Customers are familiar with the normal wines, and they drink these wines for a long time. Patronymic wines are new for them, so they may not accept this kind of wine very soon. The quantity of sale may not good at first. Only few customers will buy because of curiosity. According to Walker, Counts, Moved and Mullions (2012, p. 104), the last but not least is threat of substitutes. One of the substitutes is beer. Beer is common to be found among parties, and it has low alcohol content. Usually, customers prefer to purchase beer, because the price is cheaper that patronymic.
Those are the reason why beer comes a threat of patronymic wines. There are some strategies for prospector, analyses, defender and reactor. Adam (2012, p. 144) finds that the strategy fit of prospector is Ross and Deride converted to patronymics in 2001. They never did something that relate to patronymic before, so that this strategy is fit for prospector. In 2006, Masquerade Organic Wines got the patronymic certified vineyards. That is important for Masquerade Organic Wines, which mean they had been accepted. This strategy is fit of analyses. Then, the strategy for defender is the club named “Savoir Life Club”.
Members of that group are the faithful customers of patronymic wines, and it supplies a stable market share for the company. The company has activities to promote the patronymic wine, for example, holding a winemakers’ dinner. During the dinner Ross can show customers the wines and talk face to face, according to Adam (2012, p. 144) This is the strategy for reactor. The micromanagement forces that affect the ability of marketing patronymic or organic wine are company, suppliers, publics and customers. The company of patronymic is called Masquerade Organic Wine. Ross and McDonald are the originators.
The company built a club named “Savoir Life Club”. Adam, Denizen and Shooter (2012, p. 144) find if customers Join in this club, they will get 20 per cent discount off when buying the wine. The suppliers of patronymic are the farmers. It made the plans about selling wines. The material of patronymic wine comes from vineyards. The company use patronymic grapes to produce the wine, so there are no preservatives inside. According to Adam, Denizen and Shooter (2012, p. 144) these vineyards use cow-horn manure, so all the grapes are natural with no damage chemical substance inside. The third micro environmental force is publics.
Masquerade Organic Wines’ website is the media public. The website is used to introduce, promote and sell the patronymic wine. Customers can also put their opinions about the wines on the website. Besides the media public, the local publics are also included. Masquerade Organic Wine is an Australian wine company. The materials used to produce the patronymic wine come from some vineyards in Australia. Australian people make up the most part of customers of patronymic wine. Customers are important in the company’s micromanagement. The patronymic wines become popular among consumers because of the health.
This kind of wine is a patronymic, and has only few of preservations, which is different from traditional commercial wine. Customers are taking more consideration on their health. The patronymic wine is good for people’s health, this is the wine’s strength, and it caters to the customers’ needs. The macro environmental forces are political and social environment and cultural environment. The first one is political and social environment. According to Denizen and Shooter (2012, p. 93) legislation has affects on marketing. The legislation and government’ policy encourage people to buy healthy food.
That is a good power to help patronymic wine in the market. In other words, the wine is supported by government. The other force is cultural environment. People now are changing their value about themselves. Health is becoming more and more important. Customers prefer to buy patronymic wine, which has benefits to them, not to buy traditional wine, that cause headache. Ross did a lot of researches to find ways to make patronymic wines become better and better. Adam (2012, p. 145) argues that Ross is searching for quantitative and quantity information, and this information can be known from secondary or primary data.
The internet is a very useful tool to do research. Denizen and Shooter (2012, p. 145) find that, Ross searched information from the website “Red, White and Green: Patronymics in Australian Vineyards”. He not only concerns about Australian industry, but also concerns about some foreign countries’, for instance, Chile, France, Italy, and the US. According to Adam (2012, p. 145), Ross pays more attention to customers’ feedback. Besides the internet, press, radio, TV and Journals are also the sources for secondary data. Masquerade Organic Wines’ marketing decisions have influence on product, pricing, distribution and promotion policies.
The company knows well about customers’ needs and behavior. Denizen and Shooter (2012, p. 144) find that customers are becoming more and more concerned about their health, and they would like to choose healthier products. Patronymic wine is a kind of healthy product. The wines improve the health of vines and soil, and only have a portion of the preservatives like sulfur (Adam, 2012, p. 144). Ross and Deride made great efforts to promote patronymic wines. According to Adam, Denizen and Shooter (2012, p. 144) attended the winemakers’ dinner to show their product, and also Joined the Gifford Organic Market.
The targets of the company are to get more market share, give customer a healthy product, and keep the customers’ body health. Masquerade Organic Wines have differentiations form other companies. Walker, Counts, Moved and Mullions (2012, p. 166) find that there are three main differentiations, and they are brands, business strategy and goods and service. The first differentiation for Masquerade Organic Wines is health. Like the wine’s name patronymic wine, and it focuses on protect customers’ health. Customers can familiar this form the brand. The second differentiation is business strategy.
The company as a club called “Savoir Life Club” (Adam, 2012, p. 144), and the members of that club have a 20 per cent discount when they buy the company’s wines. The last differentiation is goods and services. The company not only gives discount to club members, but also gives a tasting pack of six bottles of organic wines twice one year which worth $115 per pack (Adam, 2012, p. 144). Ross and Deride posit their product at a low price, and price ranging from $18 to $35 per bottle. This price can be accepted by customers. To sum up, the reason why Masquerade Organic Wines become successful is the company has good strategies.
The mission is appropriate, the objects are clear, knowing well about what customers want, and the business strategies are suitable. Reference list Armstrong, G. , Adam, S. , Denizen, S. , & Kettle, P. (2012) Principles of Marketing. Australia: Person Australia Patronymic Agriculture Australia Ltd. (2012). Best Patronymic Wine in the World. Retrieved from: http://patronymics. Net. AU/best-patronymic-wine-in-the-world/ Kale’s Pity Ltd. (2012). Retrieved from: http://www. Kale’s. Com/PDF/tasting_notes/ 2012_Kale’s_clearly_g SMS. PDF decision-focused approach. Sydney, Australia: McGraw-Hill Australia Pity Limited.