Marketing Communication

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

MARKETING COMMUNICATION
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Introduction
Overview of the case study:
The case study deals with the description and problem analysis of a Wine festival of
Higgins West Country, which was popular for its offerings and price ranges. The case
reflected the concern of the event organizer regarding the target group of consumer. The
Higgins West Country Wine festival was attracting wrong group of customers, which could
be responded by the appropriate positioning strategy. The new strategy regarding tickets and
pricing system was implemented for moulding the target customer group in accordance with
the desirable Festival environment. The price of the product offerings was increased for
transforming the customer group. The Wine Festival majorly targeted retailers followed by
wine specialists, wine producers and high class customer group.
Body
An overview of the current marketing mix and its relevance to the organisation:
Marketing mix can be referred to as a combination of factors controlled by the
organisations in order to influence the purchasing decision of the consumers (Fan, Lau &
Zhao, 2015). It is a set of tools of marketing for achieving the objectives off marketing in the
target market (Fan, Lau & Zhao, 2015). The marketing mix is generally composed of several
Ps and the Ps referred in the given case are Product, Price, Promotion, Place, Physical
evidence and Process (Fan, Lau & Zhao, 2015).
Product- Organisations must pitch the right kind of product as per the demand of the market
(Stark, 2015). The festival aims in catering the needs of older and more specialised and classy
target market. It includes analysing and supervising various activities, which occurs
throughout the event and accordingly determine the products that are required to be
presented. The festival will feature products of local retailer, special wines and international

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wines. The current extended offerings includes spectator activities, gift bags of mini wine
bottles, awards and recognition and post-event gatherings.
Price- Price refers to the amount that a person is required to pay in order to enjoy the
products and the services (Feurer, Schuhmacher & Kuester, 2019). The price of the ticket is
increased as compared to the prior festivals in order to attract only the premium customers
and reduce the problems that are degrading the quality of the festival. Fees are being charged
in order to cover the cost of the event and earn profits. The estimated prices of the tickets,
£50pp.
Promotion – Promotion is considered as one of the most important element of marketing
mix. It includes the process of marketing communication for persuading and informing the
target customer groups about the benefits and application of the product or/and service
offerings Gunasekharan, Basha & Lakshmanna, 2016). Promotion helps in creating brand
loyalty, interest and spread awareness for the offerings. Promotion increases the awareness of
the product or the services to the others (Gunasekharan, Basha & Lakshmanna, 2016). The
festival in past used to be classy and attracted the media. The past event attracted a national
newspaper, which published an article regarding the festival. Jamie and jimmy’s Friday
Night Feast also mentioned about the festival. This festival brings in a lot of customers for
the local hotels for which they contribute towards promoting the event. Promotions also
include the contests and social media promotions, gift bags with wine for the drivers and
merchandise elements for the wine festivals.
Place- The ‘place’ for the event is decided to be land of Joe Higgins, who is known for its
quality wine and producer of local wine.
Physical Evidence- If a service is being rendered there must be physical evidence (Andaleeb,
2016). The people attending are provided with tasters before making the purchasing decision.
This will enable the customers to know about the quality of the product being provided to

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them. Long lasting relationship in the wine festival is constructed through the attraction of
potential retailers group. The aim is to make everybody attending the event feel valued and
well catered. The physical element of the product offerings includes, wine samples and free
goodies.
Process – The festival aims at developing an application in order to provide updates and
knowledge about the products and the services to the customers, so that they can skip the
hassle in making a purchasing decisions. Local economy can be boosted by offering maps,
local hotel information, restaurant and travel guide documents.
Identify and define the current customers
Customers are considered to be the most important part of a business (Tommasetti et al.,
2018). The target customers comprises of the retailers, producers, wine specialists and
general public. The festival at present experiences a customer base of the young ages of 18 to
25 years. The young consumer base reflects an improper attitude and inappropriate
behaviour. Apart from the young base, it also attract premium base of clientele. The wine
festival also attracts wine specialists as customers. The age group of 30 years and above who
are courteous and well-mannered are also part of the clientele. Several retailers, specialised
wine sellers and general public comprises the customer group of the wine festival.
Current problems and strengths of the organisation
SWOT analysis reflects the positives and identify the weaknesses of organizations for future
improvement with the association of opportunities and market threats (Bull et al., 2016).
SWOT analysis enables the understanding of the weaknesses for changing the strategic
approach of the product and service offerings (Phadermrod, Crowder & Wills, 2019). The
knowledge about the opportunity allows in incorporating new product and promotional
strategy or directs the plan of market expansion (Gürel & Tat, 2017). The festival has been