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Marketing Plan Prepared for: Steve Fox
Prepared by: Juanita Bradford, Bryce Heaton, Anna Jefferis, Eilis Rees and Carly Ryan
24 October 2014
Table of Contents Contents PageExecutive Summary 2
1.0 Situational Analysis
1.1 Company Profile 3
1.2 Opportunity Statement 4
1.3 SWOT Analysis 4
2.0 Environmental Analysis2.1 Macro-Environmental Factors
2.1.1 Political Environment 5
2.1.2 Economic Environment 5
2.1.3 Socio-Cultural Environment 5 – 6
2.2 Micro-Environmental Factors
2.2.1 Industry Regulation 6
2.2.2 Industry Trends 6 – 8
3.0 Marketing Strategy
3.1 Existing Marketing Strategy 9
3.2 Unique Selling Point 9
3.3 Mission 9
3.4 Marketing Objectives 10
3.5 Target Market 10 – 11
3.6 Positioning 11
4.0 Marketing Mix
4.1 Product and Price 12 – 13
4.2 Place 13
4.3 Promotion 14
5.0 Conclusion 15
6.0 Reference List 16 – 18
7.0 Appendix 19 – 23
Page "1
Executive Summary This report will articulate how to market Penfolds wine successfully into the Thai market. The
economic, political and cultural environment will be extensively examined and determine the
challenges and opportunities Penfolds may face.
Marketing regulations surrounding alcoholic products are stringent in Thailand. This has
become one of the major challenges Penfolds will face during this venture. Thailand presents
a positive foreign importing opportunity, as changes to the Thailand-Australia Free Trade
Agreement (TAFTA) will decrease the tariff on wine to zero by 2015.
Beer currently dominates the alcoholic industry, which is another challenge Penfolds will face
when marketing their product. However, the wine industry is increasing as consumers have
become aware of the health benefits associated with wine drinking. In addition, the foreign
wine industry is leading the market as consumers build a preference towards specialty wine
sourced from other countries - Australia in particular. Penfolds will differentiate itself from
competitors, by highlighting the brand’s prestigious and high-quality characteristics.
Finally, multiple suggestions to the Penfolds’ marketing mix will be explored, with a focus on
product—collaboration with locals to create a Penfolds-Thai wine. Promotional activities
including, product placement and advertising, will be devised to reach the target market and
meet objectives. Implementation of this marketing plan will aid Penfolds objective to
increasing brand awareness and its overall market share within Thailand’s alcoholic industry.
Page "2
1.0 Situational Analysis 1.1 Company Profile
Founded in Adelaide, 1844 by Dr. Christopher Penfold, Penfolds has evolved from a small
medicinal operation into one of Australia’s most prestigious wine brands (Penfolds 2014a).
The brand is a subsidiary of Treasury Wine Estates (TWE 2014b), which is the parent
company to a range of other well-respected alcohol brands. Penfolds has acquired a number
of vineyards within Australia’s most esteemed viticultural areas—including the Barossa Valley
and McLaren Valley. Producing an extensive collection of red and white wines, Penfolds has
received great national and international acclaim including: • UK’s Red Winemaker of the Year award in 1999 and 2000; • Winemaker of the Year award in 2014; and • Winery of the Year since 2012 (Penfolds 2014b).
Penfolds’ success in Australia is credit to the range of business and marketing strategies it
has implemented since its inception. Its early establishment in the Australian wine industry
enabled Penfolds to acquire some of the best agricultural resources for wine production and
allowed manipulation of product pricing. TWE (2014a) successfully distributes Penfolds
worldwide, focusing on four regions: the Americas; Australia and New Zealand; Europe, the
Middle East and Africa; and Asia. Penfolds has remained a celebrated aspect of Australian
culture for 170 years and is expected to continue prospering in foreign markets.
Figure 1 – Map of TWE Regions and Head Offices
Page "3
1.2 Opportunity Statement Thailand is a key country within TWE’s Asian region. While Penfolds is currently sold within
the kingdom, there is a great opportunity for the wine brand to increase its market share.
1.3 SWOT Analysis
Strengths • Iconic luxury brand image. • 5.2% growth in Australia (TWA
2014a). • Awarded numerous accolades
(Penfolds 2014b).
Opportunities • Increased consumer expenditure on wine
(Euromonitor 2013a). • Increased disposable income (Euromonitor
2014). • High rates of alcohol consumption
(Euromonitor 2014). • Alcohol outlets increased by 120,000
(Euromonitor 2013a). • Emergence of wine focussed bistros,
restaurants and clubs (Euromonitor 2013b).
• Export of Australian wine to Thailand demonstrates consistent growth (Austrade 2013).
Weaknesses • Lack of consistent marketing
and advertising in Thailand. • Supply constraints (TWA
2014a).
Threats • Stringent Thai advertising and marketing
regulations (Euromonitor 2013a). • Beer remains the strongest competitor.
Page "4
2.0 Environmental Analysis 2.1 Macro-Environmental Factors
2.1.1 Political Environment Thai society continues to suffer from endemic corruption at every level. Former Prime Minister
Shinatwatra was implicated in a corrupt “rice-pledging scheme” which significantly
undermined the government’s public pledge to eliminate corruption in Thailand (GAN Integrity
Solutions 2014). Since 1932 the Thai army has initiated many coup d’états, effectively placing
the kingdom under military control, to restore order and enact political reforms (Ammar 2011),
most recently in May 2014. The kingdom suffers from an ineffective government bureaucracy;
bribery and conflicts of interest are common in both public and private sectors, particularly in
business and politics. Penfolds must be mindful of corruption when trading.
2.1.2 Economic Environment The introduction of TAFTA in 2005 has fostered a positive trading relationship between
Australian and Thailand. Thailand is South-East Asia’s second largest economy and since
TAFTA two-way trade between the nations has doubled—Thailand is Australia’s ninth biggest
trading partner (DFAT 2014). TAFTA eliminated the majority of tariffs on goods imported from
Australia and significantly reduced the previously high tariff barriers. The wine tariff in Thailand
is 40%, and will phase to zero by 2015 (DFAT 2014). Australian wine is the second most
imported into Thailand, after France (Wallace and Wise 2013). Bangkok Beer & Beverages
(BB&B), Thailand’s foremost supplier of beverages, import and distribute Penfolds throughout
the kingdom.
2.1.3 Socio-Cultural Environment Westernization in Thailand has been existent for centuries, but has become abundant in the
last few decades with characteristics of western society are beginning to surface. Western
clothing, motion pictures, automobiles, cosmetics, television, food and even toilet habits are
being implemented into Thai culture (Phillips 2010). Research indicates that Thai’s also
associate the aesthetical traits of westerners with wealth. Euromonitor (2014) acknowledged:
Page "5
“Those who have lighter skin come from higher social strata…high-end goods typically
feature light-skinned actors.”
Thai consumers have developed a large demand for new world wine. Consumers believe that
moderate consumption minimises the risk of heart-related conditions (Euromonitor 2013b).
Thais value the health benefits of wine, hence the positive growth affect it has had on the
industry.
85 percent of the kingdom speaks a dialect of Thai (PBS 2014) and 95 percent practice
Theravada Buddhism (Tourism Authority of Thailand 2014). Penfolds must be aware of
cultural, religious and linguistic challenges in order to successfully execute meaningful and
politically correct marketing activities.
2.2 Micro-Environmental Factors 2.2.1 Industry Regulations
The Alcoholic Beverage Control Act B.E. 2551 (2008) governs Thailand’s alcohol industry.
Regulations include: • Packaging and promotion of alcoholic products must display warning messages (s.
26.1); • Restrictions on where alcohol can be sold (s.27); • Alcohol cannot be discounted for promotional purposes (s.30.3) and • Advertising must not “induce” drinking (s.32).
Further advertising restrictions exist, with television commercials permitted between 10pm
and 5am, and logos on print media cannot occupy more than five per-cent of space
(Hancock 2014). The act has been scarcely enforced, however the 2014 military coup saw
the junta vow to strictly enforce it. Violation of the act makes manufacturers and importers
liable to harsh penalties including fines of up to 500,000 Baht and imprisonment (Hancock
2014). While the act is restrictive, Penfolds must adhere to it when conducting business in
Thailand.
Page "6
2.2.2 Industry Trends Penfolds’ primary competitors are Siam Winery (SW) and Boon Rawd Brewery (BRB). BRB
was established in 1933, which qualified them as the first beer and lager company in Thailand
(Boon Rawd Brewery 2014). Beer is Thailand’s most favored alcoholic beverage, due to the
affordability and high alcoholic volumes found in their “national” beer, Singha (Hopkins 2011,
173-174). Beer consumption peaked in 1931 when the import tariff on alcohol was raised
(Nambara 2004). This increase on imported alcoholic goods allowed domestic beer
companies such as BRB to dominate the market by lowering prices. As a result, consumer
expenditure on alcohol swiftly shifted to beer. Thus, it is imperative for Penfolds to be
conscious of their indirect rivals in order capitalise their market share in Thailand.
Figure 2 – Global Brands Market Share of Alcoholic Drinks 2012
(Euromonitor 2013a)
Figure 3 – Global Brands Market Share of Still Wines 2012
Page "7
100%
100%
(Euromonitor 2013b)
Table 1 – Penfolds Competitors
Brand Products
Siam Winery Wine and Non-Alcoholic Beverages
Pernod Ricard Groupe Wine (Jacob's Creek, Wyndham
Estate and more), Spirits, Liquors and Beer
Thai Beverage PLC Beer and Spirits
Boon Rawd Brewery Co Ltd Beer and Spirits
Page "8
3.0 Marketing Strategy 3.1 Existing Marketing Strategy
Thailand distributor, BB&B, is predominately responsible for marketing Penfolds’ products
within the Kingdom. BB&B is also responsible for promoting a portfolio of wines, which
compromises Penfolds’ marketing and advertising activities. In 2010 Thai public relations
firm About PR was employed to increase Penfolds’ profile—an exclusive Penfolds wine
lounge was opened over five days (About PR 2010). More recently, BB&B hosted a pop
up Penfolds wine bar at the 2014 Hua Hin Jazz Festival (2014). Great opportunity exists
for Penfolds to develop a new marketing strategy in order to increase market share.
3.2 Unique Selling Point Current Thailand Unique Selling Point: Absent.
Recommended Unique Selling Point: “A premium wine product, produced by an
experienced Australian brand that can be trusted.”
Implementation of phrases such as “premium”, “experienced”, “Australian” and “trusted” will
evoke connotations of trust, luxury and quality.
3.3 Mission Current Mission Statement: Absent.
Recommended Mission Statement: “Penfolds is a premium wine product. We are
committed to offering the highest quality wine in Thailand. Our aim is to consistently
accompany and enrich life’s finest moments. Our business is driven by three core values:
premier quality, credibility and trust.
Page "9
3.4 Marketing Objectives • To increase wine market share by 15% by the end of FY2014. • To increase revenue by 10% by the end of FY2014. • To increase customer base by 35% by end of FY2014. • To increase repeat customer base by 35% by end of FY2014. • To create Facebook profile and reach 5000 likes by end of FY2014.
3.5 Target Market The market has been summarised in two customer segment profiles:
Customer Segment Profile 1 – Sarawut, “Work hard, play hard”
Page "10
Demographics and Psychographics • 25-30 years old • Married • 2 Children • Business Development Manager
(Payscale 2014) • Drives a BMW • Owns home • Resides in Bangkok • Consumes red wine once a day
(Austrade 2014) • Generally drinks wine with dinner,
surrounded by family and friends, or at corporate functions
• Values good quality, prestige products • Family oriented • Enjoys socialising with family and friends
Customer Segment Profile 2 – May, “Executive Mother”
3.6 Positioning Existing Positioning Statement: Absent.
Recommended Positioning Statement:
“Penfolds offers prestige wine that is bound to evoke
the finest memories.”
Page "11
Demographics and Psychographics • 30-40 years old • Married • 2 Children • Financial Advisor (Payscale 2014) • Drives a Mercedes-Benz • Owns home and investment property • Resides in Bangkok • Catches private transport when
travelling between business meetings and to the airport (Euromonitor 2011)
• Consumes red wine once a day (Austrade 2014)
• Consumes alcohol with food • Generally consumes alcohol with
friends and family or at corporate functions
• Values good quality, prestige products (IBISWorld 2014)
• Enjoys trying international produce and goods
• Enjoys interacting with family and friends and hosting social events at home
4.0 Marketing Mix 4.1 Product and Price
B&BB (2014) currently distribute 26 Penfolds products throughout Thailand—18 red, six
white and two port wines. As red wine has a market share of over 70% within the Thai wine
industry (Austrade 2013), focusing on it is ideal. Products distributed will not be changed.
Additionally, Penfolds will collaborate with local growers to create a new wine with their
produce. The wine will have Penfolds’ prestige, with a local influence and taste. By glocalising
a product Penfolds will demonstrate corporate social responsibility through supporting local
wine producers, and strengthen consumer confidence by producing a product consumers
resonate with. Cabernet sauvignon grapes from the renowned Khao Yai region will be used
(TWA 2014). Product design will be tailored to the Thai market, as shown in appendix 1.
Table 2 – Penfolds Pricing
(Dan Murphy’s 2014b)
Table 2 – Penfolds Pricing Compared to Pernod Ricard’s Jacob’s Creek
Wine Type RRP ($AUD) RRP (Baht)
Penfolds Bin 23 Adelaide Hills Pinot Noir 2013 Vintage
Dry Red $36.99 1050 Baht
Penfolds Bin 2 Shiraz Mourvèdre 2012 Vintage Dry Red $29.99 850 Baht
Penfolds Bin 407 Cabernet Sauvignon 2012 Vintage Dry Red $52.50 1773 Baht
Penfolds Khao Tai Cabernet Sauvignon Dry Red $44.99* 1275 Baht*
Wine RRP ($AUD)
Penfolds 1 – Bin 23 Adelaide Hills Pinot Noir 2013 Vintage $36.99
Jacob's Creek 1 – Reserve Shiraz 2012 Vintage $14.99
Penfolds 2 – Bin 2 Shiraz Mourvèdre 2012 Vintage $29.99
Jacob’s Creek 2 – Reserve Cabernet Sauvignon 2012 Vintage $21.99
Penfolds 3 – Bin 407 Cabernet Sauvignon 2012 Vintage $52.50
Jacob's Creek 3 – Double Barrel Cabernet Sauvignon 2012 Vintage $20.90
Page "12
Figure 4 – Penfolds Pricing Compared to Jacob’s Creek
(Dan Murphy’s 2014a; 2014b)
4.2 Place Penfolds wine will be sold in places the target market visits, such as prestigious restaurants
and hotels within Bangkok. William Reed Business Media’s list of Asia's 50 Best Restaurants
annually evaluates the most popular, fine dining restaurants throughout the continent—highly
regarded Bangkok restaurants such as Bon Lan and Sra Bau are an ideal match for Penfolds
(Quigley 2014). Similarly, five star hotels such as Siam Kempinski will sell Penfolds products.
Greatly acclaimed, well-credited restaurants and hotels that are frequented by the target
market are ideal places to sell Penfolds, and enhance brand image and popularity.
Figure 5 – Where Penfolds will be sold
4.3 Promotion To ensure the marketing objectives are met, the following promotional activities have been
proposed: • Penfolds Presents Lakhr th ī ̀p̣hāphyntr̒ (Soap Opera at the Movies)
Penfolds 4 – Khao Tai Cabernet Sauvignon $44.99*
Jacob's Creek 4 – Reserve Cabernet Sauvignon 2012 Vintage $14.99
Page "13
$0.00
$15.00
$30.00
$45.00
$60.00
1 2 3 4
PenfoldsJacob's Creek
• Khao Yai Product Launch •Television
Advertisements •Taxicab
Advertisements (refer to appendix 2 for
a mock-up).
Activities appeal to the target market’s psychographic interest in soap operas on an
emotional level. Their high engagement with the programmes (Jaroensook 2013) presents the
opportunity to use product placement to subconsciously increase brand awareness, and
utilise television advertising to connect with consumers. Additionally, taxicab advertisements
will engage the target market daily as they employ private transportation whilst commuting.
The activities comply with regulations and instil the Penfolds brand and its association with
prestige and quality in the minds of the target market, encourage them to purchase products
and direct them to the Facebook page, thus meeting the marketing objectives. Refer to
appendix 3 for the marketing schedule and responsibilities, appendix 4 for the marketing
expense budget and appendix 5 for resources and operations.
Page "14
Sra Bau, Bangkok, Bon Lan, Bangkok,
Siam Kempinski, Bangkok, Thailand
5.0 Conclusion There is a great opportunity for Penfolds, one of Australia’s most prestigious and successful
wine brands, to increase its market share within Thailand’s alcoholic industry. Thailand’s
political, economic and socio-cultural environments were investigated, with industry
regulations and trends considered. Multiple suggestions to the Penfolds’ marketing mix,
particularly the creation of a Penfolds-Thai wine, were products should be sold and
promotional activities, were devised to reach the target market and meet marketing
objectives. Implementation of this marketing plan aid Penfolds in increasing brand awareness
and its overall market share within Thailand’s alcoholic industry.
Page "15
6.0 Reference List About PR. 2010. “Penfold Lounge Opening party.” Facebook event, November 2. Accessed
2 October, 2014. http://www.facebook.com/events/169323303080903/
Alcoholic Beverage Control Act, B.E. 2551. (Thailand). 2008. Accessed October 4, 2014. http://www.thailawforum.com/laws/Alcoholic%202551.pdf
Ammar, Siamwalla. 2011. “Thailand after 1997” Asian Economic Policy Review 6 (1): 68-65. Accessed October 15, 2014. http://search.proquest.com.ezp01.library.qut.edu.au/docview/880332248?pq-origsite=summon
Austrade. 2013. “Wine to Thailand.” Accessed October 7, 2014. http://www.austrade.gov.au/Export/Export-Markets/Countries/Thailand/Industries/Wine#.VC4oZimSxuB
Bangkok Beer and Beverages [BangkokBeer AndBeverages]. 2014. “Penfolds@ Jazz Up Hua Hin 26 July 2014.” Facebook photo album, July 26. Accessed 2 October, 2014. http://www.facebook.com/bbb.mkt/media_set?set=a.683253271752873.100002046195381&type=3
BB&B (Bangkok Beer & Beverages). “Penfolds.” Accessed October 12, 2014. http://www.bbb.co.th/products/winery.php?id=Penfolds
Boon Rawd Brewery. 2014. “History.” Accessed October 4, 2014. http://www.boonrawd.co.th
Dan Murphy’s. 2014a. “Buy Red Wine Online: Jacob’s Creek.” Accessed October 15, 2014. https://www.danmurphys.com.au/red-wine/brand-jacob-s-creek
Dan Murphy’s. 2014b. “Buy Red Wine Online: Penfolds.” Accessed October 15, 2014. https://www.danmurphys.com.au/red-wine/brand-penfolds
DFAT (Department of Foreign Affairs and Trade). 2014. “Thailand-Australia Free Trade Agreement.” Accessed October 11, 2014. http://www.dfat.gov.au/fta/tafta/
Euromonitor. 2011. “The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor.” Accessed October 3rd, 2014. http://
Page "16
www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Pages/Search/SearchResultsList.aspx
Euromonitor. 2013a. “Alcoholic Drinks in Thailand.” Accessed October 2, 2014. http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Pages/Search/SearchResultsList.aspx
Euromonitor. 2013b. “Wine in Thailand.” Accessed October 9, 2014. http://www.euromonitor.com/wine-in-thailand/report
Euromonitor. 2014. “Consumer Lifestyles in Thailand.” Accessed October 2, 2014. http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Pages/Search/SearchResultsList.aspx
GAN Integrity Solutions. 2014. “Business Anti-Corruption Portal: Business Corruption in Thailand.” Accessed October 14, 2014. http://www.business-anti-corruption.com/country-profiles/east-asia-the-pacific/thailand/snapshot.aspx
Hancock, Keith. 2014. “Thailand Shoots Itself In The Foot With New Alcohol Laws.” Saigon Districts, August 27. Accessed October 4, 2014. http://www.saigondistricts.com/2014/08/thailand-shoots-itself-new-alcohol-laws/
Hopkins, Jerry. 2011. Thailand Confidential. Singapore: Periplus. Accessed October 11, 2014. http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/EBLWeb/patron.
IBISWorld. 2014. “Industry Performance: Global Consumer Spending”. Accessed October 3, 2014. http://clients1.ibisworld.com.au.ezp01.library.qut.edu.au/reports/gl/industry/currentperformance.aspx?entid=410
Jaroensook, Detpoom. 2013. “Thais preferred soap operas rather than reading a book.” Chiang Rai Bulletin, January 8. Accessed October 10, 2014. http://www.chiangraibulletin.com/2013/08/01/thais-prefered-soap-operas-rather-than-reading-a-book/
Nambara, Makoto. 2004. “The beginning of the Thai Beer Industry.” Economic Research Center Discussion Paper. 1 (140): 2-479. Accessed October 16, 2014. http://www.soec.nagoya-u.ac.jp/erc/DP/paper149.pdf
PayScale. 2014. “Popular Jobs.” Accessed October 3, 2014. http://www.payscale.com/research/TH/Country=Thailand/Salary
Page "17
PBS (Public Broadcasting Service). “Travel Thailand.” Accessed October 12, 2014. http://www.pbs.org/edens/thailand/travel.htm
Penfolds. 2014a. “About Us.” Accessed October 10, 2014. https://www.penfolds.com/heritage-and-winemaking/about-penfolds
Penfolds. 2014b. “Scores and Accolades.” Accessed October 7, 2014. http://www.penfolds.com/heritage-and-winemaking/accolade
Philips, Herbert. P. 2010. “Election Ritual in a Thai Village.” Journal of Social Issues 4 (14): 36-50. Accessed October 15, 2014. doi: 10.1111/j.1540-4560.1958.tb01425.x.
Quigley, Rachel. 2014. “Asia’s 50 best restaurants 2014.” Accessed October 11, 2014. http://www.theworlds50best.com/asia/en/asias-50-best-restaurants.html
Shanahan, Chris. 2011. They’ve Bin Everywhere – Penfolds releases new reds. http://chrisshanahan.com/articles/2011/theyve-bin-everywhere-penfolds-releases-new-reds/
Tourism Authority of Thailand. 2014. “About Thailand: Religion.” Accessed October 16, 2014. http://au.tourismthailand.org/Thailand/religion
TWA (Thai Wine Association). 2014. “Region & Winery: Khao Yai.” Accessed October 9, 2014. http://www.thaiwineassociation.com/region_khaoyai.php
TWE (Treasury Wine Estates). 2014a. Annual Report FY2014. Accessed October 7, 2014. http://www.tweglobal.com/wp-content/uploads/2014/09/TWE-AR_2014_WEB.pdf
TWE (Treasury Wine Estates). 2014b. "Penfolds." Accessed October 10, 2014. http://www.tweglobal.com/our-brands/australia-new-zealand/penfolds/
Wise, James and Greg Wallis. 2013. “Which Australian companies are thriving in Thailand?” Accessed October 11, 2014. http://www.austrade.gov.au/ArticleDocuments/1418/Which-Australian-companies-are-thriving-in-Thailand.pdf.aspx
Page "18
7.0 Appendix Appendix 1 – Mock-up of Penfolds-Thailand Product
This is a mock-up of how the Penfolds-Thailand product will look, modeled on traditional
products. While the capsule at the top of Penfolds bottles is traditionally red, the colours of
the Thailand flag will be used. The cap will be engraved with the Penfolds crest, and the crest
would additionally be incorporated into the front label. Writing on the labels, aside from the
Penfolds logo, the product name and the wine type will be printed in Thai. The presence of
the warning on the back label meets Thailand’s alcohol regulations. Page "19
Page "20
Appendix 2 – Mock-up of Advertisement
This is a mock-up of the advertisement that will be created for taxicabs throughout Thailand.
“Evoke the finest memories” is used as a reference to the positioning statement and how
one’s wedding is one of the most memorable and special days in their life. It encourages
viewers to relive the day, while creating new memories with Penfolds. The text would be in
Thai for the print advertisement. Given the stringent advertising regulations in Thailand, the
logo is non-intrusive in the corner. The QR code will direct users to the Penfolds Thailand
Facebook page. The advertisement does not breach Thailand’s alcohol regulations. For the
advertisement, attractive Thai models will be positioned similarly in a vineyard, celebrating
their marriage.
Page "21
Appendix 3 – Marketing Schedule and Responsibilities
Activity Schedule Responsibilities
Create and Maintain Social Media Profile
November 2014 (the start of the campaign)
• Create Facebook page with relevant information
• Maintain page, posting regular updates • Engage customers • Use to complement other marketing
activities • Establish selfie competition and
organise prize.
Penfolds Presents
Lakhr th ī ̀p̣hāphyntr̒ (Soap Opera at the Movies)
Season premier (January 2015)
• Hire venue – The Scala Cinema • Organise partnership with soap opera • Order stock • Order sample bag stock • Organise promotional material • Stamp sample bag with Penfolds logo,
Facebook and website address and phone number
• Organise venue tickets
Product Launch December 5 (King’s Birthday – National Day)
• Hire tent • Hire promotional staff • Order sample stock • Organise traditional Thai costumes for
promotional staff
Television
Advertisements
In line with the season premier (January 2015)
• Hire production company • Write brief • Organise channels for advertisement
Taxicab Advertisements (Refer to appendix 3 for a mock-up)
November 2014 (one month prior to season premier)
• Hire graphic designer • Organise staff to install cab
advertisements
Page "22
Appendix 4 – Marketing Expense Budget
All figures are estimates.
Marketing Activity Expense ($AUD) Expense (Baht)
Penfolds Presents $10,000 283,600 Baht
Product Placement $10,000 283,600 Baht
Product Launch $8,000 226,800 Baht
Social Media Competition – Prize $8,000 226,800 Baht
Television Advertisements $10,000 283,600 Baht
Taxicab Advertisements $5,000 141,800 Baht
Total $50,000 AUD 1,401,200 Baht
Additional
Hire social media manager (Thailand) $20/hour 567 Baht/hour
Hire trusted English to Thai translator $15/hour 425 Baht/hour
Page "23
Appendix 5 – Resources and Operations
Proposed changes to operations and resources that will be required to take advantage of
market opportunities are as follows;
Human Capital If promotional events are to take place, then promotional staff will be required to carry out
tasks.
Vineyard To produce the glocalised, Penfolds-Thailand Khao Yai wine, Penfolds will require a locally
established Vineyard in Thailand to produce the
Scheduling Meetings will be scheduled once a month to allow the marketing department to prepare for
events. Tasks that may be carried out through such operations may include: • Updating company and social media website • Updating promotions and wine selection
Training and Education Staff will be required to undertake fortnightly training sessions to understand the latest
industry trends.
Page "24