Green Global Wine Marketing Assessment

Assessment Description

This assessment develops your understanding of green branding and marketing strategy for green products/brands in global markets which includes understanding the target market, setting up appropriate goals, and developing an effective marketing mix. The assessment is in the form of a case study and is based on the article entitled Green International Wine Marketing written by Pugh and Fletcher (2002). This article (Pugh, M., & Fletcher, R. (2002). Green international wine marketing.

You are required to read the article and answer the following questions.

1. How can global market research help a wine company break free from the competitive pack and tap existing and new markets for growth?
2. Do you think a green brand is just a gimmick or a unique and valuable offering in the wine industry? Explain.
3. BRL Hardy has tapped baby boomers concerns for the environment to attract Banrock Station customers. What marketing strategy would you employ to attract generation X to drink Banrock Station wines?

Report Structure and Specific Tasks

A case study is often presented as a kind of report. Sections within the body of the report address specific aspects of the case. For this assessment, the structure of your report should include

1. Introduction: Introduce the case. Describe the purpose of the report and the specific questions you are trying to answer.
2. Main body: Provide your answers to the three questions provided in the case study.
3. Conclusion: Summarise key findings of your report.
4. References: Provide references to any secondary sources used, following CDU Harvard or APA referencing style. (excluded from the word count)