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The study of a famous Australian wine company : Banrock Station

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  1. Introduction.
  2. How to meet the demands of a new market?
  3. How to find necessary communication tools?
  4. How to use the brand name 'Australia' as a market position reinforcement?
  5. A name for each wine.
  6. A possible creation of a label.
  7. Teaching consumers.
  8. Cheap wines.
  9. Communicating on the French quality.
  10. Taking the example of a French wine company.
  11. References.

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. [...]

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