Green Shoe Winery Estate: Case Study
Green Shoe Estates Case Analysis
The marketing activities held by Green Shoe in order to maintain market share should emphasis on two aspects: on-site (in the winery) and off-site (out-side winery).
For on-site marketing, Green Shoe could focus on the advertising of winery tourism. This strategy helps to increase sales in the present market, attract new customers and foster brand loyalty. Although the company already has a tasting room, it should develop some other activities including new product tasting, tours/guides, sightseeing, shopping, learning, dinning, recreation, etc.
First of all, from the product perspective, high quality wine with sustainable production mode is one of the biggest selling points of Green Shoe wine. This is the competitive advantage that differentiates Green Shoe from its competitors. When promoting its wine tour, Green Shoe can stress this unconventional wine making process to attract customers. Visiting the wine making factory can be one stop of the tour.
Secondly, winery tours which emphasis Green Shoe’s distinguished features should be arranged to build the brand recognition. The package of wine tours should not only focus on Green Shoe’s strengths and diversification but also provide its customers with valuable wine making experience. Activities such as wine education class (providing wine making, culinary arts and wine pairing class), wine festivals (developing wine festivals & trade shows with other wineries and local travel agents), and winery recreation (holding events like weddings and parties) will all attract customers to visit the winery.
Thirdly, regular on-site promotions increase sales. Recently, wine consumers tend to have a “trading down” trend which requires high quality product with low price. As a result, sales discounts such as bundling and membership can be applied for shopping in the winery, for example, “$5 off for a set of red and white wine”, “10% discount when spend over $100”, “membership rewards program”
The marketing activities held by Green Shoe in order to maintain market share should emphasis on two aspects: on-site (in the winery) and off-site (out-side winery).
For on-site marketing, Green Shoe could focus on the advertising of winery tourism. This strategy helps to increase sales in the present market, attract new customers and foster brand loyalty. Although the company already has a tasting room, it should develop some other activities including new product tasting, tours/guides, sightseeing, shopping, learning, dinning, recreation, etc.
First of all, from the product perspective, high quality wine with sustainable production mode is one of the biggest selling points of Green Shoe wine. This is the competitive advantage that differentiates Green Shoe from its competitors. When promoting its wine tour, Green Shoe can stress this unconventional wine making process to attract customers. Visiting the wine making factory can be one stop of the tour.
Secondly, winery tours which emphasis Green Shoe’s distinguished features should be arranged to build the brand recognition. The package of wine tours should not only focus on Green Shoe’s strengths and diversification but also provide its customers with valuable wine making experience. Activities such as wine education class (providing wine making, culinary arts and wine pairing class), wine festivals (developing wine festivals & trade shows with other wineries and local travel agents), and winery recreation (holding events like weddings and parties) will all attract customers to visit the winery.
Thirdly, regular on-site promotions increase sales. Recently, wine consumers tend to have a “trading down” trend which requires high quality product with low price. As a result, sales discounts such as bundling and membership can be applied for shopping in the winery, for example, “$5 off for a set of red and white wine”, “10% discount when spend over $100”, “membership rewards program”