Marketing an Australian wine to Hong Kong wine market Essay

Marketing an Australian wine to Hong Kong wine market - Essay Example   The paper tells that Hong Kong is one of the most densely populated areas in the world where full-time education is mandatory between the ages of 6 and 15. More than 90% of the children complete upper secondary education and over 25.5% of the population have attended post-secondary education. This suggests that the Hong Kong population is well-educated. The Hong Kong economy is open and dynamic. Housing in Hong Kong is at a premium and hence even four generations at times live together under one roof. Moreover, Hong Kong is still a conservative society where paternalistic affiliation is given importance. Nevertheless, youth from higher income families are more likely to participate in higher cost activities outside the home, like going to theatres or listening to operas. Those from lower income families would prefer to enjoy their leisure activities at home. Thus the target segment for the marketing plan is the young adults from affluent families. As far as wine consumption is co ncerned Hong Kong is the most mature wine market in Asia. However, the older adults prefer to consume wine and not the young adults. Students in Hong Kong universities generally do not involve in alcohol against the European students where 88% of them tend to consume alcohol beverages. Only 1.4% of the Hong Kong students are regular alcohol consumers and they start consuming alcohol on an average at 15.6 years. The most popular alcoholic beverage was beer followed by table wine. Hong Kong students are influenced by their peers in consuming alcoholic beverages possibly because it is a collectivist society. Only those who have completed tertiary education consume wine, as found in a study by Dewald (2003). Higher the education level, the more likely they are to consume wine. Since the Hong Kong youth stays with their families, home consumption is minimal. Apart from the nationals, the expatriate population in Hong Kong is high. Hong Kong women so far have shown no preference for wine but that is because they do not have much idea about wines (Ong-Wood, 2011). Based on these characteristics of the Hong Kong youth, the marketing plan would be devised. Positioning strategy Lifestyle of the local population has changed due to which food retailing and catering market has also changed. There is an increased trend towards healthy, functional and organic food as the youth has become health-conscious (Austrade, 2010). Women are also turning to wine as a part of their health and beauty regime as they believe that it enhances their skin tone and digestion (HKTDC, 2010). Since Hong Kong is a collectivist society and since the youth stays with their families, wine has to be positioned as a wellness product. Wine in Hong Kong is generally consumed in social settings, in bars and restaurants (Parker, 2010). Health is now a global concern and Hong Kong consumers believe that consuming two glasses of wine is good for health. Australian wines have been receiving recognition among the traders and the consumers. So far French wines have been dominating the Hong Kong market and hence Australian company Brown Brothers has to bear this in mind. Competition prevails in the Hong