Montgras strategy
A Wine of Chile
1. A. Marketing strategy
* MontGras became a successful story only through their marketing strategy. It took a determined path of exporting to the top rated wine importers in the world.
* Through heavily exporting to U.K and U.S, MontGras segmented and exposed to some of the top wine consumers in the world
* MontGras has been exporting 50% of their wines to U.K, which is strategically a worth move according to the rate of Chilean wines that are being exported to different countries. It’s worth noting that U.K is not in the top ten lists of wine production in the world but they are in number one in importing wine.
* U.S is a strategic market for wine consumption and importation but U.S also produce large amount of wine followed by France and European countries. Moreover, it expensive to distribute wines in the U.S market. Therefore, MontGras decision of exporting 4% volume of wine to U.S is economically a fair deal.
* In terms of marketing budget, MontGras had spend high price for marketing in Ireland but it only sold 42,000 cases but in U.K they spend $5000 lesser than Ireland but sold almost 117,000 cases, which is 75,000 more cases sold.
* Therefore, MontGras marketing strategy is flawlessly a well suitable strategy to reach, segment and brand to the main wine consumers.
B. MontGras Actually positioned in an attractive segment
* They have been working towards reaching consumers under their own label and achieved during 2000.
* MontGras set their goals in the basis of number of cases to be sold for long term and beyond volume goals, they are strategically focused on the value of wine they offer.
* A strategic decision they have made is to carry only reserve lines in U.K. Thus pushed MontGras to be one of the top ten Chilean wine in U.K
* MontGras also won the gold medal for “Best Value Wine” in the leading U.K. wine magazine’s annual survey of the wine market.
* They also spending more money on public relations and positioning it as
1. A. Marketing strategy
* MontGras became a successful story only through their marketing strategy. It took a determined path of exporting to the top rated wine importers in the world.
* Through heavily exporting to U.K and U.S, MontGras segmented and exposed to some of the top wine consumers in the world
* MontGras has been exporting 50% of their wines to U.K, which is strategically a worth move according to the rate of Chilean wines that are being exported to different countries. It’s worth noting that U.K is not in the top ten lists of wine production in the world but they are in number one in importing wine.
* U.S is a strategic market for wine consumption and importation but U.S also produce large amount of wine followed by France and European countries. Moreover, it expensive to distribute wines in the U.S market. Therefore, MontGras decision of exporting 4% volume of wine to U.S is economically a fair deal.
* In terms of marketing budget, MontGras had spend high price for marketing in Ireland but it only sold 42,000 cases but in U.K they spend $5000 lesser than Ireland but sold almost 117,000 cases, which is 75,000 more cases sold.
* Therefore, MontGras marketing strategy is flawlessly a well suitable strategy to reach, segment and brand to the main wine consumers.
B. MontGras Actually positioned in an attractive segment
* They have been working towards reaching consumers under their own label and achieved during 2000.
* MontGras set their goals in the basis of number of cases to be sold for long term and beyond volume goals, they are strategically focused on the value of wine they offer.
* A strategic decision they have made is to carry only reserve lines in U.K. Thus pushed MontGras to be one of the top ten Chilean wine in U.K
* MontGras also won the gold medal for “Best Value Wine” in the leading U.K. wine magazine’s annual survey of the wine market.
* They also spending more money on public relations and positioning it as