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09 Scenic Cellars - Strategic Marketing Plan



Redefining the business case of New Zealand’s largest independent wine importer. A new business plan was developed to ensure growth over the next five year period and to reposition the brand to its target market. The Strategic Marketing Plan included:

  • Wine industry research and trend analysis
  • Competitive analysis
  • Benchmarking of retail and online solutions
  • Marketing recommendations
  • Strategic recommendations
  • Point of difference
  • Conceptual brand development
  • Conceptual recommendations for retail
  • Online marketing and website recommendations
  • A dynamic business model


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