The study of a famous Australian wine company : Banrock Station
Summary :
Table of Contents
- Introduction.
- How to meet the demands of a new market?
- How to find necessary communication tools?
- How to use the brand name 'Australia' as a market position reinforcement?
- A name for each wine.
- A possible creation of a label.
- Teaching consumers.
- Cheap wines.
- Communicating on the French quality.
- Taking the example of a French wine company.
- References.
Abstract
banrock station is an australian wine company situated within three hours drive from Adelaide, in South Australia. Its slogan "Good earth, Fine wines" perfectly embodies the two main motivations of the company: the protection of ecological balance and the pleasure of quality wine consumption. This is aimed at convincing more and more consumers to look for both pleasure in tasting wines and a civil act in their consumption behavior. However, now different important stakes remain for the company. In fact, banrock station has to meet the demands of a new market. The company can focus on the ethical aspects of its production through its corporate responsibility. For example, it can emphasize on the protection of the environment since the company represents a guarantee of seriousness when it comes to ecological issues. The company can develop the idea that its activity aims at preserving the environment in terms of nature, sustainable agriculture, biodiversity of the wetlands; conserving water and energy, reducing waste of CO2 emissions, preserving the ozone layer and promoting organic recycling. This can be a good means to enhance the image of the company in the opinion of new consumers and future customers.
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