Hardys is a very successful and well established Australian wine brand with a long history and a wide range of different products including red and white grape wine as well as sparkling and sweet wines. Like many successful wine producers, Hardys plans to enter the Chinese wine market which has shown outstanding growth rates over the last years due to the Chinese perception of 8especially red) wine as elegant, exclusive, healthy and a symbol of high class, education, manners and upper life style.
The Chinese market with its gigantic consumer potential is forecasted to quickly develop into one of the world’s largest markets for imported wines from all around the world. Currently French imported wine is the largest competition on this market, followed by already successfully introduced other Australian brands (making Australia the second largest country of origin of imported wine in China). In addition there is a growing and constantly improving competition from domestic wines.
Research and analysis based positioning elements for Hardys (Shiraz) in China will be the ‘sweet’ taste, the ‘Australian’ origin and a focus on information to educate the consumers to ‘smart’ buyers of Hardys products. Selected customer segments provide a promising market potential in Beijing, Shanghai and Guangzhou which builds the geographically most relevant market for imported wine in China.
Through a themed yearly focus in accordance with Hardys positioning strategy, consumers’ interest will be raised, their knowledge will be improved and with a variety of communication activities they will be turned into potential repeat buyers. Communication channels therefore will be a combination of classical print media (selected magazines) as well as a strong online presence as more and more wine-related product research is done online. In accordance with the selected target segment’s life style and consumption habits, smart phone optimized content and access to information will play another crucial role in Hardys’ brand communication.
Pricing follows Chinese consumers’ habits, expectations and perceptions as well as researched recent market trends and a strategic aspect of positioning Hardys as a ‘smart’ choice with higher value for money compared to already established but often overpriced French brands.
Table of Contents
- Executive Summary & Contents
- Situation Analysis
- Global Wine Market Overview
- China Market Overview
- China's Urbanization & Economic Development
- Consumer & Consumption Trends Overview
- Australian Wine in China
- Outlook - Where is the Market going?
- Market Access Key Factors for Imported Wine in China
- Target Market Overview
- B2C & B2B Markets
- SWOT Analysis
- Main Competitors
- Company Information
- Marketing Strategy
- Marketing Objectives
- Financial Objectives
- Target Market Defined
- Positioning Strategy
- Marketing Mix
- Financials
- Break Even Analysis
- Sales Forecast
- Expense Forecast
- Controls
- Implementation
- Marketing Organization
- Contingencies & Risks
- Sources
- Appendix - Presentation Slides
Objectives and Key Themes
This marketing plan outlines a comprehensive strategy for launching the Australian wine brand Hardys into the Chinese market. The plan aims to leverage the brand's established reputation and high-quality products to capture a significant share of the rapidly growing Chinese wine market.- Understanding the Chinese Wine Market: The plan delves into the specific characteristics of the Chinese wine market, including consumer preferences, distribution channels, and competitive landscape.
- Positioning Hardys as a 'Smart' Choice: The strategy emphasizes positioning Hardys as a value-driven option for discerning Chinese consumers, offering high quality at a competitive price point.
- Targeted Marketing Approach: The plan focuses on reaching specific customer segments with tailored marketing campaigns, leveraging both traditional and online channels.
- Sustainable Growth: The plan projects a steady increase in sales and market share for Hardys over a three-year period, emphasizing long-term sustainability and profitability.
- Building Brand Loyalty: The plan emphasizes building brand loyalty through targeted communication, education, and engagement initiatives.
Chapter Summaries
- Executive Summary & Contents: This section provides an overview of the marketing plan, highlighting the key objectives and strategies for introducing Hardys to the Chinese market. It also outlines the structure of the plan.
- Situation Analysis: This section provides a comprehensive analysis of the global wine market, focusing on the Chinese market's growth, consumer trends, and competitive landscape. It also explores the specific opportunities and challenges associated with importing Australian wine into China.
- Marketing Strategy: This section outlines the key marketing objectives, target market definition, and positioning strategy for Hardys in China. It also details the marketing mix, encompassing product, price, place, and promotion strategies.
- Financials: This section presents a financial overview of the plan, including break-even analysis, sales forecast, and expense forecast. It provides a detailed financial projection for the three-year implementation period.
- Controls: This section outlines the implementation plan, marketing organization structure, and contingency plans for mitigating potential risks. It emphasizes the importance of monitoring progress and adapting the strategy as needed.
Keywords
This marketing plan focuses on the key concepts of market analysis, consumer behavior, brand positioning, and strategic communication. It explores the opportunities and challenges associated with launching a premium Australian wine brand into the rapidly growing Chinese market. Key themes include market growth, consumer preferences, distribution strategies, pricing strategies, and brand building initiatives.- Quote paper
- Stefan Reindl et al. (Author), 2011, China Market Entry of Australian Wine Brand "Hardys Shiraz". A Marketing Plan, Munich, GRIN Verlag, https://www.grin.com/document/304724
