Promotional Plan for Goodwill Wine

The assignment delves into a comprehensive promotional plan for Goodwill Wine. It outlines strategies to reach the target audience through various media channels like television, social media, print, and outdoor advertising. The plan emphasizes effective scheduling of promotional activities based on cost and audience traffic. It also stresses the importance of evaluating promotional efforts to determine their effectiveness and guide future decisions.

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PROMOTIONAL PLAN
By Name
Course
Instructor
Institution
Location
Date

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Promotional Plan
5.0 Budget
Promotional budget for firms is determined by the purpose for which the business was
established. As such, Goodwill Wines Company is likely to restrict the cost to the minimum
since they are not after profits like other players in the industry. Consequently, the stakeholders
responsible for this task should extensively evaluate the available options in relation to the
effectiveness in reaching the set targets. The budget is made for one year period based on what
has been agreed upon by the team. Such a budget would include following items:
Item Quantity Unit Price Total Amount
Promotional planning
fees
1 $1000 $1000
Campaign Resources 1 $2000 $2000
Promotional Materials
Production Fees
1 $3000 $3000
Media fees 100 $50 $5000
Facilitation fees 1 $5000 $5000
Miscellaneous fee 1 $4000 $4000
Total $20000
6.0 Message Strategy
6.1 Key Messages
 Charity Work Appeal

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One of the prominent messages on the websites of the wine company is the appeal to consume
the products if not just for the fulfillment of a demand, to support the charity courses supported
by the company. They insist that more than half of the proceeds from their overall activities are
channeled back to other non-profit organizations as well as non-profit organizations. Such a
message is far more appealing to philanthropic consumers since they can attach their loyalty to
the brand to their quest to give back to the society.
 Quality
The company insists that their wines are of the best quality therefore in comparison to others in
the market, clients should choose them over their competitors. As such, compared to other
brands advertising similar products but fail to insist that their brand offers the best solution, they
gain a competitive advantage.
 Variety
The company prides itself on the variety of wines specializing in almost all different types
offered in the market. Consequently, any wine buyer will be easily persuaded to purchase where
every variety is available. For instance, a corporate or social event where they intend to serve
wine, they are more likely to opt for a dealer with all varieties that the participants will likely
need rather than from a shop that only offers either red or white wine since they end up spending
a lot of time in the shopping process.
 Fair Prices

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According to Weekly Times Now magazine, Goodwill Wines sells their good quality drinks at
fair prices. As such they are able to appeal to the clients who would like to enjoy a good bottle of
wine but is discouraged due to the high prices in the industry.
 Environmental Conservation
In the goodwill wines website, they have indicated that they participate in tree planting activities
around the country. Besides, they claim to practice environmental conscious activities such as
recycling of their packaging products. As such, the brand name gets more popular in comparison
to their peers who do not use similar strategies especially to the beneficiaries. In addition, other
firms in the field may be more affiliated to the brand due to contributing to their line of work.
6.2 Source
 Website
The company website is a major source of the promotional messages, as well as, details about
other activities the business engages in that are relevant to the general public. In the site, they are
able to control the information they want to be in the public domain since the content is uploaded
from within the enterprise.
 Social Media
The company has several social media platforms which they use as a media for promotional
purposes. These include Twitter and Facebook where there can be direct engagement with a
potential client through messaging apps offered. In addition, they are able to respond to criticism
or concerns.
 Mainstream Media

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Advertisements through the mainstream media such as television ads as well as magazines in
relation to the company are sometimes featured. These are able to reach a specific group of
consumers that may not get the information through social media or do not necessarily visit their
website.
6.3 Advertising Objectives
6.3 Advertising objectives
Goodwill has not been focusing on advertising its products effectively. Therefore the
objective of advertising goodwill products is to help ensure that customer get information that is
clear and very informative. Goodwill's adverts will help to inform, persuade as well as to gain
the attention of potential clients and to remind other existing customers of the changes that
Goodwill wines have made over the years with regard to quality. It will also help introduce new
products into the market. Further objectives include the following:
 To increase the membership of Goodwill Wines by at least 30%
When the activities and the course of the business are known to the public, it is likely to increase
the chances of more people wanting to be a part of it. They may be involved as part of the
shareholders by investing in the company shares.
 To bring about an increase in the media uptake of Goodwill Wine’s press release.
The strategy also seeks to gain coverage of about 20%. When it is achieved, the company will be
able to dominate the market since the more a product is known, the higher the chances of the
people consuming it.

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 The advertisement will also focus on bringing about the development of Goodwill’s
promotional packages for all of Goodwill Wine’s products.
 Goodwill also seeks to promote attendance to all of its activities.
Most of the activities that companies engage in are supposed to be held with a purpose of
needing to increase sales or promote the brand. Also, they could be in support of a course
supported by the company. Consequently, when more people are persuaded to take part in them,
they are likely to be moving in the right direction in their quest to fulfill the set objectives,
especially in the brand promotion since increased participation can be equated to more coverage.
6.4 Target Audiences
The company aims to reach all audiences regardless of their age, social or geographical aspects
in order to achieve a country-wide market. According to Johnson and Brewer (2003), the wine
industry is supported by consumers who are cut across the population but different aspects such
as age, gender as well as a habit and other social factors determine the probability that an
individual will consume the product. As such, the market should target to reach the established
wine consumers based on research as they strive to impress those who are new to the product.
Johnson and Brewer (2003) insisted that men between the age thirty-five and fifty-four are the
main wine consumers in Australia. As such, the promotional method and their appeal should be
guided by the specific aspects that are likely to get the attention of the group. The second group
of the clients in the industry is women at around twenty-five to fifty-four years of age (Johnson
and Brewer 2003). Additionally, on the basis of income per annum, they insisted that people
making between thirty-five to seventy thousand dollars are likely to indulge in wine consumption
than people whose earn an income outside of the bracket. Johnson and Brewer also insisted that

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the habitual drinkers are more reliable than those who drink only on occasion but also indicated
that there are social factors such as the status and lifestyle of individuals that make them a better
market to be targeted. As such, people who engage in many social events have more potential to
consume than the ones who hardly engage in social activities (Johnson and Brewer 2003).
6.5 Product Description
One of the product attributes the charity uses is to advertise their wine as vegan because they for
finning them using other products that are not from animals. As such, they are able to appeal to
the consumers who identify as vegetarians or are impressed by the name or associate the same
with healthy living and practices. According to their official website, the company is able to
offer a very detailed description of the specific bottles they have in stock highlighting the
ingredients and the flavor as well as where and the time when it was made. In addition, the
charity takes pride at participating in mixing several known brands of the drink to produce
unique flavors that are precisely described in their official site for potential customers to access.
6.6 Major Selling Idea
The first and most strategic idea is to tap into the clients philanthropic side by insisting that their
consumption of these products goes beyond the traditional rules of business defined by supply
and demand since there are other beneficiaries that are dependent on the client’s decision to
consume their product from this charity that will definitely not be achieved when they choose a
different business.
In addition, the vegan wine is a great attraction for all the customers that are conscious about
their consumption habits. For the part of the population that would indulge in these drinks but

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simply keep off because of health concerns, they are likely to be persuaded to try these wines
hence tapping into a new market that was previously unutilized.
6.7 Advertising Appeal
Since there is competition in the industry, appealing to the customer’s conscience in order to
change the quality perception of the charity amongst 50% of the 35-54-year old male wine
consumers is necessary. The charity’s main aim should be to understand the client-specific
preferences since that is the only means of gaining and retaining consumer loyalty (Hanf 2014
p.364). Individuals in most cases will be more affiliated to the idea of having a greater course
which is one dominant marketing tool the company uses to consume for charity events. As such,
they can manage to increase 20% consumer for Goodwill website of males and female wine
consumers between 25-54 years of age within a year. Furthermore, this will help to engage with
nearly 40% of the male and female ‘enjoyment oriented’ & ‘social wine drinkers’ between 25 to
54 years of age, through internet within 2 years from the time of inception of this promotional
plan.
6.8 Advertising Execution
Optimizing the use of social media platforms where they have a following to inform the users
about their products, stock as well as launch new products. In addition, striving to get airtime on
the television and newspapers would be an efficient method since most of the target age group
people use them to get information or as a source of entertainment. The other effective mean is to
improve their search engine rates in order to be easily found by consumers with no brand
preferences searching for similar products.
6.9 Supportive Information

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Accompanying an advert with an image or illustration makes it more effective than when the
same is missing. It is so since most of the time, the images capture the attention of the target that
while missing they might not see it. In the websites where they can control how much can be
seen by the intended persons, they should include testimonials of influential people who have
consumed the same especially if the mentioned person has a positive contribution towards the
same. They should also include the company logo which is the symbol of association of the
advert to the brand. Also, the company slogan can be used.
6.10 Advertising Creative
Appendix 1
7.0 Media Plan
Goodwill wines will use various media outlets to speak to its customers about their
products. The different media to be used in promotion because clients targeted are not similar
and specific area might work for certain consumers and not for others. In such a scenario, it is
advisable to utilize as many areas as possible to ensure that if one does not get the intended
information at one area they get it to the next. Apparently, the data will be accessible to
customers and stakeholders via the internet and in charity’s branch offices to encourage
stakeholders as well as for purposes of efficiency.
The company will utilize to a great extent its customer’s contacts to send them updates with
regard to their new products and offers.
Direct messages sent to the loyal customers regarding important aspects such as new products.
The use of print media as well as television adverts

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Goodwill wines will also delegate some responsibility of communicating its messages to its
communication department. This will enable it to offer quality services to its customers.
7.1 Medium
At this time when the use of the internet is rampant around the globe and most of the social
media platforms enjoy a following globally, use of these spaces is essentially strategic move for
a company such as Goodwill wines. It gives it massive exposure necessary for any thriving
business.
As mentioned earlier, most of the wine consumers are middle-aged adults. As such, most of these
individuals are at a stage where they have a lot of engagements including work and families. As
such, they might not necessarily spend a lot of time on social media. Consequently, using the
print media as well as television ads might prove very effective because these people tend to use
these resources to get news or be entertained.
Directly engaging the faithful clients creates a personal touch with the brand hence increasing the
chances of retention. As such, this is one mean the company intends to use in order to engage
their customers in a manner that makes them feel like a part of the brand.
7.2 Media Mix and Vehicles
7.2.1 Television
Carry out a survey of the target groups preferred channels to decide on who gets the contract for
advertising. The time frames suitable for the target clients should be established to determine the
specific time to air the adverts. Consequently, to get the attention of all the consumers, paying

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for ads to be aired during prime time would assist the charity get a lot of attention from
everybody including those that do not use the product.
7.2.2 Outdoors
Osborne and Coleman (2008, p.13) indicated that there are two common means of outdoors
advertising including the billboards and the soft boards. Both are effective means of marketing
since they catch the attention of people using the roads where they are placed daily hence they
play an essential role in allowing people to know about the products. Using the soft boards in
busy streets where traffic jams are rampant would reach a huge number of people. The location
of the specific means that is intended to be used would be essential to ensure that the objective is
reached since erecting them in the wrong place would just add to the cost while producing no
benefits.
7.2.3 Social Media
The social media type to be used ought to be one that the intended audience subscribes to. There
are numerous sites that people can practice the same but the number targeted and the message
should go hand-in-hand. Additionally, some sites are limited to a small group of users hence are
not effective. The global platforms such as Facebook and Twitter would be more effective.
7.2.4 Public Relations
The manner which a business interacts with clients or the picture they portray of the brand
determines whether or not they will consider the business for products and services they require.
As such, avoiding legal battles and corruption scandals retains company’s good names while the
opposite destroy their corporate image and cost them the clients. Therefore, the company is

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advised to share stories of success and point out all the number of organizations that have
benefited from the charity donations as well as provide financial statements for interested
citizens to view.
7.3 Coverage
Wine consumption is largely distributed across the whole of Australia Country (Hall, Binney and
Barry O’Mahony, 2004, p.3). However, other scholars have established that a part of the
northern part of the country experienced less rate of consumption as compared to other regions
of the country (Johnson and Brewer, 2003). Considering the changes since the publishing, it is
possible all regions have similar potential. Furthermore, it would be wiser to prioritize the whole
country by using means that all citizens can access such as television, radio and through the
internet.
7.4 Reach and Frequency
It has been established that all the audience targeted can be reached through one method or the
other. Television ads, social media, print and outdoors advertising are some of the means that the
audience will be reached. However, this does not necessarily translate into the number of people
willing to purchase the same product or that they definitely switch to the mentioned product from
those they are accustomed to. Regardless, reaching people should be prioritized because one
cannot consider a brand they do not know exists. Therefore, allocating more airtime sessions in
the media within the small budget would contribute to achieving set goals.
7.5 Scheduling

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As mentioned earlier, the cost of advertising, especially on television outlets, may differ with the
time one has paid to reach the audience. Similarly with social media platforms, tweeting about a
product when there is traffic on a trending issue might be more effective than practicing the same
in an account with few followers.
8.0 Evaluation
It is important to assess the promotional means that have been employed to determine if they are
effective or should be altered. The process can be carried out by determining if there was an
occurrence of improvements since the establishment of the said strategies. In addition, there
should be a means of establishing the exact type of impact that resulted from certain resources.
Creswell (2013, p.203) insist that two methods of research including qualitative or quantitative
as well as a combination of both to understand similar situations.
9.0 Conclusion
In conclusion, the promotional plan is an essential part of the business in that there are numerous
aspects that ought to be properly put in place for the effeciency of the company. It is an essential
training tool for students in this field for application in the field. Having followed the process
closely from the implementation to the evaluation stage, one can conclude that there is ample
market knowledge gained that should guide future endeavors on the same subject in diverse
market situations.

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References
www.goodwillwine.com.au
www.goodwillwine.com.au/media/fullarticle/Decisive%Cravings
www.weeklytimesnow.com.au/country-living/david-laitys-goodwill-wine-business-sells-good-
wine-cheaply-for-charity/news-story/2deaef89757bff07c9fbcb025a4e4ce
Goodwill, W. (n.d.). Wine List. [online] Goodwillwine.com.au. Available at:
http://www.goodwillwine.com.au/wine
Creswell, J. W., 2013. Research design: Qualitative, quantitative and mixed methods
approaches. Sage publications.
Hall, J. Binney, W., and Barry, O’Mahony, G. 2004. Age related motivational segmentation of
wine consumption in a hospitality setting. International Journal of Wine Marketing, 16(3), 29-43.
Hanf, J. H. 2014. The interplay between brands and private labels and its consequences on small
and medium wine producers. Management & Marketing, 9(3), 359.
Johnson, T. and Brewer, J. 2003. An empirical confirmation of wine-related lifestyle segments in
the Australian wine market. International Journal of wine Marketing, 15(1), 5-33.
Osborne, A. C., and Coleman, R. 2008. Outdoor advertising recall: A comparison of newer
technology and traditional billboards. Journal of Current Issues & Research in Advertising,
30(1), 13-30.

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APPENDIX I