Marketing Communication Case Study: Higgins West Country Wine Festival

This report analyzes the Higgins West Country Wine Festival, a case study focusing on marketing communication strategies. The report begins with an overview of the festival, its origins, and the client's concerns regarding the changing consumer base. It then delves into the current marketing mix, examining product, price, promotion, place, physical evidence, and process elements. The report identifies the current customer profile, highlighting the issues arising from the influx of a younger demographic. A SWOT analysis is conducted to assess the festival's strengths, weaknesses, opportunities, and threats. The report defines a future target market, emphasizing a shift towards a more mature and discerning clientele. Finally, it offers recommendations for a new marketing mix, suggesting adjustments to product offerings, pricing strategies, promotional activities, physical evidence, and customer engagement processes to align with the desired target market and restore the festival's reputation. The case study incorporates examples from other wine festivals and marketing concepts to support the recommendations.