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A CASE STUDY IN BRAND MANAGEMENT
Read more
on our blog
The higher the price
the less it’s about the wine
It’s about luxury goods
like cars, watches,
fashio...
Read more
on our blog
Rolex
Tiffany’s
Mercedes-Benz
Dom Perignon
Penfolds Grange
Read more
on our blog
Read more
on our blog
It took
6 decades of great
marketing
to build,
starting with
Max Schubert
the great visionary.
Read more
on our blog
Succumb to GREED
• Price of Grange goes up by $100*
• Price of icon reds goes up 30%
• More icon red...
Read more
on our blog
Succumb to VANITY
Read more
on our blog
• Hand-blown glass ampoule
• Bespoke glass plumb-bob
• Jarrah cabinet
• Only 12 made, each
individua...
Read more
on our blog
Rules from Marketing 1.01 are ignored
when Penfolds launches
…when Grange was still ~$800 a bottle
Read more
on our blog
‘Grange is no longer our top wine.
We make better, more exclusive wines
than Grange’.
Read more
on our blog
SLOTH
It launches an Imperial (8 bottles) of Special Bin 170
in a fancy wooden box
for $65,000
Read more
on our blog
@#$%^&!!!
Read the full story here
Read more
on our blog
Learn
How we do marketing
Check us out
+ 61 (0)2 9909 0246
info@technoledge.com.au
www.technoledge.c...
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Why is Penfolds trashing Grange - Case Study in Brand Management

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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?

Publicada em: Marketing
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Why is Penfolds trashing Grange - Case Study in Brand Management

  1. 1. A CASE STUDY IN BRAND MANAGEMENT
  2. 2. Read more on our blog The higher the price the less it’s about the wine It’s about luxury goods like cars, watches, fashion & jewellery
  3. 3. Read more on our blog Rolex Tiffany’s Mercedes-Benz Dom Perignon Penfolds Grange
  4. 4. Read more on our blog
  5. 5. Read more on our blog It took 6 decades of great marketing to build, starting with Max Schubert the great visionary.
  6. 6. Read more on our blog 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
  7. 7. Read more on our blog Succumb to VANITY
  8. 8. Read more on our blog • 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
  9. 9. Read more on our blog Rules from Marketing 1.01 are ignored when Penfolds launches …when Grange was still ~$800 a bottle
  10. 10. Read more on our blog ‘Grange is no longer our top wine. We make better, more exclusive wines than Grange’.
  11. 11. Read more on our blog SLOTH
  12. 12. It launches an Imperial (8 bottles) of Special Bin 170 in a fancy wooden box for $65,000
  13. 13. Read more on our blog @#$%^&!!! Read the full story here
  14. 14. Read more on our blog Learn How we do marketing Check us out + 61 (0)2 9909 0246 info@technoledge.com.au www.technoledge.com.au Follow us

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