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MARKETING PLAN OF
     CASTEL
  (FRENCH WINE)




                       GROUP-7

                 •AARTI SHARMA
            •APURWA AGARWAL
                       •SHREYA
                •SIDDHARTH RAI
                   •SUNIL SINGH
Plans are Nothing, Planning is Everything.

  By
– Dwight D. Eisenhower
CONTENTS

•   EXECUTIVE SUMMARY
•   FRENCH WINE REGIONS.
•   ANALYSIS
   Market Analysis
   PEST Analysis.
   SWOT Analysis.
•   GAME PLAN
   Pricing Strategy.
   Marketing Mix.
   Profile of Prospective Consumers.
   Trends in Wine Drinking.
   Distribution.
•   ACTION PLAN
Executive Summary

• Wine is an alcoholic beverage made from
  fermented fruit juice, usually that of grapes.
• Majorly there are 2 kinds of wine:
  Red Wine.
  White Wine.
• CASTEL group was founded in 1949.

• Today, Castel Group is one of the world
  leaders in wines, beers and soft drinks.
PRODUCTS




Cuvée   Cuvée   Cuvée    Cuvée   Cabernet
Rouge   Blanc   Blanc                        Chardonnay
                         Rosé    Sauvignon
                Medium
                Sweet
COMPETITORS

•   DFV WINES
•   WIDMER WINERY
•   GROVER VINEYARDS
•   SAINT JAMES
•   GRAPE RANCH
•   OPERA WINES
•   MAJESTIC WINES
FRENCH WINE REGIONS
ANALYSIS
MARKET SHARE OF FRANCE
PEST ANALYSIS

POLITICAL                        ECONOMICAL
•Wine regulations.               •Devaluation of currency in key
•Ban on advertisements.          markets.
                                 •Low interest rates

                                 TECHNOLOGICAL
SOCIO-CULTURAL
                                 •Technological advances in the
•Long tradition of wine
                                 sector.
consumption.
                                 •Hand selected grapes versus
•Higher perception of quality.
                                 use of machines.
SWOT ANALYSIS

STRENGTHS
•Penetration Pricing              WEAKNESSES
•State of the Art Winery          •Low on Production Capacity
•Excellence Award for Finery      •Less Overseas Supply


                                  THREATS
                                  •Strong competition from other
OPPORTUNITIES
                                  countries
•Cutting edge over foreign wine
                                  •Decrease in consumption of
makers
                                  wine in France
•Expansion opportunities
                                  •Emergence of substitute
                                  products
Castel french wine
PRICING STRATEGY

             Penetration           Premium

Quality



            Economy                Skimming




                           Price
MARKETING MIX

                    PRODUCT:

• Products of Castel are Cuvée Rouge, Cuvée Blanc,
  Cuvée Blanc Medium Sweet, Cuvée Rosé, Cabernet
  Sauvignon, Merlot, Syrah, Chardonnay and
  Sauvignon.
MARKETING MIX

                       PRICE
• Penetration pricing
   – Increased market share

                       PLACE
• Japan, Korea, China, Angola, Gabon, Equatorial
  guinea, Cameroon, Burkina Faso, Poland, Czech
  Republic, Germany, Holland, UK, Russia.
MARKETING MIX

                    PROMOTION:
•   billboards
•   Radio
•   TV
•   Internet
                   SUGGESTIONS:

• Sponsoring events
• stalls
PROFILE OF PROSPECTIVE
               CONSUMERS
AGE                24 - 44 Years
SEX                Male
OCCUPATION         Business person, accountant, executive,
                   advertising/marketing consultant, manager, fashion
                   industry

INCOME             High ($45000+)
ATTITUDE           Influenced by image and prestige of modern
                   products, early adopters, switch products easily.


LIFESTYLE          Young, generation X and Y, modern, retro,
                   adventurous

BENEFITS DESIRED   Buys for the benefits of prestige, quality and
                   dependability.
TRENDS IN WINE DRINKING

1) There is a decline in the consumption of wine over
   the recent years.

2) Around 50% of the youth never drink wine, they
   prefer other alcohol drinks.

3) People now prefer drinking water with their meals
   instead of wine.
TRENDS IN WINE DRINKING

4) Wine drinkers between the age of 24 and 35 drink
   around 60 litres of wine a year whereas those
   between 16 and 23 drink around 32 litres.

5) People tend to not drink wine during the week and
   then binge on it in the weekend which is an unhealthy
   practice.
DISTRIBUTION

•   Restaurants
•   Wine-shops
•   Wholesalers
•   Internet
•   Hypermarkets
•   Grocery stores
•   Overseas
Action Plan
PRODUCT STRATEGY
• It adopts latest technology
• Attractive packaging

PRICE STRATEGY
• Low price
• Penetration
PLACE STRATEGY
• Wide Reach in France
• Present in 5 continents

PROMOTION STRATEGY
• Discounts
• Word of Mouth
Castel french wine

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Castel french wine

  • 1. MARKETING PLAN OF CASTEL (FRENCH WINE) GROUP-7 •AARTI SHARMA •APURWA AGARWAL •SHREYA •SIDDHARTH RAI •SUNIL SINGH
  • 2. Plans are Nothing, Planning is Everything. By – Dwight D. Eisenhower
  • 3. CONTENTS • EXECUTIVE SUMMARY • FRENCH WINE REGIONS. • ANALYSIS  Market Analysis  PEST Analysis.  SWOT Analysis. • GAME PLAN  Pricing Strategy.  Marketing Mix.  Profile of Prospective Consumers.  Trends in Wine Drinking.  Distribution. • ACTION PLAN
  • 4. Executive Summary • Wine is an alcoholic beverage made from fermented fruit juice, usually that of grapes. • Majorly there are 2 kinds of wine: Red Wine. White Wine.
  • 5. • CASTEL group was founded in 1949. • Today, Castel Group is one of the world leaders in wines, beers and soft drinks.
  • 6. PRODUCTS Cuvée Cuvée Cuvée Cuvée Cabernet Rouge Blanc Blanc Chardonnay Rosé Sauvignon Medium Sweet
  • 7. COMPETITORS • DFV WINES • WIDMER WINERY • GROVER VINEYARDS • SAINT JAMES • GRAPE RANCH • OPERA WINES • MAJESTIC WINES
  • 10. MARKET SHARE OF FRANCE
  • 11. PEST ANALYSIS POLITICAL ECONOMICAL •Wine regulations. •Devaluation of currency in key •Ban on advertisements. markets. •Low interest rates TECHNOLOGICAL SOCIO-CULTURAL •Technological advances in the •Long tradition of wine sector. consumption. •Hand selected grapes versus •Higher perception of quality. use of machines.
  • 12. SWOT ANALYSIS STRENGTHS •Penetration Pricing WEAKNESSES •State of the Art Winery •Low on Production Capacity •Excellence Award for Finery •Less Overseas Supply THREATS •Strong competition from other OPPORTUNITIES countries •Cutting edge over foreign wine •Decrease in consumption of makers wine in France •Expansion opportunities •Emergence of substitute products
  • 14. PRICING STRATEGY Penetration Premium Quality Economy Skimming Price
  • 15. MARKETING MIX PRODUCT: • Products of Castel are Cuvée Rouge, Cuvée Blanc, Cuvée Blanc Medium Sweet, Cuvée Rosé, Cabernet Sauvignon, Merlot, Syrah, Chardonnay and Sauvignon.
  • 16. MARKETING MIX PRICE • Penetration pricing – Increased market share PLACE • Japan, Korea, China, Angola, Gabon, Equatorial guinea, Cameroon, Burkina Faso, Poland, Czech Republic, Germany, Holland, UK, Russia.
  • 17. MARKETING MIX PROMOTION: • billboards • Radio • TV • Internet SUGGESTIONS: • Sponsoring events • stalls
  • 18. PROFILE OF PROSPECTIVE CONSUMERS AGE 24 - 44 Years SEX Male OCCUPATION Business person, accountant, executive, advertising/marketing consultant, manager, fashion industry INCOME High ($45000+) ATTITUDE Influenced by image and prestige of modern products, early adopters, switch products easily. LIFESTYLE Young, generation X and Y, modern, retro, adventurous BENEFITS DESIRED Buys for the benefits of prestige, quality and dependability.
  • 19. TRENDS IN WINE DRINKING 1) There is a decline in the consumption of wine over the recent years. 2) Around 50% of the youth never drink wine, they prefer other alcohol drinks. 3) People now prefer drinking water with their meals instead of wine.
  • 20. TRENDS IN WINE DRINKING 4) Wine drinkers between the age of 24 and 35 drink around 60 litres of wine a year whereas those between 16 and 23 drink around 32 litres. 5) People tend to not drink wine during the week and then binge on it in the weekend which is an unhealthy practice.
  • 21. DISTRIBUTION • Restaurants • Wine-shops • Wholesalers • Internet • Hypermarkets • Grocery stores • Overseas
  • 23. PRODUCT STRATEGY • It adopts latest technology • Attractive packaging PRICE STRATEGY • Low price • Penetration
  • 24. PLACE STRATEGY • Wide Reach in France • Present in 5 continents PROMOTION STRATEGY • Discounts • Word of Mouth