SlideShare a Scribd company logo
1 of 41
Download to read offline
WARWICK - a road mapWARWICK - a road map
where is Warwick now?where is Warwick now?
 highly successful family-run wine estate
 established super-premium brand
 showing strong annual sales growth
 one of the most-visited wineries in South Africa
 young & dynamic management committed to growth
why is Warwick successful?why is Warwick successful?
three pillars support the brand:
1. quality product
2. marketing
3. sales
take one away and it all falls down
qualityquality
quality is at the heart of our business
we aim to over-deliver at every level
we have world-class ambitions
we focus on quality not quantity
awards
marketingmarketing
“There is no point in putting wine on
the shelf if you do not have the tools
to pull it off the shelf”
marketingmarketing
Key marketing drivers:
 the family
 quality
 stories behind the wines
 strategically focused vision
 our service
Marketing spendMarketing spend
salessales
salessales
“There is no point doing all the marketing
in the first place if your wine is not on the
shelf to sell”
sales growthsales growth
three year sales volume trendthree year sales volume trend
three year revenue trendthree year revenue trend
product positioningproduct positioning
‘Professor Black’
Sauvignon Blanc
Chardonnay
Trilogy
Three Cape Ladies
‘Old Bush Vines’ Pinotage
‘The First Lady’
Cabernet Sauvignon
Specialised retail
& on-con
Mainstream retail
& on-con
Grocers &
on-con
chains
sales strategy by brandsales strategy by brand
Warwick strategy 2011
Warwick strategy 2011
The First Lady
• Sales are very good & growing
• Risk of over-emphasis & cannibalisation of portfolio
The plan
• Focus on quality
• Maintain RRP
• Reduce marketing spend
• Focus on grocers & on-con chains
Warwick strategy 2011
‘Professor Black’ Sauvignon Blanc
• Sales are very good & growing
• Quality is very good & improving
The plan
• No price increase to maintain sub R100 price-point
• Focus on style
• Increase marketing spend
• Focus on on-con
Warwick strategy 2011
‘Old Bush Vines’ Pinotage
• Sales are flat
• Quality is very good & improving
The plan
• No price increase for 2011
• Positioning further away from Three Cape Ladies
• Focus on style
• Increase marketing spend
• Focus on retail & on-con
Warwick strategy 2011
Chardonnay:
 
• Sales are declining
• Quality is very good & improving
The plan
• Greater focus from Wineworx/Vinimark
• Improved Warwick focus on luxury positioning
• Upgraded packaging & marketing
• Increase marketing spend
• Focus on on-con & specialised retail
chardonnay price-pointschardonnay price-points
Warwick strategy 2011
Three Cape Ladies:
• Sales are growing steadily
• Brand has gained excellent traction
• Quality is excellent & improving
The plan
• Increase sales volumes
• Positioned further away from First Lady
• Focus on creating Cape Blend category on wine-lists
• Significant marketing spend
• Focus on retail & on-con
Warwick strategy 2011
Cabernet Franc
• New entry to portfolio
• Quality is very good & improving
• Only Cabernet Franc in Wineworx/Vinimark portfolio
• Warwick had the 1st
varietal Cab Franc in South Africa
The plan
• Tele-sales focus
• Line-priced with Trilogy
• Any restaurant that is serious about wine should carry this
• Focus on specialised retail & on-con
Objective: Own the category again
Warwick strategy 2011
Trilogy:
  
• Volume growth flat
• Revenue growth continues
• Considered to be an SA icon - Warwick’s key driver
• Quality is excellent & improving
The plan
• Listing in any restaurant that is serious about wine is expected
• Significant ongoing marketing spend
• Upgraded packaging in 2011
• On-con & specialised retail focus with solid back up & staff training
strategy for 2011strategy for 2011
strategy for 2011strategy for 2011
 continue to over-deliver on all price-points
strategy for 2011strategy for 2011
 continue to over-deliver on all price-points
 increased visible marketing spend
strategy for 2011strategy for 2011
 continue to over-deliver on all price-points
 increased visible marketing spend
 continued sales growth across all lines
strategy for 2011strategy for 2011
 continue to over-deliver on all price-points
 increased visible marketing spend
 continued sales growth across all lines
 focus on ‘high-end’ positioning
strategy for 2011strategy for 2011
 continue to over-deliver on all price-points
 increased visible marketing spend
 continued sales growth across all lines
 focus on ‘high-end’ positioning
 ensure synergy between sales & marketing plans
strategy for 2011strategy for 2011
 continue to over-deliver on all price-points
 increased visible marketing spend
 continued sales growth across all lines
 focus on ‘high-end’ positioning
 ensure synergy between sales & marketing plans
 continued confidence in the Warwick brand
what you can expect from uswhat you can expect from us
A commitment to:
 market the brand to facilitate sales growth
 play an active role with your team in promoting sales
 make world-class wine that people enjoy drinking
 work with management to solve any issues quickly
 always be open to new ideas and fresh thinking
what we expect from youwhat we expect from you
A commitment to:
 be involved in the continued building of brand Warwick
 keep your foot on the accelerator
 understand our marketing strategy & sales focus
 respect and underpin the integrity of the brand
 have some fun!!
thank you for all the hard workthank you for all the hard work

More Related Content

What's hot (18)

Resume Alan Feigenbaum
Resume   Alan FeigenbaumResume   Alan Feigenbaum
Resume Alan Feigenbaum
 
Phietalati Resume
Phietalati ResumePhietalati Resume
Phietalati Resume
 
The Chef Alliance Marketer Presentation
The Chef Alliance Marketer PresentationThe Chef Alliance Marketer Presentation
The Chef Alliance Marketer Presentation
 
MKunzResume revised 11-30-16
MKunzResume revised 11-30-16MKunzResume revised 11-30-16
MKunzResume revised 11-30-16
 
Joseph-Magazine
Joseph-MagazineJoseph-Magazine
Joseph-Magazine
 
RYANHEFFRONRESUME
RYANHEFFRONRESUMERYANHEFFRONRESUME
RYANHEFFRONRESUME
 
Heather O_Donnell RESUME
Heather O_Donnell RESUMEHeather O_Donnell RESUME
Heather O_Donnell RESUME
 
Porsche
PorschePorsche
Porsche
 
GP_Salls,David
GP_Salls,DavidGP_Salls,David
GP_Salls,David
 
Current Resume
Current ResumeCurrent Resume
Current Resume
 
Lèzanne Fourie
Lèzanne  FourieLèzanne  Fourie
Lèzanne Fourie
 
COLOMBIA BAILEYS DAY
COLOMBIA BAILEYS DAYCOLOMBIA BAILEYS DAY
COLOMBIA BAILEYS DAY
 
Copywriting i pp
Copywriting i   ppCopywriting i   pp
Copywriting i pp
 
KCW+Resume_Ernest+Ramirez 4
KCW+Resume_Ernest+Ramirez 4KCW+Resume_Ernest+Ramirez 4
KCW+Resume_Ernest+Ramirez 4
 
CMaiorano CV2016
CMaiorano CV2016CMaiorano CV2016
CMaiorano CV2016
 
Hala cv[1]
Hala cv[1]Hala cv[1]
Hala cv[1]
 
Rajesh Karada - Resume
Rajesh Karada - ResumeRajesh Karada - Resume
Rajesh Karada - Resume
 
Hetherly-Kirsten
Hetherly-KirstenHetherly-Kirsten
Hetherly-Kirsten
 

Viewers also liked

Coach Me! Working with Cultural Differences to Create Successful Outcomes
Coach Me! Working with Cultural Differences to Create Successful OutcomesCoach Me! Working with Cultural Differences to Create Successful Outcomes
Coach Me! Working with Cultural Differences to Create Successful Outcomessondramilkie
 
2010 Department of Community Resource Development Symposium
2010 Department of Community Resource Development Symposium2010 Department of Community Resource Development Symposium
2010 Department of Community Resource Development Symposiumsondramilkie
 
11 2-10 ratios and proportions
11 2-10 ratios and proportions11 2-10 ratios and proportions
11 2-10 ratios and proportionschelbs
 
Surviving a DDOS Attack
Surviving a DDOS AttackSurviving a DDOS Attack
Surviving a DDOS AttackJo Bridger
 
Communicating Value: UWEX Partners with County Drug Court
Communicating Value: UWEX Partners with County Drug CourtCommunicating Value: UWEX Partners with County Drug Court
Communicating Value: UWEX Partners with County Drug Courtsondramilkie
 
Envy photography
Envy photographyEnvy photography
Envy photographyrutelopes95
 
It'll never happen to me 10 45
It'll never happen to me 10 45It'll never happen to me 10 45
It'll never happen to me 10 45chrisboocock
 
2010 Department of Community Resource Development Symposium-2
2010 Department of Community Resource Development Symposium-22010 Department of Community Resource Development Symposium-2
2010 Department of Community Resource Development Symposium-2sondramilkie
 
Using Technology to Reach Families with Age-Paced Parenting Information
Using Technology to Reach Families with Age-Paced Parenting InformationUsing Technology to Reach Families with Age-Paced Parenting Information
Using Technology to Reach Families with Age-Paced Parenting Informationsondramilkie
 
Engaging Communities to Reduce Poverty and Build Opportunity
Engaging Communities to Reduce Poverty and Build OpportunityEngaging Communities to Reduce Poverty and Build Opportunity
Engaging Communities to Reduce Poverty and Build Opportunitysondramilkie
 
Integrating Sustainability-3
Integrating Sustainability-3Integrating Sustainability-3
Integrating Sustainability-3sondramilkie
 
Why Public Policy Education is Extension's Long-Standing Approach for Working...
Why Public Policy Education is Extension's Long-Standing Approach for Working...Why Public Policy Education is Extension's Long-Standing Approach for Working...
Why Public Policy Education is Extension's Long-Standing Approach for Working...sondramilkie
 
Connecting and Engaging Extension Volunteers
Connecting and Engaging Extension VolunteersConnecting and Engaging Extension Volunteers
Connecting and Engaging Extension Volunteerssondramilkie
 
Swt eye for the swing guy
Swt eye for the swing guySwt eye for the swing guy
Swt eye for the swing guyIoan Bogdan
 
It’s All About Me! My Responsibility in Building Strong Relationships
It’s All About Me! My Responsibility in Building Strong RelationshipsIt’s All About Me! My Responsibility in Building Strong Relationships
It’s All About Me! My Responsibility in Building Strong Relationshipssondramilkie
 
The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...
The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...
The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...sondramilkie
 
Protecting Your Privacy Online
Protecting Your Privacy OnlineProtecting Your Privacy Online
Protecting Your Privacy Onlinesondramilkie
 
11 2-10 ratios and proportions
11 2-10 ratios and proportions11 2-10 ratios and proportions
11 2-10 ratios and proportionschelbs
 
Rute media festival presentation
Rute media festival presentationRute media festival presentation
Rute media festival presentationrutelopes95
 

Viewers also liked (20)

Coach Me! Working with Cultural Differences to Create Successful Outcomes
Coach Me! Working with Cultural Differences to Create Successful OutcomesCoach Me! Working with Cultural Differences to Create Successful Outcomes
Coach Me! Working with Cultural Differences to Create Successful Outcomes
 
2010 Department of Community Resource Development Symposium
2010 Department of Community Resource Development Symposium2010 Department of Community Resource Development Symposium
2010 Department of Community Resource Development Symposium
 
11 2-10 ratios and proportions
11 2-10 ratios and proportions11 2-10 ratios and proportions
11 2-10 ratios and proportions
 
Surviving a DDOS Attack
Surviving a DDOS AttackSurviving a DDOS Attack
Surviving a DDOS Attack
 
Communicating Value: UWEX Partners with County Drug Court
Communicating Value: UWEX Partners with County Drug CourtCommunicating Value: UWEX Partners with County Drug Court
Communicating Value: UWEX Partners with County Drug Court
 
Envy photography
Envy photographyEnvy photography
Envy photography
 
It'll never happen to me 10 45
It'll never happen to me 10 45It'll never happen to me 10 45
It'll never happen to me 10 45
 
2010 Department of Community Resource Development Symposium-2
2010 Department of Community Resource Development Symposium-22010 Department of Community Resource Development Symposium-2
2010 Department of Community Resource Development Symposium-2
 
Using Technology to Reach Families with Age-Paced Parenting Information
Using Technology to Reach Families with Age-Paced Parenting InformationUsing Technology to Reach Families with Age-Paced Parenting Information
Using Technology to Reach Families with Age-Paced Parenting Information
 
Tour in recife
Tour in recifeTour in recife
Tour in recife
 
Engaging Communities to Reduce Poverty and Build Opportunity
Engaging Communities to Reduce Poverty and Build OpportunityEngaging Communities to Reduce Poverty and Build Opportunity
Engaging Communities to Reduce Poverty and Build Opportunity
 
Integrating Sustainability-3
Integrating Sustainability-3Integrating Sustainability-3
Integrating Sustainability-3
 
Why Public Policy Education is Extension's Long-Standing Approach for Working...
Why Public Policy Education is Extension's Long-Standing Approach for Working...Why Public Policy Education is Extension's Long-Standing Approach for Working...
Why Public Policy Education is Extension's Long-Standing Approach for Working...
 
Connecting and Engaging Extension Volunteers
Connecting and Engaging Extension VolunteersConnecting and Engaging Extension Volunteers
Connecting and Engaging Extension Volunteers
 
Swt eye for the swing guy
Swt eye for the swing guySwt eye for the swing guy
Swt eye for the swing guy
 
It’s All About Me! My Responsibility in Building Strong Relationships
It’s All About Me! My Responsibility in Building Strong RelationshipsIt’s All About Me! My Responsibility in Building Strong Relationships
It’s All About Me! My Responsibility in Building Strong Relationships
 
The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...
The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...
The Roadmap to Distance Learning Technology: Retooling Traditional Outreach b...
 
Protecting Your Privacy Online
Protecting Your Privacy OnlineProtecting Your Privacy Online
Protecting Your Privacy Online
 
11 2-10 ratios and proportions
11 2-10 ratios and proportions11 2-10 ratios and proportions
11 2-10 ratios and proportions
 
Rute media festival presentation
Rute media festival presentationRute media festival presentation
Rute media festival presentation
 

Similar to Warwick strategy 2011

Sweets Factory Marketing plan
Sweets Factory Marketing planSweets Factory Marketing plan
Sweets Factory Marketing planHamzeh Banat
 
505 Revised.pptx
505 Revised.pptx505 Revised.pptx
505 Revised.pptxMengchen Li
 
AKrahe Resume Dec 2016
AKrahe Resume Dec 2016AKrahe Resume Dec 2016
AKrahe Resume Dec 2016Amy Krahe
 
Lorna Powe - SalesPartners Cape Town
Lorna Powe - SalesPartners Cape TownLorna Powe - SalesPartners Cape Town
Lorna Powe - SalesPartners Cape TownWinebiz Conference
 
Wine Business Solutions Brochure 2014
Wine Business Solutions Brochure 2014Wine Business Solutions Brochure 2014
Wine Business Solutions Brochure 2014Peter McAtamney
 
ZETI KIRTON - CV - 24 3 15
ZETI KIRTON - CV - 24 3 15ZETI KIRTON - CV - 24 3 15
ZETI KIRTON - CV - 24 3 15Zeti Kirton
 
Vana Koutsomitis, VinobyVana - DMX Dublin 2016
 Vana Koutsomitis, VinobyVana - DMX Dublin 2016 Vana Koutsomitis, VinobyVana - DMX Dublin 2016
Vana Koutsomitis, VinobyVana - DMX Dublin 2016DMX Dublin
 
Maximising Sales in the Discount Channel
Maximising Sales in the Discount ChannelMaximising Sales in the Discount Channel
Maximising Sales in the Discount ChannelRowan
 
Project orientation ppt jane
Project orientation ppt janeProject orientation ppt jane
Project orientation ppt janejcsmith7898
 
Project orientation ppt jane
Project orientation ppt janeProject orientation ppt jane
Project orientation ppt janejcsmith7898
 

Similar to Warwick strategy 2011 (20)

Sweets Factory Marketing plan
Sweets Factory Marketing planSweets Factory Marketing plan
Sweets Factory Marketing plan
 
505 Revised.pptx
505 Revised.pptx505 Revised.pptx
505 Revised.pptx
 
Rajesh
RajeshRajesh
Rajesh
 
WBS Brochure 2015
WBS Brochure 2015WBS Brochure 2015
WBS Brochure 2015
 
AKrahe Resume Dec 2016
AKrahe Resume Dec 2016AKrahe Resume Dec 2016
AKrahe Resume Dec 2016
 
Lorna Powe - SalesPartners Cape Town
Lorna Powe - SalesPartners Cape TownLorna Powe - SalesPartners Cape Town
Lorna Powe - SalesPartners Cape Town
 
Wine Business Solutions Brochure 2014
Wine Business Solutions Brochure 2014Wine Business Solutions Brochure 2014
Wine Business Solutions Brochure 2014
 
WBS Brochure 2023.pdf
WBS Brochure 2023.pdfWBS Brochure 2023.pdf
WBS Brochure 2023.pdf
 
Brand strategy
Brand strategyBrand strategy
Brand strategy
 
WBS brochure 2020
WBS brochure 2020WBS brochure 2020
WBS brochure 2020
 
About Junaid ur Rehman
About Junaid ur RehmanAbout Junaid ur Rehman
About Junaid ur Rehman
 
ZETI KIRTON - CV - 24 3 15
ZETI KIRTON - CV - 24 3 15ZETI KIRTON - CV - 24 3 15
ZETI KIRTON - CV - 24 3 15
 
Vana Koutsomitis, VinobyVana - DMX Dublin 2016
 Vana Koutsomitis, VinobyVana - DMX Dublin 2016 Vana Koutsomitis, VinobyVana - DMX Dublin 2016
Vana Koutsomitis, VinobyVana - DMX Dublin 2016
 
Dejavu1
Dejavu1Dejavu1
Dejavu1
 
Maximising Sales in the Discount Channel
Maximising Sales in the Discount ChannelMaximising Sales in the Discount Channel
Maximising Sales in the Discount Channel
 
Peter A 2015 Resume
Peter A 2015 ResumePeter A 2015 Resume
Peter A 2015 Resume
 
207368168 fair-and-lovely-marketing
207368168 fair-and-lovely-marketing207368168 fair-and-lovely-marketing
207368168 fair-and-lovely-marketing
 
Project orientation ppt jane
Project orientation ppt janeProject orientation ppt jane
Project orientation ppt jane
 
Project orientation ppt jane
Project orientation ppt janeProject orientation ppt jane
Project orientation ppt jane
 
Critique marketing planning by a famous wine brand
Critique marketing planning by a famous wine brandCritique marketing planning by a famous wine brand
Critique marketing planning by a famous wine brand
 

Recently uploaded

Tollywood Quiz-14th March 2024, Quiz Club NITW
Tollywood Quiz-14th March 2024, Quiz Club NITWTollywood Quiz-14th March 2024, Quiz Club NITW
Tollywood Quiz-14th March 2024, Quiz Club NITWQuiz Club NITW
 
Bollywood Quiz-12th March 2024, Quiz Club NITW
Bollywood Quiz-12th March 2024, Quiz Club NITWBollywood Quiz-12th March 2024, Quiz Club NITW
Bollywood Quiz-12th March 2024, Quiz Club NITWQuiz Club NITW
 
Bingo Bash Free Chips-Daily Free Links 2024
Bingo Bash Free Chips-Daily Free Links 2024Bingo Bash Free Chips-Daily Free Links 2024
Bingo Bash Free Chips-Daily Free Links 2024gameseotwo
 
MFreshersQuizTournament Prelims 2022.pdf
MFreshersQuizTournament Prelims 2022.pdfMFreshersQuizTournament Prelims 2022.pdf
MFreshersQuizTournament Prelims 2022.pdfhappycocoman
 
Quizzar final draft for astronomy quiz(1).pptx
Quizzar final draft for astronomy quiz(1).pptxQuizzar final draft for astronomy quiz(1).pptx
Quizzar final draft for astronomy quiz(1).pptxhappycocoman
 
MADE IN CANADA MAG ISSUE 15 | MARCH 2024
MADE IN CANADA MAG ISSUE 15 | MARCH 2024MADE IN CANADA MAG ISSUE 15 | MARCH 2024
MADE IN CANADA MAG ISSUE 15 | MARCH 2024Made In Canada Hip Hop
 
ARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdf
ARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdfARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdf
ARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdfErianderson Oliveira
 
QUIZ_Indian history and politics....pptx
QUIZ_Indian history and politics....pptxQUIZ_Indian history and politics....pptx
QUIZ_Indian history and politics....pptxbasusubhodeep30
 
Jackpot Party Casino free coins And Spin
Jackpot Party Casino free coins And SpinJackpot Party Casino free coins And Spin
Jackpot Party Casino free coins And Spingameseotwo
 
Dogs vs Cats Comics by Salty Vixen Stories & More
Dogs vs Cats Comics by Salty Vixen Stories & MoreDogs vs Cats Comics by Salty Vixen Stories & More
Dogs vs Cats Comics by Salty Vixen Stories & MoreSalty Vixen Stories & More
 
Murder Hole Documentary - October 31, 2017
Murder Hole Documentary - October 31, 2017Murder Hole Documentary - October 31, 2017
Murder Hole Documentary - October 31, 2017Kim Epstein
 
Quickly collect Bingo blitz free credits
Quickly collect Bingo blitz free creditsQuickly collect Bingo blitz free credits
Quickly collect Bingo blitz free creditsgameseotwo
 
CATS: A Very Short Grafik Novel in Two Parts
CATS: A Very Short Grafik Novel in Two PartsCATS: A Very Short Grafik Novel in Two Parts
CATS: A Very Short Grafik Novel in Two Partsapfelshorle
 
Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...
Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...
Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...Amil baba
 
Script-Coronation of Tiguib Prince and Princess 2023.docx
Script-Coronation of Tiguib Prince and Princess 2023.docxScript-Coronation of Tiguib Prince and Princess 2023.docx
Script-Coronation of Tiguib Prince and Princess 2023.docxRenesCindyGelbero
 
Welcome Film Festival. New festival concept .Copenhagen Denmark
Welcome Film Festival. New festival concept .Copenhagen DenmarkWelcome Film Festival. New festival concept .Copenhagen Denmark
Welcome Film Festival. New festival concept .Copenhagen DenmarkEmergency Art
 

Recently uploaded (16)

Tollywood Quiz-14th March 2024, Quiz Club NITW
Tollywood Quiz-14th March 2024, Quiz Club NITWTollywood Quiz-14th March 2024, Quiz Club NITW
Tollywood Quiz-14th March 2024, Quiz Club NITW
 
Bollywood Quiz-12th March 2024, Quiz Club NITW
Bollywood Quiz-12th March 2024, Quiz Club NITWBollywood Quiz-12th March 2024, Quiz Club NITW
Bollywood Quiz-12th March 2024, Quiz Club NITW
 
Bingo Bash Free Chips-Daily Free Links 2024
Bingo Bash Free Chips-Daily Free Links 2024Bingo Bash Free Chips-Daily Free Links 2024
Bingo Bash Free Chips-Daily Free Links 2024
 
MFreshersQuizTournament Prelims 2022.pdf
MFreshersQuizTournament Prelims 2022.pdfMFreshersQuizTournament Prelims 2022.pdf
MFreshersQuizTournament Prelims 2022.pdf
 
Quizzar final draft for astronomy quiz(1).pptx
Quizzar final draft for astronomy quiz(1).pptxQuizzar final draft for astronomy quiz(1).pptx
Quizzar final draft for astronomy quiz(1).pptx
 
MADE IN CANADA MAG ISSUE 15 | MARCH 2024
MADE IN CANADA MAG ISSUE 15 | MARCH 2024MADE IN CANADA MAG ISSUE 15 | MARCH 2024
MADE IN CANADA MAG ISSUE 15 | MARCH 2024
 
ARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdf
ARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdfARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdf
ARTBOOK-SHADOW-OF-THE-COLOSSUS-PT-BR.pdf
 
QUIZ_Indian history and politics....pptx
QUIZ_Indian history and politics....pptxQUIZ_Indian history and politics....pptx
QUIZ_Indian history and politics....pptx
 
Jackpot Party Casino free coins And Spin
Jackpot Party Casino free coins And SpinJackpot Party Casino free coins And Spin
Jackpot Party Casino free coins And Spin
 
Dogs vs Cats Comics by Salty Vixen Stories & More
Dogs vs Cats Comics by Salty Vixen Stories & MoreDogs vs Cats Comics by Salty Vixen Stories & More
Dogs vs Cats Comics by Salty Vixen Stories & More
 
Murder Hole Documentary - October 31, 2017
Murder Hole Documentary - October 31, 2017Murder Hole Documentary - October 31, 2017
Murder Hole Documentary - October 31, 2017
 
Quickly collect Bingo blitz free credits
Quickly collect Bingo blitz free creditsQuickly collect Bingo blitz free credits
Quickly collect Bingo blitz free credits
 
CATS: A Very Short Grafik Novel in Two Parts
CATS: A Very Short Grafik Novel in Two PartsCATS: A Very Short Grafik Novel in Two Parts
CATS: A Very Short Grafik Novel in Two Parts
 
Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...
Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...
Best Verified 2 Best Black Magic Specialist Near Me Spiritual Healer Powerful...
 
Script-Coronation of Tiguib Prince and Princess 2023.docx
Script-Coronation of Tiguib Prince and Princess 2023.docxScript-Coronation of Tiguib Prince and Princess 2023.docx
Script-Coronation of Tiguib Prince and Princess 2023.docx
 
Welcome Film Festival. New festival concept .Copenhagen Denmark
Welcome Film Festival. New festival concept .Copenhagen DenmarkWelcome Film Festival. New festival concept .Copenhagen Denmark
Welcome Film Festival. New festival concept .Copenhagen Denmark
 

Warwick strategy 2011

  • 1. WARWICK - a road mapWARWICK - a road map
  • 2. where is Warwick now?where is Warwick now?  highly successful family-run wine estate  established super-premium brand  showing strong annual sales growth  one of the most-visited wineries in South Africa  young & dynamic management committed to growth
  • 3. why is Warwick successful?why is Warwick successful? three pillars support the brand: 1. quality product 2. marketing 3. sales take one away and it all falls down
  • 4. qualityquality quality is at the heart of our business we aim to over-deliver at every level we have world-class ambitions we focus on quality not quantity awards
  • 5. marketingmarketing “There is no point in putting wine on the shelf if you do not have the tools to pull it off the shelf”
  • 6. marketingmarketing Key marketing drivers:  the family  quality  stories behind the wines  strategically focused vision  our service
  • 9. salessales “There is no point doing all the marketing in the first place if your wine is not on the shelf to sell”
  • 11. three year sales volume trendthree year sales volume trend
  • 12. three year revenue trendthree year revenue trend
  • 14. ‘Professor Black’ Sauvignon Blanc Chardonnay Trilogy Three Cape Ladies ‘Old Bush Vines’ Pinotage ‘The First Lady’ Cabernet Sauvignon Specialised retail & on-con Mainstream retail & on-con Grocers & on-con chains
  • 15. sales strategy by brandsales strategy by brand
  • 18. The First Lady • Sales are very good & growing • Risk of over-emphasis & cannibalisation of portfolio The plan • Focus on quality • Maintain RRP • Reduce marketing spend • Focus on grocers & on-con chains
  • 20. ‘Professor Black’ Sauvignon Blanc • Sales are very good & growing • Quality is very good & improving The plan • No price increase to maintain sub R100 price-point • Focus on style • Increase marketing spend • Focus on on-con
  • 22. ‘Old Bush Vines’ Pinotage • Sales are flat • Quality is very good & improving The plan • No price increase for 2011 • Positioning further away from Three Cape Ladies • Focus on style • Increase marketing spend • Focus on retail & on-con
  • 24. Chardonnay:   • Sales are declining • Quality is very good & improving The plan • Greater focus from Wineworx/Vinimark • Improved Warwick focus on luxury positioning • Upgraded packaging & marketing • Increase marketing spend • Focus on on-con & specialised retail
  • 27. Three Cape Ladies: • Sales are growing steadily • Brand has gained excellent traction • Quality is excellent & improving The plan • Increase sales volumes • Positioned further away from First Lady • Focus on creating Cape Blend category on wine-lists • Significant marketing spend • Focus on retail & on-con
  • 29. Cabernet Franc • New entry to portfolio • Quality is very good & improving • Only Cabernet Franc in Wineworx/Vinimark portfolio • Warwick had the 1st varietal Cab Franc in South Africa The plan • Tele-sales focus • Line-priced with Trilogy • Any restaurant that is serious about wine should carry this • Focus on specialised retail & on-con Objective: Own the category again
  • 31. Trilogy:    • Volume growth flat • Revenue growth continues • Considered to be an SA icon - Warwick’s key driver • Quality is excellent & improving The plan • Listing in any restaurant that is serious about wine is expected • Significant ongoing marketing spend • Upgraded packaging in 2011 • On-con & specialised retail focus with solid back up & staff training
  • 33. strategy for 2011strategy for 2011  continue to over-deliver on all price-points
  • 34. strategy for 2011strategy for 2011  continue to over-deliver on all price-points  increased visible marketing spend
  • 35. strategy for 2011strategy for 2011  continue to over-deliver on all price-points  increased visible marketing spend  continued sales growth across all lines
  • 36. strategy for 2011strategy for 2011  continue to over-deliver on all price-points  increased visible marketing spend  continued sales growth across all lines  focus on ‘high-end’ positioning
  • 37. strategy for 2011strategy for 2011  continue to over-deliver on all price-points  increased visible marketing spend  continued sales growth across all lines  focus on ‘high-end’ positioning  ensure synergy between sales & marketing plans
  • 38. strategy for 2011strategy for 2011  continue to over-deliver on all price-points  increased visible marketing spend  continued sales growth across all lines  focus on ‘high-end’ positioning  ensure synergy between sales & marketing plans  continued confidence in the Warwick brand
  • 39. what you can expect from uswhat you can expect from us A commitment to:  market the brand to facilitate sales growth  play an active role with your team in promoting sales  make world-class wine that people enjoy drinking  work with management to solve any issues quickly  always be open to new ideas and fresh thinking
  • 40. what we expect from youwhat we expect from you A commitment to:  be involved in the continued building of brand Warwick  keep your foot on the accelerator  understand our marketing strategy & sales focus  respect and underpin the integrity of the brand  have some fun!!
  • 41. thank you for all the hard workthank you for all the hard work