Sunflowers Gold

In: Business and Management

Submitted By panwei
Words 9012
Pages 37
English Wine Week
Direct and Digital Marketing Plan

Team Sunflowers - Team code 2114-03.

Team code 2114-03.

Executive Summary For English Wine Producers we propose the following objectives to get the most out of their English Wine Week: • • • • Increase the number of visitors attending the vineyards during the week To sell at least 65,000 bottles throughout the week To create a functional database upon which consumer data can be used in the future Increase awareness of the week through promotional activities

A specific action plan is set to meet the objective targets. All activities will be through off-trade retailers and targeting consumers in the ABC1 categories predominately in the South East of England. Due to targeting these consumers we aim to create a premium perception of our product to take advantage of slumps in sales of Champagne. We aim to generate a vibe of interest from our campaign, advertising and events in which people want to get more involved with wine and events orientated around it. For instance through our created app GPS will locate local wine events, vineyards and merchants that sell English wine, and customers will be able to use this at will. Currently English wine have 1785 consumer details from details given to them from vineyards. Database software will be purchased so that EWP can collect data from their consumers so that in the future they are able to retain the consumers. The media which will be used has been selected as we feel that this attracts our target consumers and in turn will help meet the objective targets. We will attend events such as Badminton Horse Trials and RHS Spring Gardening Show that will likely to attract a large portion of our target audience to allow them to text the product and to educate them to the week. A period of testing will take place prior to the English wine week in which all media will be…...

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