14. Marketing Options (Options for a company wishing to undertake marketing)

Question 1

Describe an in house marketing team and the kind of company that will employ one.

Answer 1

who will help create and drive the marketing strategy.
* Companies with sufficient resources (larger or bigger revenue)

• Some of the largest companies with a global presence will have teams in all their key markets to ensure that they fully understand the market and identify any new trends.

Question 2

What kind of company would use a PR Company or Advertising Agency for some of their marketing functions.

Answer 2

• A smaller company that cannot afford a marketing team. Although this will cost money, it will be cheaper than employing skilled marketing staff.

Question 3

What are the options for a company that is too small to even pay external advisors

Answer 3

• Do the work themselves however, this may be one person or part of one person’s job role, and, marketing activity is likely to be relatively limited.

Question 4

What is the disadvantage (apart from quality) of a small company doing their own marketing.

Answer 4

• This can take up valuable time, particularly if that person has limited marketing knowledge, this can take up time that they would rather be spending on another aspect of the business.

Question 5

What are some examples of industry associations (2), generic trade bodies (2) and informal trade groupings (1)

Answer 5

Industry Associations:

• Consorzio in Italy
• VDP in Germany),

Generic Trade Body:

• Wines of Australia
• Wines of South Africa)

Informal trade grouping:
* VIGNO, the Vignadores de Carignan in Chile).

Question 6

What are the aims and benefits services offered by industry associations, generic trade bodies and informal trade groupings in terms of marketing. What are the disadvantages.

Answer 6

Aims:
* Help promote their members’ products.

Benefits

• They may have a marketing team
• Groups can benefit from the combined knowledge and experience of their members.
• Increased exposure of being marketed as part of a larger portfolio of wines.

Disadvantages
* Membership fee (although it will be considerably cheaper for individual producers than employing their own marketing expert)