Digital Marketing Strategies: Hungerfordhills vs. Penfolds Analysis

This report provides a detailed analysis of the digital marketing strategies employed by the Hungerfordhills wine company, focusing on their promotional techniques and customer engagement in the Australian market. The study examines the use of various digital channels, including social media platforms like Facebook and Twitter, to reach and interact with customers. A significant portion of the report is dedicated to competitor analysis, particularly comparing Hungerfordhills to Penfolds, highlighting strengths, weaknesses, and areas for improvement in their digital marketing approaches. The analysis includes an examination of the company's online value proposition (OVP) and offers recommendations for enhancing its digital marketing efforts to improve customer satisfaction, increase sales, and strengthen brand image. The report also covers website traffic analysis, the use of intermediaries, and the importance of adapting to changing consumer behaviors. The study concludes with recommendations for Hungerfordhills to refine its digital marketing strategies and maintain a strong presence in the competitive wine industry.

DIGITAL MARKETING
STUDENT’S NAME
STUDENT’S ID
PROFESSOR’S NAME
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EXECUTIVE SUMMARY
The use of digital marketing helps them to be more cost effective and to build a strong
relationship with all the customers in the market. The different types of digital marketing
techniques are described elaborately in this study by the Hungerfordhills organisation. The
Hungerfordhills organisation is a wine company, which has its headquarters in Adelaide. It uses
the digital marketing as a promotional tool to promote their different products and also to make
an analysis of themselves in comparison to the rival competitors in the market.
A strict competitor analysis is also done between the Hungerfordhills and the Penfolds
organisation. The company analysis is also described in details about the Hungerfordhills
organisation. The suitable recommendations about improving and need of the use of the digital
marketing strategies used by the Hungerfordhills organisation are also discussed in details. A
suitable conclusion is given at the end of the study. It underlines the need for the digital
marketing strategy to present the Hungerfordhills organisation as a flawless organisation in front
of the customers in the market, to review the shortcomings, and to answer properly the feedback
of the customers present in the market.
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TABLE OF CONTENTS
1. Introduction 4
2. Analysis of digital channel 4
3. Competitor analysis 5
4. Analysis of the company 6
5. Comparison table 7
6. Recommendations 9
7. Conclusion 12
Reference List 13
Appendix 1: Penfolds digital marketing channels 15
Appendix 2a: Competitor analysis table 15
Appendix 2b: Website traffic analysis 17
Appendix 2c: Analysis of the different intermediaries 17
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1. Introduction
A detailed analysis of the digital channel is discussed in the study, which is needed to analyze the
overview of the company Hungerfordhills. It is a famous wine company in Australia. The
detailed analysis of their competitor in the wine industry is also discussed in details. The detailed
study of the company and the current OVP of the company are also discussed in details. The
comparison table is also made between the Hungerfordhills and Penfolds. The suitable
recommendations are given elaborately in the report. A detailed conclusion is provided at the end
of the study. The suitable appendices are given at the end of the study.
2. Analysis of digital channel
The wine industry in Australia has been tremendously affected and declined tremendously in the
last few decades. The consumers are now getting more attracted and have increased the use of
social media. The social media serves as a great promotional tool to reach to all the customers in
the Australia. The use of social media websites like Google, twitter, Facebook should be used
more to reach to the customers so that they can review the different products of the brand online
(Signori, 2016, p. 22). It also helps the company to know about their faults and shortcomings in
the review made by the different customers made online about the products offered by the
company. Hungerfordhills has realized the use of social media to increase the number of
customers to buy their products more compared to other customers buying wine from other
organisations in Australia. They are starting to interact with the different customers about their
products in the social media and use this tool to attract more and more customers in the market
compared to the others in the market. The digital marketing serves as a communication base
between the different customers in the market who are interested in buying the products and
creates a link with the organisation.
A recent survey has shown that the companies like Woolworths, Alde, and Cools occupy a large
part of the market so to stay in competition with the company the Hungerfordhills Company has
used the social media websites to reach to the different customers in the country. The Survey has
also shown that 80% of the wine customers in Australia use the social media and 40% of the
customers also have shown interest to buy the different wine products from the different websites
by using social media platforms like Facebook, Google etc.
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The company to always maintain a long-term relationship with the different customers that buy
wine from them (Tiago et al. 2014, p.30) uses the digital marketing more and more. The
Hungerfordhills Company is increasingly using the social media as a tool and uploading different
types of pictures about their products so that the customers get more interested in buying their
products compared to other wine companies in Australia. The use of these techniques helps the
Company to know about the faults in the wine products and the customers would understand that
they are valued more by the company.
It would help them to increase the customer satisfaction and to increase the overall sales of the
Hungerfordhills organisation. It would also increase the brand image of the company. It would
increase the profit ratio of the organisation as compared to other wine companies in Australia. It
would also help the customers to give the correct reviews about all the products offered by the
company to the different wine customers in Australia (Ritala, 2014, p. 35).
3. Competitor analysis
The competitor analysis is done by the Hungerfordhills organisation to know its present position
in the wine industry as compared to other wine companies in Australia. It helps the organisation
to know about their shortcomings and what new promotional techniques should be used by the
organisation to attract more customers compared to other customers in the wine industry
(Zettelmeyer, et al. 2017, p. 46). It also helps to know the different value of customers using
online propositions, sales model and also the use of different websites and digital or social media
to attract more customers in comparison to the other competitor in the market.
Due to the competitor analysis made by the Hungerfordhills Company (given in appendix 2a),
they have to keep in mind the following things to stay ahead of their rivals and also to improve
their methods of digital marketing as compared to their competitor in the wine industry.
The use of more innovative wine products is to keep in up to date with the use of new websites to
attract more customers to buy only their wine products.
The customers should get the direct review option on the website of the company so that they
can directly express their reviews to the head of the organisation. The company makes use of
more social media platforms like Facebook, twitter etc to connect with the different customers
who are willing to buy their products online in the market through their sites (Jin, 2016, p .48).
The Hungerfordhills organisation should also make use of the social media and express their
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views about the products so that the customers are more attracted to buy their products as
compared to the products bought by them for the Pen folds company.
The Hungerfordhills Company is less reactive (given in appendix 2c) and should more
importance in social media platforms like twitter and Facebook as compared to its rival company
Pen folds. They should increase their rate of activeness on the social media platforms so that
they get a one to one interaction with all the customers who want to buy wine products from
them in Australia. The Hunger fold organisation should make better use of the different
intermediaries, suppliers and they should develop the entire supply chain so that it helps in
increasing the overall profit of the Hungerfolds organisation (Madureira, 2014, p .56).
The website traffic of Hungerfolds wine organisation is ranked 4th as compared to other wine
organisations in Australia.
The Hungerfordhills organisation should increase more and more videos about their innovative
products, which are being launched by them in the market to the customers who buy wine in the
market as compared to its competitor Hunger I, folds in Australia (Yu, 2015, p. 58).
There should be increasing use of pop-up survey by the Hungerfolds organisation to capture
direct feedback from the different customers who are interested in buying their products of wine
in the market compared to its competitor Pen Folds in the market. It would help the customers to
express their reviews and also the company should use these reviews to improve their products
as compared to its competitor Pen folds in the market (Qu, 2013, p. 59).
4. Analysis of the company
The Hungerfolds organisation is a wine producing organisation, which has its headquarters in
Adelaide, Australia. It produces different types of wine products for different customers in
Australia. It produces different types of products for the consumers so that number of customers
gets attracted to buy their wine products as compared to the products offered to the customers by
the other rivals in the market.
The Hungerfolds organisation uses the social media platforms like Facebook, twitter, and
Instagram to have an account of the total number of customers who like their products and also is
interested in buying their products of wine as compared to the other wine organisations in the
market like the Hunger I folds organisation. The online value proposition of the Hungerfordhills
organisation helps them to stay ahead of their rival wine companies in the market and also aimed
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to build a strong one to one interaction with the different customers in the market who buy their
products (Confos et al. 2016, p.62). It helps to increase the customer satisfaction and retain more
customers so that the market share of the Hungerfolds organisation also increases to a large
extent as compared to other rival companies in the market.
The key role of OVP is to make the successful ability of the customers to buy the products they
want to buy from the official website of the company (Haumann et al. 2014, p. 60). It is also
known as an online value proposition. It is seen that the OVP of the Hungerfolds organisation is
inferred in a different way rather than going or succeeding in another way. The digital marketing
is very much needed by the Hungerfordhills organisation to increase its OVP and maintain a
strong overall interaction with the different customers who are willing to buy their products in
the market.
The traditional marketing techniques of the Hungerfordhills organisation should be minimized so
that the use of digital marketing is very much increased by the organisation. It is a cost effective
and also vital method of promoting the different types of products which are offered to the
different customers in the market (Karjaluoto, 2015, p. 64).
The use of digital marketing by the Hungerfolds organisation would help them to increase their
demand of products to the different types of customers in the market and create a competitive
advantage as compared to the other rival wine organisations in the market.
The Hungerfolds organisation gives strong emphasis on the more and more usage of social media
websites like Facebook, twitter and other platforms for promoting their products to the different
types of customers in the market. It helps to increase the overall retention of the customers and
also helps to attract the customers with different types of products which are made suitable
according to the requirements of the customers in the market (Takala, 2015, p. 66).
5. Comparison table
Digital marketing channelsCompany
The increasing of a subscriber's up to 20, 00
as compared to their rival organisations in the
Hungerfordhills
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market.
Different types of blogs created by the
organisation through the help of the different
social media websites like Facebook twitter
etc.
Different types of articles or news published
on the website of the organisation to attract
more customers as compared to the rival
competitors in the market.
Uses platforms like Facebook, twitter to
increase their customer attraction.
Uses pop-up media to directly have one to one
interaction with the customers to know their
feedback about the different types of products
which are introduced by them in the market.
Short videos are introduced by the company
showing details about the different products
made by them for the different customers in
the society.
Special subscription offers in the social media
for different consumers who buy products
from them through their official websites.
Different types of integration done by them in
the social media.
Special facilities of gifts provided to the
customers who buy more products from them
through online by using social media
platforms like Facebook, twitter etc.
Penfolds
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In the following table, the different types of digital marketing channels are discussed in details
about the two organisations Hungerfordhills and Penfold . It helps to analyze the different types
of methods like giving special offers and also giving online gifts to customers who buy from the
official sites of the organisation. It helps to attract more customers as compared to other
organisations of wine in the market (Kubacki. et al. 2015, p. 70).
The different types of articles are also published by the Hunger I folds organisation so that the
customers can get to know about all their products that are more innovative to the different
customers in the market. The customers can also express their reviews in the articles introduced
in the official websites and the organisation can review the shortcomings of the organisation in
comparison to their organisations in the market. There is an increasing number of subscribers in
the Hunger I folds as compared to the other organisation in the existing market (Stone, 2014, p.
78).
The Hungerfordhills also create different types of blogs through which the different customers
can express their views about the different features of products offered by them to the different
customers in the market.
The Penfolds organisation also uses different types of integration in the social media platforms
like Facebook, twitter. It helps the organisation to completely sell their products as a whole in
chunk to all the customers in the market. It is very much necessary for the organisation to
integrate and use the different social media techniques to successfully promote their products to
the different customers in the market (Buchanan et al. 2017, p. 84).
The Pen folds organisation uses pop-up media to directly have one to one interaction with the
customers to know their feedback about the different types of products, which are introduced by
them in the market.
The Pen folds organisation uses Short videos showing details about the different products made
by them for the different customers in the society.
The Special subscription offers in the social media by Pen folds organisation for different
consumers who buy products from them through their official websites.
The Special facilities of gifts provided to the customers by the Pen folds organisation who buy
more products from them through online by using social media platforms like Facebook, twitter
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etc.
6. Recommendations
The digital marketing used by the Hungerfordhills organisation is to attract more customers to
buy their products than other customers. They also help to create a long-term relation with the
different customers who are willing to buy their products. It helps to retain the customer base and
satisfy more customers than other rival organisation in the market.
It is a cost saving tool which helps the organisation to know about the shortcomings and develop
more innovative techniques of creating new products according to the needs of the consumer in
the market.
The following recommendations can also be given to properly use the social media or digital
marketing as a promotional tool to promote the different products of the Hungerfordhills
organisation to the different customers in the market.
The digital marketing is used by the Hungerfordhills organisation to give a proper direction to
them of how to promote their products to the different customers in the market. This digital
marketing strategy gives them the right goals and objectives, which they should follow to stay
ahead of the other rivals in the market. It also helps the organisation to build a strong and deep
relation with the different customers who are willing to buy their products.
The Hungerfordhills organisation should use more of these strategies to properly know the online
share of the organisation. It should help the Hungerfordhills organisation to properly know the
customer behavior, make a proper analysis of their competitors and for properly communicating
with the different customers in the market.
The digital marketing strategy adopted by the Hungerfordhills organisation helps them to
increase their respective market share in the market as compared to the rival organisations in the
market. The digital marketing techniques like giving the details of the products of the products of
the organisation in their sites help the customers to be attracted more and to increase their market
share.
The use of digital marketing should also help the Hungerfordhills organisation to have a clear
and well-defined online proposition service, which helps the organisation to stay loyal, and also
attract new customers in the market to buy their products.
The use of digital marketing by the Hungerfordhills organisation helps them to be more cost
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effective and also helps them to achieve their goals with using minimum budget by the
organisation.
The use of digital marketing by the Hungerfordhills organisation also helps them to have an
expert on each of the products so that it helps in resolving any type of feedback questions done
by the customers about the different products at the time of buying the different products from
their official website.
The 5s objective of digital marketing are as follows:
Sell
The first objective in the digital marketing is to sell the various products of the organisation to
varied customers in the market according to their needs. The Hungerfordhills organisation uses
the social media as a platform and through the help of this they reach to the various customers in
the market and try to make products according to their products. It helps to sell more of their
products to the different customers in the market and overall increase their sales percentage in
the market.
Speak
The Hungerfordhills organisation uses the social media like Facebook, twitter, and Instagram to
know about the views of the customers in the market. It then helps the Hungerfordhills
organisation to communicate one to one with the customers by watching the different feedback
given by the different customers who buy their products in the market. It helps to rectify the
shortcomings of their products and present the products with no defects to the customers.
Serve
This is a method used by the Hungerfolds organisation to create more value to the products that
are bought by the customers in the market. The Hungerfolds organisation gives special offers and
also gifts to the different customers who buy products from them directly through online.
Save
The method, which is used by the Hungerfolds organisation to promote their products by means
of digital marketing by means of posting the products in different social media, sites like
Facebook, twitter etc. It helps the Hungerfolds organisation to use minimum budget and reach to
different customers in the market with minimum budget.
Sizzle
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This method is used by the Hungerfolds organisation very efficiently. It is a method in which the
organisation uses it additional factors like customer loyalty, brand image to reach more to the
customers in the market which helps to attract more customers in the market as compared to their
rival competitors.
7. Conclusion
A detailed introduction is given at the beginning of the report about the essence and use of the
digital marketing in the wine industry in Australia. A detailed analysis of the Hungerfordhills
with the Pen folds organisation is done by creating a table in the appendix and also the need of
doing competitor analysis is given elaborately in the study. A detailed analysis of the company
and its brief overview is given in the following study. A detailed study of the OVP of the
Hungerfordhills organisation is also given in the study. The detailed version of the comparison
table between the uses of different digital marketing channels between the two organisations
Hunger I folds and Penfolds organisation is also given in the study. A list of suitable
recommendations is also provided at the end of the study. The importance of digital marketing in
the wine industry is described and also seen that it is considered as a more less cost making
technique than the traditional methods of a technique used by the Hungerfolds organisation.
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Reference List
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p.e0171226.
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building potential using digital marketing. European Journal of Marketing, 50(11), pp.1993-
2017.
Haumann, T., Quaiser, B., Wieseke, J. and Rese, M., (2014). Footprints in the sands of time: A
comparative analysis of the effectiveness of customer satisfaction and customer–company
identification over time. Journal of Marketing, 78(6), pp.78-102.
Jin, J., Ji, P. and Gu, R., (2016). Identifying comparative customer requirements from product
online reviews for competitor analysis. Engineering Applications of Artificial Intelligence, 49,
pp.61-73.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Kubacki, K., Rundle-Thiele, S., Schuster, L., Wessels, C. and Gruneklee, N., (2015). Digital
innovation in social marketing: A systematic literature of interventions using digital channels for
engagement. In Innovations in Social Marketing and Public Health Communication (pp. 49-66).
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elements of competition strategy: A longitudinal analysis of the firm and relational levels.
Scandinavian Journal of Management, 30(4), pp.498-515.
Signori, P. and Flint, D.J., (2016). DIGITAL MARKETING INNOVATIONS AND THEIR
ROLE IN SERVICE ECOSYSTEMS, THE EXCHANGE OF VALUE AND SOCIAL
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IMPACT. Tiziana Russo-Spending Cristina Mele, p.259.
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Appendix 1: Penfolds digital marketing channels
Digital marketing channelDigital mediaValue is given as Feb 28, 2017
Social mediaFacebook5000 likes
Twitter4,000 followers
Instagram2000 followers
Appendix 2a: Competitor analysis table
CompanyUse of digital
marketing
tools
Positioning of
the company
Sales modelTechniques
in traditional
marketing
Different
intermediaries
PenfoldsUse of
newsletter
subscription
for bringing
special offers
to the
customers
who buy
products.
Short videos
of the different
products
offered by
them to the
different
customers.
Gift service is
It influences
more on the
heritage of the
wine industry
so that it can
make
innovative
products
according to
the demands
of the
customers.
Wholesale-
shops,
restaurants.
Online retail.
Cellar door.
Advertising
in different
print media
like
newspapers,
television
etc.
Aggregators-
Experience in
Wine tourism
operator and
also treasury in
wine estimate
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given to the
customers
who buy
products from
them in
online.
Direct method
of using pop-
up survey to
collect the
direct
feedback from
the customers
Hungerford
hills
Different
types of blogs
in different
websites
Different
types of
articles in
websites about
the wine
industry and
also the
features of the
different wine
products
offered by
It has gained
an overall
strong
reputation of
creating a
wide range of
wine products
which are
accepted by
different wine
customers in
the country.
Wine club of
more than
2000
members
visiting the
shops to buy
products
from them
Increasing
products to
export
Experience
in online
retail.
Had gone
into a
corporate
partnership
with Aqua
restaurant in
Sydney.
Aggregators
who have a rich
and well
blended
experiencing
handling the
wine products
for the different
customers.
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them.
The increasing
of subscribers
to a figure of
20,000.
Appendix 2b: Website traffic analysis
Figure 1: Total website visits
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Appendix 2c: Analysis of the different intermediaries
Figure 2: Facebook page likes of Penfolds and Hungerfordhills
Figure 3: Instagram followers for Penfolds and Hungerfordhills
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Figure 4: Twitter activity of Hungerfordhills and Penfolds
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