The paper tells that Hong Kong is one of the most densely populated areas in the world where full-time education is mandatory between the ages of 6 and 15. More than 90% of the children complete upper secondary education and over 25.5% of the population have attended post-secondary education. This suggests that the Hong Kong population is well-educated. The Hong Kong economy is open and dynamic. Housing in Hong Kong is at a premium and hence even four generations at times live together under one roof. Moreover, Hong Kong is still a conservative society where paternalistic affiliation is given importance. Nevertheless, youth from higher income families are more likely to participate in higher cost activities outside the home, like going to theatres or listening to operas. Those from lower income families would prefer to enjoy their leisure activities at home. Thus the target segment for the marketing plan is the young adults from affluent families. As far as wine consumption is concerned Hong Kong is the most mature wine market in Asia. However, the older adults prefer to consume wine and not the young adults. Students in Hong Kong universities generally do not involve in alcohol against the European students where 88% of them tend to consume alcohol beverages. Only 1.4% of the Hong Kong students are regular alcohol consumers and they start consuming alcohol on an average at 15.6 years. The most popular alcoholic beverage was beer followed by table wine. Hong Kong students are influenced by their peers in consuming alcoholic beverages possibly because it is a collectivist society. Only those who have completed tertiary education consume wine, as found in a study by Dewald (2003). Higher the education level, the more likely they are to consume wine. Since the Hong Kong youth stays with their families, home consumption is minimal. Apart from the nationals, the expatriate population in Hong Kong is high. Hong Kong women so far have shown no preference for wine but that is because they do not have much idea about wines (Ong-Wood, 2011). Based on these characteristics of the Hong Kong youth, the marketing plan would be devised. Positioning strategy Lifestyle of the local population has changed due to which food retailing and catering market has also changed. There is an increased trend towards healthy, functional and organic food as the youth has become health-conscious (Austrade, 2010). Women are also turning to wine as a part of their health and beauty regime as they believe that it enhances their skin tone and digestion (HKTDC, 2010). Since Hong Kong is a collectivist society and since the youth stays with their families, wine has to be positioned as a wellness product. Wine in Hong Kong is generally consumed in social settings, in bars and restaurants (Parker, 2010). Health is now a global concern and Hong Kong consumers believe that consuming two glasses of wine is good for health. Australian wines have been receiving recognition among the traders and the consumers. So far French wines have been dominating the Hong Kong market and hence Australian company Brown Brothers has to bear this in mind. Competition prevails in the Hong
In the report, the researcher has discussed the marketing an Australian wine to Hong Kong wine market. The target segment would be the youth that has completed tertiary education as education influences socialization as well as the choice of food and beverages…
This study looks into marketing as a daily activity is perceived to constitute all processes that are concerned with activities of conception, pricing, promotion, and distribution of ideas, goods, and services. Here, the paramount aim is to create exchange that is satisfactory to individual and organizational objectives.
Wine Marketing. Customers can buy wines from various locations. There are lots of choices ranging from individual wine shops, retailers, supermarkets and also through the modern trend in business i.e. through online wine retail shops. With days the buying pattern of customers are changing from retail store to supermarkets and now towards online stores.
The per capita wine consumption of Hong Kong legal drinkers is an average of 3.3 liters which is higher than Japan (2.3 liters) and Singapore (1.9 liters) (Suen, 2009). Hong Kong wine consumption is expected to reach 4.2 liters by 2012. Despite financial tsunami, the development of Hong Kong wine market has high growth potential.
France and Italy leads the production and consumption of wine globally but they have seen a steady decline of their market share along with other players such as the United Kingdom, United Stares, Australia and other European countries.
The reasons for the declining importance of OW wineries are many. For one they seem oblivious of the fact that there is a new class of consumers, who prefer to order their wine based on some intrinsic attribute and not want to be burdened by any lengthy learning process.
A detailed analysis of the wine industry in 2000 has been covered based on the four Ps model of Product, price, promotion, and placement. (McCarthy : 1999). Briefly product marketing provides inputs for development based on consumer preference and demand, a facet totally neglected by old World wine producers of Europe.
Christopher Carson MD of BRLH (BRLH) Europe is faced with two issues that would have a tremendous impact on the future of the company. He needs to decide on whether to a) go ahead with the proposed launch of D’istinto in the background of concerns with the ailing Mapocho and b) how to handle the two proposals for entry level Australian wine ‘Kellys Revenge’ or ‘Banrock Station’.
The process involves changing the quality of the cognac, it involves regular tasting the cognac, adding distilled water, changing oak casks and mixing cognacs of different ages to achieve desired quality.
Contextually, BRL Hardy, which can be identified as a major Australian wine producing company, was formed after the merger of the two major wine companies, i.e. BRL and Thomas Hardy & Sons (Hardy). BRL is renowned as the first cooperative winery of Australia
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