Stone Creek Winery
Stone Creek Winery
Marketing Objectives
Unsolicited inquiry received from Japan. Large untapped Japanese market. Japan has a cultural appreciation for alcohol. Target audience is young, Japanese females.
40% of females have at least one glass of wine per month.
Product Adaptation
Modifying the product to become more Japanese would counteract the interest in California wine. Packaging is essential. Labels must be meticulously placed, good attention to detail.
Japan Packaging Institute, has been promoting the rationalization of production and distribution as well as a consumption through improvement and elevation of the packaging technique and thereby contributing to the progress of Japans economy.
Promotion Mix
Objectives:
To generate the attention of consumers To build a strong brand name To create consumer demand for our wine
Message:
Stone Creek wines are crafted from quality grapes grown in the Lodi, California wine region Promoting 2 attractive core components (Design Features):
Quality of grapes: The western-ness of California Making process: Wine are produced in tradition
Strategy:
Push: Educational materials to the distribution chain Pull (Long-term): 1.Advertising 2.Trade show 3.Sponsorship 4.Sales promotion
To distributors:
To customers:
Free tasting events Mail Coupons
Channels of Distribution
Request distributor to fill out the standard distributor questionnaire Create a long-term relationship with the distributor Prepare contingency plans should this relationship not last given Stone Creeks commitment to Japan Prepare for possibility of being contacted by a competing Japanese distributor
Price Escalation
Tariffs and liquor tax laws.
$1.95 per bottle.
Japanese recycling regulations. Inflation rates in the United States and Japan. Exchange rate fluctuations.
Future transactions
Full-Cost pricing strategy.
Total price All applicable shipping details Payment terms Letter of Credit Conditions Letter of Credit Documents
Conclusion
Excellent growth opportunity for Stone Creek.
Importance of international business.
Questions?