Miss
Penfolds:
Introduction: The purpose of this report is to purpose a successful marketing strategy and ideas to Penfolds as to how they can revive their Sherry range by making use of their available resources and by using a marketing mix strategy. Through innovation, unique promotion strategies and a diverse target market, Penfolds will be able not only revitalize sherry but also make it a popular choice for wine drinkers. This report will also examine the background and capabilities of Penfolds and then it will analyze the Australian fortified wine market, particularly the market for Sherry. The report will then outline the opportunities, threats, weaknesses and strengths of both Penfolds and Sherry, this will ultimately assist Penfolds as to how they will market Sherry by making the most of their resources. Then the marketing objectives will be discussed along with the marketing strategy and the marketing mix strategy. By the end of the report Penfolds will have the strategies needed to revive the once loved Sherry. * *
Company Background and Capabilities
For more than one hundred fifty years, Penfolds is one of the oldest and the most famous wineries in Australia’s. It is currently part of Treasury Wine Estates.
Their tradition of excellence goes back to their first winery founded in Adelaide, South Australia by Christopher and Mary Penfold in 1844.
By 1870, Penfolds winery produced a variety of wines for general consumption not only for medical benefits of wines.
Penfolds provides many types of wines to meet the demand of their customers. A series of standout wines both white and red have been released, such as Bin 311 Chardonnay, Bin 51 Riesling, Kalimna Block 42, Bin 60A, Sauvignon Blanc and a Riesling.
As a winemaker, Penfolds always supplies the wine with innovative, high performance and passion. In Australia’s winemaking history, Penfolds supplies the world with high quality wines.
Today, Penfolds product is internationally
Introduction: The purpose of this report is to purpose a successful marketing strategy and ideas to Penfolds as to how they can revive their Sherry range by making use of their available resources and by using a marketing mix strategy. Through innovation, unique promotion strategies and a diverse target market, Penfolds will be able not only revitalize sherry but also make it a popular choice for wine drinkers. This report will also examine the background and capabilities of Penfolds and then it will analyze the Australian fortified wine market, particularly the market for Sherry. The report will then outline the opportunities, threats, weaknesses and strengths of both Penfolds and Sherry, this will ultimately assist Penfolds as to how they will market Sherry by making the most of their resources. Then the marketing objectives will be discussed along with the marketing strategy and the marketing mix strategy. By the end of the report Penfolds will have the strategies needed to revive the once loved Sherry. * *
Company Background and Capabilities
For more than one hundred fifty years, Penfolds is one of the oldest and the most famous wineries in Australia’s. It is currently part of Treasury Wine Estates.
Their tradition of excellence goes back to their first winery founded in Adelaide, South Australia by Christopher and Mary Penfold in 1844.
By 1870, Penfolds winery produced a variety of wines for general consumption not only for medical benefits of wines.
Penfolds provides many types of wines to meet the demand of their customers. A series of standout wines both white and red have been released, such as Bin 311 Chardonnay, Bin 51 Riesling, Kalimna Block 42, Bin 60A, Sauvignon Blanc and a Riesling.
As a winemaker, Penfolds always supplies the wine with innovative, high performance and passion. In Australia’s winemaking history, Penfolds supplies the world with high quality wines.
Today, Penfolds product is internationally