- Abstract
- Direct marketing/customer relationship management supplier
- Media buying house
- Angove"s Sales and distribution staff
- References
Abstract
This paper explores the past, and present marketing situation of Angove"s wine and distillery Company, and concludes by linking all the possibilities for effective and cost effective ways to communicate with the market.
Firstly, historical issues of the company will be stated to explain the past and the present. Secondly, issues that are affecting the image of the brand will be stated. In addition, this paper explores an overview of the Australian and American alcohol market. Finally, the paper starts to state the possible ways to communicate with current and future customers.
This paper concludes by suggesting to the advertising agency, PR company, direct marketing/customer relationship management supplier, sales promotion company, media buying house, and sales and distribution staff that marketing is approaching an era where the most important factor is perception of the customer. The development of ideas, and the way that they are distributed is crucial for the success of a company.
"GM"s future depend as much on good marketing as good
Products: "There"s a belief in this industry that
Product is everything- and it"s not"
Ron Zarrella
Angove"s St Agnes was founded in 1886, by Dr. William Thomas Angove. The name of the company uses the surname of the entrepreneur. Data records show that the family name originates from London in the 1500´s. Dr Angoves was a chemist that discovered the family formula for wine and brandy production. After Dr Angoves, three generations have managed the wine business in Australia and overseas. The second generation was managed by Thomas Skipper Carlyon Angove. This generation was characterized by the growth of the company, from a small business to a winery. In this generation, Angove"s St Agnes began exporting its products. Thomas William Carlyon was the third and perhaps the most successful generation, speaking in terms of company growth. Mr. Thomas William Carlyon made the company the largest owner of wine growing land in South Australia. Currently the business is run by John Carlyon Angove and his daughter Victoria, who manages overseas sales (http://www.angoves.com.au).
During this period Angove"s has developed a good reputation for wine and brandy production. The company can store fifteen millions liters of wine and other alcohol products. The actual operations of the company are located in South Australia. During this time the company has been recognized and has achieved awards all over the world, as well as some certificates such as ISO9001 and HACCP, that make the company more competitive around the world (http://www.angoves.com.au).
Actually the company manages "197.3 hectares that produce red grapes and 279 hectares of white grapes" (http://www.angoves.com.au), nineteen different grapes varieties are grown.
Angove"s land is well situated, and the weather permits grape growth without almost any damage, and results in each harvest being unique (http://www.angoves.com.au).
In 1925 Angove"s start to produce brandy (Milne 2005), and it is possible to find more than 136 products. Some of the brandies are:
St Agnes 75th anniversary
St Agnes 30years old brandy
St Agnes VOB brandy, with different ages (20, 30, 40 and 50 years old)
St Agnes OLD liqueur brandy
St Agnes 5 years VSOP brandy
St Agnes 5 star liqueur brandy
St Agnes 3 star brandy
St Agnes Pre mix
St Agnes and Cola
St Agnes with Lime and Soda
St Agnes and Dry ginger
Some of the bottles sizes produced are: 700ml, 1125ml, 375ml, 150ml, and 50ml. (http://www.angoves.com.au)
However in "The advertiser food & wine" October 9, 2002 only three styles of brandies were mentioned: The standard three year old brandy, VSOP five years old with a price of $28.60, and XO Seven star very old brandy, with different ages. The price of XO brandy is $47.70 (http://www.angoves.com.au).
Some of the awards that St. Anges brandy has received are ""The World"s Best Brandy" Trophy at the prestigious UK International Wine and Spirit Competition 2003 in London, 15 Trophies, 49 Gold, and 131 Silver and Bronze" (http://www.angoves.com.au) awards.
In the article "What I like about home, sweet home" (Baker, 2003) are listed one hundred things from South Australia that must be tested or tried, and Angove"s St Anges brandy is ranked in 35th place.
In addition, the Australian government demands that the brandy made in Australia must stand for two years in barrels. This process increases the flavour and complexity of the product (Shield, 1995), when compared with overseas products.
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