Marketing Principles and Strategies

This assignment delves into fundamental marketing principles and strategies. It examines concepts such as the marketing mix (product, price, place, promotion), word-of-mouth marketing, relationship marketing, and the influence of multicultural perspectives in marketing. The analysis incorporates theoretical frameworks from prominent marketing scholars like Kotler, Egan, and Kozinets, and draws upon real-world examples and case studies.

MARKETING
PLAN
1

EXECUTIVE SUMMARY
This assignment describes marketing plan of Saint Clair Family Estate and strategies that
will be adopted for implementing the plan are also mentioned in the report. Marketing plan is
formulated for distributing and selling products of the organization in an effective manner. In the
present marketing plan of Saint Clair Family Estate has been explained and strategies that company
will use for achieving their set objectives have been described. The major objective of the firm us to
gain market share up to 5% in targeted market segments. Marketing mix consisting of 4P (product,
place, promotion, price) has been explained. Furthermore implementation plan for the strategies
formulated have been discussed and methods for monitoring is also described. In addition to this
some contingencies have also been observed which can cause troubles and risks in implementing
the marketing plan. It is vital that systematic procedure should be adopted for implementing the
strategies. Some suggestions have been mentioned to counter the contingencies and to avoid risks
that can occur while implementing the marketing plan developed by management of Saint Clair
Family Estate.
2

TABLE OF CONTENTS
EXECUTIVE SUMMARY..................................................................................................................2
INTRODUCTION ...............................................................................................................................6
CONCLUSION .................................................................................................................................12
REFERENCES...................................................................................................................................14
3

INTRODUCTION
Saint Clair Family Estate is leading wine manufacturing company of New Zealand. Wide
range of winery is offered by the company and it includes auvignon Blanc, Chardonnay, Riesling,
Noble Riesling, Pinot Gris, Gruner Veltliner, Gewurztraminer, Viognier, Rose, Pinot Noir, Merlot,
Cabernet Merlot, Malbec and Syrah. The winery machine of the organization is capable for
crushing 400 tonnes of fruit per day and high tech monitoring software have been implemented for
ensuring quality of wine made in the enterprise. The value of New Zealand wine exports grew a
further 7%, to reach a new record of $1.42 billion this year. This pushed wine to become New
Zealand’s sixth largest export good by value. SWOT analysis of the enterprise shows that Saint
Clair Family Estate owns reputation in market and has won many awards for quality of wines
supplied by them. Wide range of wines are offered by enterprise and it supports in satisfying needs
of their consumers. The company is not having strong presence on social media platform and due to
which less promotions is done about attributes and features of the product offered by the company
(Wilson and et.al., 2012). Company faces many threats due to brown marmorated sting bug that
could cause millionaire damages in the organization. Currently operations of the business are
located in local market areas on New Zealand. Targeted market segments for the company includes
Asian, Australia, Europe and South American market area. Stakeholder analysis of the business
shows that company can provide wine for some luxurious hotels, as Emirates Palace in Abu Dhabi
and The London five-star hotel Claridge.
4

MARKETING PLAN :- Saint Clair Family Estate is situated in Marlborough New Zealand.
The winery firm distributes its wines into New Zealand and in more than 45 countries throughout
North America, Europe, Australia, Scandinavia, Asia and the Pacific.
(Source- Aaker, 2009)
it is essential that a systematic and organized approach should be used for deciding marketing
objectives for the business. It is assertive that proper research should be conducted for determining
strategies of business. Management of Saint Clair Family Estate will make effective objectives by
taking an planned approach. The operations of the enterprise are located in more than 45 countries
throughout North America, Europe, Australia, Scandinavia, Asia and the Pacific. Company will
make SMART objectives by doing proper and effective planing. It is essential the goals should be
specific and in case of Saint Clair Family Estate company will plan to sell commodities in new
targeted market areas (Rosenbloom, 2012). Operations of the business are located in more than 45
countries and management of the company is planning to expand their operations in other countries.
SMART objectives for the company are as follows-
5
Illustration 1: Marketing plan

Specific :- It is vital that goals of the enterprise should be specific and for that company will
target specific area where it will sell its goods and commodities (Egan, 2008). Saint Clair Family
Estate has a extend list of countries to distribute wines among Asia (China, Dutch Caribbean, Hong
Kong, India, Japan, South Korea, Malaysia, Maldives, Myanmar, Philippines, Singapore, Sri Lanka,
Taiwan, Thailand, United Arab Emirates Abu Dhabi), Australia, Europe (Austria Siegendorf, Baltic
States, Belgium, Bulgaria, Cyrpus, Czech Republic, Denmark, England, Scotland, Irland, Finland,
France, Germany, Greece, Holland, Iceland, Italy, Norway, Poland, Portugal, Russia, Slovakia,
Spain, Sweden, Switzerland, Ukraine), Pacific (Cook Island, Fiji, French Polynesia, New
Caledonia, Vanuatu), South America (Argentina, Brazil, Uruguay). The company will make
effective strategies for gaining market share in those countries and it is vital that diverse strategies
should be made for selling wine products of the company in these markets. The price range for
products of the enterprise varies from $ 17.90 to $49.90. Sauvignon Blanc, is the wine made by the
company and it is the most popular New Zealand wine. It is vital that consumes of the enterprise
should be divided in targeted segments so that proper strategies will be formulated for attracting
consumers (Villanueva, Yoo and Hanssens, 2008). Some consumers wants quality wines and some
wants wine at low cost and it is vital that requirements of the consumers should be identified
6
Illustration 2: SMART OBJECTIVE
(Source- Kotler, 2008)

properly. The major objective is to attain market share up to 5% in these countries in time duration
of one year.
Measurable :- the objectives set by management of Saint Clair Family Estate will be
achieved by efforts given by all the staff members in an positive manner. The goal of the enterprise
is to enhance their target market area and for achieving this proper strategies have been formulated
by management of the business (Lovelock, Wirtz and Chew, 2009). All the objectives set by
management needs to be written down in proper document format so that sales and profit data of the
enterprise will be compared with the set objectives. It will aid in measuring success rate towards
achievement of goals of the company.
Attainable :- Objectives set will be achieved should be planned in a organized manner
(Aaker, 2009.). The goal of the enterprise to enhance their targeted market areas in new countries by
5% is specific and positive efforts of the staff members will support in attaining desired objectives
of the company.
Reliable :- the objectives set are realistic and proper market audit has been done for
identifying requirements of the consumers in targeted market. The goals are result based and
reasonable.
Time-bound :- The management has set a specific period of time of one year for achieving
the target of gaining 5% market share. A proper timeline is set under which management needs to
achieve their required targets.
Objectives will be achieved bu making a effective strategy and planning is also required to be done
for accomplishing the desired targets. There are many challenges for the company which it needs to
consider while operating and executing its business operations (Kozinets and et.al., 2010). Due to
several winemakers in the region of Malborough providing the same variety of wine, Savignon
Blanc, they need to add value to their product making it exclusive. It will support in gaining
competitive advantage for the organization (Aaker, 2010). The major objective of the company is to
expand its business operations in new market areas and for acheiving this proper tactics needs to be
formulated. It is assertive that strategic goals should be developed for acheiving major objectives.
Target market segments wher the enterprise is planning to sell their wine products includes (China,
Dutch Caribbean, Hong Kong, India, Japan, South Korea, Malaysia, Maldives, Myanmar,
Philippines, Singapore, Sri Lanka, Taiwan, Thailand, United Arab Emirates Abu Dhabi), Australia,
Europe (Austria Siegendorf, Baltic States, Belgium, Bulgaria, Cyrpus, Czech Republic, Denmark,
England, Scotland, Irland, Finland, France, Germany, Greece, Holland, Iceland, Italy, Norway,
Poland, Portugal, Russia, Slovakia, Spain, Sweden, Switzerland, Ukraine), Pacific (Cook Island,
Fiji, French Polynesia, New Caledonia, Vanuatu), South America (Argentina, Brazil, Uruguay). All
7

the targeted market segments differ from each other and it is required that specific action plans
should be developed for gaining market share of 5% in these countries. The marketing mix for the
Saint Clair Family Estate are as follows-
(Source- Strauss, 2016)
Product- The Saint Clair Family Estate offers wide range of wines and it includes Sauvignon
Blanc, Chardonnay, Riesling, Noble Riesling, Pinot Gris, Gruner Veltliner, Gewurztraminer,
Viognier, Rose, Pinot Noir, Merlot, Cabernet Merlot, Malbec and Syrah. All the wine products are
of good quality and company will invest in research and development department for developing
new variety of products (Kotler, 2008). The Saint Clair Wairau Reserve Sauvignon Blanc has an
impressive string of accolades which have made it New Zealand’s most awarded Sauvignon Blanc.
Price- It is vital that cost of the products should be decided in an proper manner after conducting
proper research on market and assessing requirements of the clients. Some customers prefer to buy
high quality wine at a good price and company will set price high for consumers belonging from
higher income groups (Atasu, Sarvary and Wassenhove, 2008). In the customer analysis done under
the marketing audit it was observed that loyal consumers prefer to purchase the wine products of the
enterprise irrespective of the cost. Some consumers want wine at a lower price and new product
range will be introduced for these segment of clients. It has been concluded from market analysis
8
Illustration 3: marketing mix

that cost of the wine product will be kept in the range of $17.90 to $49.90.
Place- The objective of the Saint Clair Family Estate is to offer wine in different targeted nations
and it includes countries from Asia, Australia, Europe and South America. It is essential that shops
and showrooms of the enterprise should be located at place where it will be easily accessible for its
consumers (Viswanathan, Rosa and Ruth, 2010). Prime market locations will be chosen for
opening shops of the enterprise and it will support in aiding more consumers for the business. It is
assertive that locations should be chosen in an effective manner so that targeted consumers will
easily find the wine products offered by the enterprise.
Promotion - Saint Clair Family Estate needs to adopt effective marketing strategies for selling
products of the company to large consumer base. Social networking sites offers a cost effective
platform for doing promotions and advertisements of the business. Facebook, Twitter, Instagram
and You tube are some sites where regular information and pictures will be uploaded in which
attributes and features of the products will be described (Ferguson, 2008). The objective of the
company is to expand their business operations in different countries and it is required that proper
marketing strategies should be formulated for selling winery of the corporation in these nations.
Advertisements will be given in local newspapers and Television commercials (Kotler and
Armstrong, 2013). It will support in creating brand awareness for products of the company and
more number of consumers will be made aware about the winery products of the Saint Clair Family
Estate.
Implementation plan :- It is vital that a proper action plan should be formulated for achieving the
set targets of the corporation in a successful mode (Armstrong and et.al., 2014). Strategies which
will be used for achieving the objectives of the organization are as follows-
Market penetration strategies :- It is a effective technique for gaining competitive advantage and
achieving high market share in targeted market segment. In this method products are sold in the
existing market for gaining higher revenue (Kotler and et.al., 2015). It aids in enhancing
profitability of the enterprise and more financial revenue will be achieved by making use of these
strategy. It will support in providing appropriate funds for executing operations of the firm in new
market areas.
Diversification strategy :- Saint Clair Family Estate is planning to expand its business operations
in different nations. Management of the firm will adopt diversification strategy for selling winery
products of the company to large number of consumers (Lilien, Rangaswamy and Bruyn, 2013).
This strategy is used for selling products of the company in new market areas. It supports in
developing effective action plan for for targeting specific group of consumers.
Market development strategy :- This method will be used for developing new market areas for
9

selling products of the enterprise in targeted market segments (Brown, Browne and Browne,
2015). Management of Saint Clair Family Estate has planned some strategies for selling winery
products of the enterprise in diverse countries and market development strategy will support in
accomplishing desired objectives of the corporation.
All these strategies will support in achieving market share of 5% in new targeted markets of
the company. In addition to this it is required that a systematic approach should be should for
implementing the marketing plan formulated by Saint Clair Family Estate. The procedures adopted
for executing the action plan are as followed-
 price of the winery products will be set as per the local market environment and requirement
of consumers (Rivera, 2016). Purchasing power of the consumers depends upon economic
situation of nation and it is critical to conduct a proper market survey for assessing business
environment of targeted market segments. It will support in setting the cost of the winery
products in an appropriate manner. From the market audit it has been observed and analyses
that Saint Clair Family Estate can keep cost of its product between $17.90 to $49.90.
 Advertising and promotions is necessary for creating brand awareness about winery
products of the organization. Adds can be published in local newspapers and it will aid in
making large number of consumers aware about the products of the company. An IT expert
will be hired for developing and designing website of Saint Clair Family Estate. This
technique will support in maintaining website of the enterprise and clients will be easily
access the information about winery products offered by the company (Foxman and
Dobscha, 2015). Online delivery system will also be started and orders will be taken through
website. It will assist in selling products of the company to large number of consumers. Use
of social networking sites will be taken for doing promotions about attributes and features of
the winery products. Pictures and details will be uploaded on Facebook, Instagram and
Twitter and consumers will be informed about various winery commodities supplied by the
organization. Regular interaction will also be done with clients and it will support in taking
their valuable feedback. It will support in making necessary changes in the winery product
and modification in the organizational structure will also be made as per the requirement of
the consumers.
 Distribution channels will be developed in targeted market segments and wholesalers and
retailers will be contacted for selling the winery products of Saint Clair Family Estate. Sales
executives will be hired and they will be trained in appropriate manner so that they can deal
with customers and retailers in an effective manner (Wilson and et.al., 2012). Proper training
session will be organized and sales employees will be imparted necessary skills and
10

knowledge for accomplishing their desired tasks in successful manner. A seminar will be
organized in which external trainer will be invited for providing effective communication
skills to the staff members.
 The objective of Saint Clair Family Estate is to expand their business operations in diverse
countries and it is required that some necessary changes should be made in the winery
products. Research and development department of the organization will be given
instructions for making modifications in attributes of the products as per the requirement of
the consumers.
 Employees of the Saint Clair Family Estate will be made are about objectives of the
organization by conducting a open discussion session. They will be encouraged to give their
valuable suggestions for making improvements in organizational structure and culture. They
will be given proper training so that they can give positive efforts for achieving objectives of
the corporation.
 Budget allocation will be done for executing the operations of the business. Finance is
required for giving adds in newspapers and television commercials. Funds are also required
for conducting a recruitment process to hire sales persons. Finance manager will be directed
for allocating budget for all these activities.
 Financial documents for the company will be prepared and it will consist of income
statement, profit and loss statement and product contribution statements will be prepared.
 It is essential that proper monitoring should be done about the execution of marketing plan
formulated by company and for inspecting the overall process line managers of the
organization will be given proper instructions to supervise the overall process.
11

Contingencies- In order to make a product or service successful in the marketplace, it is
required by the selected business organization to focus on contingencies aspects. Here,
contingencies are related with the major risks which can create several kinds of obstacles in growth
and success of product or service in the market (Strauss, 2016). According to the present marketing
plan, the selected organization will be promoting new range of wine through social media. The key
risky plan or contingency linked with the developed plan is changing customer needs and demand.
In the present scenario, the competition among businesses in almost every sector has become so
intense that it is not easy for organizations to sustain in the marketplace (Rosenbloom, 2012). In
situations where demand of wine consumer changes, then the company may start facing issues
related to product failure. Along with this, changes in the marketing and promotional strategies of
other wine provider in the market can also results as the key contingency related to success of
product in market. In order to sustain in long run, it is required by the company to focus upon the
above mentioned two aspects before introducing product in the market or before implementing the
marketing plan. Other than this, market contingencies planning can be carried out by the selected
business to make wine successful in the marketplace. According to this plan or with the help of
contingencies plan, the organizations will be able to address unexpected events which can be
become a major threat for wine. A change in economic situation of the area where the product is
going to be launched is another major contingency which is linked with wine and the developed
marketing plan. Furthermore, drastic changes in economy can result in affecting success and failure
of plan to a great extent.
CONCLUSION
Summing up the present study it can be concluded that Saint Clair Family Estate will adopt a
systematic and planned approach for achieving the objectives of the organization. Major goal of the
company is to expand its business operations in targeted market segments. Management has decided
to work for achieving market share up to 5 % in these nations. For accomplishing their desired
targets market development strategy and diversification strategy will be used by the enterprise. It is
vital that all the action plan should be implemented in an appropriate manner for ensuring growth
and success of the enterprise. Price of the winery products will be set after conducting a proper
market research and identifying needs and requirements of the consumers. It is assertive that
consumers will be made aware about attributes and features of winery products offered by Saint
Clair Family Estate. Use of social networking sites such as Twitter, Facebook and Instagram will be
taken for informing consumers about commodities offered by the organization. These sites will also
be used for making interaction with the consumers and their valuable feedback and opinion will be
12

taken for making necessary changes in the organizational structure and culture. Distribution
channels will be developed in an appropriate manner and positive relations will be developed with
wholesalers and retailers. A recruit process will be organized for appointing suitable salespersons
that will support in executing marketing plan of the company. Finance manager will be given proper
instructions for allocating budget and financial resources for executing necessary operations of the
business. Line managers will be directed for monitoring overall process and taking effective
measures for rectifying troubles in the process. All the initiative taken by management of Saint
Clair Family Estate will aid in accomplishing desired goals of the enterprise in a successful manner.
13

REFERENCES
Books and Journals
Aaker, D. A., 2009. Managing brand equity. Simon and Schuster.
Aaker, D., 2010. Marketing challenges in the next decade. Journal of Brand Management. 17(5).
pp.315-316.
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Atasu, A., Sarvary, M. and Van Wassenhove, L. N., 2008. Re manufacturing as a marketing strategy.
Management Science. 54(10). pp.1731-1746.
Brown, D.J., Browne, W.G. and Browne, B.A., 2015. Factors Affecting the Academic Achievement
of Marketing Students. In Proceedings of the 1986 Academy of Marketing Science (AMS)
Annual Conference (pp. 179-183). Springer International Publishing.
Egan, J., 2008. Relationship marketing: exploring relational strategies in marketing. Pearson
education.
Ferguson, R., 2008. Word of mouth and viral marketing: taking the temperature of the hottest trends
in marketing. Journal of consumer marketing. 25(3). pp.179-182.
Foxman, E.R. and Dobscha, S., 2015. Teaching Principles of Marketing from a Multicultural
Perspective: A Proposed Exchange Framework. In Proceedings of the 1996 Multicultural
Marketing Conference (pp. 214-215). Springer International Publishing.
Kotler, P. and Armstrong, G., 2013. Principles of marketing 15th global edition. Pearson.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Kotler, P., 2008.Principles of marketing. Pearson Education India.
Kozinets, R. V. and et.al., 2010. Networked narratives: Understanding word-of-mouth marketing in
online communities. Journal of marketing. 74(2). pp.71-89.
Lilien, G.L., Rangaswamy, A. and Bruyn, A., 2013. Principles of marketing engineering.
DecisionPro.
Lovelock, C. H., Wirtz, J. and Chew, P., 2009. Essentials of services marketing.
Rivera, J., 2016. Marketing Principles.
Rosenbloom, B., 2012. Marketing channels. Cengage Learning.
Strauss, J., 2016. E-marketing. Routledge.
Villanueva, J., Yoo, S. and Hanssens, D. M., 2008. The impact of marketing-induced versus word-
of-mouth customer acquisition on customer equity growth. Journal of marketing Research.
45(1). pp.48-59.
Viswanathan, M., Rosa, J. A. and Ruth, J. A., 2010. Exchanges in marketing systems: The case of
14

subsistence consumer-merchants in Chennai, India.Journal of marketing. 74(3). pp.1-17.
Wilson, A., and et.al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Online
Saint Clair Family State. 2016. [Online]. Available through: <http://www.saintclair.co.nz/>.
[Accessed on 14th
October 2016].
15