Mateus and Sandeman Case Study
Some errors in promotion table are: I think you’re not going to sell orators of Mates Tempera rose, Argonne rose, and Shirrs rose and plus give away 6 bottles of these wine and also carton of sandman for free to the customer because this will increase your promotion cost and expense. As a marketing analyst and researcher I would recommend you to use carton of Mates original and Bianca as a promotion and give away free sandman carton of mall or mom’ sample to customer accordingly.
You can sale Mates Tempera rose, Argonne rose, and Shirrs rose on selling basis.
That will make your promotion cost break even. According to my survey he population of the Kigali is more than 1 million and Kigali is the largest city of Rwanda. People of Rwanda do not have any knowledge of wines and port. As this country do not consume wine or port at large scale compared to European and Americans.
These two products need some marketing strategies which I can help you in. We need to develop promotion plan and pricing strategy so that these products can be successful in the Rwanda market.
Vela here is my plan to promote and increase wine and port drinking people in Kigali you need to make promotion of ports by targeting target market in Kigali. First of all we need to create image in the mind of Awareness. To do that you can promote and sell wine through three different channels of distribution. Vela here is the three channel of distribution in Kigali: Bars and Restaurant, Hotels, and Supermarket chains/wine supplier.
These channels can increase our product Image in Kigali.
Here is the first channel of distribution Bar and Restaurant: As per my survey there are high end Bar and Restaurant In the Gala which can buy and sell and also promote these wine. To do so there are few restaurants Like Sol e Ulna Italian Restaurant, Blues cafe©, El Chateau Restaurant, Heaven Restaurant, etc. These restaurants are high end and that can make your plan successful. Vela here are promotion strategies to be use in bars and restaurant hosting wine/port tasting events for these wines to bring in customers so that you can sell more mates carton and promote sandman with it.
A part from these events we can also give customer a complimentary two glass of sandman when customer buys one bottle of mates wine in bars and restaurant. There is an alternative plan which I want to convey to you which is we can organize a wine dinner in a high end and most famous restaurant where the food menu will be decided by he Chef and we can pair the wine with each course accordingly. There will be special dishes with which a Mates tempera rose will be promoted along with Sandman port. Those dishes will be on a higher price so that we can cover the cost of the wine.
We can communicate and come up with a deal with the establishment where the ratios will 70/30 of food and wine accordingly.
I am very much sure that I can TAX tens promotion deal. All ten palmer wellness wall De AT YOU ml. Also, a special well list will be made in which we can sell Mates wines and sampling of Sandman can be done. The expensive wine will be on selling basis. Here is the second channel of distribution Hotel: As per my survey main hotels available in Kigali are Kigali Serene hotel, Hotel Des Mille Collies, The Manor Hotel, and Lemming Hotel.
These hotels can help you in promoting your wines in Kigali.
Promotion strategies to apply in hotel are by selling mates carton and giving away 4 bottles of Sandman free so that the hotel can sell Mates wines and in the same time they can promote a glass of Sandman to each and every guest who is keen on having wine at the hotel. The promotion glass should not be more than ml. This can make advertisement of mates wine and sandman port simultaneously.
Here is the Third channel of distribution Supermarket and Wine stores: As per my survey there are two big supermarkets present in Kigali, Mainmast Supermarket and Samba Supermarket which help you promote and advertise in Kigali. During the promotion period in supermarkets/stores you can use 60 ml mini- bottle of sandman with one bottle of mates wine to increase awareness of sandman among common people. We can also assign the sales executive to give sampling of wine to the potential customers.
The opportunity for these two products s huge in Kigali.