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Wine Paradise

Wine
by

Alejandro Trigo Veiga

on 2 October 2013

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Transcript of Wine Paradise

Enjoy the wine with all your senses!
Wine Paradise
Noelia Pérez (181327)
Maria Paladi (181324)
Luis Zamorano (181346)
Alejandro Trigo (181337)

-Innovative
-Previous experience -Network connections -Knowhow -Spa therapy -The aim to high revenues markets
Idea generation techniques
Brainstorming
WINE RURAL HOTEL
EXHIBITION
WINE
WINE
WINE
WINE
WINE TOURS
THE

COMPANY

PROFILE
We are a Limited liability company “Wine Paradise LLC” located in Ludwigsburg registered on March 3rd 2012.
We provide our customers the possibility to experience the wine with all their senses: accommodation at our rural hotel, wine tasting, therapy with wine and vineyard tours.
Our business main area is wine tourism. We identify gaps on the market and try to introduce new kinds of products.
2. Product Innovation Charter
Background

The core competencies of our company are that we have previous experience in organizing wine tours in a travel agency.

Establish network connections with Ludwigsburg.
-Lack of customer information
-New location
-Young company
-Restricted target market
-Due to seasonality wine yards tours service might change
-Accessibility
-One of the richest land in Germany
-Demand for alternative tour
-Bog wine offer not exploited to its potential
-Lack of product diversification
-New trends of sustainability
-Location close to wine tourism products
-New potential competitors

-Possible customer resistance to try the product

-Existence of substitute competitors (Baden Baden)
Focus
We have
limited resources
due to the fact that our product is
seasonal
although we can turn it into a strong competitive thrust offering a
whole wine experience
(wine tours, wine therapy and wine tasting).
Goals
Goals
Objectives
&
Objectives
In the long term goal we would like to be known as the reference in Germany in the wine rural hotel field.
About the objectives, we would like to increase the market growth in 10% in the next three years.
Special Guideline
Degree of innovativeness
Timing
Avoidance of competitors with certain firms
Recognition of weaknesses
Patentability
we provide and adaptive product in a new innovative combination of services.
This is the first of this kind in such a combination of services.
we are going to avoid the competition by offering low prices, diversification of services and wine therapy.
We have detected that the main weakness we confront is lack of customer information which leads to additional funds for the product promotion.
It is possible because it is eligible, useful, it is new (the combination of services) in the country but not required.
Product integrity
The product integrity of Wine Paradise performs superbly, provide a good value, satisfy customer expectations in every respect.
THE
PRODUCT
DEVELOPMENT
Wine Paradise is a four-star rural hotel, located in Ludwigsburg, Baden Wurttemberg.
The Rural hotel will consist of:
20 rooms & bar lounge
Wine yard
Wine shop
Wine therapy centre
Restaurant
Environment
- The materials used for the construction are from area nearby Ludwigsburg (bricks and wood)

- Not imports.

- They are natural and so it means they are less polluting and easily recyclable.

- Selection of residues

- Ecological farming without using chemical products and pesticides.
Lovers of wine, mainly the habitants nearby the region of Baden Württemberg, will stay at our hotel during the months of September, October, November and December
Tourists and excursionists who are interested in visiting the area, for its historical roots and the beauty of its landscapes, and also simple travelers. This kind of customer will stay from March to September.
Wine professionals (business). Will stay at our hotel at the time of the wine business, between November and June.
Our hotel project is aimed at a wide range of customers. The could classify in three major types mainly.
Lovers of wine
Tourist
Wine professionals
and
excursionist
Wine
therapy
service
All kind of people interested in the therapy procedures. The high season for these customers go between September November and June August.
Financial aspects
WINE
SCHOOL
LUXURY
HOTEL
SPA
CENTER
DELIVERY
HALL
RURAL
HOTEL
WINERY
WINE
DELICATESE
RESTAURANT
WINE
MUST
Questionnaire
Toll free telephone
Channel members
Focus groups with consumers
Agenda
1. Company Profile
2. Product Innovation Charter
3. Idea Generation
4. Concept Evaluation/Full Screen
5. Product Development
6. Product Launch
MARKETING
Distribution
Promotion
Price
PRODUCT
MIX
Name:
Wine Paradise
Functionability:
year - round
Styling:
rural style
Ranking:
4 stars
Pricing strategy:
Price skimming - because we have a significant competitive advantage.
Seasonal pricing
Distribution channels:
own website and social media
Promotional strategy
Advertising
Personal selling and sales force
Sales promotion
Public relations
- Open doors day
- Networking
- Media releases
We are going to use these strategies
How much are we expecting to grow?
Full Screening Model
Prototype
Accommodation at wine rural hotel

Additional:
wine tours•
wine tours +wine therapy•
wine tours+ wine therapy+ wine tasting
Defining
Marketing
Objectives
1.Potential objectives
2.Market success objectives
-market share increase.
3.Economic objectives
- wine loyalty customers.
- reference region for wine industry.
RATE of occupancy increase in 70% by 2016.
MARKETING
TESTING
THE MARKETING TESTING
we are going to create an interactive marketing piece,in the form of wine glass invitation.
2. THE ROLLOUT
Target: Baden-Wurtemberg
Title: “Open doors day”
PROCEDURE
One week before the open doors day, we will give to our potential customers invitations to wine testing exibition in Ludwigsburg.


With this invitation they will come to the event and will be able to taste the wine and enjoy some traditional food to get to know information about the services we provide right in the location.
Product Launch
MARKETING STRATEGY
Market Niche
is a high specialized market
Wine rural hotel target a niche of
wine lovers
MARKET
Expected that our market share grows 13% by 2016
Our potential customers increase in 8% by 2016
FORECAST
CONCLUSION
Wine rural hotel is offering a whole wine experience that is satisfying customer wants and needs.
The objectives of our company will be by 2016,becoming one of the reference region for the wine industry.
WINE
Weinfest in Baden
Württemberg
Hotel Traube ****
Landhotel Adlerhof ****
PARADISE
Local tradiction.

They offer:

-good food
-conection with wine industry
-cooking course.

Market share: 15%
Located in the heart of the black forest.

They offer:

-local/classical cousine

-National/international wine.

Market share: 20%
Heilbronner Weindorf

Weyherer Weinpanorama:

- Visitors can enjoy a gastronomic/wine tours

- where vintners works in the vineyards.

Market share: 25%
1.Direct Marketing
Market Trends &Opportunity Identification
Market Trends
-
-healthy life style
-sustainability
-holistic approach to wine experience
Opportunity Identification
-high demand for alternative tourism
-big wine offer not exploited to its potential
-lack of product diversification
-lack of offer on sustainable wine products
3. Idea Generation
Full transcript