2018 Kidachi Seminar GFS report of field survey④
Visited company ：Treasury Wine Estates Limited
Visited day ：September 14th, 2018 (Friday) 3:00pm-4:30pm
Responder ：Ms. Kim Hammond (Global Brand Manager Penfolds-Product and Design)
Ms. Katie Greig (Senior Brand Manager Matua)
Ms. Siobhan King (Global Brand Manager Wolf Blass)
Theme :The Brand Strategy of Treasury Wine Estates
Attended Member：Manao Kidachi Seminar from Chuo University
(16 students and 1 graduate student and 1 professor)
The purpose of this survey:
The purpose of this survey is to learn about brand marketing strategy that is successful in expanding the wine business internationally from Treasury Wine Estates and promoting a better understanding about it.
The result of this survey:
We got presentations from three people: Ms. Katie Greig, Ms. Siobhan King and Ms. Kim Hammond. Firstly, they taught us about the portfolio of international wine industry. Secondly, they taught us about the three types of brand strategy of Matua, Wolf Blass and Penfolds produced by Treasury Wine Estates. Lastly, they responded to our questions.
Matua is the first wine brand for Treasury Wine Estates made in New Zealand, made from the idea that they want consumers to refresh their bodies. The most impressive thing Katie said was that she sought to communicate with consumers and utilize the consumers’ opinions. Furthermore, they can think out arrangement of the products in stores by using consumer’s opinion effectively.
Wolf Blass is an international brand and it is priced middle-low range to target young people. The brand marketing and advertisement strategy is to collaborate with sports personalities, events and companies to expand the brand globally. Also, the wine’s theme is ‟Journey and Success”. So we found that the strategy to expand the brand all over the world leads to the realization of ‟Journey and Success” from this presentation.
Penfolds is luxury and one of the most famous wine brand in the world. However, the purpose of the company is to make Penfolds absolutely brand like the most famous fashion brands globally. Also, they are often redesigning the shape of the bottle, the design of label and making added value like making premium product in this brand. By these efforts, they are successful in doing the marketing such as sharing the long history of Penfolds and differentiating with other brands. We actually saw Penfolds at a duty-free shop in Melbourne Airport and felt special and luxury by seeing how to create the world of Penfolds.
Lastly, they responded to our questions. Regarding our question of why Wolf Blass uses the bird as the wine’s logotype, the answer was that eagle is the bird with a strong impact to consumers all over the world. From the answer, we found that they think it is very important to give inspiration to consumers.
In this visit, we were able to learn the strategy of the company of targeting and promotion to attract consumers. Also, we were impressed at the quality of their presentation that they explained logically and simply while they sometimes use some illustrations. Therefore, we learned a lot of things not only the strategy of the wine brand but also the importance of speech to attract people. We are cordinally grateful Treasury Wine Estates for corresponding with us kindly and want to make use of the experience in our studies from this point on.
(At the conference room of Treasury Wine Estates, headquarters)
(Responsibility of this report: Hiroshi Tomita, Rika Otaka, Kenichi Kinoshita, Yuzuka Kikuchi)