4. Knowing that you CANNOT change the package/label design, what particular message could Villa Maria use to promote the brand? Specify whether you would add this message on either the bottle or a sticker on the bottle or shelf talkers
Taking the brand’s two main attributes, i.e., ‘Most Awarded Winery’ (Winery, 2017) and being a family-owned business where the brand realises the importance of values and quality over quantity, Villa Maria has successfully produced superior quality wines since 1961 (Winery, 2017).
Summing up these two attributes, the brand personifies nothing but Excellence. Now, that it enters a market where the target group is concerned about their social status, Villa Maria Wines makes each consumer feel Extraordinary …show more content…
The Point Of Sales (POS) in convenience stores and retail stores will be Shelf Talkers. They are used to introduce a new product and help the brand stand out by bringing the customer’s attention to the main message(Hrinya, 2016).
It’s also important for Villa Maria to consider the importance of country of origin, since the consumer group relies on “country perceptions and associations” made with the product, especially wine(Williamson, Lockshin, Francis, & Mueller Loose, 2016). The message on the Shelf Talker will be: New Zealand’s ‘Most Awarded Winery’ is here! Villa Maria Wines-Where Excellence Meets Extraordinary.
5. a) Outline in depth an effective advertisement that would appeal to your selected target market (consider the message, imagery, style, stimuli, colour, etc.).
To appeal to the selected target market and to build to the connection of the message with them, “Classical Conditioning” is an appropriate mode of advertisement which pairs the brand or product with another stimulus which affects the consumer decision making process(Gorn, 1982). …show more content…
Villa Maria can also advertise through advertorials in newspapers and magazines (Eisend & Küster, 2010). These can be distributed in hotels and airplanes since it will reach the richer segment of the audience who enjoy traveling. Moreover, Villa Maria Wines should collaborate with airplanes since 54% of travellers enjoy a glass of wine while flying ("Something you have to know about wine served on airplanes," 2013). Using taste and vision stimuli, the brand can promote its products through Sensory Marketing. It’s recommended to give the travellers sample tasters that will satisfy their taste stimulus and seeing the advertorial about Villa Maria in magazines will correspond to their vision
Taking the brand’s two main attributes, i.e., ‘Most Awarded Winery’ (Winery, 2017) and being a family-owned business where the brand realises the importance of values and quality over quantity, Villa Maria has successfully produced superior quality wines since 1961 (Winery, 2017).
Summing up these two attributes, the brand personifies nothing but Excellence. Now, that it enters a market where the target group is concerned about their social status, Villa Maria Wines makes each consumer feel Extraordinary …show more content…
The Point Of Sales (POS) in convenience stores and retail stores will be Shelf Talkers. They are used to introduce a new product and help the brand stand out by bringing the customer’s attention to the main message(Hrinya, 2016).
It’s also important for Villa Maria to consider the importance of country of origin, since the consumer group relies on “country perceptions and associations” made with the product, especially wine(Williamson, Lockshin, Francis, & Mueller Loose, 2016). The message on the Shelf Talker will be: New Zealand’s ‘Most Awarded Winery’ is here! Villa Maria Wines-Where Excellence Meets Extraordinary.
5. a) Outline in depth an effective advertisement that would appeal to your selected target market (consider the message, imagery, style, stimuli, colour, etc.).
To appeal to the selected target market and to build to the connection of the message with them, “Classical Conditioning” is an appropriate mode of advertisement which pairs the brand or product with another stimulus which affects the consumer decision making process(Gorn, 1982). …show more content…
Villa Maria can also advertise through advertorials in newspapers and magazines (Eisend & Küster, 2010). These can be distributed in hotels and airplanes since it will reach the richer segment of the audience who enjoy traveling. Moreover, Villa Maria Wines should collaborate with airplanes since 54% of travellers enjoy a glass of wine while flying ("Something you have to know about wine served on airplanes," 2013). Using taste and vision stimuli, the brand can promote its products through Sensory Marketing. It’s recommended to give the travellers sample tasters that will satisfy their taste stimulus and seeing the advertorial about Villa Maria in magazines will correspond to their vision