MKT101A - Marketing Chapel Hill Wines: Fundamentals Discussion

This discussion post delves into the marketing strategies employed by Chapel Hill Wines, emphasizing the importance of marketing in introducing the product, promoting its unique attributes, and informing consumers about their wine selection and Cellar Door Experience. It addresses a significant marketing environmental factor: the presence of pesticide residues in the wines, which can negatively impact consumer health and the brand's reputation. The post suggests microfiltration and activated carbon as potential solutions to remove pesticides and maintain a competitive advantage. It also highlights the impact of both micro and macro factors on Chapel Hill Wines' marketing efforts, ultimately aiming to provide a comprehensive analysis and actionable recommendations for the company.

Running head: MARKETING OF CHAPEL HILL WINES
Marketing of Chapel Hill Wines
Name of the student
Name of the University
Author note

1MARKETING OF CHAPEL HILL WINES
Answer 1)
Marketing is important for the product Chapel Hill Wines as it helps in introducing
the public in introducing the product and promote it to the potential customers. The unique
attributes of the product can be brought to the fore of the Australian population with the help
of successful marketing (Chapelhillwine.com.au., 2018). Marketing can help the people in
Mc Laren Vale to know about the different kinds of wines and their special qualities.
Marketing can help the consumers to know about their impressive selection of the wines that
ranges from lighter style to the complex whites and rose blends. The marketing can help the
people in Mc Laren Vale about their process of and picking the wines that can suit the
drinking style of the consumers. The consumers get to know about The Cellar Door
Experience that helps in drawing people towards the brand (Madill & Neilson, 2015).
Marketing helps the people to know about their flagship red wine and the seated tasting of the
Icons helps in providing a pleasurable experience to the wine tasters. Marketing can help the
people to know about their instinctive vineyard management and the ripening process that
can help in ensuring the fact that the fruit flavours have been retained in that of the finished
wines. Marketing can help the people to know about their respect for vines within Chapel Hill
that ensures the fact that they act in a sustainable manner. Marketing helps the people to
know about the process of manufacture of the wines of Chapel Hill Mc Laren Vale.
Answer 2)
The marketing environmental factor that has an impact on Chapel Hill Wines relates
to the pesticide residues that can be found in the wines. The chemicals that are found in the
insecticides have been found in the wines and these chemicals can severely impact the healh
of the consumers. There are certain fungicides that have been banned like carbendazim along
with bromopropylate that were found in the wines of Chapel Hill Wines that has influenced

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the reputation of the brand. These chemicals were found at a low level and hence this factor
did not severely tarnish the reputation of Chapel Hill wines. The presence of chemicals in the
wines can have an impact on the consumers of the wine (Wang, Lu & Zhou, 2018). Grapes
have been found to have a higher dose of the synthetic pesticides as compared to the other
crops and this acts as a concern for the wineries. The contamination of the wines is a resultant
of the reliance on that of pesticides in the production of grapes of Chapel Hill Wines. The
grape farmers have left the traditional methods of pest control so that they can adopt that of
hazardous synthetic pesticide (Flint, Signori & Golicic, 2016). This factor can have an impact
on the reputation of Chapel Hill Wines and it can hamper their reputation in the region.
The micro factors are the small forces occurring within the company that can affect
the ability of serving the customers. The macro factors on the other hand comprise of the
large societal forces that can have an effect on the microenvironment. The presence of
pesticides is a micro factor that can have an effect on Chapel Hill Wines.
Answer 3)
Chapel Hill Wines can take recourse to microfiltration that can help in removing the
bacteria from the wines. This can help the company in maintaining competitive advantage
and help them in rising above their competitors. This can ensure their sustainability in the
market of Australia. The virus that is smaller than the pore of the micro filtration membrane
can be removed by taking recourse to this process. This is owing to the fact that the viruses
can attach themselves to that of bacterial biofilm (Bresciani et al., 2016). Micro filtration can
be used in various kinds of water treatment process. It was found that there was a deep
relationship between the removal of the pesticide and that of the factor solubility in wine. It
can be said that lower solubility can augment the extent of the removal. The company Chapel
Hill Wines can take the help of activated carbon that plays a large role in removing the

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pesticides. Bentonite has a great effect on removing the carbendazim and this can be made
use of by the company. The microfiltration can help in removing the hydrophobic pesticides
from that of red wine. The adsorption on the membranes can be augmented by increasing the
factor of hydrophobicity and it can decrease the hydrophilicity of the organic pesticide
molecule (Festa et al., 2016) Removal pertaining to the pesticides from that of the single
solution was higher as compared to that of the mixtures that can help in estimating the
synergistic effect of the pesticide within the mixtures.

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References:
Bresciani, S., Ferraris, A., Santoro, G., & Nilsen, H. R. (2016). Wine Sector: Companies'
Performance and Green Economy as a Means of Societal Marketing. Journal of
Promotion Management, 22(2), 251-267.
Chapelhillwine.com.au. (2018). About Us – Chapel Hill. Retrieved from
https://www.chapelhillwine.com.au/about-us/
Festa, G., Cuomo, M. T., Metallo, G., & Festa, A. (2016). The (r) evolution of wine
marketing mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), 1550-
1555.
Flint, D. J., Signori, P., & Golicic, S. L. (2016). Conclusions and the Future of Wine
Marketing and SCM. In Contemporary Wine Marketing and Supply Chain
Management (pp. 231-236). Palgrave Macmillan, New York.
Madill, J. J., & Neilson, L. (2015). Market Turbulence and Electronic Approaches to
Marketing in Wine Sector SMEs: A Structured Abstract. In Marketing Dynamism &
Sustainability: Things Change, Things Stay the Same… (pp. 699-702). Springer,
Cham.
Wang, X., Lu, S., & Zhou, Z. (2018). A Wine Consumption Prediction Model Based on L-
DAGLSSVM. In Recent Developments in Data Science and Business Analytics (pp.
321-326). Springer, Cham.