Marketing: What Is Stratus Vineyards Actually Marketing?

Stratus Vineyards
Kim Stevenson (1110690)
University Canada West
Professor: Rui Silva MRKT 201
Date Assignment is Due: April 24

Stratus Vineyards In this week’s study, we have reviewed the video Stratus Vineyards, and now need to review four questions and answer them in an essay type format. The four questions we need to explain are quite interesting questions when you think of marketing. First questions asked is “What is Stratus Vineyards marketing? Is it just wine? The second questions asked, if Canadians hold true to wines when they talk about “environmentally friendliness when they look at products they buy and the company they buy them from? Third question asked, If Stratus should increase its production of the wine capacity and
What is Stratus Vineyards actually marketing? Is it just wine?
Stratus is not only marketing its fine wine and ice wine it also marketing the technology they use to produce the wine and keeping with tradition at the same time. They talk about where they came from and what they do.
Stratus also boasts about it people and the creativity and craftsmanship they have to make the ultimate wine. They discuss the diversity of the wines they make and not to concentrate on one or 2 wines. They tie this in to the awards that they and Canada has won over the last years and how they can produce the same wine or better by showing where it is as compared to were the growers of Italy and France grow their grapes. In the advertisement, they compare the wines to fine foods and can use them to help boast the flavour. Stratus appears to be a proud company and they portray this in the video as well. Lastly, they portray their wine to be an experience not just a wine. They keep it personable to the individual.
2. Many Canadians say that they consider “environmentally friendliness” of both the products they buy and the companies they buy them from. So you think this holds true for Wines? Why or why
People that drink wine are about the taste and the process. In general terms people go for flavour or taste not how it was made. You will have a small number of people that will go for the environmental way but that is very few. This may change over time but Stratus strives to be known for its wine experience and nothing else.
3. Stratus has very limited wine-producing capacity (10,000cases per year). Do you think they should increase that capacity and produce more wine? Why or why not?
I believe that Stratus should stay at the size it is now. This company focusses on quality. If they proceed to grow in size they may lose some of the quality to focus on the quantity. This could also take away from people buying their wines as it may lose some of the appeal as people could feel there is so much of it there it cannot be a quality wine it must come off the assembly line like the Volkswagen bug did in the 1950 and 1960’s.
If Stratus needs to expand to survive, they should not change the process of try to increase demands in existing production lines. Stratus should look at building other production facilities and purchase land in the areas they are at to maintain the quality Stratus is known