Marketing Wine can be different internationally and especially for a small private company such as Wallaby Wines however Wine Australia does this effectively. Wine Australia is an Australian association that encourages and supports fellow Australian Wine companies and business looking to export or merely increase in growth. Wine Australia currently have established networks across the world’s trade channels, media, wine educators and influencers, and work closely within these networks to deliver core events and activities that reflect their market strategy and benefit Australian wine producers. Their 3 main marketing strategies are; Social Media and online platforms, partnerships with Tourism Australia, AusTrade and other companies and User-pays …show more content…
The AusTrade partnership is evident in markets where Wine Australia does not have a physical presence – mainly across the Asian region and emerging markets – to help the wine sector capture export opportunities. In short, it can be said that the partnerships sustained by Wine Australia are to help create awareness of Australian Wine in Australia and help local business/companies with their endeavours. Wine Australia’s user-pays activities consists of providing opportunities to wine companies, regions and states, and inviting them to invest in those activities and events that support their own market development strategies (Wine Australia, 2016, Marketing Strategies used). For example, Aussie Wine Month is a national, month-long promotion of Australian wine that will present a dynamic mix of Australian wine experiences to excite consumers, media and trade about the wines produced in their own backyard. This opportunity is priced at $5000 dollars (including GST) and is only for 600 consumers (Wine Australia, 2016, Marketing Strategies …show more content…
When using social media, the amount of viewers and consumers reached is the biggest issue. For example, in order to create awareness for Wallaby Wines in Japan through social media, a previously established social media page would be ideal however no prior social media or online platforms are available in Japan. Also, currently there are no partnerships between Wallaby Wines and AusTrade or other significant associations that can help further create awareness for the small private company. Similarly to the online platform issue, in order to develop user-pays activities awareness, participation is needed. This is an issue as when newly expanding and exporting to another country such as Japan, no previous relationships or partnerships are evident and this can bring rise to problems with awareness and recognition. In order to overcome these marketing issues, systems must be put into place to create an opportunity for success. Marketing to social media in an internationally or in this case to Japan can be difficult however can be assisted through services such as ‘Buy More Likes’ who provide likes and popularity on social media at a small sum. Also, events, giveaways, competitions and any other engaging marketing scheme bring in customers and a larger social media. Once an established social media is created, it will continue to grow or reduce depending on the amount of effort put