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Course Coordinator: Mr Nigel Barker

Name: Mr Nigel Barker
Location: Room 13.30, 10 Pulteney Street
Telephone: 08 8313 0424 (email is best)
email: nigel.barker@adelaide.edu.au
Course Website: www.myuni.adelaide.edu.au

If you would like to see me, please email me to make an appointment.

The full timetable of all activities for this course can be accessed from Course Planner.

Week:
1 - Introduction to wine marketing

2 - Strategy and the marketing environment

3 - Marketing research

4 - Buyer behaviour

5 - Target marketing 

6 - Product and branding decisions

7 - Pricing decisions

8 - Distribution decisions

9 - Promotional decisions Pt1

10 - promotional decisions Pt2

11 - Ethicals in wine marketing 

12 - Presentations

1. Evaluate marketing concepts and critique their application in the wine business
2. Use appropriate marketing frameworks to analyse the performance and current situation of winery businesses to assist in making decisions related to marketing.
3. Examine marketing practices to formulate strategic recommendations to improve a wine business' performance
4. Evaluate information related to a wine business' performance critically to synthesise new knowledge to guide marketing decisions
5. Critique marketing strategies and communicate issues and problems using relevant theories, concepts and methods

Students have access to library and electronic databases and use of these and other sources of legitimate information, such as industry journals and other publications are recommended when appropriate.

Suggested reference Text:
Goodman, S 2012, Principles of wine marketing , 1st ed., Winetitles, Broadview, S. Aust. :

Below are also some electronic references that you may find useful:


http://wbmonline.com.au/news/
http://www.decanter.com/news/wine-news
http://www.northbaybusinessjournal.com/category/wine-industry/
http://www.thedrinksbusiness.com/tag/wine/
http://www.wine-searcher.com/dept/wine+news
http://www.winebusiness.com/news/
https://business.adelaide.edu.au/news/list/2020/08/05/the-business-of-wine
https://winetitles.com.au/daily-wine-news/
https://www.wine-business-international.com/

Assessment 1: Preliminary brand evalution (Individual)
20%

Due: Week 4


Assessment 2: New brand proposal (Individual)
20%

Due: Week 7 


Assessment 3: Distribution and pricing proposal (Individual)
15%

Due: Week 10 


Assessment 4: Oral presentation (Group presentation, marked individually)
15%

Due: Week 12 


Assessment 5: Marketing Plan (Group)

The assessments for this course are linked together. Each student will select a winery for assessment 1 and submit that in week 4. Students are encouraged to discuss their choice of winery with the lecturer before submitting the assignment.

For assessment 2 and 3, students will be working on a different brand submitted by another student (within their group) in Assessment 1.


Assessment 1: Preliminary brand evalution (Individual)
20%
1000 words max

Select a winery that you are either familiar with or one you would like to know more about. If you are choosing a large winery with many brands, choose one of the brands. For example, do not choose Treasury Wine Estates; choose Penfolds, or Wolf Blass, or another of their brands. It’s fine to choose a small or medium-sized winery. If you are unsure about your choice, please discuss with the lecturer during week 2.


For the background and evaluation, provide the following:

Winery name and brand you will be evaluating
Location of winery; location of cellar door; region(s) the chosen brand is sourced from
Approximate size of winery in either 12 bottle cases (9 litres) or tonnes processed
Approximately how many SKUs (individual wines) are made under the brand name?
What are the price tiers or sub-brands within the family brand?
Evaluate the following for the brand (you won’t have full information on all of these but try to get an idea through the website and perhaps contacting the winery):
What does the brand represent overalll?
Through which channels do they sell their wine? Which are the largest?
Is the brand exported? How important is export compared to domestic market?
How important is direct marketing to the brand?
Are some sub-brands specific to different channels? Which?
How do you evaluate the website for ease of use, branding, selling wine?



Assessment 2: New brand proposal (Individual)
20%

1000 words max


After reading through the background and evaluation of the brand prepare a brief for management about the need for a new wine under the existing brand. You may consider removing an existing sub-brand or just adding a new one. Provide in your brief to management the following:
The name of the sub-brand
Its positioning with the family brand, including the general price point and target consumer
Why this additional brand makes sense, and why if you are deleting one of the sub-brands, this new sub-brand is better for the winery
What SKUs will make up this new sub-brand
Describe the packaging of this new sub-brand in comparison to the existing packaging.
Explain how the packaging is linked to the brand positioning


Assessment 3: Distribution and pricing proposal (Individual)
15%
750 words max


After reading through any feedback on the background, the new sub-brand positioning and packaging, prepare a brief to management with the following:

Describe the channel strategy for this new sub-brand. Where will it be sold and why choose these channels?
What will be the pricing strategy for this new sub-brand? Along with the overall price point from Assessment 2, discuss any discounting or other pricing tactics you will use to get the brand accepted by both channel partners and consumers. Will there be plans to increase the price in the future? Why or why not?


Assessment 4: Oral presentation (Group presentation, marked individually)
15%


The marketing plan should include the following, but these can be updated and improved from the original assessments submitted. The oral presentation cannot cover the detail within each of these points, but you need to mention them and then focus on the new material for the plan, not on the material submitted in previous assignments:

Name and overall positioning of the new sub-brand
Why this new sub-brand is important to add to the existing brand family
Describe the packaging, pricing and channel strategy and how these fit this new sub-brand
Provide a general overview of the timeline for production and introduction of the new sub-brand
What incentives (if any) will you provide for channel partners to stock this sub-brand; or if only selling direct to consumers, how will you incentivise them to trial this new sub-brand?
Provide a communications strategy for the launch and first year of this new sub-brand. Make sure these fit with the positioning and sales channels as well as the likely budget the winery could afford.
How and when will you tell if the launch has been successful?


Assessment 5: Marketing Plan
30%
1000 words min - 2000 words max


The written report will have more detail than the oral presentation, but again, the focus should be on new material and the reasoning for decisions while updating any issues from the previous assignments.

Name and overall positioning of the new sub-brand
Why this new sub-brand is important to add to the existing brand family
Describe the packaging, pricing and channel strategy and how these fit this new sub-brand
Provide a general overview of the timeline for production and introduction of the new sub-brand
What incentives (if any) will you provide for channel partners to stock this sub-brand; or if only selling direct to consumers, how will you incentivise them to trial this new sub-brand?
Provide a communications strategy for the launch and first year of this new sub-brand. Make sure these fit with the positioning and sales channels as well as the likely budget the winery could afford.
How and when will you tell if the launch has been successful?

All assessments adhere to the ³ÉÈË´óƬ Assessment for Coursework Programs PolicyLinks to an external site..

When you submit an assessment, you are declaring that your submission is your own original work that meets the requirements of Academic Integrity under the Academic Integrity PolicyLinks to an external site..