Roles & Responsibilities
As outlined above throughout the marketing approach, the following staff members will have the following responsibilities:
Maria - Arranging and running of Wine tastings and demonstrations. - Arranging sample products to be shipped to targeted distributors. - Writing and designing of advertisements to be run in local publications.
Thomas - Discuss with existing USA based distributors any foothold they have in expansion market or any local connections they may have. - Research, contact and engage local distributors specifically within tourism industry.
Rob - Develop a localized version of Bonatelli Wines website within target markets, or explore option of creating International section of existing …show more content…
Throughout 2008 151 million cases of wine were sold, whilst Bonatelli Wines contributed 1.5 million cases sold. Meanwhile, whilst targeting a brand recognition level of 33% among end consumers, when surveyed only 25% of end drinkers had heard of or recognized Bonatelli Wines. Whilst minimum sales directly affect the bottom line and profitability of Bonatelli Wines, it is brand recognition and market share that will continue a sustained growth into the future. It is clear that both market share and brand recognition will have to be significantly increased over the coming 12 months to ensure that Bonatelli Wines continues to grow in the USA market into the future. Analysis and survey 's would be highly beneficial in ascertaining why out of 25 every 100 consumers has heard of Bonatelli, yet only 1 out of these consumers buys the product. Based on current numbers it is vital to increase firstly brand recognition in order to create awareness of product in market, which will then have the effect of potentially increasing market …show more content…
Future marketing strategies should look to take advantage of this and where possible create differentiators with rival products outlining Bonatelli Wines cost effectiveness. The resultant reduction in price per bottle figures also has the potential to become a challenge for Bonatelli, given that current price per bottle numbers are kept at a minimum, any market trend to drive this further down will in turn cut into overall profit margins and could hamper business growth.
In order to overcome these significant market challenges it is vital for Bonatelli Wines to set robust brand recognition and market share targets in the coming 12 months. With a trend of lowering price per bottle and also lower uptake of imported brands, both area 's in which Bonatelli Wines currently operates within, it is key to increase overall volume and market share to outgrow challenging market
As outlined above throughout the marketing approach, the following staff members will have the following responsibilities:
Maria - Arranging and running of Wine tastings and demonstrations. - Arranging sample products to be shipped to targeted distributors. - Writing and designing of advertisements to be run in local publications.
Thomas - Discuss with existing USA based distributors any foothold they have in expansion market or any local connections they may have. - Research, contact and engage local distributors specifically within tourism industry.
Rob - Develop a localized version of Bonatelli Wines website within target markets, or explore option of creating International section of existing …show more content…
Throughout 2008 151 million cases of wine were sold, whilst Bonatelli Wines contributed 1.5 million cases sold. Meanwhile, whilst targeting a brand recognition level of 33% among end consumers, when surveyed only 25% of end drinkers had heard of or recognized Bonatelli Wines. Whilst minimum sales directly affect the bottom line and profitability of Bonatelli Wines, it is brand recognition and market share that will continue a sustained growth into the future. It is clear that both market share and brand recognition will have to be significantly increased over the coming 12 months to ensure that Bonatelli Wines continues to grow in the USA market into the future. Analysis and survey 's would be highly beneficial in ascertaining why out of 25 every 100 consumers has heard of Bonatelli, yet only 1 out of these consumers buys the product. Based on current numbers it is vital to increase firstly brand recognition in order to create awareness of product in market, which will then have the effect of potentially increasing market …show more content…
Future marketing strategies should look to take advantage of this and where possible create differentiators with rival products outlining Bonatelli Wines cost effectiveness. The resultant reduction in price per bottle figures also has the potential to become a challenge for Bonatelli, given that current price per bottle numbers are kept at a minimum, any market trend to drive this further down will in turn cut into overall profit margins and could hamper business growth.
In order to overcome these significant market challenges it is vital for Bonatelli Wines to set robust brand recognition and market share targets in the coming 12 months. With a trend of lowering price per bottle and also lower uptake of imported brands, both area 's in which Bonatelli Wines currently operates within, it is key to increase overall volume and market share to outgrow challenging market