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MARKETING PLAN OF TREASURY WINE ESTATES
PENFOLDS KOONUNGA HILL - SHIRAZ CABERNET
EXECUTIVE SUMMARY
Treasury wine estates, the name itself says its brand monopoly in delivering the luxury, premium, and commercial collection of world class wines. There is a good opportunity for the Treasury wine estates to improve its marketing position in Australia by targeting the specific marketing segments and maintain sustainable development, as the development meets the needs of the present without compromising the ability of future. Treasury wine estates (TWE) have a global portfolio with unique standard of wines and meeting the demand of new world. In the worldwide market of wine industries TWE placed in top ten positions in marketing and reaching the demand of customers and maintained its standards in delivering the world's best wine. TWE is continuously delivering its standards of manufacturing and marketing wines in four different regions of the world: America, Asia, Australia and New Zealand (ANZ), and Europe, Middle East and Africa (EMEA).
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Figure 3TWE made improvements in execution in many parts of the business, from a sharper focus on their brands and a refined sales and marketing approach, to improve relationships with customers and enhanced route to market capability.
TWE targeting the key markets, delivered a solid performance with Net profit attributable to shareholders of Treasury Wine Estates Limited and its controlled entities for the year ended 30 June 2011 was $64.1 million and net debt at financial year end was $71.7 million and earnings per share was 18.4 cents. This shows the company is growing financially good which enables to expand its business further in its product segments.
Wine per captia consumption is increasing rapidly in Australia and there is increase in demand of the wine in the market. Increase in demand of Mass merchandise and retailers in...