Opportunities
Our research and strategic conclusions clearly indicated positioning Majestic Wine in the value sector of wine retailing, whilst communicating the refined nature of the product.
We created the brand identity for Majestic Wine to communicate a ‘quality wines sold in bulk at discounted prices’ trading proposition. |
Objectives
Market a quality product in a discount/value environment and reverse the ‘trade only’ perception to that of a shopper friendly retailer.
Address the issues of widely differing sites.
Rationalise pricing and communication structure.
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Outcome
Low cost roll-out solution, enabling rapid growth (in five years) from 25 to over 100 outlets.
The brand has a consistency of communication and is able to encompass market changes and remain ‘on-brand’.
Full market listing and strong European growth.
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