marketing strategy

The Slingshot mission is to close the gap between products and people. Through involvement in product development the product is made more attractive, and therefore brought closer to the expectations of the people who are going to buy them. Similarly, marketing activities are aimed at winning “hearts and minds”, further bringing people and products together.

Slingshot’s approach to marketing not only makes products more visible, but also more attractive.

Case Study:
Groene Cloof was mainly a producer of bulk wine, selling only a small portion of its production each year as bottled, branded wine.

Under Oscar Foulkes’ marketing leadership the property became Cloof Wine Estate, selling large volumes of branded, bottled wine in nearly three dozen countries around the world. The strategy comprised a mix of innovative product development, inventive promotional offers, consumer events (even to the extent of hosting the 10,000-visitor Rocking the Daisies), and a constant focus on communicating with the market in a manner that energised sales. Between 2008 and 2009 the estate’s sales (by volume) doubled, reflecting market support of these initiatives.

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