Originally from Lafayette County FL.
Which factors that the industry has long competed on should be eliminated? The quality is not the same, even if the brand won several prizes such as Jimmy Watson and Stodart in What Yellow Tail did instead, was to create a wine that people would purchase because it tastes good, without thinking about the complicated rules of purchasing wine.
Yellow Tail is easy to drink, easy to select, fun and adventurous. This Yellowtail case summary positioning within the wine industry is perfectly reflected through the four Ps of marketing: The success story of Yellow Tail is first derived from its product innovation strategy: Yellow Tail developed a wine that is soft and sweet in taste and as approachable as beer and ready-to-drink cocktails.
It resulted in an easy-drinking wine that did not require years of experience to develop an appreciation for it. Moreover, in order to avoid confusion, consumers could initially choose either a Red Shiraz or a White Chardonnay. Finally, the product can be consumed immediately; there is no need to keep it in expensive wine fridges or underground cellars to age the wines.
This also simplifies the consumption process!
Besides tasting different, being easy to choose and to consume, Yellow Tail developed other qualities that would make it more appealing to non-wine drinkers: The brand understood that many customers feel intimidated by traditional wine bottles covered with an elitist and sophisticated wine terminology that is often not very easy to understand.
Therefore, the idea was to design a simple and unintimidating packaging with an unpretentious text and vibrant colors. Consumers can read the name of the grape variety, which is important to American consumers, on a simple label featuring an orange Kangaroo on a black background.
The brand was also the first to use the same bottle packaging for both red and white wines, which allowed the company to simplify both the manufacturing and purchasing processes.
These clearly-displayed wines stood out from the extensive choice of intimidating wines, with similarly designed bottles full of complicated terminology.
Whereas large wine companies developed their brands over many years of expensive marketing campaigns, Yellow Tail managed to lead the market without promotional campaigns, mass media or above-the-line advertising. Instead, it was promoted in-store with creative events. For example, the brand used the help of retail shop employees who acted as ambassadors and felt comfortable with the idea of promoting such a simple wine composition.
The brand organized wine-tasting events in order for consumers to discover and sample the product.
However, it still remained a little bit more expensive than budget wines, and this is justified by the fact that the brands offers a new type of value.This document is a report on fishery trends and the policy implemented during FY in accordance with the provisions of Article 10, paragraph (1) of the Fisheries Basic Act (Act No.
89 of. View Notes - YellowTail Case notes from BUAD at California State University, Fullerton. Yellow Tail Case Notes Read the case and answer the following questions: Who is the decision maker and what. This page intentionally left blank EIGHTH EDITION BOOK YIELDS the FRANCIS T. LYNCH of Accuracy in Food Costing and Purchasing JOHN WILEY & SONS, INC.
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Solutions mix of strategic and operational issues and make the case for a policy suitable classes and small business courses. "Hide "Hide by Kenneth J. Hatten Source: Harvard Business School 25 pages.
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