Mkt 500 Assignment 1

Emeri Pink Moscato is a medium, sweet, light bodied wine. The product is recognized by its distinctive taste, color, and appearance. Emeri is manufactured by DeBortoli Wines located in Australia. According to DeBortoli wines (2008), Emeri is a blend of selected fruits from vines with generous canopies, which is fermented to retain fresh fruit characters. DeBortoli wines (2008) state, Emeri has received several awards across the world such as Jpapan International Wine Challenge, Australian Inland Wine Show, and Hong Kong International Wines and Spirit Competition.

Emeri is a product that demographically targets individual ages 21 and up, focusing on clubs, bars, restaurants, supermarkets, and event planners. Emeri can be marketed in a bar or club. Club owners can offer it as a complementary wine when marketing V.I.P tables. The uniqueness of the bottle and the translucent color adds a touch of elegance that would allow Emeri to add a touch of class to the tables. Clubs may also use the product as a liqueur. A splash of Emeri, vodka, and cranberry juice can be marketed at a club or bar as a specialty drink that the customers will enjoy.

Emeri can also be marketed in restaurants. The translucent pink wine compliments fresh fruit, as well as, seafood and chicken. Restaurants can offer Emeri chilled, to compliment an entrée selection or a dessert. The product can be served with a romantic dinner for two to add additional romance to the date.

Some consumers prefer a nice cold glass of wine at home; therefore, Emeri can be marketed to supermarkets. The product can be positioned in the beer and wine section. Emeri’s shelf position should be marketed along with other blush wines. The uniqueness of the bottle and the color of the wine would allow Emeri to stand out from the other Moscatos. Supermarkets may also market the velvety wine in coolers to keep it chilled. Selling Emeri already chilled would allow customers to enjoy a nice cold glass of...