Dan Murphy – Dominator of Liquor Market

 

With 200 stores over the nation Dan Murphy’s remains the leading alcohol general store Untitledchain in Australia owned by Woolworth’s Limited. Dan Murphy’s contends mainly with Wesfarmers First Choice Liquor Superstore and Liquor Emporium.

The company had its beginnings in 1878 after Daniel Francis Murphy, a winemaker, journalist, and founder of the first wine club in Australia, began wine retailing in Victoria. Woolworth’s Limited took over the five Victorian retail outlets in 1998 with the intention of national expansion. While a success for Woolworth’s, the business has contributed to the formation of an oligopoly in the Australian liquor market, with concerns about the ability of smaller liquor retailers to compete.

 

 

Marketing research

Woolworth Ltd is active in the internet retailing, especially in the alcoholic drinks. With the help of its two owned retailers known as Cellarmasters and Langtons they play a vital role in the e-commerce. For example Cellarmasters is the online site for buying liquor and Langton’s is an auction site for wine

 

Marketing plan & strategy:

Woolworth is planned to crush out the online rival liquor retailer by using their own Dan 1408068724114Murphy which has already 46% of e-commerce business in Australia. It was a 34 pages internal document known as ‘Range Extension Programe ‘, which contains too aggressive expansion plan of Dan Murphy online business where they plan to ship all liquor to the purchaser through their own national courier business Nexday. It has a large fleet of delivery functioning from each capital city in Australia

Dan Murphy’s executives where trying to trick the alcohol manufactures to become part of the model known as “Drop Ship Vendor’’ approach in the document.  As of now it offers 8000, different products lines which includes spirits, wine, beer by taking the model, will reach 20,000 product lines depending upon the producers across the nation.

 

“Under the new model, Dan Murphy’s intends to take a 25 per cent slice of the retail price, plus GST, on products sold through the online business”

 

Survey and Collecting data:

Dan Murphy take a primary data through survey on the customer’s feedback over the phone, in person and even in the internet. The survey data are been saved for their future enhancement.

 

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Overall the marketing research is used by the organisation to make to a right decision at the right moment and ensure that they runs in the right direction to sustain it’s market.

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Blogged by : Gayathri Subramanian(215232279)

 

 

 

Reference:

 

Dan Murphy’s (and Woolworths) blitzing the Aussie liquor market. 2016. Dan Murphy’s (and Woolworths) blitzing the Aussie liquor market Retrieved April 18, 2016 from https://www.newsmaker.com.au/news/37762/dan-murphys-and-woolworths-blitzing-the-aussie-liquor-market#.VxSw1zB97IU

Dan Murphy’s continues to dominate liquor retail market | Australian Food News. 2016. Dan Murphy’s continues to dominate liquor retail market | Australian Food News Retrieved April 18, 2016 from http://ausfoodnews.com.au/2015/11/16/dan-murphys-continues-to-dominate-liquor-retail-market.html

 

Good News For Woolies As Dan Murphy’s Most Popular Place To Buy Booze – B&T. 2016. Good News For Woolies As Dan Murphy’s Most Popular Place To Buy Booze – B&T. Retrieved April 18, 2016 from http://www.bandt.com.au/media/good-news-for-woolies-as-dan-murphys-most-popular-place-to-buy-booze

 

Dan Murphy’s plan to crush online liquor rivals. 2016. Dan Murphy’s plan to crush online liquor rivals. Retrieved April 18, 2016 from  http://www.bandt.com.au/media/good-news-for-woolies-as-dan-murphys-most-popular-place-to-buy-booze

 

Dan Murphy’s (and Woolworths) blitzing the Aussie liquor market – Roy Morgan Research. 2016. Dan Murphy’s (and Woolworths) blitzing the Aussie liquor market – Roy Morgan Research. Retrieved April 18, 2016 from

http://www.roymorgan.com/findings/6552-dan-murphys-woolworths-blitzing-aussie-liquor-market-201511152333

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