The consumer groups to focus marketing efforts on

Case study:

Congratulations! It is with great pleasure that we, the Board of Directors of Siwela Family Vineyards, confirm your appointment as the Sales Team for our Siwela range of products, which includes wines, cans and leather bags. According to our discussion, the wine's strategic direction and goal is to attract young adults (ages 2130) to enjoy our 'easy drinking' wine. As you are probably aware, Siwela Wines produces Chenin Blanc and Siwela Grace. Grace is a high-quality red blend made up of Cabernet Sauvignon, Merlot, Pinotage, and Shiraz. Each wine was fermented and aged separately for 18 months in French oak barrels before being blended prior to bottling. The wine possesses aromas of dark fruits, vanilla, and spices. This wine's elegant, smooth, and bold flavour complements hearty dishes such as lamb shanks, beef stews, and steak. We are considering offering this wine both by the bottle and in a can. We would love to hear your view on this from a sales point of view. In addition to the Grace range we also have Chenin Blanc. Siwela Chenin Blanc is made from 100 % Chenin Blanc grapes from the Stellenbosch region. The wine offers a crisp, vibrant, and wellbalanced acidity with hints of yellow apples, passion fruit and floral notes. This unwooded white wine pairs well with seafood, white meat, salads or simply on its own. Refreshing when served chilled. We need to position this wine for the young adult market and are keen to hear more about your sales strategy for this wine. Also, Siwela Vineyards has a keen interest in cans, and we are proud to introduce timeless and classic cans to our market (the proposed market is also the young adult market). The board of directors is keen to hear your sales strategy for our can products. We are aware of the deadlines and therefore recommend that you present a sales strategy for only one of our products either the wines or cans. We would prefer that this presentation take place in person, but due to Covid-regulations, we understand that it will take the form of a PowerPoint presentation, saved as a PDF. Please refer to the rubric below for additional guidance on your sales presentation and the expectations for your performance. We eagerly await your presentation.