Penfolds case brand management
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The Penfolds CaseGroup - 3
Established in 1844 highlighting the
medicinal properties of wine.
Production dominated mainly by economic segment.
Acquired by Southcorp in 1990. Moved from being the 5th largest wine
producer in the world to being part of the umbrella(Fosters) that would go on to become the 2nd largest producer of wine in the world
“Australia’s Most Famous Wine”
Global Wine Market The world was awash in wine Wine connoisseurs added to only 10% of the
total wine consumers in the world. The major chunk picked up wine based on the
following attributes:
Price
Name
Brand
Packaging
Segment Price Per Bottle
% of Volume
% of Dollar Sales
Economy <$7.00 66 37
Mainstream $7.00 - $10.99 17 23
Premium $11 - $20 15 32
Ultra-Premium
>$20 2 8
Global Wine Market
Challenges for Penfolds
Pricing Poor Financial Returns In the economy segment the Perception
among retailers Varied from Good Solid Wines to Atrocious wine
New Sources Of Business Increase sale among existing Consumers
Target the non users – mainly US
is known to have
started off selling port and
sherry to patients.
1 in 4 die due to diseases in the US
every year
715000 Americans have a attack
every year
Coronary diseases alone cost the
United Stated $108.9 billion every year.
Drink Wine to live 99
Repositioning the economy segment by the way of instrumental conditioning
Current Users(Used Penfolds economy wine in Past 3 Mths)
Lapsed Users(Used earlier but not in Past 3 mths)
Potential New Users(Never used Penfolds economy wine the past)
Current Consumption
Occasional consumption.
Occasional consumption but found cheaper/better alternatives.
Occasional consumption.
New Consumption
Health conscious consumers. Every day consumption.
Health conscious consumers. Every day consumption.
Health conscious consumers. Every day consumption.
Consumer and Consumption Matrix for Penfolds Health wine
Strengthening the 4 P’s
Alter the Packaging Increase the price up to $9 Vicarious conditioning to help growth Change the name trends
Thank YouAnshika | Karthik | Lohit | Shruti