1. Analysis of marketing mix of winery Víno Nitra s.r.o.
Jan Kowalski
Wyższa Szkoła

2. Content Marketing mix theory Specifics of wine marketing
Research methods
Profile of Víno Nitra s.r.o.
Marketing mix of Víno Nitra s.r.o.
SWOT analysis
Conclusions and suggestions

3. Marketing mix theory

4. Marketing mix theory 4P

5. Marketing mix theory 4P 5P

6. Marketing mix theory 4P 5P 8P

7. Marketing mix theory 4P 5P 8P 4C

8. Marketing mix theory 4P

9. 4P marketing concept 4P
Product
Price
Placement
Promotion

10. Product Object, service or idea that is put on market
Anything with purpose of sale and satisfaction of customer needs

11. Product layers
Enhanced product
Formal
product
Core product

12. Product mix dimensions
Widht of product mix
Lenght of product mix
Depth of product mix
Porduct mix consistency

13. Product development phases
Implementation
Growth
Maturity
Decline

14. Price Numerical expressions of product value
Part of image of company/product
Only part of marketing mix tht brings profit

15. Goals of price policy Profit increase Increase of market share
Sales development
Investments rentability
Product quality
Survival

16. Pricing methods Pricing based on demand Pricing based on costs
Pricing based on competition
Pricing based on value perception

17. Placement To deliver the product to customer Right amount Right time
Right place

18. Distribution methods
Direct
Indirect

19. Direct distribution Direct distribution of product to customer
No intermediate

20. Indirect distribution
Usage of intermediates
Producer – agent – establishment - customer
Producer – retail – customer
Producer – wholesale – retail - customer

21. Promotion – marketing communication
Advertising
Sales support
Public relations
Personal sales
Direct marketing

22. Advertising Any paid non-personal form of promotion TV advertisements
Posters
Billboards

23. Sales support
Set of motivation tools with short-term but immediate effect
Discounts
Customer contest
Sampling

24. Public relations
Development of good relations woth external enviroment
Press release
Common events
Sponsoring, charity

25. Personal sales Usage of sales force for purposes of sales and profit
Most effective tool of marketing communication
Supports all the other tools of marketing communication

26. Direct marketing Direct approach to potential and existing customers
Private
Customized
Up-to-date
Interactive

27. Specifics of wine marketing

28. Context

29. Context
Product
Price
Placement
Promotion

30. Context Product Price Placement Promotion Branding Product development
People
Consumer behaviour
Wine tourism
Direct sales
Packaging
Wine events
...

31. Context Experiential marketing approach Focused on added value
Emotions, experience, social networking

32. Product Focus on formal product Finite resorces for each vintage
High-quality wine is not FMCG
Individual personal value

33. Price

34. Price

35. Price

36. Price

37. Price-changing factors
Vintage
Rarity
Story

38. Vintage Year of production Determines potential for maturing
Determines overal quality of wine

39. Rarity

40. Rarity

41. Rarity
600 bottles, 250 USD/bottle

42. Rarity
600 bottles, 250 USD/bottle
Market price – USD/bottle

43. Story

44. Story

45. Story Forecast of high quality of Bordeaux 1982
Fame of this wine and Robert Parker
Bordeaux 1982 more expensive than Bordeaux 1983
1983 is beating 1982 in blind tastings

46. Placement Wholesale, retail Wine shops Gift shops Cellar sale
Gastronomy

47. Placement Special storage conditions Appealing place of sales
One wine ≠ one distribution channel

48. Promotion Legislation restrictions for advertising
Focus on other tools of marketing communication
No usage of direct marketing

49. Research methods

50. Research methods
Interview
SWOT analysis

51. Interview Interview with commercial director
Questions prepared beforehand
Focus on marketing mix of company

52. SWOT analysis Tool of strategic planning
Analysis of internal strenghts and weaknesses
Analysis of external opportunities and threats

53. Profile of Víno Nitra s.r.o.

54. Profile of Víno Nitra s.r.o.
Winery with 50 years history
Production – litres per year
700 hectares of own wineyards
Operates on markets in Czech Republic, Poland, USA, Japan and China

55. Marketing mix of Víno Nitra s.r.o.

56. Product
5 wineries
10 product lines
110 products in total

57. Product lines Wine kegs Classic Tradition Evolution Selection Elegance
Sekt Pálffy (sparkling wine)
Sekt Charmat (sparkling wine)
Chateau Modra Premium
Chateau Modra Terroir

58. Price Cost oriented method
Price range – 1,80 EUR – 15 EUR (without VAT)

59. Price-changing factors
Cultivation costs
Vineyards revitalization
ŠKČ (State control number)
Wine production costs
Marketing costs
Labels

60. Placement
Own shops
Wholesale/retail
Gastronomy

61. Own shops 5 own shops 1 key-account manager managing this shops
Prices as in company´s catalogue
Chateau Modra Premium, CM Terroir, Selection, Evolution, Sekt Pálffy, Sekt Charmat, tapped wine, seasonal „young“ wine

62. Wholesale/retail Direct distribution 1 commercial director
4 regional managers
All product lines, except for Chateau Modra Premium and Terroir

63. Gastronomy Doesn´t have main distribution channel
1 commercial director
6 sales representatives
Chateau Modra Premium, Chateau Modra Terroir, Elegance, Sekt Pálffy

64. Promotion
Advertising
Sales support
Public relations

65. Advertising
Local press
Specialized magazines
Gastronomy fairs

66. Sales support Discounts Consumer competitions Personnel education
Wine taps instalation
Sampling

67. Public relations Participation on events Wine fairs
Contribution of top management

68. SWOT analysis

69. SWOT analysis Strenghts Production divided to 5 vineyards
Widht and Depth of product mix
Price range
Production volume
Expansion to foreign markets
Participation of top management on PR activities
Weaknesses
Low usage of media
Costs of vineyards revitalization
One-litre bottles of wine
Only standard ways of promotion are being used
Not enough own shops

70. SWOT analysis Opportunities
External consulting on marketing communication
Non-conventional forms of marketing
Other EU markets
National winemakers cooperation
New varieties registration
Threats
Competition
Cheap imported wine
Legislation changes
Unexpected climatic changes
Criminal activity

71. Conclusions and suggestions

72. Conclusions and suggestions
Product
Production divided to 5 vineyards
Cultivation of many different varieties
Wide variety of products
Not distinguished from competition
Suggestions
Development of product lines for specific market segment (women)
Development of product lines according to seasons (red wine for winter, rose for summer)

73. Conclusions and suggestions
Price
Cost oriented pricing
Revitalization of vineyards costs
Expected fall in sales in upcoming year
Suggestion
Focus on marketing communication to retain current sales volume

74. Conclusions and suggestions
Placement
Sales in wholesale/retail and gastronomy
Sales via own shops
Some of the product lines are being sold in both channels
Only Chateau Modra wines are being sold in gastronomy
Suggestions
Remove product line Elegance from wholesale/retail

75. Conclusions and suggestions
Promotion – conclusion
Usage of specialized media
Participation on gastronomy events
Press media are the only advertising channels
Weak consumer competitions

76. Conclusions and suggestions
Promotion – suggestions
Billboard design and usage
Promotion of awarded wines
Non-conventional forms of advertising usage
Adding winery excursions to consumer competitions

78. Thank you for attention