MARKETING PROPOSAL

Marketing Proposal for English Wine Producer

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Marketing Proposal for English Wine Producer

Introduction

The marketing organization for wine industry of United Kingdom English Wine Producers or EWP represents some of the most commercially minded and growing wine producers in the UK, and whose accumulated total production is equal to some 80% of the UK wine industry annual output. EWP's primary objective is to promote the wines, vineyards and interests of its members to the wine trade, tourism industry, national consumer and trade media and the wine buying public as well as to raise awareness of English wines. Whilst the intention of this is to promote sales of English wines, EWP itself does not get directly involved in sales activities. EWP works closely with the United Kingdom Vineyards Association in promoting English and Welsh wines wherever possible and, in particular, through the national English Wine Week promotion.

English Wines and particularly English sparkling wines have been attracting significant media, trade and consumer interest over the last few years. This growth in interest has resulted in the area of land devoted to vineyard doubling over the last 7 years and yields are expected to double by 2015 to some 5 million bottles. There are now 419 vineyards across England and Wales ranging from a single field planted with vines to significant commercial operations with onsite facilities for wine making and bottling. Major events such as The Royal Wedding, Queens Diamond Jubilee and the Olympics have all generated enthusiasm and interest in English wines both at home and abroad. EWP is keen to use this opportunity to grow the awareness of English wines amongst consumers in order to stimulate demand to accommodate the increased production.

Objective of Marketing Proposal

The objective of this proposal is to recommend media for the advertisement of the Wines. Wines in United Kingdom are generally consumed on special occasions, which is the main reason that company is only expecting to increase the production of 5 million bottles in next three years. However, there is a fact that it is not necessary that English Wine will make out to the table of every special occasion due to competition and preferences of the population. However, the main objective of this marketing proposal is to stimulate people to make purchase of English Wine and ensure that this become the main ingredient of every occasion. Thus, the marketing proposal will attempt to target a huge base of potential customers and prompt them to consume English Wine.

Target Market

The target market that the advertisement should focus on comprises of citizens of UK of 18 years of age or above along with international tourists (Office For National Statistics, 2012). This means that around 80 per cent of the UK population i.e. approximately 50 million are part of the target market for the advertising campaign. Moreover, around 30.8 million people visited United Kingdom in 2011, and the number is expected to grow who are also considered a potential target market for English Wine (VisitBritain, ...