Willell's Winery Case Analysis

730 Words 3 Pages
o Target audience profile: With having the winery in Abbotsford, the most important target audience is the Vancouver’s finest restaurants and wine stores customers. Since they have significantly sold the Avery’s wine to such audience, it would be quite vital if he continue selling to such restaurants and stores customers. This will help in maintaining the customers and audience at large. Now they have started including celebrities by putting their images on the label with Vancouver’s well known landmarks, it will gain even more audience and this is because, the fans of such celebrities will go for the brand. Using celebrities on the label with recognizable Vancouver landmarks will go along in reaching out to most audience. o Communication objective: …show more content…
This will help in winning most of the customers. The other is using visual aids. Bernie, as stated, ought to use images, for instance, images of celebrities and this will help in promoting and selling of the brands. The strategy also will incorporate the use of concepts and theories, and giving the audience various challenges. o Positioning: Bernie will position the brand by distinguishing the features of the Avery’s Winery brand from the rest, and the brand is the best. Bernie will try all means to create some image that the brand is premium and high-end. Bernie will have to make sure that all the Vancouver consumers know about the brand and that they agree that it is a premium product. The brand will be sold mostly to the Vancouver’s finest restaurants and wines stores. o Communications tactics: The communication tactics to incorporate include product trials. They can organize wine tasting festivals and offer free wine tasting of couple of wines so that people are aware of the brand and the taste to make a mark in people. The other tactic is promotions. There will be the need for discount coupons, sales, and contents. The other tactic is loyalty programs. This will require Bernie to offer rewards in various forms to the customers that demonstrates loyalty and repeat buying of a product. The other communication tactics includes …show more content…
Direct marketing will entail direct communication with the customers in order to obtain the immediate responses and cultivate the customer relationship. The sales promotion will help in encouraging customers to buy the Avery’s products. Personal selling will help in building customer relations, while public relations will build good relationship with Avery’s by building up good corporate image. o Suggestions for creative concept and execution: There is need to create a body that will develop some creative concepts and ideas for large scale live events. Such needs cultural inclusion to create events that are culturally relevant and significant regionally while meeting the strategic objectives. There is need also to build some customized teams that are suited with the marketing of Avery’s brand, and this will have to involve celebrities, directors, costume designers and choreographers among

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