Marketing Plan for Premium Wines for Gallo Winery

Marketing Plan for Premium Wines for Gallo Winery

Marketing Plan for Premium Wines for Gallo Winery

The aim of this paper is to construct a marketing plan for premium wines for E & J Gallo Winery. The company is the leading wine producer in the US market. Since inception, the company has progressively earned competitive advantage among its industry peers through product differentiation, product diversification, acquisitions, and excellent pricing strategies. E & J Gallo Winery is the largest family-owned and managed winemaker in the globe, producing almost 900 million wine bottles per year.

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Millennial generation is the best target market since it has conceptualized wine as a social drink, associated it with fun, and that it is receptive of marketing communications. On this basis, the marketing plan has identified the millennial generation as the best target market for the premium brand. The marketing plan follows an excellent marketing mix: new premium products such as Indigo Hills, Turning Leaf, Northern Sonoma, and Gossamer Bay, excellent media marketing, excellent promotion efforts, and friendly pricing. The marketing plan seeks to promote the premium brand to 25% by the second year, and 33% by the second year.

Angelis, A. D. (2013). US wine market led by E & J Gallo. Retrieved August 25, 2014 from 000000463.html

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