Consumer Behaviour 156.232 Semester 1, 2017 David JAUD Assignment 2: Company case with Villa Maria Estate • Imagine you are the Marketing Team for Villa Maria Estate the NewZealand’s most awarded wine company, established by Sir George Fistonich in 1961. The Marketing Manager and the Category Insight Manager have asked you to work on one case. Details of your case are provided in the next slides. • Please note, although we are using Villa Maria as a real business case it is not possible to contact the business itself. You can find information about the business at http://www.villamaria.co.nz/ and in the company’ s material made available on Stream. • Videos links on youtube are: https://www.youtube.com/watch?v=4zPJIJW0gFg&oref=https%3A%2F%2Fwww.youtube.com %2Fwatch%3Fv%3D4zPJIJW0gFg&has_verified=1 – Open Another world summary 60sec https://www.youtube.com/watch?v=uGPhoyaeUH0 – George Fistonich 30sec Overview of the company case 1 2 Case A: Thornbury • Overview of the brand’s Marketing Mix:  Product: Thornbury range that includes whites (Chardonnay, Pinot Gris, Riesling, Sauvignon Blanc), reds (Merlot, Pinot Noir) and Rose  Regularly promoted price: $10.99 for the range, except for Pinot noir: $19.99  Place (distribution/channels): Groceries (supermarkets) in New Zealand  Promotion/positioning: NZ Regional with each varietal that comes from a different wine region in NZ • Current marketing problem:  This range of wine is of high quality (awards-winning wines) and are set at a reasonable price point, however, sales are starting to decline and while the company has some ideas as to why, they would like to seek further consultation from you. 1. Using the consumer (EKB) decision making process, outline the types of strategies Villa Maria could put in place to enhance Thornbury’s brand awareness/strength and increase sales by considering a targeted segment of consumers, which you need to define. In your answer discuss: • Key attributes targeted consumers consider when evaluating and purchasing a bottle of wine • The type of decision process the target audience may go through, i.e., habitual decision making, limited or extended problem-solving • An external influence (e.g. WoM, opinion leaders, reference group) • Bottle and label design (can consider brand repositioning) e.g., What kind of information and visual design could be included on the bottle/label that would attract targeted consumers and also make the brand stands out from competitors? • Potential promotional strategies including the use of social media to attract the target segment AND a potential in-store promotion strategy (e.g., display, retail environment, tasting, etc…) • Price point you would set. Explain why 2. Propose a new tagline/slogan (but do not change the brand name) and briefly explain your choice Case A: Thornbury Assessment Part 1 3 • Length: One page maximum (i.e., 300 words). • Based on the points you developed in Part 1, summarise your main ideas (including tagline for case A; brand name and tagline for case B) and deliver practical and relevant recommendations that the company can put into practise realistically. • Be concise and clear. • Keep in mind that the company will select the best teams based on the executive summary! • See a good example of marketing executive summary: https://unilearning.uow.edu.au/report/4bi1.html • Please, bring up the executive summary at the beginning of the report to make easier for the company to look at it. Part 2: Executive summary 6 • Groups/teams of 3 students (group lists are available on Stream)  Company case A: Thornbury brand refresh (27 groups)  Company case B: New product “red blend” (27 groups) • Deadline: Thursday May 25 at 5pm • Submission on Stream (going through Turnitin, the plagiarism check): just one person in the group will submit the report BUT everybody will submit the completed self/peer review sheet. • The company will assess the executive summary of each team and provide short feedback. Based on the executive summary, the company will select a winning team for each case. • Rewards for the two winning teams: lunch in Villa Maria Estate (based in Mangere). • Please Note: the winning teams (selected by the company) may not necessarily get the highest marks. Assessment overview 7 • Font: Times New Roman, 12, 1.5 line spacing • Group and case details: use the front page ‘Assignment 2 Cover sheet’ • Part 1: company case in 1500 words maximum (EXCLUDING the cover page, the executive summary, reference list and appendices), 10% leeway • Part 2: executive summary in one page maximum • For each point, justify your answer and provide specific examples • Be concise and clear but specific • Use APA style, go to http://owll.massey.ac.nz/ • BE CREATIVE and think outside the box, BUT your recommendations must be feasible from a managerial perspective. • Use the Excel file “Self peer review” and personally complete the selfreview and peer-review parts. THEN individually submit it on Stream. • You may lose points if you do not follow instructions on the formatting Assessment requirements 1/2 8 • Use at least 4 articles as references from academic journals (see list below) to justify your choices (you are welcome to use more) in the part 1. • You need to use at least 2 to 4 academic references from the following journals: Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, Journal of Academy of Marketing Science, International Journal of Research in Marketing, Journal of Consumer Psychology, Psychology and Marketing, Journal of Advertising, Journal of Retailing, European Journal of Marketing, Journal of Retailing and Consumer Services. • If you do not use 4 references from the list above (but 2 or 3), you need to use at least 1-2 reference(s) from other academic journals related to Marketing and Business Research or Wine Business (e.g., International Journal of Wine Business Research). In the Solomon’s book, you can find a list of references at the end of each chapter, in which you could find, read and reference articles of interest. • In addition to the 4 academic articles, it is recommended that you also use industry references, e.g., Market Research reports, wine industry reports, New Zealand Winegrowers, etc… • References MUST be in APA style. PLEASE cite (i.e. , reference in the text of your assignment) and reference any information from relevant sources. • For information on APA style, go to http://owll.massey.ac.nz/ Assessment requirements 2/2: Referencing 9 • Front page: USE the Assignment 2 cover sheet and complete:  Group number + Case details (i.e., case A ‘Thornbury’ or case B ‘red blend’)  Group details (i.e., names, students’ ID)  Students’ names as signatures and date below the honesty declaration part • Second page: Executive summary (i.e., part 2) • Third page: case report (i.e., part 1) • Last page(s): reference list and appendices if any How to organise the assignment? 10

Consumer Behaviour 156.232 Semester 1, 2017 David JAUD Assignment 2: Company case with Villa Maria Estate • Imagine you are the Marketing Team for Villa Maria Estate the NewZealand’s most awarded wine company, established by Sir George Fistonich in 1961. The Marketing Manager and the Category Insight Manager have asked you to work on one case. Details of your case are provided in the next slides. • Please note, although we are using Villa Maria as a real business case it is not possible to contact the business itself. You can find information about the business at http://www.villamaria.co.nz/ and in the company’ s material made available on Stream. • Videos links on youtube are: https://www.youtube.com/watch?v=4zPJIJW0gFg&oref=https%3A%2F%2Fwww.youtube.com %2Fwatch%3Fv%3D4zPJIJW0gFg&has_verified=1 – Open Another world summary 60sec https://www.youtube.com/watch?v=uGPhoyaeUH0 – George Fistonich 30sec Overview of the company case 1 2 Case A: Thornbury • Overview of the brand’s Marketing Mix:  Product: Thornbury range that includes whites (Chardonnay, Pinot Gris, Riesling, Sauvignon Blanc), reds (Merlot, Pinot Noir) and Rose  Regularly promoted price: $10.99 for the range, except for Pinot noir: $19.99  Place (distribution/channels): Groceries (supermarkets) in New Zealand  Promotion/positioning: NZ Regional with each varietal that comes from a different wine region in NZ • Current marketing problem:  This range of wine is of high quality (awards-winning wines) and are set at a reasonable price point, however, sales are starting to decline and while the company has some ideas as to why, they would like to seek further consultation from you. 1. Using the consumer (EKB) decision making process, outline the types of strategies Villa Maria could put in place to enhance Thornbury’s brand awareness/strength and increase sales by considering a targeted segment of consumers, which you need to define. In your answer discuss: • Key attributes targeted consumers consider when evaluating and purchasing a bottle of wine • The type of decision process the target audience may go through, i.e., habitual decision making, limited or extended problem-solving • An external influence (e.g. WoM, opinion leaders, reference group) • Bottle and label design (can consider brand repositioning) e.g., What kind of information and visual design could be included on the bottle/label that would attract targeted consumers and also make the brand stands out from competitors? • Potential promotional strategies including the use of social media to attract the target segment AND a potential in-store promotion strategy (e.g., display, retail environment, tasting, etc…) • Price point you would set. Explain why 2. Propose a new tagline/slogan (but do not change the brand name) and briefly explain your choice Case A: Thornbury Assessment Part 1 3 • Length: One page maximum (i.e., 300 words). • Based on the points you developed in Part 1, summarise your main ideas (including tagline for case A; brand name and tagline for case B) and deliver practical and relevant recommendations that the company can put into practise realistically. • Be concise and clear. • Keep in mind that the company will select the best teams based on the executive summary! • See a good example of marketing executive summary: https://unilearning.uow.edu.au/report/4bi1.html • Please, bring up the executive summary at the beginning of the report to make easier for the company to look at it. Part 2: Executive summary 6 • Groups/teams of 3 students (group lists are available on Stream)  Company case A: Thornbury brand refresh (27 groups)  Company case B: New product “red blend” (27 groups) • Deadline: Thursday May 25 at 5pm • Submission on Stream (going through Turnitin, the plagiarism check): just one person in the group will submit the report BUT everybody will submit the completed self/peer review sheet. • The company will assess the executive summary of each team and provide short feedback. Based on the executive summary, the company will select a winning team for each case. • Rewards for the two winning teams: lunch in Villa Maria Estate (based in Mangere). • Please Note: the winning teams (selected by the company) may not necessarily get the highest marks. Assessment overview 7 • Font: Times New Roman, 12, 1.5 line spacing • Group and case details: use the front page ‘Assignment 2 Cover sheet’ • Part 1: company case in 1500 words maximum (EXCLUDING the cover page, the executive summary, reference list and appendices), 10% leeway • Part 2: executive summary in one page maximum • For each point, justify your answer and provide specific examples • Be concise and clear but specific • Use APA style, go to http://owll.massey.ac.nz/ • BE CREATIVE and think outside the box, BUT your recommendations must be feasible from a managerial perspective. • Use the Excel file “Self peer review” and personally complete the selfreview and peer-review parts. THEN individually submit it on Stream. • You may lose points if you do not follow instructions on the formatting Assessment requirements 1/2 8 • Use at least 4 articles as references from academic journals (see list below) to justify your choices (you are welcome to use more) in the part 1. • You need to use at least 2 to 4 academic references from the following journals: Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, Journal of Academy of Marketing Science, International Journal of Research in Marketing, Journal of Consumer Psychology, Psychology and Marketing, Journal of Advertising, Journal of Retailing, European Journal of Marketing, Journal of Retailing and Consumer Services. • If you do not use 4 references from the list above (but 2 or 3), you need to use at least 1-2 reference(s) from other academic journals related to Marketing and Business Research or Wine Business (e.g., International Journal of Wine Business Research). In the Solomon’s book, you can find a list of references at the end of each chapter, in which you could find, read and reference articles of interest. • In addition to the 4 academic articles, it is recommended that you also use industry references, e.g., Market Research reports, wine industry reports, New Zealand Winegrowers, etc… • References MUST be in APA style. PLEASE cite (i.e. , reference in the text of your assignment) and reference any information from relevant sources. • For information on APA style, go to http://owll.massey.ac.nz/ Assessment requirements 2/2: Referencing 9 • Front page: USE the Assignment 2 cover sheet and complete:  Group number + Case details (i.e., case A ‘Thornbury’ or case B ‘red blend’)  Group details (i.e., names, students’ ID)  Students’ names as signatures and date below the honesty declaration part • Second page: Executive summary (i.e., part 2) • Third page: case report (i.e., part 1) • Last page(s): reference list and appendices if any How to organise the assignment? 10