Market Development and Sales Report: The Organic Wine Company

This report presents a comprehensive market development plan for The Organic Wine Company, focusing on the initial launch of its Sauvignon Blanc wine. The report begins with a territory analysis, identifying key distribution sectors and potential prospects within the North Shore urban area of Auckland, New Zealand. It then employs FABE (Features, Advantages, Benefits, and Evidence) analysis to evaluate several prospects including Super Liquor Windsor Park, Leigh Sawmill Café, Chocolate Brown, Brick Bay Sculpture Trail, New World Browns Bay, Puhoi Valley, Casablanca, Deep Creek Brews & Eats, Vintry, and Matakana Village Farmers Market. The report also includes detailed prospect analyses for Matakana Village Farmers Market and Mahurangi Regional Park, along with a call plan outlining questions, potential objections, and ethical sales closing techniques. The report aims to introduce the new product into as many outlets as possible to have immediate sales and building a relationship with the distributors for the long run.

Running head: MARKET DEVELOPMENT OF THE ORGANIC WINE COMPANY
Market Development of ‘The Organic Wine Company’
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
INTRODUCTION...........................................................................................................................3
DISCUSSION..................................................................................................................................3
1. Territory analysis..................................................................................................................3
2. FABE analysis:.....................................................................................................................3
a) Mahurangi Regional Park-............................................................................................3
b) Leigh Sawmill Café-.....................................................................................................4
c) Chocolate Brown-..........................................................................................................4
d) Brick Bay Sculpture Trail-............................................................................................4
e) Matakana Village Farmers Market-..............................................................................5
f) Puhoi Valley-....................................................................................................................5
g) Casablanca-...................................................................................................................5
h) Te Hana Te Ao Marama-...............................................................................................6
i) Vintry-...............................................................................................................................6
j) Matakana and Matakana Cinemas-...................................................................................6
3. Prospect analysis for Matakana............................................................................................7
4. Prospect analysis for Mahurangi Regional Park...................................................................7
5. Call Plan................................................................................................................................7
a) Questions to be asked:...................................................................................................7
b) Possible Objections:......................................................................................................8

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c) Ethical Sales Closing Technique...................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCE LIST.......................................................................................................................11

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INTRODUCTION
The Organic Wine Company has constantly been developing connections with a few of
the registered organic vineyards for the last three years. Due to this, it now has access to the first
batch of Sauvignon Blanc Wine that will be sold via the retailers as well as in some of the
restaurants. Moreover, the objective is to introduce this new product into as many outlets as
possible in order to have immediate sales. The same will be done by building a relationship with
the distributors for the long run as new varieties, and more volume will soon become available.
DISCUSSION
1. Territory analysis
The territory chosen for the 100 cases of the organic wine is the north shore urban part of
Auckland, New Zealand. The four different distribution sectors selected for distributing the cases
of organic wine in the area are restaurants, supermarkets, bars, and liquor outlets. Out of these
distribution sectors, some of the possible prospects for our wine distribution could be –
Matakana Village Farmers Market, Xuxu Dumpling Bar, Super Liquor, Puhoi Valley, Leigh
Sawmill Café, New World Browns Bay, New World Brikenhead, Brick Bay Sculpture Trail,
Chocolate Brown, New World Devonport, Vintry, Tahi Bar, Al Forno, Casablanca, KAZUYA
Restaurant, Liquorland Mt Albert, Super Liquor Windsor Park and Deep Creek Brews & Eats
(Zhanget al., 2015). These are the places that can help The Organic Wine Company to sell its
first lot of Sauvignon Blanc Wine as these places are often visited by the city locals as well as by
the tourists (Zhanget al., 2015). These places are some of the most visited places and acts as a
touristy hub, hence it attracts a lot of revenue and big people which eventually creates an even
better brand name and value for the place.
2. FABE analysis:
a) Super Liquor Windsor Park -
Super liquor Windsor Park which is situated at the head of Coast Road, is a paradise for the
individuals who consume alcohol on a regular basis (Moore, Raymond & Hopkins, 2015). The
Windsor Park has recently undergone some big changes and is now one of the best place liquor
stores in the city offering top and limited selections of wine, beer, and spirits. In addition to this,
the liquor outlet also offers a provisional service to some of its regular clients that is, it allows

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them to take away liquor bottles in advance and pay later within a month or two. Hence, this
seems like a suitable place to use the direct selling technique as personal contract agreements can
be made with the liquor outlets and this in return will be cost effective as there will not be any
intermediaries involved and the vendors can eventually purchase more stock.
b) Leigh Sawmill Café -
The venue is a regular stop during the summer time because of its thin and crusty pizzas that
can be enjoyed in the open lawn. Moreover, the café is more often than not even rented for
private parties and functions. In addition to this, the Leigh Sawmill also offers accommodation
for instance, stylish cottages, apartments, suites and basic rooms (Chapman, Schetzsle &
Wahlers, 2016). So, it can be deduced that the visitors would want to indulge in a little delicacy
of alcohol. Moreover, the café also offers friendly service which ensures that their guests will
definitely pay a visit again. An added bonus to this is the fact that the café has a pleasant décor
with properly shaded areas as the café not only brings about a new trend but also sets a standard
for the area.
c) Chocolate Brown -
The Chocolate Brown café is decked out with eccentric New Zealand themed art which is
mostly put up for sale. In addition to this, the café provides deliciously amazing coffee, home
style baking, and healthy eggy breakfasts. After all this, there is still room for the cacao suffused
goodies and for plenty of giftables. The installation of the Sauvignon Blanc Wine will only act as
a cherry on the top for the customers. Since this is the first batch of the wine in the area, it might
be sold out quickly in the north shore (Chapman, Schetzsle & Wahlers, 2016). The place is open
from 8 am – 4 pm, it will tend to attract a lot of office goers and university students during their
break. It will be beneficial for The Organic Wine Company to make their new product available
for the customers who visit the café. Even though adopting this method will not be cost efficient,
but it will create a sense of fear of missing out (FOMO) in the minds of the customers which
would want them to visit the place (Chapman, Schetzsle & Wahlers, 2016).
d) Brick Bay Sculpture Trail -
After having taken a stroll through the artsy yet beautiful lawn of Brick Bay Wines, one can
recover themselves with the wine tasting that goes on every week at the architecturally
remarkable café. The café also annually hosts a ‘Folly’ competition, where the up and coming
artists of New Zealand showcase their winning art (Rugani et al., 2013). Here, ‘The Organic

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Wine Company’ can set up a contract with the presenter to sell a particular number of their
bottles every time they come with a new product (Le Heron, Le Heron & Lewis, 2013). This
way, there will be more than one distribution channel being used simultaneously to address the
end user. Although, the approach might create conflicts between the customers, it is important to
opt for this distribution channel as it analyses the habits and behaviors of the customers.
e) New World Browns Bay -
New World Browns Bay, one of the most crowded supermarkets of the city now also offers a
mobile app and website to its customers for them to make shopping easier. The service is just a
click and collect away in this modern and advanced world (Le Heron, Le Heron & Lewis, 2013).
The supermarket offers fresh food produce to its customers along with customization as and
when needed. The most distinguish feature of the supermarket is that the customers can create
lists and notes and leave them for their personal shopper who will assemble and pack their order
for delivery (Fuste-Forne & Berno, 2016). It can be said that the place provides a great shopping
experience as well as a friendly welcome to its customers.
f) Puhoi Valley -
The Puhoi Valley is well known across the country New Zealand, which features highly on
the menu of this exclusive and glamorous cheese shop and café. The café is set right beside the
lake providing an ecstatic view with fountains and a children playground (Fuste-Forne & Berno,
2016). This place is perfect in the summer time with a gourmet ice cream and music on the lawn.
For this distribution sector, a dual distribution method should be adopted to distribute the Mont
Blanc wine to a wider range. This way the company will attract the same target market in two
different ways and convince them to purchase the product (Forbes et al., 2019).
g) Casablanca -
This café situated in the north side of Auckland, New Zealand provides Turkish,
Mediterranean, and North African flavors to the customers. In addition to this, the Casablanca
Café is quite well known for its hearty baked Moorish eggs (Forbes et al., 2019). Being situated
in one of the most populated areas of the city, the café attracts a healthy number of people each
day. Hence, the Sauvignon Mont Blanc Wine can be sold here with the other delicacies of the
café (Forbes et al., 2019). A direct selling method will be adopted in this case to keep a direct
contact with the cafe and to know their monthly requirements for wine. Direct selling technique

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will be adopted here to directly deal with the owner of the café and expand the business
(Madhani, 2014).
h) Deep Creek Brews & Eats -
Deep Creek Brews & Eats is a site that is well known all around the New Zealand due to its
in house brewery. The restaurant offers indoor as well as outdoor seating to its customers with
live music. Another plus point of this eatery is that it is vegetarian friendly and also offers gluten
free options for the ones who are extremely health conscious (Madhani, 2014). Because of all
these beautiful views and insight to the culture of the city and traditions, the place has become
quite popular over the years.
i) Vintry -
Vintry, situated in the hearts of the city of Auckland, is a wine bar near the Matakana
Cinemas Complex that serves as a one – stop vault door for all the local wine producers, In
addition to this, beers from the local craft breweries are also on tap, and the owners of this café
operate a riverside bistro that serves meals all through the day (Hannah et al., 2013). It attracts
Private VIP sightseeing tour as it is present along the coast of Matakana. Since its timings are
from the noon till late night, it usually attracts the office goers as well as people whole enjoy late
night parties. For this café, a reverse channel method will be adopted to reduce so as to reduce
wastage and support the concept of healthy environment (Hannah et al., 2013).
j) Matakana Village Farmers Market -
The heritage pub features local wines, stylish décor and craft beers along with bistro food
that sometimes includes Mahurangi oysters. Moreover, Matakana also provides an American
style smoker that grills the pork belly as well as the spicy ribs. This is accompanied by
occasional live performances and DJs to enlighten the mood and the ambience. There are special
Wednesdays too where quiz is held in the pubs. The place welcomes the elderly as well as the
kids, where the kids can have a gala time in the rustic tree house and in the playground
(Tommasetti & Festa, 2014). The farmers market particularly focusses on fresh and sustainable
produce by the local artisans. This attracts more tourists and locals to the place. Here, both the
indirect selling as well direct selling can be made use of by The Organic Wine Company
(Tommasetti & Festa, 2014). This will not only enable the company to get a better insight at the
preferences of the consumer but, it will also enable them to eliminate any middlemen.

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3. Prospect analysis for Matakana Village Farmers Market
The Matakana Village Farmers Market is a true heaven for the foodie’s of the city as well as
for people who like to indulge themselves into a treat every now and then. Starting from
mouthwatering dishes to award winning coffee, they offer plenty to relish as well as sample
(Singh & Venugopal, 2015). Furthermore, the Matakana Market does not let anything go to
waste, they even recommend the customers to bring their own baskets and bags to collect the
fresh produce and or other items. Reverse distribution channel will be adopted under this
segment to ensure that the bottles of Sauvignon Blanc Wine can be reused. This method will help
the company save a lot of cost for in the long run (Flores & Medeiros, 2016). This particular
prospect has been chosen as it offers an extremely wide range of recreational facilities for the
locals of the city. It starts with the delicious food items from the farmer’s market to the shops, art
and craft galleries, and a stylish café. There are lots to do and one can possibly cover this area in
a day. The contact details for the place are- Simon Barclay 021-272-5342 who is the chairperson
and Fiona Strathern, treasurer, 021-487-076. To contact them via some other source, that is
email- [e-mail]. The strength of the place is that it lures a lot of Aucklanders up
the highway. While the only negative side is that it is not cost friendly for everyone.
4. Prospect analysis for Chocolate Brown
Coming to the second most popular area, Chocolate Brown that has everything that a person
would ideally want when they crave something sweet. The place has its own website
https://chocolatebrown.co.nz to know about the up and coming events and programmes.
Moreover to contact them, they are available at the following number – [phone]. Even
though the place, Chocolate Brown has a steady competition with the KAZUYA Restaurant, it
manages to offer services to the visitors at an economic rate. Due to this, it attracts comparatively
more customers during its peak season. Moreover, it also offers fresh, succulent and plump
products without any compromises which is again a stand out for the place. The place is also
well known for its chocolatiers for which people come from various parts of the country. It
compares its chocolates weight to that with the wine and then offers a delicious combination to
its clients. It has all sorts of wines including the few limited editions.

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5. Call Plan
Before generating a sales call, there is always a pre-arranged meeting between the client and
a salesperson. This pre-arranged meeting between two concerned parties is called a sales call. A
sales call is crucial for selling a product since the first impression of the salesperson on the client
has a longing effect (Sharma, 2016). A good start with the client will ensure that the salesperson
has a higher chance of selling the product.
a) Questions to be asked:
The following questions will be asked to the desired client:
I want to point out the various characteristics of the wine, which will be keeping the wine apart it
from other branded wine.
 In The Organic Wine Company, we have produced a brand new product, Sauvignon
Blanc wine which is better and more enhanced than present wines available in the
market.
 When the wine was introduced in the recent testing session, it received positive reviews
from the customers (Sharma, 2016). Some of the customers have even stated that they
look forward to consuming this wine in the future.
 The wine has been fermented on Ace Base and is five years old, and it will be testing the
same as other wines which are ten or fifteen years. There is very less presence of alcohol
in the product.
All these characteristics of wine have been induced in the wine, keeping in mind the target
market. If you do not buy this product, you will be missing out the opportunity to be better than
your competitors (Santini, Cavicchi & Casini, 2013). There are certain health benefits of the
products which I would like to present to you:
 The wine helps in increasing good cholesterol level of the body.
 The blood vessel of the body is also improved after the consumption of the product.
 The blood clotting function of the body will be improved with the consumption of the
product.
The main advantages of selecting our product are the brand reputation of the company. We
have a very loyal fan base which ensures the sale of the product. As you can see, the packaging
of the product is very exquisite, which will keep the product stand out from others. Explicit

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instruction is provided on the bottle about how to make the wine taste better and in what amount
it should be consumed (Sharma, 2016). As I have already stated earlier, there is a meagre alcohol
percentage in the wine, and it will be very easy to sell the product to a variety of customers. The
main advantage of the product is its cost, quiet less than the various other wines. Including this
product in your wine shop will help in increasing the revenue of the company (Santini, Cavicchi
& Casini, 2013). Once customers consume this alcohol, they will want more of the product in
due time. The exquisite taste and quality of the wine will be helping you to gather more
customers in your shop.
b) Possible Objections:
 The most apparent objection which might be faced during the sale of the product is
when the client wants to think about the business proposal. For avoiding this, the
client can be asked about the areas where the client needs to think about and what are
the considerations which will be made by the client (Chakrabarty, Widing & Brown,
2014). This will help understand the main concerns of the client, and then a
conversation will be conducted to clear out the confusions.
 The next objection which can be faced is that the client wants to take opinion from
their business partners. This objection can be replied by asking the client to involve
the salesperson in the meeting with the business partner (Chakrabarty, Widing &
Brown, 2014). This will be facilitating the salesperson’s involvement with the
company.
 The third objection, which can be most challenging while selling a product is that the
client is already working with some other sales representative from other company
(Virtanen, Parvinen & Rollins, 2015). To deal with this, the client can be asked to
point out the things which are better than the product which is being pitched. The
loophole must be found out, and the conversation must be continued.
 The fourth objection from the client can be the budget problem of the client due to
which they cannot afford the product. The salesperson needs to confront the client
and be a little bit straightforward whether why the client is missing out on such an
excellent opportunity (Chakrabarty, Widing & Brown, 2014). There must be some
budget for the client to squeeze out and use it in buying some bottles of wine.

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c) Ethical Sales Closing Technique
Being good at closing sales is an essential aspect of ensuring the successful sale of the
product. Closing a sale is considered to be the most difficult part of a deal for a salesperson
(Virtanen, Parvinen & Rollins, 2015). Getting commitment of the client is the most difficult part
at the end of the deal (Barber et al., 2016). To overcome these problems following are different
ethical closing deals which can be followed:
The assumptive close: in this process, the salesperson asks the client whether when the client will
like to receive the product. In this case, assumptions have already been made that the client is
interested in the product (Herath et al., 2013). So, the salesperson closes the deal with asking the
date for the shipment of the product.
The options close: this option is very similar to the assumptive close but in this option the
salesperson uses a different approach in closing the deal with the client (Banks et al., 2015). The
salesperson gives the client options of dates when the shipment will be delivered.
The suggestion close: This option is for the salesperson who is very much experienced in their
field (Banks et al., 2015). A suggestion with a proper approach is presented to the client by the
salesperson where the salesperson looking at the requirements of the clients suggests the date
when the client will be provided with the product (Herath et al., 2013).
The urgency close: when the salesperson knows the client for a long time then the sale can be
closed urgently with a short statement (Banks & Sharpe, 2016). This is only used by
representatives who have been working in this field for a long time and have a robust
relationship with the client.
CONCLUSION
To conclude, it can be said that The Organic Wine Company is a well-established
company and has developed good relations with its clients and customers over the couple of
years. So, it will be comparatively easily for the company to sell its new product- Sauvignon
Mont Blanc Wine. Moreover, the north Auckland area will be relatively easier for sales as it has
quite a few trending hubs which are more often than not visited by the locals, new artists, and
tourists.

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