marketing plans
Marketing Plans are extremely important. A marketing plan should be formulated before you make production decisions otherwise you will find that your vineyard operations and production techniques do not tie in with your potential to sell what, and how much to whom, by specific and available means.
Marketing plans are based on market research to "read" current market conditions and then to plan accordingly. Here is a simplified version of the process.
marketing-what is it?
The provision of goods and services to meet consumer’s needs.
the marketing plan
Describes the methods of applying marketing resources to achieve marketing objectives.
Enables you to segment your market and clearly position your product in the consumers mind.
Ensures that the right product is available, in the right place, at the right time.
Serves to match the abilities of the company with the requirements of the consumer
The process will ensure the most effective and efficient use of resources
Encourages team spirit – as everyone knows where they are going and why – provides a sense of reason i.e. an understanding of the individual contribution to a given outcome
Enables an organisation to move forward toward the ultimate goal.
without a plan
A “scatter gun approach” results in incongruent activities taking place which serve to confuse the consumer rather than generate loyalty and responsiveness.
what it does
It focuses on an overarching “story” that can then feature in all activities this serves to increase frequency of a consumer’s exposure to the imagery and story and increase the chance of recall and “trust” in the product.
It is flexible and open to taking advantage of opportunities and to taking control of threats in an ever changing market place which is not controlled by individuals or organisations.
Step 1: Set Corporate Objectives - Vision, Mission
Step 2: Market Research
Step 3: Conduct a SWOT analysis (strengths, weaknesses, opportunities and threats)
Step 4: Set objectives & estimate expected results
Step 5: Generate marketing strategies and action plans for product, pricing, distribution channels and promotional tactics.
Step 6: Set budgets
Step 7: Write plan
Step 8: Communicate plan
Step 9: Use control Systems to review progress.
