Marketing Plan Analysis for Reif Estate Winery's Canadian Ice Wine

This assignment presents a marketing plan analysis for Canadian ice wine, focusing on the product offered by Reif Estate Winery. The report begins with an introduction highlighting the importance of marketing plans in a competitive market. It then delves into the external environmental factors impacting the product, including economic fluctuations, socio-cultural shifts, and environmental changes. The analysis provides implications for each factor, both positive and negative, and suggests action plans. A competitor analysis compares Reif Estate Winery with other wineries, focusing on product, place, price, and promotion strategies. The unique selling differences of the product are then identified and rationalized. A SWOT analysis is conducted to evaluate the strengths, weaknesses, opportunities, and threats. The report also proposes changes to be made and considers global citizenship and equity perspectives, specifically environmental sustainability and social responsibility. The conclusion summarizes the key findings and emphasizes the importance of strategic marketing approaches. References are provided to support the analysis.

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Title: Marketing & Management
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Contents
Introduction......................................................................................................................................2
External Environmental Factors......................................................................................................2
External Factors...........................................................................................................................2
Action Plan..................................................................................................................................4
Competitor’s Analysis.....................................................................................................................4
Different Competitors..................................................................................................................4
Unique Selling Difference...........................................................................................................5
Rationale......................................................................................................................................5
SWOT Analysis...............................................................................................................................6
SWOT..........................................................................................................................................6
Changes to be Made.....................................................................................................................7
Global Citizenship & Equity Perspective........................................................................................7
Environmental/Sustainability......................................................................................................7
Social Responsibility...................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Marketing & Management 2
Introduction
With the increasing competition in the market, the organization is forced to develop
strong marketing plans that help in attracting the customers successfully. For creating a
marketing plan, it is crucial to analyze different external and internal aspects that can affect the
success of a marketing plan. This assignment analysis different aspects that can affect the
marketing plan of the product Canadian Ice Wine offered by the organization Reif Estate
Winery.
External Environmental Factors
External Factors
The three external factors that can impact the marketing plan of Canadian Ice Wine are –
External Factor Implications
Economics
Unstable and fluctuating exchange rate.
Positive
If the demand for the Canadian dollar will
increases in the global market, this will
impact the profits of the organization in a
positive way. This will increase the budget of
the marketing plan, which will help in
targeting the audience with better approaches.
Negative
According to the current condition of the
Canadian dollar in the global market, the
economy is struggling, which will impact the

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profits of the organization. Therefore, the
organization's marketing plan can face a lack
of resources, which will be due to fluctuating
exchange rates.
Socio-Cultural
People are adapting to a healthy lifestyle and
wine is alcohol, which is considered injurious
to health.
Negative
People are familiar with the fact that alcohol
is bad for health and due to the increasing
consciousness towards a healthy lifestyle,
people are quitting all kinds of alcohol
(Berthon, Pitt, Parent & Berthon, 2009).
There are a number of different health
campaigns that are educating people about the
adverse effect of wine, which will impact the
marketing plan massively.
Environmental
The changing climate conditions.
Negative
Due to the changing climate conditions, the
manufacturing of Canadian ice wine gets
hampered, which will indirectly affect the
profits of the organization and further the
marketing plan (Gaidos, 2014).
Due to lesser winters, the organization is not
able to harvest more wines. This can also
thaw the industry, which has been thriving for

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years (Hyland, 2019).
Action Plans
According to the external environmental analysis, some of the recommendations for an
action plan are –
 Product – the marketing plan should highlight the health benefits of consuming Canadian
ice wine.
 Price – the organizations should ensure that a standard price is set, which should be
followed during low exchange rates.
 Promotion – the organization should promote the product on different platforms to attract
a diverse audience (Lord-Tarte, 2012).
 Place – the marketing plan should also inform about the free and efficient delivery
services.
Competitor’s Analysis
Different Competitors
Reif Estate Winery Peller Estates
Winery
Inniskillin
Product They offer free
samples to the
customers of ice
wine.
They have an ice
wine lounge which
provides the customer
with the experience
of how cold it during
the time of harvesting
They have a wide
range of ice wine,
which is popular in
more than 70
countries.

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the wine.
Place They offer a free
delivery service.
They offer a free
delivery service.
They offer a free
delivery service.
Price The price of their
Canadian ice wine
starts at $22.
The price of their
product starts at $30.
The price of their
product starts at $39.
Promotion They have been
producing ice wine
from 1984 and have
also, received more
than 100 awards.
Also, their online
services are
exceptional (Paschen,
Paschen &
Kietzmann, 2016).
They are promotional
activities are very
limited.
They mostly utilize
their official website
for promoting the
product.
Unique Selling Difference
The best unique selling difference is that the organization offers products that are
available at a different price range, which are appropriate for a diverse audience. The product is
economical, as the price range starts from $25, which is the cheapest in the market. In addition to
this, the organization has the most experience in harvesting ice wine, as it has been functioning
since 1984 and has a credible image in the market (Paschen, Paschen & Kietzmann, 2017).

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Rationale
The three main rational of unique selling difference is –
 The organization understands the importance of traditional ice wine in Canada, and
therefore, wants to serve different people.
 The more than 100 awards that the organization has won, has helped in building a
credible image in the market.
 The organization harvesting techniques are an amalgamation of traditional and modern,
which has helped in managing the cost of production.
SWOT Analysis
SWOT
Strengths Weaknesses
 The organization offers products that
are economical.
 The organization offers free samples
for the customers, so as to make an
effective purchase.
 The organization is not aggressively
utilizing its online website and social
media for promotions.
 The organization’s innovation
standards are low, which impact their
marketing approaches (Chris Choi,
Huang, Flaherty & Khazaei, 2017).
Opportunities Threats
 The organization has a credible image
and with every award it wins, the
organization can attract more
 There are organizations that are
offering ice wine at a lesser price.

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customers.
 The organization produces the highest
amount of Canadian ice wine.
 There are organizations that are
offering customers a wide variety of
ice wine.
Changes to be Made
 The organization needs to utilize the social media platform, to make a solid mark in the
global market.
 The organization needs to utilize the current trends of marketing like hiring social
influencers for promoting its products.
 The organization should inform the customers about its harvesting methods, so as to
differentiate from the organization that is offering a similar product at a lesser price.
Global Citizenship & Equity Perspective
Environmental/Sustainability
The organization understands the importance of sustainability and its duties towards the
environment. The organization harvesting methods are conducted through processes that are
sustainable and environmentally friendly. For example, the organization uses biodynamic
farming approaches for growing grapes and for producing wine. Through the biodynamic
farming approaches the organization is able to reduce the water utilization and also, helps in
composting the leftover material in an appropriate manner. The organization is part of the
Sustainable Winemaking Ontario program too (Stratus, 2015).
Social Responsibility
The organization understands the importance of corporate social responsibility in the
current market. It is due to this that the organization give equal importance to the people and the

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planet, so as to increase their profits in an effective manner. For example, the organization has
recently installed electric vehicle charging stations, as an initiative towards reducing the level of
pollution in the environment and make the air clean. In addition to this, the organization pushes
its employees to use vehicles that are electrically run.
Conclusion
With this, it can be concluded that the marketing plan of the Canadian ice wine requires
consideration of various internal and external factors, which can impact the marketing plan of the
product. The organization also needs to improve its promotional approaches by utilizing the
social media platform. This will help in developing a more effective marketing plan.

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References
Berthon, P., Pitt, L., Parent, M., & Berthon, J. (2009). Aesthetics and Ephemerality: Observing
and Preserving the Luxury Brand. California Management Review, 52(1), 45-66.
Chris Choi, H., Huang, S., Flaherty, J., & Khazaei, A. (2017). Segmenting wine tourists in
Niagara, Ontario using motivation and involvement. International Journal Of Tourism
Sciences, 17(3), 198-212.
Gaidos, S. (2014). Grape expectations: Climate change is already transforming the wine
industry. Science News, 185(3), 20-24.
Hyland, T. (2019). Ice Wine From Canada and New York State - Winemaking In The Extreme.
Retrieved 20 September 2019, from
https://www.forbes.com/sites/tomhyland/2019/01/21/ice-wine-from-canada-and-new-york-
state-winemaking-in-the-extreme/#342c8b624fda
Lord-Tarte, E. (2012). Innovation and the development of the Canadian wine industry. Retrieved
20 September 2019, from
https://pdfs.semanticscholar.org/727d/b1c9def4224c3499d8f1a0b3b68d732871e3.pdf
Paschen, J., Paschen, U., & Kietzmann, J. (2016). À Votre santé – conceptualizing the AO
typology for luxury wine and spirits. International Journal Of Wine Business
Research, 28(2), 170-186.
Paschen, U., Paschen, J., & Kietzmann, J. (2017). Cool Marketing for Icewine? Investigating
Producer’s Product Positioning, Segmentation, and Marketing Mix for Canadian Icewine:

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An Abstract. Back to the Future: Using Marketing Basics to Provide Customer Value, 1(1),
337-338.
Stratus. (2015). Stratus Vineyards - Shifting to Sustainable at Ontario Wineries. Retrieved 20
September 2019, from https://www.stratuswines.com/shifting-to-sustainable-at-ontario-
wineries/