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Rosemount

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Submitted By sakurakellie
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An article in The Australian on 28 February 2008 shows how Rosemount uses core marketing concepts in order to produce and launch a new brand of wine – Rosemount O – for over ice – into the market.
Rosemount has developed well-known brands of wine such as West Coast, and Foster. In order to rise the spirits of an industry, Rosemount want to develop a new brand of wine which is served with ice. It is a trend which is growing as people sought more refreshing alcoholic drinks.
In this article, the most basic marketing concept which is needs, wants, and demands is used. Human needs are states of felt deprivation. When people have need, they want to find or develop objects that will satisfy their needs. Wants are the form taken by human needs as they are shaped by culture and individual personality (Kotler et al, 2007 p.9). Rosemount found that people are seeking something to make them more refreshing, and they desire more refreshing alcoholic drinks. Once the need is figured out, products will be offered to a market to satisfy customer need. In the article, Rosemount has researched and developed a new brand of wine – Rosemount O, for over ice. It comes from a real gap in the market for people desiring something refreshing. Products have to have the most quality, performance and innovative features in order to satisfy customer needs. Therefore, value, satisfaction and quality concept is also used. Customer satisfaction depends on a product’s perceived performance in delivering value relative to a buyer’s expectation (Kotler et al, 2007 p.10). Rosemount O is developed with lightly bubbled and low level of alcohol wine which is particularly suitable for females, but Rosemount expects males will also be interested in this new brand. Besides that, the shape of bottle for this new brand will be created distinctively. The product will be launched to the market and Rosemount

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