5 Ps of Marketing. Brett Scallan. Vice President of Marketing Ste. Michelle Wine Estates

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1 5 Ps of Marketing Brett Scallan Vice President of Marketing Ste. Michelle Wine Estates

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4 Our Purpose Providing People Remarkable Wine Experiences from World Class Wine Estates.

5 It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change. Charles Darwin

6 Consumer Evolution

7 Trade Evolution

8 Experiential Comparison to current day successes World work vs Materialistic shift in generations SMWE Confidential

9 Wine is an Experiential Category 9

10 Marketing Today Start with the customer and work backwards - Jeff Bezos to buy to search to like

11 Marketing Leadership Common Traits Have Purpose Focused Consumer Experience Consumer Satisfaction Commitment and Connection Earned Trust Respected Simplicity, Clarity and Seamlessness

12 Marketing Fundamentals Consumer focused Understand consumer behavior Satisfy their wants and needs Identify market potential Develop your target market Create an experience Develop a relationship.

13 Implications for Wine Great ideas are embraced Work with existing behavior Simplify the experience Exceed expectations Create a connection Develop trust and a relationship Tell your story

14 5 Ps OF MARKETING PRODUCT * PRICE * PLACE PROMOTION * PRESENCE

15 Marketing Defined: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

16 The Ps of Marketing Origin The 'marketing mix' (also known as the four Ps) is a foundation concept in marketing. The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market". [1] Thus the marketing mix refers to four broad levels of marketing decision, namely: product, price, promotion, and place. [2] Marketing the way most textbooks treat it today was introduced around [3] 4Ps first proposed in 1960 by E. Jerome McCarthy in his text-book, Basic Marketing: A Managerial Approach. [14] - Wikipedia

17 The Ps of Marketing 4Ps 5Ps Price Product Price Product Presence Place Place Promotion Promotion

18 Product Product 5 Ps of Marketing What type of product will you offer? Unique offering that consumers are willing to buy A core idea, a concept, a unique experience, features & benefits An essence and personality to drive your approach Your story Packaging Components websites, collateral materials, branding, furnishings, facilities, people, livery

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20 Price Price 5 Ps of Marketing What Price will your product be sold? Luxury, premium, mainstream, or commodity. Offer value - which does not mean cheap. Understand what your value equation is in your unique offering quality plays a big role in this with wine. Pricing has a great psychological effect on how you are viewed.

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22 Place Place 5 Ps of Marketing Where will your product be sold? Place is means by which your product gets from you to the consumer. The more places make your product more accessible the potential for greater sales and exposure. Where you are sold contributes to the psychology of how you are viewed. Restaurants/On Premise white table cloth to casual. Retailers Chain supermarkets, drug stores, independents, clubs, wine shops, etc. Internet retailers wine.com, amazon, etc. Winery, Club, DTC.

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24 Promotion Promotion 5 Ps of Marketing How will you promote your product? Unique strategies that create awareness for your product. All activity generating sales. Social media Public Relations Direct marketing/clubs/dtc Events Sales/trade promotions Advertising

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26 PRESENCE 5 Ps of Marketing Summation of Product, Price, Place, Promotion to creates the ultimate expression of your brand with your consumers the personification of your idea.

27 The 5Ps of Marketing Price Product Presence Place Promotion

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29 Successes SMWE Confidential

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33 The best marketing is word of mouth a product of building awareness, satisfaction, belief, and earned loyalty from effective marketing efforts.

34 Keys to Success Always stay focused on the consumer Understand their motivation Support your business and know where you are in the marketplace Continually create value and satisfaction with consumers Build relationships Exceed their expectations Continually develop your competitive advantage Be aware of your competition

35 Conclusions Adapt to be relevant in a changing world Continual evolution will drive continued success Be open to perspectives even when contrary to yours Stick to your values Always tell your story Have a vision Wine is about the experience Get People excited about what you do

36 The best way to predict the future is to invent it. SMWE Confidential

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38 5 Ps of Marketing Brett Scallan Ste. Michelle Wine Estates