Marketing Plan Prepared for: Steve Fox

Prepared by: Juanita Bradford, Bryce Heaton, Anna Jefferis, Eilis Rees and Carly Ryan

24 October 2014

Table of Contents Contents PageExecutive Summary 2

1.0 Situational Analysis

1.1 Company Profile 3

1.2 Opportunity Statement 4

1.3 SWOT Analysis 4

2.0 Environmental Analysis2.1 Macro-Environmental Factors

2.1.1 Political Environment 5

2.1.2 Economic Environment 5

2.1.3 Socio-Cultural Environment 5 – 6

2.2 Micro-Environmental Factors

2.2.1 Industry Regulation 6

2.2.2 Industry Trends 6 – 8

3.0 Marketing Strategy

3.1 Existing Marketing Strategy 9

3.2 Unique Selling Point 9

3.3 Mission 9

3.4 Marketing Objectives 10

3.5 Target Market 10 – 11

3.6 Positioning 11

4.0 Marketing Mix

4.1 Product and Price 12 – 13

4.2 Place 13

4.3 Promotion 14

5.0 Conclusion 15

6.0 Reference List 16 – 18

7.0 Appendix 19 – 23

Page "1

Executive Summary This report will articulate how to market Penfolds wine successfully into the Thai market. The

economic, political and cultural environment will be extensively examined and determine the

challenges and opportunities Penfolds may face.

Marketing regulations surrounding alcoholic products are stringent in Thailand. This has

become one of the major challenges Penfolds will face during this venture. Thailand presents

a positive foreign importing opportunity, as changes to the Thailand-Australia Free Trade

Agreement (TAFTA) will decrease the tariff on wine to zero by 2015.

Beer currently dominates the alcoholic industry, which is another challenge Penfolds will face

when marketing their product. However, the wine industry is increasing as consumers have

become aware of the health benefits associated with wine drinking. In addition, the foreign

wine industry is leading the market as consumers build a preference towards specialty wine

sourced from other countries - Australia in particular. Penfolds will differentiate itself from

competitors, by highlighting the brand’s prestigious and high-quality characteristics.

Finally, multiple suggestions to the Penfolds’ marketing mix will be explored, with a focus on

product—collaboration with locals to create a Penfolds-Thai wine. Promotional activities

including, product placement and advertising, will be devised to reach the target market and

meet objectives. Implementation of this marketing plan will aid Penfolds objective to

increasing brand awareness and its overall market share within Thailand’s alcoholic industry.

Page "2

1.0 Situational Analysis 1.1 Company Profile

Founded in Adelaide, 1844 by Dr. Christopher Penfold, Penfolds has evolved from a small

medicinal operation into one of Australia’s most prestigious wine brands (Penfolds 2014a).

The brand is a subsidiary of Treasury Wine Estates (TWE 2014b), which is the parent

company to a range of other well-respected alcohol brands. Penfolds has acquired a number

of vineyards within Australia’s most esteemed viticultural areas—including the Barossa Valley

and McLaren Valley. Producing an extensive collection of red and white wines, Penfolds has

received great national and international acclaim including: • UK’s Red Winemaker of the Year award in 1999 and 2000; • Winemaker of the Year award in 2014; and • Winery of the Year since 2012 (Penfolds 2014b).

Penfolds’ success in Australia is credit to the range of business and marketing strategies it

has implemented since its inception. Its early establishment in the Australian wine industry

enabled Penfolds to acquire some of the best agricultural resources for wine production and

allowed manipulation of product pricing. TWE (2014a) successfully distributes Penfolds

worldwide, focusing on four regions: the Americas; Australia and New Zealand; Europe, the

Middle East and Africa; and Asia. Penfolds has remained a celebrated aspect of Australian

culture for 170 years and is expected to continue prospering in foreign markets.

Figure 1 – Map of TWE Regions and Head Offices

Page "3

1.2 Opportunity Statement Thailand is a key country within TWE’s Asian region. While Penfolds is currently sold within

the kingdom, there is a great opportunity for the wine brand to increase its market share.

1.3 SWOT Analysis

Strengths • Iconic luxury brand image. • 5.2% growth in Australia (TWA

2014a). • Awarded numerous accolades

(Penfolds 2014b).

Opportunities • Increased consumer expenditure on wine

(Euromonitor 2013a). • Increased disposable income (Euromonitor

2014). • High rates of alcohol consumption

(Euromonitor 2014). • Alcohol outlets increased by 120,000

(Euromonitor 2013a). • Emergence of wine focussed bistros,

restaurants and clubs (Euromonitor 2013b).

• Export of Australian wine to Thailand demonstrates consistent growth (Austrade 2013).

Weaknesses • Lack of consistent marketing

and advertising in Thailand. • Supply constraints (TWA

2014a).

Threats • Stringent Thai advertising and marketing

regulations (Euromonitor 2013a). • Beer remains the strongest competitor.

Page "4

2.0 Environmental Analysis 2.1 Macro-Environmental Factors

2.1.1 Political Environment Thai society continues to suffer from endemic corruption at every level. Former Prime Minister

Shinatwatra was implicated in a corrupt “rice-pledging scheme” which significantly

undermined the government’s public pledge to eliminate corruption in Thailand (GAN Integrity

Solutions 2014). Since 1932 the Thai army has initiated many coup d’états, effectively placing

the kingdom under military control, to restore order and enact political reforms (Ammar 2011),

most recently in May 2014. The kingdom suffers from an ineffective government bureaucracy;

bribery and conflicts of interest are common in both public and private sectors, particularly in

business and politics. Penfolds must be mindful of corruption when trading.

2.1.2 Economic Environment The introduction of TAFTA in 2005 has fostered a positive trading relationship between

Australian and Thailand. Thailand is South-East Asia’s second largest economy and since

TAFTA two-way trade between the nations has doubled—Thailand is Australia’s ninth biggest

trading partner (DFAT 2014). TAFTA eliminated the majority of tariffs on goods imported from

Australia and significantly reduced the previously high tariff barriers. The wine tariff in Thailand

is 40%, and will phase to zero by 2015 (DFAT 2014). Australian wine is the second most

imported into Thailand, after France (Wallace and Wise 2013). Bangkok Beer & Beverages

(BB&B), Thailand’s foremost supplier of beverages, import and distribute Penfolds throughout

the kingdom.

2.1.3 Socio-Cultural Environment Westernization in Thailand has been existent for centuries, but has become abundant in the

last few decades with characteristics of western society are beginning to surface. Western

clothing, motion pictures, automobiles, cosmetics, television, food and even toilet habits are

being implemented into Thai culture (Phillips 2010). Research indicates that Thai’s also

associate the aesthetical traits of westerners with wealth. Euromonitor (2014) acknowledged:

Page "5

“Those who have lighter skin come from higher social strata…high-end goods typically

feature light-skinned actors.”

Thai consumers have developed a large demand for new world wine. Consumers believe that

moderate consumption minimises the risk of heart-related conditions (Euromonitor 2013b).

Thais value the health benefits of wine, hence the positive growth affect it has had on the

industry.

85 percent of the kingdom speaks a dialect of Thai (PBS 2014) and 95 percent practice

Theravada Buddhism (Tourism Authority of Thailand 2014). Penfolds must be aware of

cultural, religious and linguistic challenges in order to successfully execute meaningful and

politically correct marketing activities.

2.2 Micro-Environmental Factors 2.2.1 Industry Regulations

The Alcoholic Beverage Control Act B.E. 2551 (2008) governs Thailand’s alcohol industry.

Regulations include: • Packaging and promotion of alcoholic products must display warning messages (s.

26.1); • Restrictions on where alcohol can be sold (s.27); • Alcohol cannot be discounted for promotional purposes (s.30.3) and • Advertising must not “induce” drinking (s.32).

Further advertising restrictions exist, with television commercials permitted between 10pm

and 5am, and logos on print media cannot occupy more than five per-cent of space

(Hancock 2014). The act has been scarcely enforced, however the 2014 military coup saw

the junta vow to strictly enforce it. Violation of the act makes manufacturers and importers

liable to harsh penalties including fines of up to 500,000 Baht and imprisonment (Hancock

2014). While the act is restrictive, Penfolds must adhere to it when conducting business in

Thailand.

Page "6

2.2.2 Industry Trends Penfolds’ primary competitors are Siam Winery (SW) and Boon Rawd Brewery (BRB). BRB

was established in 1933, which qualified them as the first beer and lager company in Thailand

(Boon Rawd Brewery 2014). Beer is Thailand’s most favored alcoholic beverage, due to the

affordability and high alcoholic volumes found in their “national” beer, Singha (Hopkins 2011,

173-174). Beer consumption peaked in 1931 when the import tariff on alcohol was raised

(Nambara 2004). This increase on imported alcoholic goods allowed domestic beer

companies such as BRB to dominate the market by lowering prices. As a result, consumer

expenditure on alcohol swiftly shifted to beer. Thus, it is imperative for Penfolds to be

conscious of their indirect rivals in order capitalise their market share in Thailand.

Figure 2 – Global Brands Market Share of Alcoholic Drinks 2012

(Euromonitor 2013a)

Figure 3 – Global Brands Market Share of Still Wines 2012

Page "7

100%

100%

(Euromonitor 2013b)

Table 1 – Penfolds Competitors

Brand Products

Siam Winery Wine and Non-Alcoholic Beverages

Pernod Ricard Groupe Wine (Jacob's Creek, Wyndham

Estate and more), Spirits, Liquors and Beer

Thai Beverage PLC Beer and Spirits

Boon Rawd Brewery Co Ltd Beer and Spirits

Page "8

3.0 Marketing Strategy 3.1 Existing Marketing Strategy

Thailand distributor, BB&B, is predominately responsible for marketing Penfolds’ products

within the Kingdom. BB&B is also responsible for promoting a portfolio of wines, which

compromises Penfolds’ marketing and advertising activities. In 2010 Thai public relations

firm About PR was employed to increase Penfolds’ profile—an exclusive Penfolds wine

lounge was opened over five days (About PR 2010). More recently, BB&B hosted a pop

up Penfolds wine bar at the 2014 Hua Hin Jazz Festival (2014). Great opportunity exists

for Penfolds to develop a new marketing strategy in order to increase market share.

3.2 Unique Selling Point Current Thailand Unique Selling Point: Absent.

Recommended Unique Selling Point: “A premium wine product, produced by an

experienced Australian brand that can be trusted.”

Implementation of phrases such as “premium”, “experienced”, “Australian” and “trusted” will

evoke connotations of trust, luxury and quality.

3.3 Mission Current Mission Statement: Absent.

Recommended Mission Statement: “Penfolds is a premium wine product. We are

committed to offering the highest quality wine in Thailand. Our aim is to consistently

accompany and enrich life’s finest moments. Our business is driven by three core values:

premier quality, credibility and trust.

Page "9

3.4 Marketing Objectives • To increase wine market share by 15% by the end of FY2014. • To increase revenue by 10% by the end of FY2014. • To increase customer base by 35% by end of FY2014. • To increase repeat customer base by 35% by end of FY2014. • To create Facebook profile and reach 5000 likes by end of FY2014.

3.5 Target Market The market has been summarised in two customer segment profiles:

Customer Segment Profile 1 – Sarawut, “Work hard, play hard”

Page "10

Demographics and Psychographics • 25-30 years old • Married • 2 Children • Business Development Manager

(Payscale 2014) • Drives a BMW • Owns home • Resides in Bangkok • Consumes red wine once a day

(Austrade 2014) • Generally drinks wine with dinner,

surrounded by family and friends, or at corporate functions

• Values good quality, prestige products • Family oriented • Enjoys socialising with family and friends

Customer Segment Profile 2 – May, “Executive Mother”

3.6 Positioning Existing Positioning Statement: Absent.

Recommended Positioning Statement:

“Penfolds offers prestige wine that is bound to evoke

the finest memories.”

Page "11

Demographics and Psychographics • 30-40 years old • Married • 2 Children • Financial Advisor (Payscale 2014) • Drives a Mercedes-Benz • Owns home and investment property • Resides in Bangkok • Catches private transport when

travelling between business meetings and to the airport (Euromonitor 2011)

• Consumes red wine once a day (Austrade 2014)

• Consumes alcohol with food • Generally consumes alcohol with

friends and family or at corporate functions

• Values good quality, prestige products (IBISWorld 2014)

• Enjoys trying international produce and goods

• Enjoys interacting with family and friends and hosting social events at home

4.0 Marketing Mix 4.1 Product and Price

B&BB (2014) currently distribute 26 Penfolds products throughout Thailand—18 red, six

white and two port wines. As red wine has a market share of over 70% within the Thai wine

industry (Austrade 2013), focusing on it is ideal. Products distributed will not be changed.

Additionally, Penfolds will collaborate with local growers to create a new wine with their

produce. The wine will have Penfolds’ prestige, with a local influence and taste. By glocalising

a product Penfolds will demonstrate corporate social responsibility through supporting local

wine producers, and strengthen consumer confidence by producing a product consumers

resonate with. Cabernet sauvignon grapes from the renowned Khao Yai region will be used

(TWA 2014). Product design will be tailored to the Thai market, as shown in appendix 1.

Table 2 – Penfolds Pricing

(Dan Murphy’s 2014b)

Table 2 – Penfolds Pricing Compared to Pernod Ricard’s Jacob’s Creek

Wine Type RRP ($AUD) RRP (Baht)

Penfolds Bin 23 Adelaide Hills Pinot Noir 2013 Vintage

Dry Red $36.99 1050 Baht

Penfolds Bin 2 Shiraz Mourvèdre 2012 Vintage Dry Red $29.99 850 Baht

Penfolds Bin 407 Cabernet Sauvignon 2012 Vintage Dry Red $52.50 1773 Baht

Penfolds Khao Tai Cabernet Sauvignon Dry Red $44.99* 1275 Baht*

Wine RRP ($AUD)

Penfolds 1 – Bin 23 Adelaide Hills Pinot Noir 2013 Vintage $36.99

Jacob's Creek 1 – Reserve Shiraz 2012 Vintage $14.99

Penfolds 2 – Bin 2 Shiraz Mourvèdre 2012 Vintage $29.99

Jacob’s Creek 2 – Reserve Cabernet Sauvignon 2012 Vintage $21.99

Penfolds 3 – Bin 407 Cabernet Sauvignon 2012 Vintage $52.50

Jacob's Creek 3 – Double Barrel Cabernet Sauvignon 2012 Vintage $20.90

Page "12

Figure 4 – Penfolds Pricing Compared to Jacob’s Creek

(Dan Murphy’s 2014a; 2014b)

4.2 Place Penfolds wine will be sold in places the target market visits, such as prestigious restaurants

and hotels within Bangkok. William Reed Business Media’s list of Asia's 50 Best Restaurants

annually evaluates the most popular, fine dining restaurants throughout the continent—highly

regarded Bangkok restaurants such as Bon Lan and Sra Bau are an ideal match for Penfolds

(Quigley 2014). Similarly, five star hotels such as Siam Kempinski will sell Penfolds products.

Greatly acclaimed, well-credited restaurants and hotels that are frequented by the target

market are ideal places to sell Penfolds, and enhance brand image and popularity.

Figure 5 – Where Penfolds will be sold

4.3 Promotion To ensure the marketing objectives are met, the following promotional activities have been

proposed: • Penfolds Presents Lakhr th ī ̀p̣hāphyntr̒ (Soap Opera at the Movies)

Penfolds 4 – Khao Tai Cabernet Sauvignon $44.99*

Jacob's Creek 4 – Reserve Cabernet Sauvignon 2012 Vintage $14.99

Page "13

$0.00

$15.00

$30.00

$45.00

$60.00

1 2 3 4

PenfoldsJacob's Creek

• Khao Yai Product Launch •Television

Advertisements •Taxicab

Advertisements (refer to appendix 2 for

a mock-up).

Activities appeal to the target market’s psychographic interest in soap operas on an

emotional level. Their high engagement with the programmes (Jaroensook 2013) presents the

opportunity to use product placement to subconsciously increase brand awareness, and

utilise television advertising to connect with consumers. Additionally, taxicab advertisements

will engage the target market daily as they employ private transportation whilst commuting.

The activities comply with regulations and instil the Penfolds brand and its association with

prestige and quality in the minds of the target market, encourage them to purchase products

and direct them to the Facebook page, thus meeting the marketing objectives. Refer to

appendix 3 for the marketing schedule and responsibilities, appendix 4 for the marketing

expense budget and appendix 5 for resources and operations.

Page "14

Sra Bau, Bangkok, Bon Lan, Bangkok,

Siam Kempinski, Bangkok, Thailand

5.0 Conclusion There is a great opportunity for Penfolds, one of Australia’s most prestigious and successful

wine brands, to increase its market share within Thailand’s alcoholic industry. Thailand’s

political, economic and socio-cultural environments were investigated, with industry

regulations and trends considered. Multiple suggestions to the Penfolds’ marketing mix,

particularly the creation of a Penfolds-Thai wine, were products should be sold and

promotional activities, were devised to reach the target market and meet marketing

objectives. Implementation of this marketing plan aid Penfolds in increasing brand awareness

and its overall market share within Thailand’s alcoholic industry.

Page "15

6.0 Reference List About PR. 2010. “Penfold Lounge Opening party.” Facebook event, November 2. Accessed

2 October, 2014. http://www.facebook.com/events/169323303080903/

Alcoholic Beverage Control Act, B.E. 2551. (Thailand). 2008. Accessed October 4, 2014. http://www.thailawforum.com/laws/Alcoholic%202551.pdf

Ammar, Siamwalla. 2011. “Thailand after 1997” Asian Economic Policy Review 6 (1): 68-65. Accessed October 15, 2014. http://search.proquest.com.ezp01.library.qut.edu.au/docview/880332248?pq-origsite=summon

Austrade. 2013. “Wine to Thailand.” Accessed October 7, 2014. http://www.austrade.gov.au/Export/Export-Markets/Countries/Thailand/Industries/Wine#.VC4oZimSxuB

Bangkok Beer and Beverages [BangkokBeer AndBeverages]. 2014. “Penfolds@ Jazz Up Hua Hin 26 July 2014.” Facebook photo album, July 26. Accessed 2 October, 2014. http://www.facebook.com/bbb.mkt/media_set?set=a.683253271752873.100002046195381&type=3

BB&B (Bangkok Beer & Beverages). “Penfolds.” Accessed October 12, 2014. http://www.bbb.co.th/products/winery.php?id=Penfolds

Boon Rawd Brewery. 2014. “History.” Accessed October 4, 2014. http://www.boonrawd.co.th

Dan Murphy’s. 2014a. “Buy Red Wine Online: Jacob’s Creek.” Accessed October 15, 2014. https://www.danmurphys.com.au/red-wine/brand-jacob-s-creek

Dan Murphy’s. 2014b. “Buy Red Wine Online: Penfolds.” Accessed October 15, 2014. https://www.danmurphys.com.au/red-wine/brand-penfolds

DFAT (Department of Foreign Affairs and Trade). 2014. “Thailand-Australia Free Trade Agreement.” Accessed October 11, 2014. http://www.dfat.gov.au/fta/tafta/

Euromonitor. 2011. “The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor.” Accessed October 3rd, 2014. http://

Page "16

www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Pages/Search/SearchResultsList.aspx

Euromonitor. 2013a. “Alcoholic Drinks in Thailand.” Accessed October 2, 2014. http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Pages/Search/SearchResultsList.aspx

Euromonitor. 2013b. “Wine in Thailand.” Accessed October 9, 2014. http://www.euromonitor.com/wine-in-thailand/report

Euromonitor. 2014. “Consumer Lifestyles in Thailand.” Accessed October 2, 2014. http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Pages/Search/SearchResultsList.aspx

GAN Integrity Solutions. 2014. “Business Anti-Corruption Portal: Business Corruption in Thailand.” Accessed October 14, 2014. http://www.business-anti-corruption.com/country-profiles/east-asia-the-pacific/thailand/snapshot.aspx

Hancock, Keith. 2014. “Thailand Shoots Itself In The Foot With New Alcohol Laws.” Saigon Districts, August 27. Accessed October 4, 2014. http://www.saigondistricts.com/2014/08/thailand-shoots-itself-new-alcohol-laws/

Hopkins, Jerry. 2011. Thailand Confidential. Singapore: Periplus. Accessed October 11, 2014. http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/EBLWeb/patron.

IBISWorld. 2014. “Industry Performance: Global Consumer Spending”. Accessed October 3, 2014. http://clients1.ibisworld.com.au.ezp01.library.qut.edu.au/reports/gl/industry/currentperformance.aspx?entid=410

Jaroensook, Detpoom. 2013. “Thais preferred soap operas rather than reading a book.” Chiang Rai Bulletin, January 8. Accessed October 10, 2014. http://www.chiangraibulletin.com/2013/08/01/thais-prefered-soap-operas-rather-than-reading-a-book/

Nambara, Makoto. 2004. “The beginning of the Thai Beer Industry.” Economic Research Center Discussion Paper. 1 (140): 2-479. Accessed October 16, 2014. http://www.soec.nagoya-u.ac.jp/erc/DP/paper149.pdf

PayScale. 2014. “Popular Jobs.” Accessed October 3, 2014. http://www.payscale.com/research/TH/Country=Thailand/Salary

Page "17

PBS (Public Broadcasting Service). “Travel Thailand.” Accessed October 12, 2014. http://www.pbs.org/edens/thailand/travel.htm

Penfolds. 2014a. “About Us.” Accessed October 10, 2014. https://www.penfolds.com/heritage-and-winemaking/about-penfolds

Penfolds. 2014b. “Scores and Accolades.” Accessed October 7, 2014. http://www.penfolds.com/heritage-and-winemaking/accolade

Philips, Herbert. P. 2010. “Election Ritual in a Thai Village.” Journal of Social Issues 4 (14): 36-50. Accessed October 15, 2014. doi: 10.1111/j.1540-4560.1958.tb01425.x.

Quigley, Rachel. 2014. “Asia’s 50 best restaurants 2014.” Accessed October 11, 2014. http://www.theworlds50best.com/asia/en/asias-50-best-restaurants.html

Shanahan, Chris. 2011. They’ve Bin Everywhere – Penfolds releases new reds. http://chrisshanahan.com/articles/2011/theyve-bin-everywhere-penfolds-releases-new-reds/

Tourism Authority of Thailand. 2014. “About Thailand: Religion.” Accessed October 16, 2014. http://au.tourismthailand.org/Thailand/religion

TWA (Thai Wine Association). 2014. “Region & Winery: Khao Yai.” Accessed October 9, 2014. http://www.thaiwineassociation.com/region_khaoyai.php

TWE (Treasury Wine Estates). 2014a. Annual Report FY2014. Accessed October 7, 2014. http://www.tweglobal.com/wp-content/uploads/2014/09/TWE-AR_2014_WEB.pdf

TWE (Treasury Wine Estates). 2014b. "Penfolds." Accessed October 10, 2014. http://www.tweglobal.com/our-brands/australia-new-zealand/penfolds/

Wise, James and Greg Wallis. 2013. “Which Australian companies are thriving in Thailand?” Accessed October 11, 2014. http://www.austrade.gov.au/ArticleDocuments/1418/Which-Australian-companies-are-thriving-in-Thailand.pdf.aspx

Page "18

7.0 Appendix Appendix 1 – Mock-up of Penfolds-Thailand Product

This is a mock-up of how the Penfolds-Thailand product will look, modeled on traditional

products. While the capsule at the top of Penfolds bottles is traditionally red, the colours of

the Thailand flag will be used. The cap will be engraved with the Penfolds crest, and the crest

would additionally be incorporated into the front label. Writing on the labels, aside from the

Penfolds logo, the product name and the wine type will be printed in Thai. The presence of

the warning on the back label meets Thailand’s alcohol regulations. Page "19

Page "20

Appendix 2 – Mock-up of Advertisement

This is a mock-up of the advertisement that will be created for taxicabs throughout Thailand.

“Evoke the finest memories” is used as a reference to the positioning statement and how

one’s wedding is one of the most memorable and special days in their life. It encourages

viewers to relive the day, while creating new memories with Penfolds. The text would be in

Thai for the print advertisement. Given the stringent advertising regulations in Thailand, the

logo is non-intrusive in the corner. The QR code will direct users to the Penfolds Thailand

Facebook page. The advertisement does not breach Thailand’s alcohol regulations. For the

advertisement, attractive Thai models will be positioned similarly in a vineyard, celebrating

their marriage.

Page "21

Appendix 3 – Marketing Schedule and Responsibilities

Activity Schedule Responsibilities

Create and Maintain Social Media Profile

November 2014 (the start of the campaign)

• Create Facebook page with relevant information

• Maintain page, posting regular updates • Engage customers • Use to complement other marketing

activities • Establish selfie competition and

organise prize.

Penfolds Presents

Lakhr th ī ̀p̣hāphyntr̒ (Soap Opera at the Movies)

Season premier (January 2015)

• Hire venue – The Scala Cinema • Organise partnership with soap opera • Order stock • Order sample bag stock • Organise promotional material • Stamp sample bag with Penfolds logo,

Facebook and website address and phone number

• Organise venue tickets

Product Launch December 5 (King’s Birthday – National Day)

• Hire tent • Hire promotional staff • Order sample stock • Organise traditional Thai costumes for

promotional staff

Television

Advertisements

In line with the season premier (January 2015)

• Hire production company • Write brief • Organise channels for advertisement

Taxicab Advertisements (Refer to appendix 3 for a mock-up)

November 2014 (one month prior to season premier)

• Hire graphic designer • Organise staff to install cab

advertisements

Page "22

Appendix 4 – Marketing Expense Budget

All figures are estimates.

Marketing Activity Expense ($AUD) Expense (Baht)

Penfolds Presents $10,000 283,600 Baht

Product Placement $10,000 283,600 Baht

Product Launch $8,000 226,800 Baht

Social Media Competition – Prize $8,000 226,800 Baht

Television Advertisements $10,000 283,600 Baht

Taxicab Advertisements $5,000 141,800 Baht

Total $50,000 AUD 1,401,200 Baht

Additional

Hire social media manager (Thailand) $20/hour 567 Baht/hour

Hire trusted English to Thai translator $15/hour 425 Baht/hour

Page "23

Appendix 5 – Resources and Operations

Proposed changes to operations and resources that will be required to take advantage of

market opportunities are as follows;

Human Capital If promotional events are to take place, then promotional staff will be required to carry out

tasks.

Vineyard To produce the glocalised, Penfolds-Thailand Khao Yai wine, Penfolds will require a locally

established Vineyard in Thailand to produce the

Scheduling Meetings will be scheduled once a month to allow the marketing department to prepare for

events. Tasks that may be carried out through such operations may include: • Updating company and social media website • Updating promotions and wine selection

Training and Education Staff will be required to undertake fortnightly training sessions to understand the latest

industry trends.

Page "24