WINE MINDER TIM

MACTAGGART
Liz Buchanan

Lily Della-Vedova; n9586601

Ryan Stockhall;
Molly Crank; n9586636
Jasmine Hopper; n9562761
Kelsie Cremin; n9466002
Executive Summary
The following report will outline the ways in which Integrated Marketing Communication
strategies can be used in order to improve the Wine Minder brand and increase sales. The
marketing objectives that have been set involve increasing the brand awareness in order to
differentiate from competitors, and creating a Christmas gift campaign to drive sales. Wine
Minders recommended primary target market are women who are 30 years and older and
the second recommended target market are both men and women between the ages of 25-
49 year olds. It is recommended that Wine Minder reach its target audience through the
communication strategies of Public Relations techniques and social media marketing. These
ventures are cost effective and are therefore within the organisation's budget, with
research also indicating that these methods will be very successful in relation to the nature
of the product and its users.

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Table of Contents

Executive Summary .......................................................................................................... 2

Client Proposal and Objectives. ........................................................................................ 4
SWOT Table...................................................................................................................... 5
Target Audience. .............................................................................................................. 5
Positioning Strategy. ........................................................................................................ 6
Marketing Communication Strategy. ................................................................................ 7
Campaign Objectives................................................................................................................ 7
IMC Tactical Strategies. ............................................................................................................ 7
Campaign Implementation. ...................................................................................................... 8
Marketing Materials. ........................................................................................................ 8
References. ...................................................................................................................... 9
Appendices. ................................................................................................................... 10
Appendix 1. ........................................................................................................................... 10
Appendix 2. ........................................................................................................................... 11
Appendix 3. ........................................................................................................................... 11
Appendix 4. ........................................................................................................................... 12

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Client Proposal and Objectives.
The main objectives of our campaign are to promote positive brand awareness for Wine
Minder, help differentiate the product from major competitors and build a positive image
for the brand. The media release we have created outlines why Wine Minders product
would make a perfect gift for Christmas with an aim to drive sales through this period. This
media release would ideally be published in magazines and online blogs which appeal to our
target market.
Our secondary objective is a Christmas gift campaign to drive sales through the Wine
Minders website. From conducting extensive research, Facebook was found to be the
lowest costing social media platform in regards to advertisements. Because of this we have
decided to design an advertisement for Wine Minder. This advertisement will include a
click-activated hyperlink, sending consumers interested in the product straight to the Wine
Minder website. This advertisement will not only drive sales through Wine Minders website
but will also create brand awareness for the business.
Wine Minders major competitors include Vinotemp, Cellar Guard, Cellar Tracker and Vivino.
All of these competitors offer a similar product to Wine Minder and could therefore
potentially impact negatively on the launch of our campaign. Our media release and
marketing campaign therefore, needs to stand out from our competitors who choose similar
mediums to advertise. This will somewhat negate their impact on the success of our
product. We need to make sure optimal brand awareness is met in order for Wine Minder
to create barriers for these competitors.

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SWOT Table.

Strengths
Using Facebook to advertise
Appropriate target market
Using humour through our
campaign
Cost effective
Catchy Marketing Slogan
Online platform
Weaknesses
Consumers may not find the humour in
the Why Whine campaign and will link
it to negative connotations.
Target market (maybe could go younger,
as older people may not be on
Facebook)
Cost of product is overpriced

Opportunities Threats
Building a bigger customer Competitors have a similar product
base Competitors launching their own
Consumer demand advertising campaign
Time of year e.g. running into Wine Minders competitors. Vinotemp,
Christmas alcohol Cellar Guard, Cellar Tracker and Vivino
consumption increases who all offer a similar product.
People looking to buy quality Good wine is easily available not
wine as presents needing storage
Simple Christmas gift to
purchase online

Target Audience.
Products and services segmentation from 2015 to 2016 shows that out of beer, cider, ready
to drink spirits (RTDs), bottled spirits and wine, wine was the second most popular segment
at 25.5% (IBISWorld, 2016). Geographically it would be ideal to market the wine minder in
the biggest wine regions of Australia, therefore it makes sense to target South Australia and
other states like Victoria and the winerys that they have, this can trigger consumers to buy
the product whilst tasting beautiful wine (Halliday, n.d.). Wine Minder is specifically
targeted at wine lovers and gift buyers; this psychographic segment is accurate in deciding

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who would purchase the product. In order to advertise to the market clearly it is important
to understand the age groups to target and their needs and wants.

While every male age group prefer the alcoholic beverage of beer, the highest percentage
of wine drinkers for males are aged 65 years and older with 33% of men drinking wine. Wine
is the most favoured alcoholic beverage in all age groups for women with the exception of
18-29 year olds who favour liquor than wine. The age group that consumes more wine than
any other alcoholic beverage are women who are 30 plus years old. (Carroll, 2003) (Refer to
appendix 1).

Knowing these statistics, it is hard to look past any other demographic that would more suit
our product. Therefore, women who are in the 30 years and older category are our primary
target market. The magazine, gourmet traveller wine, is a very high profile magazine and
having the same target market as they do would benefit wine minder greatly, this is because
wine minder can be advertised to this segment within similar magazines such as Halliday
wine companion magazine (Halliday, n.d.). This means that our secondary target market can
be people between the ages of 25-49 year olds who read the magazine monthly.

Positioning Strategy.
While first positioned as a luxury item priced on the brands online store at $90, the product
was being reduced to $50 as it presented itself as unpopular at such a high price. The Wine
Minder product and brand have been assessed to understand which consumer segments
are more realistically going to purchase the product and how they perceive the product.
With our main brand strategies surrounding the purpose to build and develop positive
relationships with present and future clients while creating a larger awareness of the brand
and product itself and its high quality performance. An outline of the brand and product can
be seen through the justification of its SIVA. Firstly, the product Wine Minder has been
newly positioned in the campaign from the perfect pour which while catchy may allow
some consumers to think that the product helps them to pour their wine as the slogan
insinuates, to Why Whine? a humorous double entendre relieving the consumers of
worries that they no longer have to whine about their wine as the Wine Minder is there to
help. Furthermore, consumers will be informed of the product and brand through social
media advertising and public relations strategies, Oliver (2009, p.11) states that by utilizing

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Public Relation strategies a campaign can cultivate a positive reputation for the brand or
company like Wine Minder based on their high quality performance. By creating a positive
image for the brand, consumers are going to be more willing to share their experiences with
friends and family generating a larger brand awareness than before. Public relations help to
effectively communicate its mission and main messages to consumers while identifying long
term objectives and evaluating the success of the campaign. As stated previously the
products value has also changed allowing Wine Minder to jump from a luxury item to a
novelty gift idea, this opens up a larger consumer base for the product as people are less
likely to think before they purchase as long as the person they are purchasing for has a love
of wine. While Wine Minder is still a young unknown product it is only available online
through their website where consumers can order the product and a customised number of
years subscribed to their iPhone application.

Marketing Communication Strategy.

Campaign Objectives.
The first marketing objective that will drive the marketing communication campaign is
creating awareness about the product. The campaign aims to show the target market how
Wine Minder makes an ideal gift-giving product, through brand publicity techniques and
social media marketing, before Christmas 2016. The success of this tactic will be measured
through achieving at least a 50% increase in social media reach (specifically Facebook), and
having the media release published in at least one appropriate outlet. Through creating this
brand awareness in a timely matter, sales should be increased before the end of the year.
The second marketing objective is to increase the rate of traffic through Facebook
advertisements to the website, and ultimately increase sales. The increased use of targeted
Facebook marketing advertisements that explain and inform the benefits of Wine Minder
will increase website hits by 50% and will create a goal of the sale of 50 units before 2017.

IMC Tactical Strategies.

A key Integrated Marketing Strategy that is being utilised in order to reach the objectives is
Public Relations and Brand Publicity techniques. Public Relations is an ideal way to achieve
brand publicity for Wine Minder as it utilises free media through news value, rather than
traditional paid media. This is a cost effective way to educate potential customers about the

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product and ideally increase sales. In order to achieve this publicity, a media release to
create news worthy content and hype about the Wine Minder product has been created
(see appendix 2). The title of the media release is "Hunt Over For the Perfect Gift This
Christmas", to intrigue the reader whilst also targeting the client objectives of having
increased Christmas sales.
Another IMC Strategy that is effective in achieving Wine Minders objectives is Social Media
marketing. Advertising through Facebook is one of the most affordable forms of social
media marketing available, and it is also one of the most popular social media platforms
used by the target demographic. A combination of paid advertisements as well as consistent
posts to the Wine Minder Facebook page should be made; an example of the recommended
content can be found in appendix 3.

Campaign Implementation.
The first step of the campaign schedule will be the publication of the media release, in order
to create awareness and excitement about Wine Minder before the social media marketing
commences. The media release should be sent to the relevant outlets immediately so it can
be published as soon as possible. Paid Facebook advertisements should also start from the
end of October, right up until Christmas. Weekly posts should also occur on the Wine
Minder Facebook page, including a countdown until the 15th of December, as this is likely the
last day that delivery can be guaranteed before Christmas.

Marketing Materials.
The costing for Facebook advertising varies depending on target market and type of advert.
According to Brian Carter (Carter, 2014), advertising to any target market through Facebook can cost
as little as 25c per 1000 people reached. Price increases as the more specific geographic,
psychographic and/or behavioural targeting methods are applied. Therefore, without a finalised
advert on the official Wine Minder Facebook page, there is no accurate way to estimate pricing.
However, based on the existing statistics and understanding of the payment system, this short
campaign will definitely fall under the $1000 budget.

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References.
Blakeman, R. (2014). Integrated Marketing Communication. : Rowman & Littlefield Publishers.
Retrieved from
http://ebookcentral.proquest.com.ezp01.library.qut.edu.au/lib/qut/reader.action?docID=1744481

Carroll, J. (2003, July 22). Younger Males Drink Most, and Sometimes Too Much. Retrieved
from Gallup: http://www.gallup.com/poll/8908/younger-males-drink-most-
sometimes-too-much.aspx

Carter, B. (2014). Why every business should spend at least $1 per day on Facebook ads. Retrieved
October 28, 2016, from Moz.com, https://moz.com/blog/1-dollar-per-day-on-facebook-ads

Chitty, Luck, Barker, Valos and Shimp. (2015). Integrated Marketing Communications (4 ed.)
th

cengage learning Australia Pty Limited

Halliday, J. (n.d.). Essentials - Halliday Wine Companion Magazine. Retrieved from Halliday:
http://www.winecompanion.com.au/wine-essentials/magazine

Halliday, J. (n.d.). Wineries - South Australia. Retrieved from Halliday:

http://www.winecompanion.com.au/wineries/south-australia

IBISWorld. (2016). Products & Markets. Retrieved from IBISWorld:

http://clients1.ibisworld.com.au.ezp01.library.qut.edu.au/reports/au/industry/prod
uctsandmarkets.aspx?entid=398

Loucas, A. (n.d.). Australian Gourmet Traveller . Retrieved from Bauer Media Group:
http://www.bauer-media.com.au/brands/australian-gourmet-traveller/

Pinkleton, B. E. A. E. W. (2006). Strategic Public Relations Management. : Taylor and

Francis. Retrieved from
http://ebookcentral.proquest.com.ezp01.library.qut.edu.au/lib/qut/reader.action?docID=2752
77&ppg=268

Roy Morgan Research . (2016, June). Australian Magazine Readership, 12 months to June
2016 . Retrieved from Roy Morgan Research:
http://www.roymorgan.com/industries/media/readership/magazine-readership

Roy Morgan Research. (2016, August 04). More Australians are reading print magazines.
Retrieved from Roy Morgan Research: http://www.roymorgan.com/findings/6917-
australian-magazine-print-readership-and-cross-platform-audiences-june-2016-
201608041441

Wikipedia, the free encyclopedia . (2016, October 16). Australian Wine. Retrieved from
Wikipedia: https://en.wikipedia.org/wiki/Australian_wine

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Appendices.
Appendix 1.

Source: Carroll, J. (2003, July 22). Younger Males Drink Most, and Sometimes Too Much.
Retrieved from Gallup: http://www.gallup.com/poll/8908/younger-males-drink-
most-sometimes-too-much.aspx

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Appendix 2.
MEDIA RELEASE
20 October 2016-10-07

Hunt Over For the Perfect Gift This Christmas

Wine Minder is solving Christmas shopping woes this year with their unique gadget
designed to help wine lovers open a bottle at the perfect time.

The Wine Minder product measures temperature and time to calculate the perfect pour,
making it an ideal gift for family and friends who enjoy collecting wine.

Creator of the product, Tim MacTaggart, says that this product was created because many
people struggle to maintain the quality of wines without a wine cellar.

I discovered the need for this product a long time ago, he said.

The Australian climate makes it extremely challenging to regulate the temperature to store
wine, especially here in Queensland.

The gadget is a really great gift idea for someone with a wine collection, big or small, to help
them make the most of it, he said.

The Wine Minder product is available on the website, and retails for $49.95.

ENDS

For more information go to www.wineminder.com.au

Contact:
Kelsie Cremin
WineMinder
0410032275

Appendix 3.

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Appendix 4.

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