[YELLOW

TAIL]
GROUP 1
Billy Reynaldo 13112010072
Edward Theodorus 13112010469
Gwendy Toar 13112010215
Samuel Ruben 13112010381
Vincent Davin Limardi 13112010484
WHAT IS [YELLOW TAIL]?
N0.1 IMPORTED WINE BRAND IN THE UNITED STATES

“MOST POWERFUL AND MOST LOVED WINE BRAND

2018, 2019, 2020, 2021"
[YELLOW TAIL] MEMILIKI PENJUALAN TAHUNAN HINGGA 13 JUTA KARDUS

MARKET SHARE YELLOW TAIL BERVARIASI TERGANTUNG WILAYAHNYA, NAMUN

DIPERKIRAKAN SEKITAR 10% SECARA GLOBAL. - VINE INTELLIGENCE REPORT 2021

AWARDS: 14 MEDALS IN DECANTER WORLD WINE AWARDS, 11 GOLD MEDALS IN SAN

FRANSISCO IN INTERNATIONAL WINE COMPETITION, 7 MEDALS AT INTERNATIONAL WINE
COMPETITION, ETC.
 Yellow Tail

Strategy Canvas

3 Karakteristik of a Good
Strategy:
Focus
Diverged
Clear Tagline for
strategic profile
ERRC CANVAS
Which of the factors that the industry takes
for granted should be eliminated?
Which factors should be reduced well below
the industry’s standard?
Which factors should be raised well above
the industry’s standard?
Which factors should be created that the
industry has never offered?

Elimination & Reduce --> insights about how to

lower cost structure

Raise & Create --> how to lift buyer value and

create new demand
6 Paths Framework
1. Look Across Alternative Industries
Yellow Tail memperluas pasarnya dengan menarik konsumen yang biasanya
meminum bir atau koktail daripada wine
2. Look Across Strategic Groups
Yellow Tail tidak fokus bersaing dengan merek wine tradisional
3. Look Across Buyer Groups
Marketing Campaign perusahaan dirancang agar inklusif dan ramah terhadap semua
konsumen
4. Look Across Complementary Products and Service Offerings
bermitra dengan bisnis lain untuk memperluas jangkauannya dan menawarkan
produk dan layanan baru kepada pelanggannya
5. Look Across Functional or Emotional Appeal to Buyers
Kampanye pemasaran perusahaan berfokus pada menciptakan pengalaman yang
menyenangkan dan menyenangkan bagi konsumen.
6. Look Across Time
mengantisipasi tren masa depan dalam industri anggur.
 Eliminated complex flavors and ingredients
Company’s that appeal to a niche audience

Strategic Visual Reduced the use of expensive ingredients

Planning Awakening without compromising taste or quality

Process Raised the perception of quality and

sophistication of the brand

4 Steps of Visualizing Explored the six paths framework to identify

Strategy: new opportunities for growth

Visual Awakening
Visual Exploration Visual Focused on creating a fun and approachable

Visual Strategy Fair Exploration brand image

Visual Communication
Targeted a younger and more casual audience
 Gathered feedback from a diverse range of
stakeholders

Visual
Validated the potential of its strategy
Strategy through market testing

Fair
Made adjustments to its strategy based on
feedback and market data

Developed a clear and consistent brand

identity

Visual Communicated its strategy effectively to

Communication internal and external stakeholders

Used a variety of communication channels to

reach its target audience
3 Tiers of Non- Customer
First Tier

1 Media
Social Media Influencer
Consumer Blogger
Wine Critics
Trade Show

Second Tier

2 Distributors
Retailers
Restaurants
Hotels
Airlines

Third Tier

3 Governments
Non-Government
Organizations
Trade Associations
Research Institutions
BUYER
PRICE
UTILITY
Getting the
Strategic
Sequence Right
ADOPTION COST
 Strategic Sequence
Utility
Eliminate complex flavors and ingredients that appeal to a niche audience
Reduce the use of expensive ingredients without compromising taste or quality
Raise the perception of quality and sophistication of the brand

Price
Eliminate discounts and promotions that undermine the brand's premium positioning
Reduce reliance on traditional retail channels and focus more on direct-to-consumer sales
Raise prices to reflect the brand's premium status and quality

Cost
Eliminate inefficient production processes that lead to waste and cost overruns
Reduce the time it takes to produce and deliver products to market
Raise the level of automation and efficiency in production processes

Adoption
Eliminate generic and uninspired marketing campaigns that fail to connect with consumers
Reduce reliance on traditional advertising and focus more on digital marketing and social media engagement
Raise the level of creativity and sophistication of marketing campaigns to reflect the brand's premium status
Buyer Utility
Does your offering unlock
exceptional utility?
Is there a compelling
reason for the target mass
of people to buy it?
Strategic Pricing
Yellow Tail's price level is medium-low.
The brand's wines typically range from $10 to $20 per bottle,
making them more affordable for wide range of consumers,
including those who are new to wine, casual drinkers, and those
who are looking for value for money.

Here is a breakdown of Yellow Tail's price level by wine varietal:

Shiraz: $10 - $15 per bottle
Cabernet Sauvignon: $12 - $17 per bottle
Chardonnay: $10 - $15 per bottle
Pinot Grigio: $8 - $12 per bottle
Other varietals: $7 - $13 per bottle
Overcoming Hurdles
01. 02. 03. 04.

Cognitive Hurdles Resource Hurdles Motivational Hurdles Political Hurdles

Challenge conventional Leverage Partnerships Create a strong brannd Manage stakeholder
wisdom Optimize production identity expectations
Embrace Innovation processes Encourage employee Build relationships with key
Break down silos Invest in technology engangement decision-makers
Focus on customer Advocate for change
satisfaction
Yellow Tail
 Tipping Point Leadership
01 02 03

Yellow Tail has established a Yellow Tail has created a Yellow Tail has established a
clear and transparent culture of experimentation system of regular reviews and
communication strategy and risk-taking within the feedback loop
organization

04 05 06

Yellow Tail has invested in Customer-centric Employee

training and development culture Empowerement
programs

07 08

Collaborative Continuous learning

Enviroment and improvement

Equity in Decision Making
Yellow Tail establishes clear
criteria and guidelines for
decision-making
The company implements a
transparent review process for
major decisions
Yellow Tail utilizes a consensus-
building approach to decision-
making
Fair Process
Transparency in Employee
Consistency in Resource Allocation
Treatment
Yellow Tail communicates openly
Yellow Tail allocates resources
and honestly with its employees
fairly and equitably to different
The company establishes clear
department
and consistent policies and
The company evaluates resource
procedures related to hiring
decisions based on clear criteria
Yellow Tail provides employees
Yellow Tail provides employess
with access to relevant
with equal opportunities to acces
information and resources to
training
make informed decisions
 The Impact Towards
Strategy Execution

01 02 03

Increased Employee Improved

Enhances decision-
Engangement communication and
making
collaboration

04 05

Strengtened
Enhanced brand
stakeholder
reputation
relationship
 Value Proposition
Affordability
Easy to drink style
Fun & approachable brand image

People Proposition
Fun & inclusive work environment
Empowerment & ownership
Strategic Career development opportunities
Alignment for
Sustainability: A
Profit Proposition
Comprehensive
Low-cost structure
Framework from
Strong Partnerships
Value to Profit to
Effective marketing and advertising
People
 Allignment Barrier
Establishing clear and consistent communication channel
Setting clear goals and objectives
Fostering a culture of collaboration
Aligning incentives with strategic goals
Regularly reviewing and evaluating alignment

Cognitive and Organizational Barrier

Empowering employees to challenge status quo
Fostering a culture of experimentation and learning
Promoting cross-functional collaboration
Embracing technology to streamline processes
Investing in training and development
Managing Renewal
Creating a culture of feedback and learning
Risks with Dynamic Celebrating successes and learning from failure
Blue Ocean Strategy
for Business and Outcome
Yellow Tail berhasil meminimalkan hambatan kognitif dan
Corporate Levels organisasional, menciptakan budaya yang merangkul perubahan dan
inovasi, yang menjadi kunci kesuksesan perusahaan dalam industri
anggur yang selalu berubah
 Economic and Legal Barrier
Mitigating economic risks
Optimizing supply chain management
Exploring alternative financing options
Staying informed about regulatory changes
Working with regulators
Complying with intellectual property laws

Brand Barrier
Building strong brand identity
Developing a unique brand proposition
Emphasizing quality and consistency
Leveraging social media and digital marketing
Building brand loyalty
Managing Renewal
Partnering with influencers
Risks with Dynamic
Blue Ocean Strategy Outcome
for Business and Dengan mengatasi hambatan ekonomi, hukum, dan merek, Yellow Tail
berhasil menjaga stabilitas keuangan, beroperasi secara
Corporate Levels bertanggung jawab, dan menjadi salah satu merek terkemuka dalam
industri anggur global
Sustainable Initiatives
Sustainable grape
01 sourcing
Dengan menerapkan inisiatif
02 Efficient winemaking berkelanjutan ini, Yellow Tail
mengurangi dampak lingkungan dan
Sustainable menunjukkan komitmennya terhadap
03 packaging praktik bisnis yang bertanggung jawab.
Perusahaan ini diakui atas
04 Energy efficiency kepemimpinannya dalam keberlanjutan
dan telah dianugerahi beberapa
Carbon offset sertifikasi, termasuk Carbon Trust
05 programs Standard dan Rainforest Alliance
Certified Seal.
Community
06 engagement
 Berikut adalah beberapa contoh spesifik
terkait sustainable initiatives Yellow Tail:
Perusahaan ini telah bermitra dengan program Sustainable Wine
growing Australia (SWA) untuk mempromosikan praktik pertanian
berkelanjutan di kalangan petani anggurnya.
Yellow Tail telah mengembangkan sistem pengelolaan air eksklusif
yang mengurangi penggunaan air hingga 50%.
Perusahaan telah beralih menggunakan kaca daur ulang untuk
botolnya dan sedang menjajaki penggunaan gabus nabati.
Yellow Tail telah memasang panel surya di kilang anggurnya di
Australia, menghasilkan energi terbarukan untuk operasionalnya.
Perusahaan telah menanam lebih dari 100.000 pohon melalui
kemitraannya dengan organisasi Penanaman Satu Pohon.
THANKYOU