Promotion of Wine Coolers in Argentina - Essay Example

Promotion of Wine Coolers in Argentina Communication plays a very vital role in promotion as it informs the target clientele about the type and nature of a firm’s product. Promotion brings out the uniqueness, benefits, uses, and features as well as the location of a firm. Scholarly assessment put across that, communication in promotion should be persuasive and influential in order to tailor customer’s behavior and tastes. Additionally, in promotional context, success of a product comes through effective communication, which depends on effective promotion (Mullin 23). Therefore, it is important to market a product by giving the target buyers great concern. With that respect, this paper will seek to carry out promotion of wine coolers in Argentina. To attain big and potential market, promoting wine coolers will require appealing internet and mobile advertising to encourage alcohol drinkers to increase their alcohol consumption. This will require posting information regarding the product on social networks like twitter and facebook where, the targeted buyers are familiar with these sites. In addition, they must persuade the target audience to switch their wine cooler brands and encourage non-alcohol drinkers to begin consuming (Pan American Health Organization 56). Ensuring relevant market segmentation and target marketing delivers standard business practices that help to expand the number of buyers and consumers in the population. Report released by National Institute on Drug Abuse reveals that, white Argentines drink more than nonwhites do. Wine coolers share a particular product attribute with other alcohol-based product commonly consumed by the youth. They resemble soft drinks in their fruity, sweet flavoring and their colorful single serving sized packaging. With reference to Monitoring the Future, the annual survey carried out by the federal government regarding drinking and drug use in a sample of around twenty thousand students across Argentina, wine coolers are the only alcoholic beverage category more popular with girls than boys are. In spite of its success in grabbing the biggest market share, its bright colors, confusing labels, and cartoon spokes characters drawn some criticism form other industries (Mullin 127). At this point, producing this product locally and employing Export Management Company services to help in distributing the product can leave the product with a price that is competitive. This strategy can also make sure retailers get the product at a reasonable and effective price that leaves competitive space for the wine coolers. It is agreeable that everyone, especially Argentines, like to grab a drink during breaking hours such as after work or on weekends. Current statistics depict that a new type of an alcoholic beverage would sale beyond limits in Argentina given the fact that wine coolers are not yet available in this country. Argentina’s wine industry is growing vastly. However, one thing is clearly astonishing; the largest number of wine and alcohol beverage consumers comprises of mainly youths who are between the ages of 20 and 34. This will act as a unifying factor while marketing wine coolers in this country (Mullin 69). With reference to the given range of age, any promotional media should be appealing to this age bracket in order to realize maximum benefits. As such, our wine cooler promotion medium will utilize completely all sorts of internet tools to promote this product. Personal selling can function as a notable means of promoting wine coolers in this kind of market. In order to ensure easy promotion of wine coolers in this kind of market, it is advisable to engage personal selling and mobile advertising, as these mediums are readily available to a large number of Argentines. Nevertheless, it is worth noting that personal computers are not available to everyone so most people have to visit cyber cafes for internet services. For a successful promotion, the promoting team should design a good communication approach that can deliver accurately the intended information (O’Guinn, Allen, and Semenik, 71). The functions of marketing include identifying consumers and then availing a product that can satisfy their needs. This should happen at the right place and time. Argentina’s market is suitable for neoprene wine coolers since it has crucial features highly regarded by Argentine youths. Argentina is a democratic country with laws governing manufacture, consumption, and promotion of wines and other alcoholic drinks. Hence, promoting such products would require precautions. Internet is one of the best tools for creating awareness regarding a new product in this market. While considering an effective promotional product for a company, promotional drink coolers are a perfect option. Using a promotional wine cooler bags is useful and extremely cost effective. Utilizing these types of materials, which include branded t-shirts, caps, and key holders to pass information can result to increased sales. The supply and storage of alcohol, including its production, retail sale, and marketing plays a significant role in alcohol consumption in Argentina. In Argentina, marketing is crucial segment of alcohol supply chain (O’Guinn, Allen, and Semenik, 112). The existing companies spent more that $4 billion in advertising and promoting their products to their respective clientele. According to the Federal Trade Commission, those companies producing alcohol spend more than thrice of their total measured expenditures in unmeasured promotions, which comprise of internet advertising, sponsorships, product placement, and brands with logos as well as point of sale materials among other means. Until recently, alcohol markets faced a decline in promotional zeal for over twenty years. Internet advertising has one effect of marketing, which creates high barriers to entry that in turn; contribute to the concentration of market share in a number of few companies. To ensure maintenance of their market, this wine cooler manufacturing company must start and continue investing heavily in advertising and promoting through appealing medium. Using mobile phones and other media mix, to reach their target customers can really have tremendous results. This is because; people between 20-34 years compose the largest number of alcohol consumers in this country (Pan American Health Organization 25). Furthermore, this paper’s target market composes of young single men and women and, if married, they do not have children. This sort of market can work well with mobile advertising and relatively fair with internet. Promotion of wine coolers should initiate television adverts. As elaborated, promoting alcohol in Argentina is a bit expensive and given the expenses incurred during marketing, personal selling can have a great impact (Pan American Health Organization 41). Personal selling provides an opportunity for persuasion and convincing, factor that are not available in mobile or internet advertising. In order to ensure successful promotion of wine coolers in this country, using a couple of intermediaries within the chain of supply would transform this product’s market with a big margin. Intermediaries can access parts of the market that sales promo, internet, and mobile advertising do not have access. However, introduction of intermediaries should receive intense approach in order to avoid additional expenses that might in turn make this product more expensive. This entails that, nonwhites and other lower consuming groups are hence more important in ensuring growth of wine coolers use. Meeting the target customers and drawing the most out of them will require this company to manufacture wine coolers locally using local materials. Employing reasonable pricing of the product so that is affordable to the target consumers would realize great returns (Pan American Health Organization 89). Making the product available in every location that those consumers need them acts an important part of the marketing mix. Notably, recent studies suggest that alcohol advertising and availability, particularly point on sale and billboard advertising, are becoming essential and significant in Argentina. This is more prevalent among the youths aged between 20 to 34 years. Promotion of product should use branding whereby it can brand public transportation vehicles and buildings. Wine coolers sweet flavoring can be particularly suitable in convincing nondrinkers to drink hence deploying this strategy would accrue maximum benefits. However, it is worth noting that any advert involving wine coolers should be appealing to both the targeted buyers and parents in order to avoid misleading and government fines through imposed regulation. For quiet sometime, substantial body studies continue to show that the use of sweeteners can affect the rates of initiation of alcohol consumption (Mullin 152). Manufacturing and promotion of wine coolers should keep noticeable these figures. This is because of the fact that epidemiological research on underage drinking in Argentina could not break out wine coolers as a separate category at least for the most part. Argentina has two sides of political affiliation. They are either democrats or republicans. Given the political stability this country enjoys, this country devised laws that require wine and other alcohol manufacturers and marketers to pay a corporate tax, which rates at 2.8 percent currently. Given these aspects, it is advisable to package wine coolers in a packet that allows sharing and measures roughly a liter in volume. Documented evidence depict that the target consumers like sharing and depending on big quantities. Moreover, to ensure sufficient and healthy growth, these wine coolers should consider reusable glass bottles. This factor influences greatly the cost, size, and standard of the product in terms of pricing (Pan American Health Organization 133). Internet and mobile advertising serves as a reminder. Using the internet to promote these wine coolers can act as a consistent feature in keeping competitors at bay and coming up with new models of keeping the product attractive. Reminding customers of a product creates change of brand through market competition. This also entails why other big manufacturing companies of well-established products advertise extensively in order to sustain preference for their products (Mullin 161). Continued advertising and promotion of wine coolers in the respective market can sustain relevant returns and collect the required information essential for making sales become more market oriented. In addition, availing discounts and giving off seasons can work as an essential factor of moving sales and communicating with potential clients about the extent of the product. In summary, promoting wine coolers in Argentina should incorporate Hispanic cultural appeal since Argentines speak Spanish, a language that is full of customs. Socially Argentina traverses and hosts a wide variety of social clubs where the youths are the majority followed by agriculturists. Promoting this product should bear in mind that presence of internet availability is not to everyone and this happens to be barrier towards internet promotion. This paper recommends personal selling and other means that are cost effective, appealing, and accessible to the target clientele. This can incorporate advertising during festival gatherings such as tango dancing festival. Nevertheless, it is advisable to note that internet can serve as the overall goal of promoting a product since marketing creates a company’s image and a product’s brand. Works Cited Mullin, Roddy. Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work. London: Kogan Page Publishers, 2010. Print. O’Guinn, Thomas, Allen, Chris and Semenik, Richard. Advertising and Integrated Brand Promotion. New York: Cengage Learning, 2011. Print. Pan American Health Organization. Politicas Para la Reducción de la Violencia Relacionada Con El Alcohol en Los Jóvenes. Washington DC: Pan American Health Org, 2008. Print. Read More