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Transcript of champagne
Anthony Scolari, Italian immigrant
California Vintners Inc. took over
Tradition in a bottle...
Looked at age, marital status, race, employment status, household size, income levels, geographic locations.
Compared it with consumption of champagne, domestic & imported wine.
Who we want to drink Chantillon?
Let's talk Champagne...
Consumed on special occasions, not on a daily basis
Valentine's Day, New Year's Eve, Weddings, Anniversaries...etc.
Associate with romantic feelings, celebration attitudes, and superiority
Why this niche target?
Proud of their heritage, relate to Anthony Scolari's humble beginning
Salary range allows leisure spending
Works hard to build their lives
Strengths: Affordable & humble background
Weaknesses: Only consumed ocassionally, less known brand
Opportunities: No established image, increase in sales if product was more affordable
Threats: other domestic champagne, competing wineries in CA
To increase AWARENESS of the brand Chantillon in California by 15 percent between May 2010 and July 2010, Washington and Oregon by 10 percent between May 2010 to August 2010.
To increase BRAND CONFIDENCE of Chantillon and it's superior quality at a reasonable price in the states of California, Washington, and Oregon by seven percent by November 2010.
To increase SALES of Chantillon Champagne in the states of California, Washington, and Oregon by 20 percent by May 2011.
"Tradition in a bottle."
Focus of sale: Chantillon is more than a beverage of quality and affordability, it's a dream that started with one man.
Support: You can taste the quality Chantillon awards you for being such a hard worker. It's a champagne that will be passed through generations within the family.
Tone: It should express richness and the essence of heritage and tradition.
Integrated Marketing Strategies
Television: spot markets
- Banner advertising on general news source
- Newsletter subscription advertising
- Social media using Twitter: create own
Twitter page, tweet about facts & promos
Local Entertainment Guides
Champagne glass collectables
Pulsing Strategy - continuous presence with heavy spikes
November to December: Thanksgiving, Christmas, New Year's Eve
February: Lunar New Year & Valentine's Day
April to May: Wedding season
Heritage Celebration Months
Awareness levels: surveys
Brand confidence: focus groups
Sales: compare revenues
Promotions & Sweepstakes: attendance records & response rates
Combination: media commission, performance bonuses & project fees
Motivation for the client and its agency partner
Effective, collaborative and incentive-based
Strawberries to your champagne...
Niche target group
Agency commitment to the client's success
Cohesive & detail oriented plan
Qualitative Research to understand consumer purchase decisions and cycles
Focus groups: 6 to 8 in each state, participants receive free bottle of Chantillon
Taste test & survey: in participating liquor stores & grocery stores
Live in CA, WA, and OR
1 - 3 children
Salary range $60K +
Proud of their heritage
CVI Winery in California
Expand to Oregon & Washington
High concentrations of minority populations
West coast culture
Ease of shipping & distribution
Mass circulation magazines 10%
Special Interest/Cultural magazines 5%
Entertainment Guide 5%
Contingency Budget 2%