Grover Wines New Media Assignment

By Trishna Patnaik(229) and Supreem

Ekka(178)

IntroductionWine – a drink of the elite, cosmopolite ness and cultural refinement goes in hand with aromatic food. As more and more Indians travel overseas they adopt new lifestyle patterns and covet good things in life, domestic wine consumption has increased in the past couple of years. Grover wines are priced reasonable starting at Rs 450 as compared to imported wines. They are quite affordable and hence it can tap its target market.

Grover’s Art Collection

Grover wines launched its art collection it was a range of premium wines created with extreme caution and impeccable craftsmanship which is similar to a piece of art which is identified by the artist’s signature style.

Future of the wine industry

• Wine industry experts predict India to emerge as one of the largest wine producers in the world by 2058.

• The government of Maharashtra is supporting the wine industry and thus has awarded wineries the status of food processing industry instead of alcoholic beverages.

• It has abolished excise duty on wines. • Maharashtra Industrial Development Corporation has set up

wine parks at Sangli and Nashik at a cost of INR 2500 million.• The Central government has finalized setting up the National

Wine Board at Pune.

Target Audience• SEC A and Sec B

• Demographics : age 26 onwards

• People who use wine for cooking

• In flight travellers (Grover can tie up with airlines for that)

• Restaurants

• Corporate (By having wine tasting seminars and wine appreciation talks with corporates)

Psychographics• Personality • Interests• Values• Activity• Opinion − Natasha is a successful business

woman and is quite popular in the social circuit. She has a great aesthetic sense and loves to travel round the world. Natasha is also a collector of art and love

New Media Fulfills 3 main objectives :

Educate

Engage

Entice

The next 3 slides explains how to achieve the objective through social media.

Marketing through New media

• Using Blog sites like wordpress, blogger.com and so on• Usage of Micro Blogging – www.twitter.com (140 characters)• Social media marketing- RSS• Search Marketing –SEO and SEM• Web PR through indiaprwire.com and so on• Banner Ads in enewspaper• Permission Marketing• Usage of relevant meta tags Eg. • SEO tools like PR Engines• Online wine reviews

Marketing through New media

• Collaborate with Twitter for live feeds• Podcasts/Webinars- to have webinar experts talk

about the pairing food with wine,wine tasting for beginners, types of wine and so on

• Collaborate with HT city online• Database Management• Digital Asset Management – Branding• Customer Relationship Management• RSS Feed• Uploading of images and videos of BTL activities,

launches and so on for online presence

Usage of the following sites for Customer

Engagement• Social Media Marketing− www.facebook.com− www.orkut.com− www.youtube.com− www.flicker.com− www.meebo.com− www.linkedin.com− www.diggit.com− www.del.ic.ious.com

CollaborateGrover Wines can collaborate with the following:

• Designers • Artists • Art Gallery owners• Celebrity Chefs• Food and Gourmet Clubs• Golfers and Golf Clubs• Wedding Planners• Airlines

Using New Media and Conventional Media

Together• Incorporate newsletters, blogs and digital editions into the

mix.• Engaging with the Customers is imperative. This is applicable

for anyone in the wine industry so whether one is a writer, magazine, newspaper, blogger, winery, wine shop, marketer, etc.

• Micro Blogging like Twitter can make that special connection with the winemakers, journalists, publishers, storeowners, and bloggers, so the more this happens the more likely the business will succeed in the social media model.

• BTL activities can be promoted using online promotional tools online invitations can be sent using social media.

Engage Customers…• Engage by offering unique and innovative

services like Chat with wine experts and wine makers.

• Cook with Wine recipe contests

• Online Forums

Grover’s Online Newsletter

Grover’s Community Page on Facebook

Grover’s Community Page on Facebook

What they can incorporate in the

website---• A wine a food matcher- a complete guide to match food

with appropriate wine

• Wine Etiquettes for Beginners

• Promote cooking with wine

• Testimonials through Connoisseurs and Celebrities

• Collaborate with wedding planners and make grover vineyard in Doddaballapur, Bangalore as a wedding destination

What they can incorporate in the

website---

Note• Just like other niche marketing products

Grover wine does not advertise and hence there are no commercials or print ads. They just do PR and BTL activities.

Thank You