Connoisseur Consultants

forThe Steven Kent Winery

Table of Contents

• The Client

• POA and Consumer Analysis

• Corporate and PR Strategies

• IMC Management

• IMC Objective – Consumer

• Consumer Database Program

• IMC Objective – B2B

• Conclusion

• Based in Livermore Valley

• Founded in 1854

• World class operations

• Consumer Oriented

The Client The Steven Kent Winery

Promotional Opportunity Analysis

and Consumer Analysis

• Step 1: Communication Opportunity

Analysis

• Step 2: Communication Objective

• Step 3: Communication Budget

• Step 4: Promotional Strategies

• Step 5: Match Tactics with

Strategies

Promotional Opportunity Analysis

(POA)

Communication Market Analysis: Part 1 – Competitive Analysis

• Primary: Sonoma and Napa County

• Duckhorn Vineyard

• Secondary: 47 other local Livermore

Wineries

• Communicate as a whole

• Other local wine counties: Gilroy

and Saratoga

Communication Market Analysis: Part 2 – Opportunity Analysis

• Livermore is a saturated market

• Expand focus to Silicon Valley

• Emerging new consumers

• Generation Y

Communication Market Analysis: Part 3 – Target

Market

• Current and recent college

students

• Of legal drinking age

• Knowledge seeking

• Relationship oriented

Communication Market Analysis: Part 4 – Customer Analysis

• Potential Customers: Generation Y

•Technological competent

• Family centric

• Increase in college attendance

•Issues to address:

• Peer acceptance and how spend their

time

Communication Market Analysis: Part 4 –

Customer Analysis Cont.• Potential Customers: Purchasing

Process

• Step 1: Problem Recognition

• Step 2: Information Search

• Step 3: Evaluation of Alternatives

• Step 4: Post Purchase Evaluation

Communication Market Analysis: Part 4 –

Customer Analysis Cont.• Current Customers:

• Older baby boomer

• Empty nesters

• Experienced with wine

• Disposable income

Market Segmentation

• Generation Y:

• Those with interest in wine

• Potential long run financial means

• College Students – business and

art majors

• College grads and professionals

Corporate and Public Relations Strategies

Corporate Image Strategy

• Logo

• Tagline

• For Those Who Know

• Wine for those in the know

“artistry, taste, tradition”

Brand Development Strategy

• Quality

• Exclusivity

• Family Oriented

• Relationship Building

Public Relations Strategy

• Hosting Events

• Artist Gallery Openings

• Tasting Events for professional

groups

• Non-profit or charity promotions

• Evaluation

Integrated Marketing Communication (IMC)

Management

IMC ManagementObjective

• IMC Objective – Brand awareness

• Methods:

• Build image and relationships

• 75% would like to learn about wine

• Increase website traffic and

Participation in blog

• Move into evoked set

IMC ManagementBudget

• Objective and Task Budget

approach

• Total: $9,630• Events

• Premiums

• Contests

• Sweepstakes

• Web management

IMC ManagementInternet Website

• Interactive

• E-commerce incentives:

• Convenience

• Value Adding

• Financial

IMC ManagementHomepage Design

IMC Objective:Consumer

IMC Objective - ConsumerAdvertising Goals

• Advertising Goals

• Evoked Set

• Budget on a continuous schedule

IMC Objective - ConsumerCreative Brief

• Objectives

• Target Market

• Message Theme

• Support

• Constraints

IMC Objective - ConsumerAdvertising Design

• Means-End Theory

IMC Objective - ConsumerAdvertising Design Cont.

• Advertising Appeals:

•Emotion

• Sex

IMC Objective - ConsumerAdvertising Design Cont.

• Executional Framework:

• Fantasy

• Informative

• Spokesperson:

• Steven Mirassou – 6th generation

IMC Objective - ConsumerConsumer Promotion

• Not ST sales but LT awareness

• 1. Hosting Tasting Events

• Gain knowledge

• Enjoy experience

• Build relationships

IMC Objective - ConsumerConsumer Promotion Cont.

• 2. Promotional Premium

• Consumer first purchase

• Set wine glass with etched logo

• 3. Sweepstakes

• Motivate for online interaction

• 4. Contest for SJSU art dept.

• Create wine label for artisan series

• Generates buzz

• Increase interaction on website

• Motivate to go to Winery

IMC Objective - ConsumerConsumer Promotion Cont.

IMC Objective - ConsumerConsumer Promotion Cont.

• Guerrilla Marketing

• SJSU students and groups

• Host wine parties

• Low cost

• Increase brand awareness

IMC Objective - ConsumerConsumer Promotion Cont.

• Brand Community

• Encourage face-to-face interaction

• Encourage blog discussion

• Young artist communities

• Will increase brand awareness

• Word-of-mouth

IMC Objective - ConsumerSponsorship Programs

Consumer Database Programs

IMC Objective - ConsumerDatabase Programs

• Utilize:

• Recognition

• Relationship

• Reward

IMC Objective - ConsumerDatabase Warehouse

• Customer profiles contain:

• Operational information

• Name, address, etc.

• Marketing information

• Wine preferences

• Communication history

IMC Objective - ConsumerDatabase Warehouse

• Database coding:

• RFM Analysis

• Important for existing consumers

• Lifetime Value

• Important for Generation Y

IMC Objective - ConsumerPermission Marketing

• Utilizing internet profiles

• Information vary for knowledge and

interest

• Knowledge building

• Relationship building

IMC Objective - ConsumerFrequent Shopper Program

• Do not want to lower product value

• Offer access to exclusive vintage

library

• Must purchase 6 bottles

• Programs rewards brand loyalty

IMC Objective - ConsumerMedia Plan

• Posters

• Social Media sites

• Brochures

• Goals:• 50% reach for business and art

students

• 30% increase of web traffic

IMC Objective - ConsumerEvaluation

• Message Evaluation

• Recall testing

• Respondent Behavior Evaluation

• PR clippings

• Increase web traffic

• Number of attendants at events

IMC Objective:Business-to-Business

IMC Objective – B2B

• Secondary focus

• Target segments:

• Upscale independent grocery stores

• High-end family restaurants

• Business Promotions

• Personal relationships

• Consumer Promotions

• Staff education

IMC Objective – B2BPromotions

Conclusion

• Brand awareness

• Relationship building

• Consumer focused

• Event and word-of-mouth

• B2B strategies

• Evaluation

Thank you

Questions?