Marketing Strategy
Foster’s had a low market share of New Zealand wine segment and two brands, Secret Stone and Matua Valley having different consumer propositions that were seen as competing rather than complementary. Trish defined a clear portfolio strategy with refreshed packaging and growth plans in different channels and with revitalised brand messages. Sales and trade communications were developed to ensure that stakeholders were aware of the vision and plans for the brands.
The volume of Secret Stone grey 908%, with many varietals selling out in the time Trish managed the brand to become #1 New Zealand Sauvignon Blanc over $19 in Nielsen (2007). Matua Valley was ranged in Woolworths and overall the portfolio strategy increased market share of Foster’s New Zealand wine products from 2% - 3.5% in 2007.
Marketing with Impact.