Note: Project Purposes

1. AXEL VINO WINE Co.
Branch: near Oriental Hotel, Legazpi City
Opens 6:00 am to 10:00 pm

2. I. Introduction
“Stores the best quality wine
products”
As a naturally refreshing drink, Axel Vino Wine
serves high quality wines with main ingredients
harvested from famous vineyards and fields in the
country. These ingredients are extracted from
fresh fruits that are revitalizes thirsts for wine.
Established by seven people, Axel Vino has unique
wines with irresistible taste that is surely apt for
every tongue. Axel Vino is made healthy by
lessening its alcoholic content.
In order to attain best taste, Axel Vino is stored
for ten years before serving, thus achieving its
delicious taste.

3. Axel Vino intends to:
 Create profit
 Satisfy customers through serving
best quality wine products
 Attain its organizational goals, aims
and missions
 Use 10% of the earned money for
building a foundation for orphans in
Legazpi City
 Obtain trail and repurchase
 Increase consumption of an
established brand
 Target a specific market segment
II. Our Objectives

4. III. Market Demographics
Market Demographics refers to those who
likely to buy a product. In this situation, Axel
Vino centers its market around Legazpi City.
There is no division of the city’s zone because
it’s not a good strategy for a wine company,
same idea if the company put a retailer. Due to
that, Axel Vino Wine Co. is built near the
Oriental Hotel in Legazpi because there are a
lot of people around the area who are looking
for wines for them to drink. Also, Oriental
Hotel lodges wealthy men, celebrities and other
important persons. Once they bought, Axel
Vino have higher chance on increasing it sales.

5. Map of an area in Legazpi City
surrounding the location of Axel
Vino Wine Co.
*
Legend:
* - location of the company

6. Kids
Consumers age lower than 12 are
not yet allowed to drink alcoholic
wines like Axel Vino, so we
to offer some baked products and
smoothies that will surely apt to
the kids. These baked products
include cookies, cupcakes,
macaroons, bread, and pastries
that are flavored from same
in making Axel Vino wines. For
smoothies, the same flavor
Both products are named under
the Axel Vino Co.
IV. Demographics

7. Teenagers
Consumers that are in 13 – 18 ages can already drink Axel
Vino wine because the content of alcohol is not so strong
there are many different flavors that will surely taste good
them. Provided, proper serving and moderate intake must
be observed.
White Collar Workers
Consumers that are working in offices can surely drink Axel
Vino wine when they’re in their agencies or administrative
centers, and also they can visit our branch after their work
and drink the best wine in town. Base from the research of
the company, most consumers of wines are from those who
work in offices.

8. Elderly
Old age persons aging 50 and above need
to drink Axel Vino wine to chill and relax
their mind and body because of the very
delicious taste and flavors that can bring
happy moment for themselves and for
everyone. Wines are also good for health,
according to a study. Hence, Axel Vino
help in their health as well considering
moderate intake and proper medication
required for them.

9. Beringer Wine
Gaining its popularity, it offers an
range of flavors. This makes a perfect thirst
quenching for all the drinkers. This wine
is said to be one of the oldest in the market.
Blossom Hill Wine
This brand offers excellent taste wine in
the world. The best part about this brand is,
wine is made from fresh fruit juices. This
to you a good news that it has very less
of alcohol.
V. Our Competitors
The Research and Development Department
(or R&D) of Axel Vino Wine Co. assessed top
wine companies around the world evaluated
as possible competitors.

10. Jacob’s Creek Wine
The wine is made out of
However, the grapes used are of
superior quality and thus it makes
this brand of the best wines all
the world. To beat up the summer
heat or just make your summers
interesting, you can have this
Yellow Tail Wine
This is one of the high quality
brand that will just make your
celebration more fun and royal.
brand is manufactured in
Australia. Wine comes in yellow
color and in white as well. It is
purely made from grapes. The best
part about this brand is that it
manufactures affordable wine.
Due to these specified competitive
wine products’ advantages, Axel Vino
Wine Co. amends this by improving the
more of the quality of the product. Our
competitors will serve as a challenge
for the company to strengthen the
internal operation, especially to do
something to transcend our product.
Gallo Wine
This brand comes from USA. For
the one who is looking for quality wine
with an excellent taste then this pick
would be perfect for. It has a fruity
flavor which makes many to fall in love
with it. Also, this wine brand is sweet
as well. So that adds to the preference
of many people.

11. Philippine Made:
Axel Vino is naturally made in the Philippines,
having ingredients harvested from some places
in the archipelago. Since most of the famous
wines are made from other countries, we
designed our wine in our own country to make a
little difference that should be unique from
other wines.
SWOT ANALYSIS
VI. Strengths Quality Product:
Axel Vino is produced from natural fresh fruits
that has undergone aging process. It is stored
in oak barrels for ten years to attain best
quality and irresistible taste. Axel Vino is
exquisitely crafted from fine highland grapes
which gives flavorful aroma and unique taste.
Made from fine ingredients, Axel Vino wine
will suit your preference and is guaranteed to
be one of the best wine products having best
value and taste.

12. Hire Experienced Staff:
The company hired employees that are experienced in making wines. Most of the
staff undertaken seminars, symposiums, conference and trainings before getting
them signed up to the company. As one of the brand image of the Axel Vino says to
become a connoisseur, Axel Vino’s staff were also specialists when it comes to making
wines. Even from different departments, or from the wine press department, Axel
Vino employees have the skills proficient for doing their jobs.
SWOT ANALYSIS
VI. Strengths

13. New in Industry:
Since Axel Vino Co. is just starting to develop their product, they might have low
income at first. But as they improve their products, the demand might rise.
SWOT ANALYSIS
VII. Weaknesses

14. Strong Competitors:
Since we are just starting in our industries we expected strong competitors. We
expect that some consumers won't be able to favour it at first but as we expand our
business, we are sure that we can cope up with that circumstance.
SWOT ANALYSIS
VII. Weaknesses

15. Acquiring the Newer Technology and Techniques:
In the wine press, workers adapted to newer technology to have a faster
production of wines. Several machines were bought to assist in operations, as well
as in the offices. Newer computers were utilized to have a better and more efficient
work. Meanwhile, new techniques were also adapted in the making to achieve the
best quality wines.
SWOT ANALYSIS
VIII. Opportunities

16. Increase the Distribution Network:
A lot of other businesses made a contract with our company as a recipient of
supplies of our product. By months, the demand for this kind of distribution
increases that’s why the company’s sales improve, including the income and
revenues. This network yields to an opportunity for Axel Vino Wine, Co.
SWOT ANALYSIS
VIII. Opportunities

17. So Many Competitors:
As mentioned, few of the competitors were named out of the best and famous wine
companies around the world. This becomes a threat to our company since there’s
a low chance of making our business known in short span of time. Opening this
business is risky, but the company continues and gambles for the stake until it
improves and attain our objectives despite the threat of competitors.
SWOT ANALYSIS
IX. Threats

18. Economic Instability:
Due to the rise of different problems in Philippine’s economy, including the supply
of ingredients for making a wine in ten years, there’s also a half chance that Axel
Vino will not reach the demands of the market. The company will amend this
situation if that happens but will surely continue out operation until the real threat
occurs.
SWOT ANALYSIS
IX. Threats

19. “Establishing brand image leads to popularity”
Axel Vino Wine Co. creates Positioning Strategy by
by making an image for the product. Through
and publicizing, customers will easily identify our
product. They will also recognize Axel Vino wines with
such brand image like Be a Connoisseur, Serves the
Wine Products, and Love in First Taste.
X. Marketing Strategy and Objectives
“It’s great to breakdown your consumers”
A Segmentation is implemented to divide
costumers into specific markets. Moreover, Axel Vino
Wine Co. segmented their market based from certain
factors, which will then be initiated into another
process called Targeting

20. “Once you target a market, you target your
dream”
In pursuit of segmenting, Axel Vino
creates plan for Targeting, determining the
needed characteristics of the consumers
as base from their age, gender, status,
demographic, graphic, sociological,
behavioral, and other characteristics.
Through this, Axel Vino Wine Co. identified
their tarter markets, which are the white
collar workers, teenagers and old persons.
After research and improving the company,
Axel Vino released new products to
categorize kids in target markets.
X. Marketing Strategy and Objectives

21. Product
Axel Vino is a known wine
company in the Philippines that
serves high quality wine
with main ingredient harvested
from famous barnyards and
in the country.
These wines had undergone
aging process and are stored in
oak barrels before they are
released, until they come fresh
and ready to be tasted. It has
unique wines with irresistible
taste that surely apt for
XI.MarketingMix

22. Price
Axel Vino wines are sold
each for only Php 1,020.
Axel Vino wine also comes
package, buying 4 bottles or 1
case is only for Php 4,050.
XI.MarketingMix

23. XI.MarketingMix Promotion
Different types of promotion strategies were used by Axel Vino to make our
product known and gain popularity such as:
• Television Commercials
• Newspaper Advertisements
• Radio Marketing
• Call Center Services
• Built-up online website
• Billboard

24. XI.MarketingMix
Place
Axel Vino Company was able to
compete with other wineries. As
as, the company continues to
and currently has various branches
spread all over the country.
One is located near the Oriental
Legazpi that opens at 6: 00 am
10: 00 pm.

25. XII. Product
Product Variety
Axel Vino wine Co. caters wines with different flavors.
Available flavors are:
 Axel Vino Berry
 Axel Vino Cherry
 Axel Vino Honey
 Axel Vino Grapes
 Axel Vino Durian
 Axel Vino Olives
 Axel Vino Pineapple
 Axel Vino Cider
Axel Vino Wine Co. caters not only wine products but also offers some baked products and smoothies
especially made for kids and teenagers who are not yet allowed to drink alcoholic beverages. Through this
strategy, the company gains advantage among its competitors and other wineries.

26. XII. Product
Product Quality
Axel Vino Wine Co. identifies
three main qualities that the
product possess:
• Produced from natural and
fresh fruits that had
undergone aging process.
• Stored in oak barrels for
years to attain best quality
and irresistible taste.
• Exquisitely crafted from
fine highland grapes which
gives flavorful aroma and
unique taste.
Designs/ Feature/ Packaging Size
Bottle designs for Axel Vino wines shows simplicity
yet symbolizes formality and sophistication.
It contains 40%
juice and has
low alcohol
content.
Net content: 750
ml
Serving size:
245 ml

27. Price: Php 1,020 per bottle.
Package: Php 4,050 = four
bottles (cased)
XIII. Pricing
Promos can also open, such us on receiving 50 up to 80% less
when 3 bottles are bought.

28. Communication Strategies
Part of communication strategies is the advertisement. However, focusing first to how the company will communicate to
consumers, Axel Vino Wine Co. will understand and use the customer service tips. Once we gain the customers’ trust, it
a lot easier to advertise and promote our product using different ways:
XIV. Promotion
 Television Commercials
One of the most effective
advertising since a lot of people
nowadays watch in their television.
Usually, what people see in it, it
leaves an impact in them such as
remembering the contents of the
commercial.
 Newspaper Advertisements
Newspaper advertising has been
around longer than any other form
of advertising we see today and is
still the first kind of advertising
that business think about doing.
They are a good way to reach a
large number of people, especially
those aged 45-plus who tend to get
their news.
 Radio Marketing
Through radio commercials,
advertising will be sent to the
consumers as they listen to
their radios. It is also an
effective advertising strategy.

29. XIV. Promotion
 Call Center Services
The Axel Vino Wine Co. cooperated
with a call center service company
that promotes and sells our
through live verbal and
communication with the
 Built-Up Online Ads
Built up online website can also be
a useful promoting technique with
contents about the Axel Vino Wine
Co. and our products. It will also
show different promotions, prevue,
and facts all about the company.
 Social Media
This websites such as
Facebook and Google+ offer
companies a way to promote
products and services in a
more relaxed environment.
This is direct marketing at its
best. Social networks connect
with a world of potential
customers that can review our
company from a different
perspective. This can help
lessen the divide between the
company and the buyer which
in turn presents a more
appealing and familiar image
of the company.

30. Consumers
Based from Axel Vino Wine Co.’s evaluation towards our consumers, they had shown to
variety of interests when it comes to wine. Roping in the target consumers, which is
to be the white collar workers, customers’ demand for more product as their freed back,
company then released new products: baked goods and smoothies. Consumers responded
a high satisfaction to our products, so as a high rate for the improvements and
that the company makes.
Consumers tend to buy larger quantities when there’s an occasion, for instance, a
party. Even though that scenario happens, selling our product is not even close to
The company has a small resto in the building’s lobby, which is open from 6:00 am to 10:00
pm for consumers who buy wines and wanted to drink right after. Included in the small
are counters for selling the baked products and smoothies.
Furthermore, there are consumers who received consummation after trying our product.
XV. Reviews

31. Distributor
Axel Vino Wine Co. as a distributor supplies other
businesses and companies such as the Arome Winery
and Galacia Wine Company to name a few. Once these
companies buy our products, the name still remain,
they will be reselling them to have their incomes. The
rate of distributing our products to other companies
increased from the previous months of operation and
intends to continue.
Small branches also stood in malls and commercial
buildings. The company regularly provide sufficient
supply of wines, baked products and smoothies at the
same price. Trained employees were hired to manage
these branches and the proper distribution of our
supplies.
XV. Reviews Retailer
The company does not
accommodate retailing, as it is
not a best strategy to sell
wines, especially with its high
price and concentrated target
costumers.