Promotional Plan - Penfolds Bin 707

Table of Contents Executive Summary Marketing Mix – Current & Future………………………… 2 {text:list-item} {text:list-item} {text:list-item} Environmental Analysis…………………………………. 4 {text:list-item} {text:list-item} {text:list-item} {text:list-item} {text:list-item} Legislations……………………………………………..... 7 Target Market…………………………………………..... 8 {text:list-item} {text:list-item} {text:list-item} {text:list-item} Marketing & Promotional Objectives……….………….11 10.Marketing & Promotional Program………….……….. 11 11.Costs/Budget…………………………………………… 15 12.Schedule/Action Plan………………………………….. 16 Implementation……………………………………….. 16 10.1. Staff………………………………………..…..……………17 10.2. Networks………………………..……………..……….……17 Evaluation……………………………………………….18 Bibliography………………………………………….....19 Product Description ‘Product is a key element in the overall marketing offering. Marketing-mix planning begins with formulating an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable relationships with customers (Kotler. P, Armstrong. G, pg – 218, 2008).’ 1.1. Features Penfolds Bin 707 is widely regarded as the 'benchmark ' Australian Cabernet Sauvignon. The comparative scarcity of Cabernet Sauvignon of the desired standard sets a limit to the amount of Bin 707 made in any one vintage. Bin 707, a multi region blend, is the cabernet equivalent of Grange. Together, the two wines represent the Penfolds red wine style at its most rich and powerful. Bin 707 seeks to express cabernet in a way that balances flavours derived from concentrated, fully-ripe fruit with equally strong flavours derived from fermentation and maturation for 18 months in new American oak. This results in a wine of big, sometimes immense, structure, ripe, pronounced tannins, sweet, dark berry and dark chocolate fruit laced with liquorice, and smoky oak

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