DiLerent factors inRuence t!ese prices, suc! as t!e parker score and t!e o#erall brand positioning of t!e )ine brand+
<+<+<+Promotion C!teau Margau' !as promoted its brand t!roug! )ine-tasting e#ents t!at )ere organi.ed )it! t!e intention to recei#e feedback on t!eir )ine+ !ese e#ents )ere created so t!at t!e )ine t!at C!teau Margau' sells can be e#aluated by t!e tasters and in t!is )ay can be priced according to its taste and future popularity+
<+4+
6ales ? Pro/ts
<+4+1+6ales C!teau Margau' produces an a#erage of 13 cases of t!eir /rst )ine and 14 cases of t!eir second )ine+ It is stated t!at O of t!e total production is being sold+ !e follo)ing calculations roug!ly s!o) !o) many cases of )ine are sold, a case of )ine consist of 12 bottles: irst )ine: 13+ ' 12 ' , T 12<+ 6econd ine: 14+ ' 12 ' ,T 1<<+ • •
<+4+2+Pro/ts5oss Due to t!e c!anging prices of t!e t)o )ines, eac! year a diLerent amount of turno#er is made+ Because of t!is, t!e amount of pro/t also diLers eac! year+ !e follo)ing table roug!ly s!o)s t!e pro/t made by selling t!e /rst )ine+ Ye*
2((7
2((%
2((9
2(1(
2(11
$*-e
U <<2
U 42
U 1+122
U ;18
U 42
Un)0 *+d,-ed
14@
14@
14@
14@
14@
U @+;42+ U 3+;+
U 2+3@+ U 3+;+
U 184+32+ U 3+;+
U 1<3+42+ U 3+;+
U 8+312+ U 3+;+
T,*n+/e* $*+d,-)+n -+0)0 2
2 !e assumption is made t!at t!e production of a bottle of t!e /rst )ine costs U24 Page 12 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 U U U $*+) @4+42+ 8+<@+ 181+132+
U 13;+142+
U 8<+<12+
!e follo)ing table roug!ly s!o)s t!e pro/t made by selling t!e second )ine+ Ye*
2((7
2((%
2((9
2(1(
2(11
$*-e
U 1<1
U 11;
U 12<
U 182
U 11;
Un)0 *+d,-ed
14@
14@
14@
14@
14@
T,*n+/e*
U 21+;;@+
$*+d,-)+n -+0)0 3
U 2+3<+
$*+)
U 1;+@4@+
U 1+4@<+ U 2+3<+ U 1@+22<+
U 1;+3<<+ U 2+3<+ U 18+<+
U 2@+32+ U 2+3<+ U 2<+<;2+
U 1+4@<+ U 2+3<+ U 1@+22<+
!e follo)ing tableroug!ly s!o)s t!e total amount of pro/t made eac! year by selling t!e /rst and second )ine: Ye* $*+) *0) 8ne $*+) 0e-+nd 8ne T+) *+)
2((7
2((%
2((9
2(1(
2(11
U @4+42+ U 1;+@4@+ U <+8+
U 8+<@+ U 1@+22<+ U ;<+@;2+
U U U 181+132+ 13;+142+ 8<+<12+ U U U 1@+22<+ 18+<+ 2<+<;2+ U U U 1+13@+ 1@3+@<<+ ;+@3@+
5. SOT An00
3 !e assumption is made t!at t!e production of a bottle of t!e second )ine costs U14 U 2+3<+ Page 13 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
S)*en9:)0
e25ne00e0
V V V
6op!isticated production process
V
ig! pro/t margins
)it!out it !a#ing eLects on t!e brand
Demand for /rst )ines is already
V V
strong but still gro)ing
V
"o capacity to increase production,
Marketing is outsourced to WnSgociantsW "ot muc! kno)ledge of customer base
Bell establis!ed brand
O66+*),n.).e0
V
&ro)ing interest in )ine in and
outside of europe A6, c!ina, australia+
V V
"e) distribution c!annels C!ateau' latour ser#es as a test to
T:*e2)0
V V
2renc! )ines losing market s!are globaly (ttitude to)ards bordeau' )ines by
sommeliers !a#e turned negati#e
kno) if !olding back 1O of t!e )ine
V
)ill be eLecti#e or not+
)ine
V
V
5u'ury type customer in russia and
Inconstancy of Huantity of t!e left o#er
Inconstancy of Huality of t!e left o#er )ine
asia
5.1.
C+n;*+n))+n )*x
!e !ig! pro/t margins t!at are ac!ie#ed by C!teau Margau' make it possible to e'periment )it! ne) distribution c!annels, online sales in particular+ !is is a good )ay to reac! more customers and sell more products in t!is tec!nological age+ urt!ermore, t!e sop!isticated production process make t!e taste of t!e )ine e'traordinary t!e )ines t!at C!teau Margau' sells are popular amongst many )ine-lo#ers+ !e demand for C!teau Margau'%s /rst )ines is already strong but still gro)ing, not only local but also internationally+ C!teau Margau' is a )ell-establis!ed brand t!at is indeed #ery popular amongst t!e $lu'ury customers% from ussia and C!ina+ o)e#er, not only t!e lu'ury customers are interested in t!e )ines t!at C!teau Margau' sells, t!e o#erall interest in )ine is gro)ing in and outside of *urope+ !e A6, C!ina and (ustralia in particular are /nding more interest in )ine+ o)e#er, renc! )ines are losing t!eir market s!are globally as t!e A6 and ot!er countries produce )ine t!emsel#es+ Moreo#er, t!ere is a case of inconstancy concerning t!e Huality and Huantity of t!e )ine it is !ard to meet t!e demands and standards of your customer, )!ic! are not entirely clear to C!teau Margau' t!eir kno)ledge of t!eir customer base is rat!er insuQcient+ (not!er problem t!at goes !and in !and )it! t!e inconstancy of t!e Huantity of t!e )ine produced by C!teau Margau' is t!at t!ere is no capacity to increase production )it!out damaging t!e brand+ If C!teau Margau' decides to do so, connoisseurs could damage t!eir brand, )!ic! )ill inRuence t!e attitude to)ards Bordeau' )ines+ Connoisseurs already !a#e a negati#e attitude to)ards Bordeau' )ines but t!e possibility is t!ere t!at if C!teau Margau' decides to buy bulk )ine and sell t!at as t!eir t!ird )ine it )ill lose t!e respect from t!e connoisseurs e#en more+ Page 14 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 6. Seen))+n# T*e) M*e)# $+0)+nn C!teau Margau', as one of )orld%s most famous )ines, is a lu'ury brand+ !is is )idely belie#ed because of t!e !ig! Huality and t!e e'clusi#ity of t!e brand+ !e prices of C!teau Margau' diLer per year, t!e years in )!ic! t!e )ine is seen as most tasteful and of a !ig!er Huality are more e'pensi#e+ 0ne of t!e t!ings t!e famous )ine brand is kno)n for is t!e )ay t!ey are using t!e same procedure and materials to produce t!e )ine for o#er a decade+ urt!ermore, since t!e 1s t!e nSgociants Eor merc!antsdealersF spared C!teau Margau' o)ners from t!e commercial aspects of t!e business and let t!em focus on )inemaking+ !is optimi.es t!e Huality and t!e taste of t!e )ines+
@+1+
arget Markets, segmentation
!e consumers of )ine are segmented into si' groups: *nt!usiasts Image seekers 6a##y s!oppers raditionalists 6atis/ed sippers 0#er)!elmeds • • • • • •
@+1+1+*nt!usiasts (lt!oug! t!e ent!usiasts only form appro'+ 1O of t!e total customers, t!ey still spend t!e most of all ot!er customers Ea Huarter of total spendingF+ !e ent!usiasts appreciate a good )ine and like to enNoy )ine )it! friends+ urt!ermore, t!ey !a#e some kno)ledge about )ine and t!ey bot! buy )ell kno)n as uniHue )ine selections+
@+1+2+Image seekers !e image seekers are usually )ealt!y people and buy t!e )ine to s!o) t!eir )ealt!+ !ey do not !a#e muc! kno)ledge about )ines, and usually buy t!e most e'pensi#e )ines to impress t!eir friends+ !e Internet is t!e most used source for t!e image seekers to c!eck out )ine lists, for e'ample, before !es!e goes to !a#e a drink+ !ey do t!is to impress t!eir friends and pretend as if t!ey !a#e muc! kno)ledge about )ines+ !e image seekers also form a big part of t!e total consumers for )ine, )it! 2O+
@+1+3+6a##y s!oppers !e sa##y s!oppers al)ays seek for t!e less e'pensi#e )ines and t!ey do not recoil to #isit all t!e s!ops for discounts or t!e less e'pensi#e )ines+ !ey also use many coupons and enNoy s!opping for )ine+ (t last, t!e sa##y s!oppers are 14O of t!e total )ine-market+
@+1+<+raditionalists Asually !a#e a couple of Eor oneF brandEsF )!ic! t!ey tend to stick to, t!e traditionalists are easily inRuenced by marketing eLorts and prefer s!opping at retail places+ !is makes it easier for t!em to /nd t!e better-kno)n brands, )!ic! t!ey also seem to take a liking to+ !e traditionalists !a#e t!e same segment si.e as t!e sa##y s!oppers+
@+1+4+6atis/ed sippers
Page 15 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 9ust like t!e traditionalists, t!e satis/ed sippers do not like a lot of #ariation in fact, t!ey usually buy t!e same brand t!ey like+ 6atis/ed sippers, unlike t!e ot!er segments, do not like t!e e'perience of buying )ine and !a#e no interest in getting to kno) more about )ines+
@+1+@+0#er)!elmeds !e o#er)!elmeds like to play it safe, and t!at is )!y t!ey al)ays )ant ad#ice at )!at tastes t!e best+ !ey do not look at t!e labels and rat!er get information and base t!eir purc!ase on t!at+ If t!ey do not get any information or do not kno) a )ine, t!ey )ill probably lea#e it and searc! for a more $secure% )ine+
*'!ibit 1+
@+2+
uture prospect
C!teau Margau' !as a )ide range of customers, #arying from real )ine lo#ers to t!e Eoften ric!F image seekers, )!o do it al l for t!e fame+ !en introducing t!e t!ird )ine, C!teau Margau' s!ould focus most on t!e traditionalists, since t!ey are open for c!anges and are often looking for uniHue brands+ *'pected is t!at t!e image seeker )ill be maintained no matter )!at, since t!ey do not really care about t!e taste or Huality, but solely buy t!e )ine as a status symbol+ urt!ermore, C!teau Margau' s!ould consider pricing t!eir ne) )ineEsF lo)er, to !a#e more consumers buy it+ 6ince C!teau Margau' !as many consumers, but lots of t!em !a#e a rat!er small s!are of purc!ase+ E6ee e'!ibit 1F
@+3+
"e) segments
!e Anited 6tates of (merica !as a population of o#er 3 million people and because t!e )ine industry is currently booming in t!e A6, t!ere are many potential customers+ urt!ermore, more and more young people are interested in )ine t!e G3 billion business is also dra)ing attention to all kinds of ot!er segments in t!e population Ee+g+ celebritiesF<+ 0f course, t!e customers )e seek for t!e t!ird )ine in t!e Anited 6tates are #ery diLerent from t!e ones )!o are interested in t!e /rst and second )ine+ !us, t!e customers for t!e 3 rd )ine mostly consist of more $sa##y s!oppers%, people )!o searc! for t!e discounted or < !ttp:)))+ne)s
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 less e'pensi#e )ines and less $image seekers%, but t!e )ine business gro)ing and )it! t!at also t!e segments+ 0f course, t!e )ine )ill not be sold at t!e $normal% )ine sellers, but more to)ards !ig! Huality restaurants+ "e#ert!eless, t!e potential customers are still !ig! in si.e and alt!oug! it )ill not EentirelyF be t!e same brand, t!ey )ill also but t!e t!ird )ine+ !e potential customers of t!e 3rd )ine in t!e A6 can be di#ided into 3 main segments 1+ "e) image seekers 2+ "e) ent!usiasts 3+ "e) traditionalists
@+3+1+"e) image seekers !ese $ne)% image seekers )ill !a#e t!e same c!aracteristics as t!e $old% ones+ o)e#er, no) t!e )ine is less e'pensi#e and t!e t!ird )ine i s not from t!e main brand EC!teau Margau'F, t!is )ill attract also t!e upcoming image seekers+ !ose )!o do not !a#e a lot of money, but still )ant to s!o) t!at t!ey are )ealt!y+ !e $old% image seekers )ill probably stick )it! t!e /rst or second )ine, because t!e t!ird )ine seems to $c!eap% to t!em and does not reRect t!eir )ealt!+
@+3+2+"e) ent!usiasts !e ne) ent!usiasts )ill be, as t!e ent!usiasts are for t!e /rst and second )ine, t!e biggest s!are of t!e customers of t!e t!ird )ine+ !ese ne) ent!usiasts also like to spend a lot of time )it! friends and drink )ine+ !e big diLerence !ere is t!at t!ere )ill be a lot more ne) ent!usiasts, because of t!e price of t!e t!ird )ine+ !is can also cause many $old% ent!usiasts to buy anot!er brand, as t!e t!ird )ine )ill become more of a $normal% )ine, since more customers )ill buy it+
@+3+3+"e) traditionalists !e ne) traditionalists )ill lo#e t!e t!ird )ine, because t!ey do not like to spend too muc! money, but still )ant a !ig! Huality )ine+ ( big ad#antage of t!is segment is t!at t!ey tend to stick to one )ine, and EstillF are easily inRuenced by marketing eLorts+
@+<+
Positioning
C!teau Margau' brand used to position itself as a brand t!at concentrated on t!e people t!at )ere interested in t!e background and details of t!e )ine+ o)e#er, "Sgociants4 are being used in order to sell t!e )ines to lu'ury consumers )it! no suc! interest, )!ic! means t!at in t!e minds of lu'ury consumers C!teau Margau' is $Nust anot!er% e'pensi#e )ine t!at s!o)s !o) )ealt!y t!ey are+ But of course, t!ese $image seekers% are e'tremely pro/table and !a#e a s!are of purc!ase@ of more t!an 2O percent+ !erefore, alt!oug! t!e image of t!e brand may be damaged, C!teau Margau' )ill not !a#e to )orry about pro/ts and popularity+ In t!e future, C!teau Margau' may )ant to get rid of t!is image, but as long as pro/t keeps gro)ing and C!teau Margau' keeps its lu'ury status, t!ere is no reason to c!ange t!e image+
4 "Sgociants is renc! for merc!ants or dealers+ @ 6ee e'!ibit 1E source !ttp:)ineeconomist+com2<4)!at-are-)ine-ent!usiasts-looking-for F Page 17 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 7. C+*+*)e 0)*)e
8+1+
Corporate-le#el strategy
C!teau Margau' !as been an e'ceptional )inemaker since t!e 1@ t! century+ 0ne of C!teau Margau' key success factors is t!e reno)ned Huality of its )ines+ a#ing an already /rst and second )ine, C!teau Margau' )ill be e'panding its market )it! a t!ird )ine+ it! t!e ne) &osse du Margau'K, )ine C!teau Margau' )ill #itali.e t!e consumer )it! t!is ne) product+ C!teau Margau' focuses t!e inno#ation of t!e C!teau Margau'%s brand on t)o core t!emes, e'cellence and passion+ o be successful in t!is market C!teau Margau' !as to keep up its Huality standards+ o create gro)t! on t!e A6 market C!teau Margau' /rst needs to introduce t!e t!ird )ine to t!is market+ it! t!e ne) product, de#elopment C!teau Margau' )ill increase its market s!are+
8+2+
Business-le#el strategy
C!teau Margau' )ill be focusing on diLerentiating itself from t!e ot!er lo)er classed )ines+ By being in t!e same price range, but slig!tly more e'pensi#e t!an its competitors C!teau Margau'%s t!ird )ine )ill sell in !ig!er #olume+ C!teau Margau' can aLord t!is t!roug! t!e reputation it !as built up )it! its pre#ious )ines+ !e re#ie) critics )ill also play a big role in t!e success factor of t!e diLerentiation strategy+ !is is )!y C!teau Margau' )ill in#ite t!e maNor critics to a pri#ate tasting session+ !e outcome of t!is session )ill make or break t!e success of t!e t!ird )ine+
8+3+
unctional-le#el strategy
It is essential for t!e success of C!teau Margau', t!at t!e t!ird )ine )ill be a#ailable again to t!e loyal customers+ !at means t!at it is our responsibility to make t!e )ine a#ailable to not only t!e traditional market but to ne) segments as )ell+ !e ne) product s!ould also be a#ailable in restaurants to gi#e image seekers t!e opportunity to buy t!e )ine at diLerent locations+ !e combination of a )ell-functioning net)ork and inno#ati#e products )ill position &osse du Margau' on t!e A6 market for gro)t! )it! e#en a !ig!er potential t!an its pre#ious products+8
%. O<=e-)/e0
+1+ •
• • •
Bringing t!e t!ird )ine into t!e market at a price of ;; euro in t!e /rst Huarter of 21< 6ell @ cases per mont! in t!e A6 (c!ie#e re#enue of million euro at t!e end of t!e /rst /scal year Increase market s!are by 2O in t!e /rst /scal year+
+2+ • •
6!ort-term goals
5ong-term goals
Increase market 6!are by 1O at t!e end of 21@+ Increase t!e sales from @ cases per mont! up to 1 cases per mont! during t!e during t!e second year
8 6ource: !ttp:)))+c!ateau-margau'+comensa#oir-fairetra#ail-#ignepalissage Page 1% of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 Increase re#enues by million euro during t!e second year from 1 to 1@ million euro a year •
9. M*e)n Mx
;+1+
Product
;+1+1+!ree le#els of Product: %.1.1.1. Core ,roduct By de/ning t!e core product clearly, C!teau Margau' can ac!ie#e marketing e'cellence+ !e core product is also kno)n as a bene/t and is generally intangible in nature+ !e core product of C!teau Margau'%s !ig!-end lu'ury )ine is satisfying t!irst for e'tinguis!ed alco!ol and #alue for money+
%.1.1.2. 5ctua' ,roduct !e actual product is t!e tangible, p!ysical product of C!teau Margau', )!ic! is t!e )ine+ !e core product of C!teau Margau' is a status symbol+ !erefore, t!e actual product )ill be a #ery !ig! Huality product )it! !ig! pricing+ C!teau Margau' currently oLers a line of !ig!-Huality )ine including t!e /rst )ine C!teau Margau' and t!e second )ine Pa#illon ouge du C!teau Margau'+ "o) C!teau Margau' is planning to e'pand t!e product line by including a t!ird )ine named &osse du Margau'+ In addition, )it! &osse du Margau', C!teau Margau' !opes to earn more re#enue and e#entually increase t!eir pro/t and market s!are+ o)e#er, less t!an !alf of )!at )as left after blending t!e /rst t)o )ines )as deemed of !ig! enoug! Huality for t!e t!ird )ine+ In addition, due to t!e small amount t!at )as left, C!teau Margau' created a special allure of t!e )ine by using t!e scarcity of t!e product to t!eir bene/t+ 6o, t!e t!ird )ine &osse du Margau' e'ists out )!at )as left after blending t!e /rst and second )ine+
%.1.1.3. 5ugmented ,roduct (ugmented product is t!e non-p!ysical part of t!e product+ !e augmented product is an important )ay for C!teau Margau' to tailor t!eir core andor actual product to t!e needs of an indi#idual customer+
;+1+2+Product positioning strategy
Page 19 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 5ooking at t!e productmarket grid, C!teau Margau' could easily identify t!e product positioning strategy+ !is is due to t!e t!ird )ine of C!teau Margau' and t!e distribution to t!e Anited 6tates of (merica+ Moreo#er, by looking at t!e productmarket grid C!teau Margau' could easily decide )!ic! strategy t!ey are going to apply+
%.1.2.1. ar!et De$e'opment &osse du Margau' is a ne) )ine !o)e#er, it is still an e'isting product+ In addition, C!teau Margau' )ill be entering a ne) market, )!ic! is t!e Anited 6tates of (merica+ !at is )!y C!teau Margau' c!ose for t!e market de#elopment strategy+ !ere are t!ree approac!es for C!teau Margau' to de#elop t!e market+ irst, t!ere is t!e e'pansion of t!e distribution c!annels+ Besides t!e e'pansion, t!ere is also t!e selling in ne) locations+ 5ast but not least t!e identi/cation of t!e potential users+
;+2+
Place
It is best for C!teau Margau' to enter t!e Anited 6tates of (merica because t!e A+6+ market s!o)s great potential+ In t!e Anited 6tates, t!ere is a marked correlation bet)een t!e tendency to drink )ine and #arious demograp!ics+ ine drinkers in t!e A+6+ tend to be older, !a#e !ig!er disposable income, greater education le#els, and are often female+
;+2+1+A+6+ Market ine sales in t!e A+6+ from all production sourcesXCalifornia, ot!er A+6+ states and foreign countriesXincreased 2O from t!e pre#ious year to a ne) record of 3@+1 million ;-liter cases )it! an estimated retail #alue of G3<+@ billion, according to )ine industry consultant 9on redrikson of &omberg, redrikson ? (ssociates in oodside+ Y!e A+6+ is t!e largest )ine market in t!e )orld )it! 1; consecuti#e years of #olume gro)t!,Y said ine Institute President and C*0 obert P+ EBobbyF 7oc!+ Yine s!ipments to t!e A+6+ market climbed by nearly 4O since 21+ Moreo#er, it is likely t!at (merican consumption )ill continue to e'pand o#er t!e ne't decade as )ine continues to gain traction among (merican adult consumers,K said redrikson ? (ssociates+ Y!e ama.ing di#ersity of c!oices and e'citing ne) oLerings are attracting ne) consumers and boosting consumption+ (mong t!e key gro)t! dri#ers are fa#orable demograp!ics, a )idening consumer base and increasing points of distribution in bot! on- and oL-sale outlets+K ine sales in A+6+ stores and ot!er oL-premise measured c!annels from all domestic and foreign producers gre) 2O by #olume and @O by #alue, according to "ielsen, a global pro#ider of information and insig!ts into )!at consumers buy+
;+2+2+Product 5ife Cycle: &ro)t! 6tage !e A+6+ market is currently in t!e gro)t! stage, )!ic! is t!e point )!ere t!e product sales, re#enues and pro/ts begin to gro) as t!e product becomes more popular and accepted in t!e market+ If C!teau Margau' is successful )it! t!eir strategy t!en t!e company )ill see a rapid increase in sales+ 0nce C!teau Margau'%s t!ird )ine &osse du Margau'%s sales begin to increase t!e company s!are of t!e market )ill increase+ 0nce t!ey get to t!is point C!teau Margau' )ill be able to attain a part of t!e market from t!eir competitors in t!e A+6+
Page 2( of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
;+3+
Price
&osse du Margau' is priced )it! t!e competition in mind+ !e C!teau Margau' is setting !ig! prices to s!o) its lu'ury andor prestige+ C!teau Margau' is not attempting to ac!ie#e t!e goals of oLsetting lo) prices by selling !ig! Huantities of products because t!ere is only a limited amount a#ailable for t!e t!ird )ine+ !e t!ird )ine )ill !a#e a Parker score of ; and )ill be sold for G;;, -, )!ic! is less t!an t!e regular C!teau Margau' )ine+ !e t!ird )ine &osse du Margau' )ill be priced competiti#ely, oLering a good #alue against t!e competition suc! as C!teau 5atour+
;+3+1+Pricing 6trategy %.3.1.1. ix o0 ,remium ,ricing : ,sycho'ogica' ,ricing C!teau Margau' uses a premium pricing strategy to establis! a price !ig!er t!an t!eir competitors, suc! as C!teau 5atour+ Premium pricing strategy can be eLecti#ely used )!en t!ere is somet!ing uniHue about t!e product suc! as t!e scarcity of t!e t!ird )ine+ urt!ermore, )!en t!e business !as a distinct competiti#e ad#antage suc! as C!teau Margau'+ C!teau Margau' also uses a psyc!ological pricing strategy+ C!teau Margau' )ill sell t!e t!ird )ine for G;;, -, )!ic! is psyc!ologically less in t!e minds of consumers t!an G1, -+ ( minor distinction can make a big diLerence+
;+<+
Promotion E< *lements of Promotional Mi'F
;+<+1+(d#ertising (d#ertising includes paid promotional placement of a product+ !ere are #arious types of ad#ertisements !o)e#er, C!teau Margau' is going to focus a lot on t!e )ord of mout!K ad#ertising+ Asually purc!ase decisions of )ine consumers are based on Y)ord of mout!+Y o)e#er, )!ere does t!e Y)ordY come fromJ In most cases, it comes from friends, family or acHuaintances in eit!er face to face settings online social net)orking forums or #ia te'ting+
;+<+2+Public elations Public relations could be maybe t!e most eLecti#e met!od+ !is is because companies usually spread information to t!e media, )!ic! )ill generate ne)s co#erage and t!erefore result in a form of free ad#ertisement+ C!teau Margau' is going to organi.e a tasting ritual especially for t!e introduction of t!e t!ird )ine &osse du Margau'+ !is )ill be a 3-day e#ent )!ere Nournalists, critics, Page 21 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 importers, and merc!antsimporters )ill be in#ited to taste t!e ne) )ine+ Critics suc! as obert Parker 9r+ of t!e Parker 6core, 9ames Moles)ort! of t!e ine 6pectator and 9anice obinson of t!e inancial imes )ill also be in#ited+ !is )ill be one of t!e met!ods, )!ic! C!teau Margau' )ill be applying in order to get t!e attention of t!e media and people+
;+<+3+Corporate Image Corporate image refers to t!e importance of a company keeping a good relations!ip )it! t!e public, a#oiding scandal, and !a#ing a reputation for deli#ering Huality+ C!teau Margau' already !as an ama.ing reputation as producing one of t!e most e'pensi#e, /ne and e'clusi#e )ines in t!e )orld+ If an unkno)n product suc! as t!e t!ird )ine comes from a respectable company suc! as C!teau Margau', t!e likeli!ood of people buying t!e product )ill be #ery !ig!+ !erefore, C!teau Margau' )ill be fully utili.ing t!eir corporate image as a promotion tool+
;+<+<+Direct Marketing Direct marketing is directed to a targeted group of scenarios and customers rat!er t!an to a mass audience+ !e goals of direct marketing are to generate sales or indications for sales representati#es to pursue+ C!teau Margau' )ill be using direct marketing in order to place t!eir t!ird )ine in !ig!-end andor trendy restaurants, and speciali.ed )ine s!ops+ !e targeted group of C!teau Margau' is:
%.".".1. The Enthusiast !e ent!usiast e'ists out of 12O of t!e total consumers of )!ic! 24O are actually spenders in t!e A+6+ )ine market+ !ey consider t!emsel#es passionate and kno)ledgeable about t!e total )ine e'perience+ (t, retail read labels and enNoys lingering in t!e )ine section+ 5ike to be oLered bot! )ell kno)n as )ell as uniHue )ine selections+ 0n premise Eat restaurantsF, typically purc!ase )ine by t!e bottle+
%.".".2. The Image #ee!ers !e image seekers e'ist out of 2O of t!e total consumers of )!ic! 2
;+<+<+3+ "e) image seekers !ese $ne)% image seekers )ill !a#e t!e same c!aracteristics as t!e $old% ones+ o)e#er, no) t!e )ine is less e'pensi#e and t!e t!ird )ine i s not from t!e main brand EC!teau Margau'F, t!is )ill attract also t!e upcoming image seekers+ !ose )!o do not !a#e a lot of money, but still )ant to s!o) t!at t!ey are )ealt!y+ !e $old% image seekers )ill probably stick )it! t!e /rst or second )ine, because t!e t!ird )ine seems to $c!eap% to t!em and does not reRect t!eir )ealt!+
;+<+<+<+ "e) ent!usiasts Page 22 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 !e ne) ent!usiasts )ill be, as t!e ent!usiasts are for t!e /rst and second )ine, t!e biggest s!are of t!e customers of t!e t!ird )ine+ !ese ne) ent!usiasts also like to spend a lot of time )it! friends and drink )ine+ !e big diLerence !ere is t!at t!ere )ill be a lot more ne) ent!usiasts, because of t!e price of t!e t!ird )ine+ !is can also cause many $old% ent!usiasts to buy anot!er brand, as t!e t!ird )ine )ill become more of a $normal% )ine, since more customers )ill buy it+
;+<+<+4+ "e) traditionalists !e ne) traditionalists )ill lo#e t!e t!ird )ine, because t!ey do not like to spend too muc! money, but still )ant a !ig! Huality )ine+ ( big ad#antage of t!is segment is t!at t!ey tend to stick to one )ine, and EstillF are easily inRuenced by marketing eLorts+
;+4+
Distribution
C!teau Margau' !as to bypass t!e negociants in order to target speci/c consumers for t!e t!ird )ine &osse du Margau'+ Meaning t!at C!teau Margau' !as to contact importers or large distributors directly to try and reac! t!e desired end consumers at t!e rig!t time and place+ In addition, t!ese so-called placesK are !ig!-end or trendy restaurants and speciali.ed )ine s!ops+
;+4+1+Distribution 6trategy %.&.1.1. #e'ecti$e Distribution !is distribution met!od relies on fe)er intermediaries, )!ile still maintaining a respectable amount, and is used primarily for goods t!at are more speciali.ed+ In t!e A+6+, imported )ine !as to go t!roug! a t!ree-step distribution sc!eme, )!ic! in#ol#es an importer and state distributor before t!e )ine reac!es t!e )ine store or restaurant+ Importers or large distributors are e'pecting to earn a 24O margin, )ine s!ops a 3O margin and restaurants a @O margin+ In addition, A+6+ 6tate distributors e'pected a 2O margin+ (fter C!teau Margau', selects t!e rig!t importer+ !e state distributor )ill allocate t!e )ine in small amounts in bot! t!e restaurants and speciali.ed )ine s!ops to create a scarcity climate, )!ic! )ill aid C!teau Margau' to keep t!eir lu'ury image+ C!teau Margau' )ill can#as t!e metropolitan cities )!ere t!ey are going /nd t!e best #enues to sell t!eir )ines to+ !e 6ommeliers )ill be critical !ere by featuring &osse du Margau' on lists and endorsing it to guests+ (part of t!at, C!teau Margau' )ill also be selling a #ery e'clusi#e amount of t!eir t!ird )ine on t!eir )ebsite+ !is is due to t!e increase of online )ine purc!ases+ !is )ay C!teau Margau' keeps on track )it! t!e current !ype of e s!opping and satis/es many customers by pro#iding a small amount of t!eir t!ird )ine online+ C!teau Margau' usually sells t!eir )ine in barrels and after bottling, is not allo)ed, )!en t!e )ine is in ad#ance about t!e maNor #intage+ !en primeur distribution is used by most of t!e C!teau and )ine producers because t!ey only sell bet)een 4O and 1O of t!eir )ine in after bottling+
1(.
&,de)
Page 23 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 C!teau Margau' !ad decided t!at t!e t!ird )ine )ould be 2O of t!e total production+ 6o t!e /rst and second )ine makes up for t!e rest of t!e production, )!ic! is O+ !e amount of cases and bottles of t!e t!ird )ine: &osse du Margau' is calculated as follo): ine 1 Z ine 2 T O 3+ O ' 2O T Cases Case ' Price T e#enue 21<
Cases ' Bottles in 1
1<+ Z 1@+ T 3+ 3+ , ' ,2 T 8+4 Cases 8+4 ' 12 T ;+ > ;; T G+;1+, -
1+1+
Pro/t ? 5oss (ccount T:*d 8ne > "+00e d, M*,x 2(14
2(15
2(16
End 31st of December
End 31st of December
End 31st of December
e#enue
G+;1+,
G12+<4+32,4
G1<+23+;1,82
Cost of 6ales
G28+,
G28+,
G28+,
"*+00 $*+)
G+@<+,
G12+214+32,4
G1<+13+;1,82
Distribution
G4+,
G4+,
G4+,
Promotion
G1++,
G1+4+,
G2++,
ages
G2+42+,
G2+83+,
G2+;<+,
T+) Exen0e0
G<+2+,
G<+83+,
G4+<<+,
Oe*)n "*+00 $*+)
G<+@2+,
G8+<4+32,4
G+483+;1,82
G1+<<+@;8,4
G2+111+<,8
G3+@;;+11<,2<
G3+484+32,4
G4+383+;1,82
G<+8<+88,<
*perating Expenses
a' Payable
Retained Prot
1+1+1+
iscal ear 21<
In t!e /rst /scal year 21< C!teau Margau'%s: &osse du Margau'K !as managed to proNect a pro/t of G3+484+32, 4+ It is a !uge pro/t !o)e#er, t!is muc! )ould be e'pected of C!teau Margau'+ !e cost of sales consists mainly
Page 24 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 out of t!e ;+ bottles and t!e label prints+ !e cost of sales !as a total of G28+, -+ !ere are also t!e distribution costs, )!ic! are G4+, - and it consists mainly out of safely s!ipping t!e goods from rance to t!e A+6+ (part of t!e distribution costs t!ere is also t!e promotion costs+ !e promotion costs are related to t!e tasting ritual, )!ic! )as especially organi.ed for t!e t!ird )ine+ !e promotion costs include t!e in#itations, transportation of all t!e in#ited people, furniture, entertainment, food etc+ !e promotion costs are G1++, -+ In addition, t!ere is anot!er cost factor, )!ic! is #ery important and keeps t!e 8 employees of C!teau Margau' moti#ated+ !ese important costs are t!e )ages+ !e )ages in t!e /rst year counts for 12 mont!s+ Moreo#er, t!e )ages are calculated as follo)ing: E3 ' 12F ' 8 T G 2+42+, -+ (nd last, t!ere are t!e A+6+ ta'es, )!ic! are usually 11,824O+ 6o, t!e ta'es are calculated as follo)ing: +@4+ ' , 11824 T G1+<<+@;8, 4+
1+1+2+
iscal ear 214
In t!e second /scal year 214 C!teau Margau'%s: &osse du Margau'K !as managed to proNect a pro/t of G4+383+;1,82 once again+ It is once again a !uge pro/t, !o)e#er, t!is time t!e pro/t almost doubled looking at t!e pre#ious year+ !e cost of sales did not c!ange because t!e production )as t!e same as t!e pre#ious year+ !e cost of sales in 214 is G28+, -+ !ere is also t!e distribution cost, )!ic! )ill be once again G4+, -+ !e promotion costs !ad an increase of G4+, - meaning t!at t!e current costs totals G1+4+, -+ Moreo#er, C!teau Margau' increased t!e )ages of t!eir employees in order to moti#ate t!em to perform e#en better t!an t!e pre#ious year+ !e )ages are calculated as follo)ing: E324 ' 12F ' 8 T G2+83+, -+ (nd as last, t!e A+6+ ta'es are calculated as follo)ing: E12+<4+32, 4 - 3+484+32, 4F ' ,11824 T G4+383+;1,82+
1+1+3+
iscal ear 21@
In t!e t!ird /scal year 21@ C!teau Margau'%s: &osse du Margau'K !as managed to proNect a pro/t again of G<+8<+88,<+ (gain, C!teau Margau' made a good pro/t !o)e#er, t!is time t!e pro/t did not double looking at t!e pre#ious year+ !e cost of sales is still G28+, -+ !ere is also t!e distribution cost, )!ic! once again G4+, -+ !e promotion costs !ad once again an increase of G4+, - meaning t!at t!e current costs totals G2++, -+ In addition, C!teau Margau' increased t!e )ages of t!eir employees to celebrate t!e proNected pro/t+ 6o, t!e )ages are calculated as follo)ing: E34 ' 12F ' 8 T G2+;<+, -+ (nd once again, t!e A+6+ ta'es are calculated as follo)ing: E1<+23+;1, 82 - 4+383+;1,82F ' ,11824 T G3+@;;+11<,2<+
11.
Re-+end)+n0
e !a#e found t!at it )ould be #ery pro/table to introduce t!e t!ird )ine in t!e Anited 6tates+ e !a#e found /#e targets t!at )e recommend to t!e company, t)o of t!e original segments of t!e /rst t)o )ines and tree ne) segment groups t!at )e !a#e researc!ed Et!e ent!usiast, t!e image seekers, ne) image seekers, ne) ent!usiasts and ne) traditionalistsF+ !ere are se#eral strategies in order to make t!is introduction of t!e t!ird )ine in t!e Anited 6tates+ !ere is a pricing strategy, distribution strategy, promotion strategies and a product strategy+ urt!ermore, )e !a#e set up a corporate strategy, )!ic! consist out of a corporate-le#el, a business-le#el and a Page 25 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 functional-le#el strategy+ !en used t!ese strategies in t!e rig!t )ay you could make a turno#er of appro'imately 13, million dollar for 3 years+ it! t!is t!ird )ine C!teau Margau' !as a c!ance to gro) in t!e (merican )ine market and increase t!eir market s!are+ Because, t!ere is a gro)ing demand for a ne) !ig! Huality )ine but also for a more aLordable C!teau Margau' )ine, but to diLerentiate t!emsel#es to t!e competitors to be slig!tly more e'pensi#e+ It is essential for t!e success of C!ateau Margau', t!at t!e t!ird )ine )ill be a#ailable again to t!e loyal customers+ !at means t!at it is our responsibility to make t!e )ine a#ailable to not only t!e traditional market but to ne) segments as )ell+ o conclude, t!is t!ird )ine of C!teau Margau'%s: &osse du Margau'K s!ould be introduced in t!e Anited 6tates because t!is could be t!e )ay to reac! C!teau Margau'%s core customers in t!e Anited 6tates+ it! a positi#e eLect on t!e brand image, because t!eir still more e'pensi#e t!an t!e competitors, )!ile t!ey still produce a !ig! Huality )ines+ Moreo#er, selecti#e distribution maintains t!e e'clusi#ity of t!e brand+
12.
S+,*-e 0)
Index + En+d+F+ etrie#ed from 0rganisation Internationale de la =igne et du =in:
!ttp:)))+oi#+intoi#cmsinde' Mike =eset!, P+ e+ E2, (pril 4F+ ;hat are wine enthusiasts 'oo!ing 0or< etrie#ed from !e ine *conomist: !ttp:)ineeconomist+com2<4)!at-are-)ine-ent!usiasts-lookingfor
!ttp:)iki+ans)ers+com[Best\e'ample\of\/#e\product\le#elJ]slide2 !ttp:)))+)ineinstitute+orgresourcespressroom<213 !ttp:)))+slides!are+netludatalalae#aC!teau-Margau'-case-study !ttp:en+)ikipedia+org)iki5ist\of\countries\by\ta'\rates !ttp:)))+marketing;1+compricing !ttp:)))+ne)s
13.
Aendxe0
13+1+
(ppendi' 1
L)e R+)0-:d
?,)@&*+n
M+,)+n R+)0-:d
C:)e,
M*,x
L)+,*
Ae)+n
Margau'
Pauillac
Pauillac
Pessac-5eognan
Pauillac
ne Vne*d
ectares
ectares
13 ectares
<; ectares
ectares
Page 26 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213
"*e V*e)0
84OCabernet 6+, 2O Merlot, 3O Cabernet + 2O Petit =erdot
ne $*+d,-)+n A/e*e Rne +; C0e0B
irst ine: 121<, 6econd ine: 1<-1@,
$*-e $e* &+))e
1st G12 2nd G14
A/e*e $*e* 0-+*e
;@
C+e))/ e Ad/n)e
13+2+
0ne of t!e four )ines to ac!ie#e t!e Premier Cru Classe+
84O Cabernet, 2O Merlot
8O Cabernet 6+ 24O Merlot 3OCabernet 2O Petit =+
4O Cabernet <O Merlot ;O Cabernet+ 1O Petit =erdot
3O Cabernet 6+ 1
irst ine: 1-2, 6econd ine: 14-2,
irst ine: 12, 6econd ine: 48,
irst ine: 1@-1, 6econd ine: 4@,
1st G143 2nd G 334
1st G12 2nd G1@
1st G11 2nd G1;4
;4
;@
;4
;<,4
5atour is t!e only one )it! a t!ird )ine already in its assortment+
5a/te otc!ild !as t!e largest #ineyard t!at co#ers 13 ectares+
aut-Brion is t!e only )ine )it! t!e Pessac-5eognan appellation )!ic! still remains t!e benc!mark of today and is rated: Premier cru Classe+
*ac! year an artist designs a label for t!e Mouton otsc!ild company+
irst ine: 141@, 6econd ine: 1, !ird ine: @;, 1st G18<4 2nd G2 3rd G;8
(ppendi' 2
13+2+1+
Peer assesment
K* &d* &*en) ?ene*
"*de
8,4
'*+ &+,/
8,4
:e< "e,=*
8,4
M+:ed e ":+,-:
8,4
K*n &*+ee
8,4
S:+*) E/,)+n
Brent )as #ery organi.ed and al)ays tries to !elp )!en !e can+ e is a great team )orker and pro#ided suQcient )ork+ 9amiro is #ery creati#e and did a good Nob on t!e internal analysis calculations+ ^a!eb al)ays tries to assist t!e team members+ is part )as /nis!ed before t!e deadline and t!e )ork )as clear+ !e budget )as e'plained #ery )ell+ Mo!amed is a #ery ent!usiastic member of t!e team+ e al)ays t!inks about ne) ideas and is #ery focused on !is o)n tasks+ 7yran is an organi.ed member of t!e team and did a great Nob in putting t!e report toget!er+ e is a good planner+
Personal *#aluation: 7arim Bidri 6ince t!e last case, t!e group !ad made a lot more agreements regarding deadlines and tasks+ I really liked t!e )ay t!is case )as !andled by us and )e Page 27 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 )ere #ery professional in t!e )!ole process+ !is case )as more enNoyable )!ile reading it and t!is ga#e me more incenti#es in t!e process of making t!e report+ !e group )orked toget!er like a real team and I !ope t!is )ill lead us to a good grade+ &*en) ?ene*
"*d e
S:+*) E/,)+n
K* &d*
7arim )orked !ard on t!e plan and cooperated )ell )it! t!e )!ole group+ 9amiro did a great Nob on t!e e'ternal analysis+ is calculations )ere spot on+ ^a!eb did an e'cellent Nob+ (gain t!e budget )as clear and e'plained #ery )ell+ Mo!amed )as ent!usiastic about t!e proNect and )orked )ell )it! t!e tea + 7yran did a good Nob on t!e plan and really broug!t t!e group toget!er during t!e process+
'*+ &+,/
:e< "e,=*
M+:ed e ":+,-:
K*n &*+ee
Personal *#aluation: Brent einer I liked t!is case more t!an t!e last one+ I learned a lot more of t!e c!aracteristics of t!e )ine industry+ I !ad diQculties )it! some of t!e parts I !ad to make, but I !ope it is suQcient enoug! for a good grade+ !e group )orked )ell toget!er and t!e group discussions !elped us make t!e plan co!erent+ :e< "e,=*
"*d e
S:+*) E/,)+n
K* &d*
,4
7arim did a #ery good Nob on t!e assignment, )!ic! !e recei#ed+ e /nis!ed e#eryt!ing at t!e day of t!e deadline, )!ic! !e recei#ed from us+ 9amiro !as put a lot of eLort )it!in t!e marketing plan+ e )as a #ery acti#e member of t!e team and it )as #ery easy to communicate )it! eac! ot!er+ Brent is a #ery organi.ed )orker, )!ic! enables !im to )ork s)iftly, precise and eLecti#ely+ (nd a part of t!at, Brent is also a #ery good team )orker+ Mo!amed is a great team )orker+ It is #ery easy to contact !im and ask for !is opinion on certain topics related to t!e case+ In addition, !e is al)ays #ery t!oroug!, )it! !is opinions+
'*+ &+,/
,4
&*en) ?ene*
,4
M+:ed e ":+,-:
,4
Page 2% of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 K*n &*+ee ,4 7yran !as great analytical abilities+ e !as s!o)n a great amount of eLort and responsibility during t!e complete marketing plan+ Personal *#aluation: ^a!eb &euNar I !a#e learned a lot during t!e C!ateau Margau' case+ It )as a #ery interesting case+ I did not kno) a lot about )ines because I am not a drinker+ "e#ert!eless, I !a#e learned about t!e diLerent types of lu'ury )ines+ o) t!e pricing of )ine is conducted EParker scoreF+ o) t!e unit is measured EcasesF+ (nd because of t!is case I !a#e increased my kno)ledge about )ine and am able to talk about )ine )it! ot!er indi#iduals+ 0nce again, I )as able to impro#e myself due to t!e pre#ious marketing plans+ (nd it )as a great practical and t!eoretical e'perience, and I enNoyed myself+ M+:ed e ":+,-: K* &d*
"*d e
S:+*) E/,)+n
e is a good team )orker, al)ays tries to keep t!e peace in t!e group+ 5ikes to )ork organi.ed, is disciplined and can )ork #ery good on !is o)n+ orks #ery eQcient is al)ays present and acti#e during meetings+ ants clarity about e#eryt!ing before )orking, so does not make a lot of mistakes and )orks fast+ Is al)ays ent!usiastic, does not mind to take make more )ork on+ urt!ermore, is supporti#e to ot!ers and is al)ays a#ailable to ans)er your Huestions+ orked !ard, al)ays made !imself a#ailable, e#en if !e !ad a lot of )ork of !imself+ (l)ays )ants certainty before !e starts )orking and !e does not bounce back to ask Huestions+ Did a lot of )ork, seemed certain about !is )ork and al)ays gi#es ad#ice and feedback to ot!ers+ (lso !as no problem !andling feedback directed to !im+
'*+ &+,/
:e< "e,=*
&*en) ?ene*
K*n &*+ee
Personal e#aluation: Mo!amed el &!ouc! I found t!e case more clear t!an t!e pre#ious case, )!ic! looked a bit c!aotic+ !e group and I tried to consider all t!e feedback for t!is case+ *#eryone )orked !ard and !elped eac! ot!er, )!en t!ey )ere done+ I feel )e did a better Nob on t!is marketing plan t!an on t!e pre#ious one, because )e no) kno) e#en clearer )!ere t!e emp!asis lies and )!at is less important at t!e marketing plan+ o conclude, )e )orked #ery eQcient and eLecti#e and t!at is )!y I t!ink )e did a better Nob t!an t!e pre#ious )eeks+ '*+ &+,/
"*de
S:+*) E/,)+n
Page 29 of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 &*en) ?ene* 8,4 =ery organi.ed )orker and al)ays /nis!ed early )it! !is tasks+ I am #ery positi#e about !is results regarding t!is proNect+ K* &d* 8,4 (l)ays tries to !elp, resulting in a better o#erall grade for t!e group+ is supporti#eness !elped members of our group to /nis! t!eir )ork+ is o)n )ork )as also good+ :e< "e,=* 8,4 ^a!eb al)ays tries to assist t!e team members+ is part )as /nis!ed before t!e deadline and t!e )ork )as clear+ !e budget )as e'plained #ery )ell+ M+:ed e 8,4 ard )orker )!o plans )!at !e )ants ":+,-: to accomplis! in t!e future+ I t!ink !is tasks )ere suQciently ful/lled+ K*n &*+ee
8,4
7yran al)ays tries to moti#ate t!e group and e'plains )!at eac! person !as to do )!en it is not entirely clear+ is o)n pieces t!roug!out t!is proNect )ere good+
Personal *#aluation: 9amiro Bou#a Personally, I !a#e learned t!at in t!ese types of proNects it is e'tremely important t!at during t!e process, you and your team communicate because t!e plans t!at are made in t!is proNect !a#e to be co!erent and connect )it! eac! ot!er+ K*n &*+ee &*en) ?ene*
"*de
S:+*) E/,)+n
K* &d*
:e< "e,=*
M+:ed e ":+,-:
'*+ &+,/
(l)ays tries to moti#ate t!e group and e'plains )!at eac! person !as to do )!en it is not entirely clear+ is o)n pieces t!roug!out t!is proNect )ere good+ (l)ays tries to !elp, resulting in a better o#erall grade for t!e group+ is supporti#eness !elped members of our group to /nis! t!eir )ork+ is o)n )ork )as also good+ =ery organi.ed )orker and al)ays /nis!ed early )it! !is tasks+ I am #ery positi#e about !is results regarding t!is proNect+ Mo!ammed formed t!e obNecti#es )ell and )as al)ays present during t!e meetings+ e also )orked )ell )it! t!e deadlines set+ !en assigned a task, !e does not complain and does t!e )ork+ I t!ink !is tasks )ere suQciently ful/lled+
Personal *#aluation: 7yran Broeke I t!ink our group did a better Nob on t!e marketing plan compared )it! last time+ e tried to use all t!e ad#ice and feedback )e got at t!e pre#ious Page 3( of 32
Marketing plan, Case: By: group 1, from 2-IBM3 Publication date: 2t! "o#ember, 213 marketing plan+ 0#er all )e did a good Nob, t!e ones )!o /nis!ed earlier !elped t!e ot!er ones, especially t!e marketing mi' and t!e budget took a lot of time, but once again, I t!ink )e !a#e made a great marketing plan+
Page 31 of 32
