One of the Wise key strategic themes, growing the local market, is gaining momentum
The Moss Group scoped the size of the opportunity in the local market at a massive 14.7 million people (future target consumers), which is 43% of the potential liquor market and three times larger than the current wine consumer groups combined.
The ‘as is’ research findings (Brand SA, Moss Group, April 2015) indicated that despite some successes of brand building in wine, the growth still does not match that of spirits and RTD’s. While there are some brands that stand out in the category, a limited number were crafted with true brand building.
New consumers are not familiar with wine and many barriers to entry exist. These consumers are exposed to other liquor categories and expect the wine offering to speak to them as branded products and not merely a product on shelf.
To win these consumers over, brand owners will have to build an intimate knowledge of these consumers, their need states and behaviours. Brand owners will have to understand the touch points relevant to these consumers and take wine to them; make wine accessible, yet retain the allure of the category. Brand owners will also have to grasp and celebrate their locations, stories and offerings to fully utilise the tourism stream and they will have to consider working as a collective to ensure affordability of marketing efforts and impact of story.
The category would have to embrace and take ownership of initiatives to ensure maximum reach and impact. To date the following have been completed and widely shared with the industry (through various workshops and documentation):
- Strategic development and recommendations (The Moss Group), and
- Consumer segmentation deep dive (CIA/Moss Group).
During the next phase the following documents/guides were developed:
- A Wine Manifesto – aimed at the growth segments in the local market and guiding brand owners on messaging and interaction with the newly identified archetypes.
- Marketing Tools (marketing plan) for brand owners to utilise in their marketing planning, implementation and review process.
The Manifesto provides the framework for producers/brand owners to conduct the evaluation and selection of the desired consumer segment/s that represents future growth opportunities (for their brand/s), and then, most importantly, indicates how to engage with these consumers in a meaningful and compelling manner, e.g. identify targeted consumers, know more about your customer, identify the right conversation starters and tasting and pairing opportunities.
The Manifesto introduces a step-by-step guideline to create more compelling wine dialogue and in the process address some of the biggest barriers that the category experiences among the highlighted consumer archetypes.
This also includes providing producers/brand owners with a better understanding and insight about the consumers’ lifestyle, and with this knowledge, how best to approach and establish dialogue with the consumer. This then opens the door to introduce and share your brand’s story and ranges of wines, e.g.:
- Marketing objectives – define the actions to accomplish a task.
- Competitive analysis – what makes your product unique?
- Channel and route to market – how to sell and how to plan your sales.
- Building brand value – the potential of a brand name.
- Brand positioning, etc.
Interactive regional workshops will be conducted in the next couple of months. Each participant will receive a Communication Manifesto and a Marketing Toolkit – not to be missed and we are looking forward to hosting you at these events