why is penfolds trashing grange - case study in brand management
DESCRIPTION
Grange is a household name that took decades to build. Even today the brand is minted gold, so why would Penfolds be so careless to ignore the most basic rules of marketing?TRANSCRIPT
A CASE STUDY IN BRAND MANAGEMENT
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The higher the price the less it’s about the wine
It’s about luxury goods like cars, watches,
fashion & jewellery
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Rolex
Tiffany’s
Mercedes-Benz
Dom Perignon
Penfolds Grange
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It took 6 decades of
great marketing to
build, starting with
Max Schubert the
great visionary.
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Succumb to GREED
• Price of Grange goes up by $100*
• Price of icon reds goes up 30%
• More icon reds released (Bin 169)
…2014 release Grange ~$800 a bottle
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• Hand-blown glass ampoule
• Bespoke glass plumb-bob
• Jarrah cabinet
• Only 12 made, each
individually numbered
• A Penfolds winemaker will
attend opening ceremony
anywhere in the world
Price: $168,000
More here
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Basic marketing rules are ignored
when Penfolds launches Special Bin 620 Coonawarra
Cabernet Shiraz 2008 for $1,000
…Grange was still ~$800 a bottle
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‘Grange is no longer our top wine.
We make better, more exclusive wines
than Grange’.
It launches an Imperial (8 bottles)
of Special Bin 170
in a fancy wooden box for $65,000
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Read the full story here
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