Essays on Marketing Communication Campaign for Natural Wine Industries Company Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing Communication Campaign for Natural Wine Industries Company  " is an outstanding example of a marketing case study.   Wine is a major component in the lifestyles of many people all over the world. Wine is consumed in different occasions such as parties, anniversaries and meal times. There are many different wines produced by different companies that are located in many countries such as Spain, Argentina and France. However, its analysis is reduced to either organic or non-organic (conventional) wines. Organic wines are produced without the use of chemicals such as herbicides, pesticides and fertilizers.

Even though sulfites are used for preservation, that amount should be small. However, there are no specific laws within Australia and especially Victoria region that controls or defines what is meant by organic wines rather the responsibility is left out for deferent institutions to ascertain what is meant by organic wine (Australian Government, 2009). Thus, the aim of this paper is to discuss the marketing communication campaign of organic wine for Natural Wine Industries Company.   2.0 Brand Analysis Natural Wine Industries Company began its operations in 1992 specializing on organic wines a field that has enabled her to win many awards.

The vineyards and grapes are produced without the use of chemicals (e. g. fertilizers, herbicides and pesticides) and thus are called organic wine. Moreover, the name Natural as per the name of the organization is associated with non-specific conditions within Australia that determine what is meant by organic wine. Nevertheless, Natural Wine Industries Company specializes in the production of red and white wine. The company produces ten varieties of wine that suites all festivities and requirements as per the requirements of the consumers.   3.0 Market Segmentation/ Target Audience For a successful marketing program, the most important thing is for the marketing team to ensure that they have a better understanding of the market (Allred et al, 2007).

To achieve this, the marketing team should study the market and determine the segments or audiences of the entire market that will be targeted by the marketing campaign. Mostly, the market is segmented to enable the marketing team to concentrate the minimal resources in a specific sector of the market. In the case of organic wine, the market will be segmented into two groups and different strategies will be developed for each segmented during the campaign period.

These target audiences will be grouped into people aged 29 – 40 years segment and the other segment will be Australia region. People Aged 29 – 40 Years This is part of segmenting the entire market in terms of demographics. Within the demographics, there are many components that include age, income, and lifestyle to name some (Baker, 2003). Age segment, factors into consideration the number of years that the person has and thus the production of the product in terms of marketing, packaging and customer service should factor into consideration this age limit.

The age groups between 29 and 40 are mostly employed or have a means of earning an income. Moreover, these age groups are involved with many activities such as workplace parties, anniversaries and weddings. Hence, appropriate marketing strategies should be formulated and implemented factoring into consideration their incomes and perceived personal activities (Grover & Vriens, 2003).


12.0 References

Allred, A., Addams, H.L., and Chakraborty, G. (2007). Is informal planning the key to success of the inc. 500? Journal of Small Business Strategy, 18(1): 95-104.

Australian Government. (2009). Organic Wine. Guide to Wine Law. Retrieved July 25, 2009, from

Australian Government. (2009). The Australian Wine Industry. Department of Foreign Affairs and Trade. Retrieved July 25, 2009, from

Baker, M. (2003). The Marketing Book, 5th Ed. London: Butterworth-Heinemann Publishers.

Davids, M., and Newcomb, K. (2006). Planning for marketing success: Turning the “Wheel”. Debt 3, 21(4): 22-25.

English, J. (2006). How to Organise & Operate a Small Business in Australia: How to Turn Ideas Into Success, 10th Ed. Sydney: Allen & Unwin Publishers.

Grover, R. & Vriens, M. (2003). The Handbook of Marketing Research: Uses, Misuses, and Future Advances. New York: Sage Publishers.

Isenberg, D.J. (1987). The tactics of strategic opportunism. Harvard Business Review, 65(2): 92-97.

McDonald, M.H.B. (1992). Ten barriers to marketing planning. The journal of Business and Industrial Marketing, 7(1): 5-18.

NASAA Certified Organic. (2009). Australian and International Organic Certifier. Welcome to NASAA. Retrieved July 25, 2009, from

Organic Federation of Australia. (2009). Uniting the Organic Industry. Welcome to the Organic Federation of Australia. Retrieved July 25, 2009, from

Ogilvy, D. (2007). Ogilvy on Advertising. New York: Prion Publishers.

Petley, J. (2003). Advertising. London: Black Rabbit Books.

Sutherland, M. & Sylvester, A. (2000). Advertising and the Mind of the Consumer: What Works, What Doesn’t and Why, 2nd Ed. New York: Allen & Unwin Publishers.

Simkin, L. (2002). Barriers impeding effective implementation of marketing plans - a training agenda. The Journal of Business and Industrial Marketing, 17(1): 8-22.

Weinreich, L. (2001). 11 Steps to Brand Heaven: the Ultimate Guide to Buying an Advertising Campaign. New York: Kogan Page Publishers.

Download full paperFile format: .doc, available for editing
Contact Us