Banrock Station is an Australian wine company situated within three hours drive from Adelaide, in South Australia. Its slogan "Good earth, Fine wines" perfectly embodies the two main motivations of the company: the protection of ecological balance and the pleasure of quality wine consumption. This is aimed at convincing more and more consumers to look for both pleasure in tasting wines and a civil act in their consumption behavior. However, now different important stakes remain for the company. In fact, Banrock Station has to meet the demands of a new market. The company can focus on the ethical aspects of its production through its corporate responsibility. For example, it can emphasize on the protection of the environment since the company represents a guarantee of seriousness when it comes to ecological issues. The company can develop the idea that its activity aims at preserving the environment in terms of nature, sustainable agriculture, biodiversity of the wetlands; conserving water and energy, reducing waste of CO2 emissions, preserving the ozone layer and promoting organic recycling. This can be a good means to enhance the image of the company in the opinion of new consumers and future customers.
[...] We can suggest all these ideas to the Banrock Station company in order to help it to conquer a new market. Ethics and consumption are two important elements that can make the strengths of the company while entering a new market. How to find necessary communication tools? The company also has to find some appropriate communication tools to get the message across. We can recommend it to make television advertisement presenting the fact that Banrock Station belongs to powerful groups Hardy Wines and Constellation Brands in order to testify of the seriousness of the brand. [...]
[...] When acting on the international market, it seems relevant to insist on the fame of the Constellation Brands group as a wine exporter from Australia to give more confidence in the Australian brand in the eyes of foreign consumers. After having considered a possible strategy for Banrock Station to develop its marketing shares and profitability, we can study the French case more closely. Actually, there are many ideas that can be taken into account before forecasting to penetrate the Australian market when it comes to wine. [...]
[...] Taking the example of a French wine company To illustrate the case of the French wine market, we can consider the Château Clarke, belonging to the Rotschild family. Having started with banks, thanks to which it has based its fortune, this family has invested in vineyards that are now internationally reputed. The Château Clarke does not concern the most famous branch of the Rotschild family, but counts among the good wines of the region. Baron Edmond acquired in 1973 the Château Clarke, then uncultivated, to an Irish family which had been present since the 17th century which left its name with the domain. [...]
[...] We can advise the company to explain that Banrock Station is an Australian brand that belongs to the Constellation Brands group which is the largest wine company in the world and a leading producer and exporter of wine from Australia. To summarize our views, we can say that Banrock Station has to adopt different strategies when it comes to the specific markets it focuses on. We suggest that it must focus on the aspect of an environment-friendly production while acting on the local market because of the current trend of Australian consumers to privilege products linked with an important cause. [...]
[...] Moreover, Banrock Station could create some pictures with a vineyard landscape in the background to stick up on billboards in the streets or on buses to broadcast information about its activities (production, ecotourism etc) so that it could encourage a lot of local customers to come and visit its wetlands site. However, the by-products method already used by the company is a good way to develop its fame and communicate on its activity. The aim is to establish customer loyalty and attract new ones by word of mouth. [...]
Online readingwith our online reader
Content validatedby our reading committee