Wellington Wines Pvt. Ltd. Marketing Plan for Financial Year 2015-2016

This report presents a detailed marketing plan for Wellington Wines Pvt. Ltd., a major Australian wine producer, covering the financial year 2015-2016. It begins with an executive summary and proceeds to analyze the current market situation, including strengths, weaknesses, opportunities, and threats. The report outlines the company's objectives, including increasing sales and market share, and identifies the target market and customer analysis. Key components of the marketing strategy are discussed, along with marketing programs, financial and operational plans, and metrics for implementation control, such as customer feedback and market share. The report aims to provide a comprehensive view of Wellington Wines' marketing efforts and strategic direction, supported by references to relevant literature and industry practices.

Running head: MARKETING PLAN
Marketing plan
Name of the student
Name of the university
Author Note:

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Table of Contents
Executive Summary.........................................................................................................................3
Current Situation..............................................................................................................................3
Objectives and Issues.......................................................................................................................5
Target Market, Customer Analysis and Positioning........................................................................6
Marketing Strategy..........................................................................................................................6
Marketing Programs........................................................................................................................6
Financial and Operational Plans......................................................................................................7
Metrics and Implementation Control...............................................................................................7
References........................................................................................................................................9

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Executive Summary
The following report is aimed to provide a detailed marketing plan for the financial year
2015-2016 of Wellington Wines Pvt. Ltd. which is one of the largest wine producers of
Australia. The marketing plan will provide a detailed insight into the current situation of the
mentioned firm, the different objectives of the firm, the problems that are faced by the firm while
operating the business and the target market of the products of the organization. Apart from this
the researcher has also clarified about the different programs of the company to achieve the best
results in marketing. Analysis of the marketing programs of the company helps to select the best
possible future path for the organization that leads to the success for the organization. The
researcher has provided a robust financial and operational analysis of the organization to make
the research more attractive and flawless. The metrics and implementation control plan is another
great addition to the already present marketing elements in the following report. The main two
products on which the report is actually prepared are namely Wellington Sauvignon Blanc and
Wellington Chardonnay which are both bottled 750 ml premium wine.Current Situation
Strengths
1. Brand Name- The brand name of the following group of companies has been established
over the years it is present in the market. The reputation of the products of the company
has helped them to retain a loyal and trusted group of customers (Brooks 2014).
2. Renowned Products- The products of Wellington Wines Pvt. Ltd. is perhaps the best in
the market. The presence of quality products helps the company to get a trusted base of
customers.

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Weaknesses
1. Huge Competition- High competition from local as well as International brands has been
a problem for the organization. The presence of other quality products of these companies
has dipped the sales of the products of this organization.
2. Absence of extensive diversities in the products- The lack of diversity of the products and
services of the organization is a clear weakness of the organization as competitors are
coming up with innovative and new products that is obstructing the growth of the
organization and the employees themselves.
Opportunities
1. Channels of Advertisement- Modern days offers new channels of advertisement like
news media, social media, print media or many other sorts of modernized advertisement.
His will help to increase the demand for the different products of the company among the
customers of Australia.
2. Use of product offerings with other company products- The products offered by the
company varies in taste and quality. The management have the task to promote the use of
the products to the potential customers of the products.
Threats
1. Same Features- The old features in the same old bottle will not help the organization as it
will fail to attract customers for purchasing wine. This is because the customers have a
different choice altogether (West et al. 2015).
2. Lack of agricultural facilities- Gradual diminishing size of the grapevines in Australia
due to a number of modernized activities has created a serious problem to the

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organization. The absence of grape vines will force the company to import berries which
will escalate the cost of production.
Objectives and Issues
The objectives of a company outline the different goals of the organization that the
company plans to achieve within a certain time period. The researcher has identified a number of
objectives that has been undertaken by Wellington Wines. The company Wellington has gained
certain sophisticated position due to its multitude collection of wines and the objective of the
company has help it to reach in an elegant position. The company wants to develop an energetic
personality and concentrate on the communication skills and persuasive marketing. The main
objective of the company is to make a long-term relationship with the clients. Identify the needs
of the company help to increase the sale and profit.
1. The company aims at increasing the sales in the following year. It has an aim of
achieving a 15% increase in the sales volume for the coming year and an additional
growth rate of 5% in the coming years (Proctor 2014).
2. The company wants to outweigh its present market share in the island nation and wants a
huge market share from the sales of its superior range of products. This helps the
company to gain a huge strategic and competitive advantage in the market.
3. The next big objective of the company is to focus on the quality of its manufactured
products. The quality has been a exclusive factor for the success of the business in
Australia. Therefore the company is leaving no stones unturned while maintaining the
quality of the product.
4. Educate the public with a clear idea about the different elements of wine. Its quality, its
storage, its market value and many more as such (Wood 2014).

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Target Market, Customer Analysis and Positioning
In case of wine shop, the main target is to sell the wine to the customer on a large basis
and it is the duty of the wine shop owners to provide a good quality of drinks (Hollensen 2015).
The present company is trying to maintain its status and innovative in case of packaging of the
product. In this competitive market, the goal is to retain the position and Wellington Wine Pvt.
Ltd. do the same by analyzing the demand of the customer and their limit of satisfaction. The
company has secured the top position in the provinces of Australia since long and gain the trust
of the customers during the process.
Marketing Strategy
The company has secured a significant role in solidifying the business title and diversity
has been observed regarding the collection of its products (Goosen 2014). The main marketing
strategy of the company is to build a strong communication between the other brands or liquors.
Due to the successful marketing plan, a gradual growth has been observed regarding the sale
condition of the company in the market of Australia. The company has concentrated over the
product price and the diplomatic plan of the company makes the price of the product more
competitive. The company is continuing its business through three channels of distributors. The
company also concentrates on the quality and consistent product services.
Marketing Programs
The marketing program of the company forms a vibrant place in the market of the
winery. The company had provided an exceptional wine production regarding the market base
and spirit of the company had derived its genus from the perfect marketing program and the
marketing program of the company leads it towards the unassailable competitive position (Ford,
Noulles and James 2014).

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Financial and Operational Plans
The present company is a well-known name in the wine industry of Australia and it is a
fact that the company has expanding its arena due to an effective financial and operational plan.
Wellington is popular for its skilled workforce. the company had to face certain significant
occupancy costs and the company provides certain cost-effective opportunities to certain local
regions.
Metrics and Implementation Control
Measurement is the very first step that leads to the control and improvement of the
performance of the organization (Koku 2014). Metrics are key elements of marketing that
provides an in depth knowledge on the performance of the organization (Foxall 2014). The
metrics performed by the mentioned organization has helped in the growth of the organization.
Some of the control measures that are implemented by the mentioned wine company are;
1. Customer Feedback- Customer Feedback is one of the most crucial elements of
marketing. It helps to persuade the customers to buy a product or invest in a new product
or service (Eusebio 2017). The company identifies the reaction of the customers through
the careful analysis of the polls and surveys of the organization. The surveys can be either
phone based, online based or face to face interviews by the officials of the company and
some selected group of participants.
2. Target Market Sales- The sales of the wine in liters is measured by Wellington Wines
(Hollensen 2015). The revenue generated and the profit amount is calculated from the
following figures. Each of the marketing plans sets out to determine the effect or the plan
in the target market of the company.

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3. Budgeting- The budget of the mentioned company of Australia is a balance between the
cost of generating the advertising materials and the revenue created by the following
plan. The different such costs need to be regularly checked to minimize the spending of
the company and increase the profit of the company.
4. Market Share- As mentioned earlier a large market share helps the company to gain a
competitive advantage over their rivals. Therefore it is important for the company to
maintain a proper market share that can provide a healthy competition to the other firms
in the market producing wine.

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Brooks, R., 2014. MKTG 479 Strategic Marketing Management.
Eusebio, R., 2017. Marketing II. Marketing, p.2018.
Ford, G., Noulles, M. and James, J., 2014. White Wind Farms Strategic Communications
Campaign.
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Goosen, W., 2014. Wellington as a developing South African wine tourism destination (Doctoral
dissertation).
Hall, C.M., 2013. Wine, food, and tourism marketing. Routledge.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jana, M.F.C.A., 2015. How to take advantage of wine tourism: Creation of a new concept for
central Alentejo based on its potential and worldwide success factors (Doctoral dissertation).
Kirby, M.T.T., 2014. The Duke Of Wellington And The Supply System During The Peninsular
War. Pickle Partners Publishing.

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Koku, P.S., 2014. Strategic Marketing Plan. In Decision Making in Marketing and Finance (pp.
35-47). Palgrave Macmillan US. West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing:
creating competitive advantage. Oxford University Press, USA.
Morton, A.L., Rivers, C., Charters, S. and Spinks, W., 2013. Champagne purchasing: the
influence of kudos and sentimentality. Qualitative Market Research: an international
journal, 16(2), pp.150-164.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Wood, M.B., 2014. The marketing plan handbook. Pearson.