Castel french wine
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Castel Group is a major French producer of wine, beer, and soft drinks. It analyzes the French wine market, competitors, and performs a PEST, SWOT, and marketing mix analysis. Its action plan is to use latest technology, attractive packaging, low prices through penetration pricing, have a wide reach in France and presence in 5 continents, and promote through discounts and word of mouth.
Castel french wine
- 1. MARKETING PLAN OF CASTEL (FRENCH WINE) GROUP-7 •AARTI SHARMA •APURWA AGARWAL •SHREYA •SIDDHARTH RAI •SUNIL SINGH
- 2. Plans are Nothing, Planning is Everything. By – Dwight D. Eisenhower
- 3. CONTENTS • EXECUTIVE SUMMARY • FRENCH WINE REGIONS. • ANALYSIS Market Analysis PEST Analysis. SWOT Analysis. • GAME PLAN Pricing Strategy. Marketing Mix. Profile of Prospective Consumers. Trends in Wine Drinking. Distribution. • ACTION PLAN
- 4. Executive Summary • Wine is an alcoholic beverage made from fermented fruit juice, usually that of grapes. • Majorly there are 2 kinds of wine: Red Wine. White Wine.
- 5. • CASTEL group was founded in 1949. • Today, Castel Group is one of the world leaders in wines, beers and soft drinks.
- 6. PRODUCTS Cuvée Cuvée Cuvée Cuvée Cabernet Rouge Blanc Blanc Chardonnay Rosé Sauvignon Medium Sweet
- 7. COMPETITORS • DFV WINES • WIDMER WINERY • GROVER VINEYARDS • SAINT JAMES • GRAPE RANCH • OPERA WINES • MAJESTIC WINES
- 9. ANALYSIS
- 10. MARKET SHARE OF FRANCE
- 11. PEST ANALYSIS POLITICAL ECONOMICAL •Wine regulations. •Devaluation of currency in key •Ban on advertisements. markets. •Low interest rates TECHNOLOGICAL SOCIO-CULTURAL •Technological advances in the •Long tradition of wine sector. consumption. •Hand selected grapes versus •Higher perception of quality. use of machines.
- 12. SWOT ANALYSIS STRENGTHS •Penetration Pricing WEAKNESSES •State of the Art Winery •Low on Production Capacity •Excellence Award for Finery •Less Overseas Supply THREATS •Strong competition from other OPPORTUNITIES countries •Cutting edge over foreign wine •Decrease in consumption of makers wine in France •Expansion opportunities •Emergence of substitute products
- 14. PRICING STRATEGY Penetration Premium Quality Economy Skimming Price
- 15. MARKETING MIX PRODUCT: • Products of Castel are Cuvée Rouge, Cuvée Blanc, Cuvée Blanc Medium Sweet, Cuvée Rosé, Cabernet Sauvignon, Merlot, Syrah, Chardonnay and Sauvignon.
- 16. MARKETING MIX PRICE • Penetration pricing – Increased market share PLACE • Japan, Korea, China, Angola, Gabon, Equatorial guinea, Cameroon, Burkina Faso, Poland, Czech Republic, Germany, Holland, UK, Russia.
- 17. MARKETING MIX PROMOTION: • billboards • Radio • TV • Internet SUGGESTIONS: • Sponsoring events • stalls
- 18. PROFILE OF PROSPECTIVE CONSUMERS AGE 24 - 44 Years SEX Male OCCUPATION Business person, accountant, executive, advertising/marketing consultant, manager, fashion industry INCOME High ($45000+) ATTITUDE Influenced by image and prestige of modern products, early adopters, switch products easily. LIFESTYLE Young, generation X and Y, modern, retro, adventurous BENEFITS DESIRED Buys for the benefits of prestige, quality and dependability.
- 19. TRENDS IN WINE DRINKING 1) There is a decline in the consumption of wine over the recent years. 2) Around 50% of the youth never drink wine, they prefer other alcohol drinks. 3) People now prefer drinking water with their meals instead of wine.
- 20. TRENDS IN WINE DRINKING 4) Wine drinkers between the age of 24 and 35 drink around 60 litres of wine a year whereas those between 16 and 23 drink around 32 litres. 5) People tend to not drink wine during the week and then binge on it in the weekend which is an unhealthy practice.
- 21. DISTRIBUTION • Restaurants • Wine-shops • Wholesalers • Internet • Hypermarkets • Grocery stores • Overseas
- 22. Action Plan
- 23. PRODUCT STRATEGY • It adopts latest technology • Attractive packaging PRICE STRATEGY • Low price • Penetration
- 24. PLACE STRATEGY • Wide Reach in France • Present in 5 continents PROMOTION STRATEGY • Discounts • Word of Mouth