Introduction: The 2013 Concerns and the Wine Promotion Campaign
According to the recent records, the English Wine Producers are going to promote their wine not only to the residents of the United Kingdom, but also to the tourists. Moreover, as soon as the company succeeds in its beginnings, it can be expected that the English Wine Producers will start selling their products worldwide.
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Thesis statement: despite the lack of available information, the English Wine Producers can succeed in the European wine market by using their key assets and improving their knowledge management system.
The Analysis of the State of Affairs: What Needs to Be Done
Like any other company, the English Wine Producers have their own advantages and downsides. Learning to use the former and hide the latter will help the company succeed.
The strengths of the English Wine Producers: putting the emphasis on the quality
To win the battle, the company will have to lay the emphasis on its assets so that the potential clientele could see these advantages as well. Therefore, the strategy must be aimed at finding the way to stress an outstanding quality of the English wine. Perhaps, combining a well-known stereotype of English people always clinging to their traditions, one can come up with an alluring advertizing concept.
The weaknesses of the English Wine Producers: when it comes to information availability
Sadly enough, there is a lack of cooperation between the English Wine Producers affiliates. However introducing the system of knowledge sharing, one can expect a better information processing.
Looking for the Solutions of the Problems: Flexible Measurement System and Awareness Campaign
Needless to say, a good advertizing campaign makes the bulk of a company success. Therefore, every single element of the campaign must be well thought out.
Technological advances as the key means to inform the potential customers
Utilizing the latest technological advances will help considerably in promoting the company. E.g., a blogosphere can be used to attract even more clients.
Effective advertizing campaign: let the whole wide world know about English wine
To make the advertizing campaign as impressive as possible, different types of media must be used. Starting from advertisements in newspaper and TV commercials to direct marketing (e.g., sending e-mail invitations and newsletters), the commercials have to aim at the clients.
Rethinking the Budget Issues: One Hundred Bottles of Wine on the Wall
With the help of a 100,000 pounds budget, the English Wine producers will be able to promote its wine efficiently.
The costs that cannot be avoided: promotion campaign
A good promotion campaign must drive people’s attention towards the goods and make them feel like trying these goods. Therefore, the following costs can be expected:
|Designing the awareness campaign||10,000|
|Creating an online site||5,000|
|Promoting the wine via commercials (TV and Internet)||5,000|
|Using other means to place a commercial (e.g., billboards, city transport, etc.)||15,000|
|Organizing an event (presentation of the new trademark)||15,000|
|Offering the visitors free samples of wine|
|Offering discounts to the VIP clients||10,000|
|Renting premises for the company office||15,000|
|Renting premises for shops||15,000|
|Developing an HRM strategy for hiring competent staff to work in newly established shops||5,000|
Unforeseen costs and how to deal with them
It is also necessary to keep at least £5,000 for the possible unforeseen costs, such as broken/stolen goods, etc. In addition, it is necessary to keep in mind that the English Wine Producers will also have to provide the clients with an opportunity to try the wine for free as a part of the promotion campaign to attract even more people.
Conclusion: Reconsidering the Current Action Plan
Though there might be other possible obstacles for the English Wine Producers, it still must be admitted that the given plan is rather viable. Creating effective commercials that emphasize the positive aspects of the English wine, one can expect a surge of clientele and impressive revenues.