6.1 Product and Brand strategy
Brown Brothers will differentiate its products with fashionable and informative labels, blending taste and environmental packaging to attract the targeting consumers. Firstly, Brown Brothers can blend wine flavors according to Japanese’s eating habit to balance the food’s taste and print the food match with this specific wine on its back label. For instance, Asian usually prefers milder taste compared with European, so a light fruity white wine with less acidity would be more suitable for Japanese (Lee, 2012). Additionally, it can put use appropriate art painting to enhance its brand image of creativeness, good-quality and healthy and environment-friendly winery, like the way that Blackenbrook Winery did in 2012 to attract customer’s eyes. Moreover, Brown Brothers can display detailed ingredients and show the good soil condition and climate of its grapes on the back label so as to communicate its high quality message to the targeting customers who have more wine knowledge.
6.2 Service strategy
Rose and Gordon (2006) illustrated that high incomes and a propensity for its consumers to adopt many other western products has meant that Japan has long been viewed as a prospective wine market. As we all know, the higher incomes the consumers obtain the higher standard of service they look for. According to three distinctive characteristics of services: inseparability, variability and perishability, Brown Brothers will apply a variety of ways of services due to the different types of products. Additionally, Brown Brothers also will pay more attention on perishability because demand fluctuates at times.
6.3 Pricing strategy
Brown Brothers bases their price on the consumer’s perceived-value, as the buyer’s perceived value of the product brings more benefit than the cost of the product. To differentiate its wines, Brown Brothers can set different price points representing different quality, varieties, environmental and healthy components, awards of wines and better services, concentrating on the ranges of $9.91-$14.87, $14.87-$19.82 and $19.82-$40.58. For consumption at restaurant, Brown Brothers can charge some premium by setting medium price between $15-$20 and medium-higher price between $21-49.
6.4 Distribution strategy
Brown Brothers will enter into Japanese market through indirect exporting. To save exporting costs and adapt to Japanese market quickly, intermediaries are necessary. Brown Brothers can choose to purchase the service package of Wine Australia given that this organization has established wide networks in Japanese wine market and is advocating to promoting Australian wine worldwide, or it can choose to establish a partnership with local importers who have broad distribution channels with local retailers, wine specialty stores, supermarkets, restaurant and internet direct online. Moreover, local wine exhibition could be another channel to not only distribute Brown Brothers wines but also educate target consumers and create customer base.
6.5 Promotional mix, Strategy and Rational
The promotional strategy will be done through a variety of methods. First of all, sales representatives in the department stores and the image of stores are living advertisement, where customers gain first impression though observation, communication and probably tasting. Other types of advertising, such as advertisement on television, billboard and magazines are also effective communication tools.
In addition to traditional communication media, new media will also be used regarding to its extensive influences nowadays. Brown Brothers will set up a preferably Japanese section in the Japanese language on its main website and link it to key search engines in Japan and in due course, link to the importers site and their key sites so as to draw as much online traffic as possible (Austrade, 2011). Moreover, popular blogs by famous wine taster and wine lovers and a series of