{"id":126113,"date":"2018-02-20T23:50:30","date_gmt":"2018-02-20T23:50:30","guid":{"rendered":"https:\/\/writemyessayfree.com\/assignment-2-company-case-with-villa-maria-estate"},"modified":"2017-08-16T06:07:57","modified_gmt":"2017-08-16T06:07:57","slug":"assignment-2-company-case-with-villa-maria-estate","status":"publish","type":"post","link":"https:\/\/www.benedictsol.com\/blogs\/assignment-2-company-case-with-villa-maria-estate\/","title":{"rendered":"Assignment 2: Company case with Villa Maria Estate"},"content":{"rendered":"
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Consumer Behaviour 156.232 Semester 1, 2017 David JAUD Assignment 2: Company case with Villa Maria Estate \u2022 Imagine you are the Marketing Team for Villa Maria Estate the NewZealand\u2019s 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. \u2022 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\u2019 s material made available on Stream. \u2022 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 \u2013 Open Another world summary 60sec https:\/\/www.youtube.com\/watch?v=uGPhoyaeUH0 \u2013 George Fistonich 30sec Overview of the company case 1 2 Case A: Thornbury \u2022 Overview of the brand\u2019s Marketing Mix: \uf0fc Product: Thornbury range that includes whites (Chardonnay, Pinot Gris, Riesling, Sauvignon Blanc), reds (Merlot, Pinot Noir) and Rose \uf0fc Regularly promoted price: $10.99 for the range, except for Pinot noir: $19.99 \uf0fc Place (distribution\/channels): Groceries (supermarkets) in New Zealand \uf0fc Promotion\/positioning: NZ Regional with each varietal that comes from a different wine region in NZ \u2022 Current marketing problem: \uf0d8 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\u2019s brand awareness\/strength and increase sales by considering a targeted segment of consumers, which you need to define. In your answer discuss: \u2022 Key attributes targeted consumers consider when evaluating and purchasing a bottle of wine \u2022 The type of decision process the target audience may go through, i.e., habitual decision making, limited or extended problem-solving \u2022 An external influence (e.g. WoM, opinion leaders, reference group) \u2022 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? \u2022 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\u2026) \u2022 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 \u2022 Length: One page maximum (i.e., 300 words). \u2022 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. \u2022 Be concise and clear. \u2022 Keep in mind that the company will select the best teams based on the executive summary! \u2022 See a good example of marketing executive summary: https:\/\/unilearning.uow.edu.au\/report\/4bi1.html \u2022 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 \u2022 Groups\/teams of 3 students (group lists are available on Stream) \uf0fc Company case A: Thornbury brand refresh (27 groups) \uf0fc Company case B: New product \u201cred blend\u201d (27 groups) \u2022 Deadline: Thursday May 25 at 5pm \u2022 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. \u2022 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. \u2022 Rewards for the two winning teams: lunch in Villa Maria Estate (based in Mangere). \u2022 Please Note: the winning teams (selected by the company) may not necessarily get the highest marks. Assessment overview 7 \u2022 Font: Times New Roman, 12, 1.5 line spacing \u2022 Group and case details: use the front page \u2018Assignment 2 Cover sheet\u2019 \u2022 Part 1: company case in 1500 words maximum (EXCLUDING the cover page, the executive summary, reference list and appendices), 10% leeway \u2022 Part 2: executive summary in one page maximum \u2022 For each point, justify your answer and provide specific examples \u2022 Be concise and clear but specific \u2022 Use APA style, go to http:\/\/owll.massey.ac.nz\/ \u2022 BE CREATIVE and think outside the box, BUT your recommendations must be feasible from a managerial perspective. \u2022 Use the Excel file \u201cSelf peer review\u201d and personally complete the selfreview and peer-review parts. THEN individually submit it on Stream. \u2022 You may lose points if you do not follow instructions on the formatting Assessment requirements 1\/2 8 \u2022 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. \u2022 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. \u2022 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\u2019s 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. \u2022 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\u2026 \u2022 References MUST be in APA style. PLEASE cite (i.e. , reference in the text of your assignment) and reference any information from relevant sources. \u2022 For information on APA style, go to http:\/\/owll.massey.ac.nz\/ Assessment requirements 2\/2: Referencing 9 \u2022 Front page: USE the Assignment 2 cover sheet and complete: \uf0fc Group number + Case details (i.e., case A \u2018Thornbury\u2019 or case B \u2018red blend\u2019) \uf0fc Group details (i.e., names, students\u2019 ID) \uf0fc Students\u2019 names as signatures and date below the honesty declaration part \u2022 Second page: Executive summary (i.e., part 2) \u2022 Third page: case report (i.e., part 1) \u2022 Last page(s): reference list and appendices if any How to organise the assignment? 10<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Consumer Behaviour 156.232 Semester 1, 2017 David JAUD Assignment 2: Company case with Villa Maria Estate \u2022 Imagine you are the Marketing Team for Villa Maria Estate the NewZealand\u2019s most awarded wine company, established by Sir George Fistonich in 1961. Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-126113","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/126113","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=126113"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/126113\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=126113"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=126113"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=126113"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}