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Between the Lines - Family Estate Winery

Marketing 2320 Presentation
by

Sarah White

on 28 February 2012

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Transcript of Between the Lines - Family Estate Winery

Local Winery in
Niagara-on-the-Lake

MISSION
STATEMENT CONSUMER ANALYSIS COMPETITIVE ANALYSIS DIRECT Competition
INDIRECT Competition SWOT GOALS & OBJECTIVES PRODUCT PRICE FINANCIAL ASSESSMENT & BUDGET PROMOTION PLACE IMPLEMENTATION & CONTROL Health Drinks
& New Flavors Invest in R&D
Coca Cola “ambassadors” to gage response Bulk Orders
Tastings & Tours
Restaurants
Gary P. Fayard
Executive Vice President, Chief Financial Officer Sarah White
James Lorentz
Fiona Tan
Steph Schuurman
Lilian Kim We strive to create an escape
for our guests where they are
invited to embrace the quality,
integrity, and culture fused into
every bottle that we believe
tastes distinctly Niagara Company Analysis Between the Lines
Family Estate Winery Opened in
November 2010
We bring the vineyard into your home
by inviting you into ours OWNERS Wertsch Family
&
Silent Partner
Family owned and operated
Entering second year of the business
Retail Store
Restaurants
Niagara, London,
Ottawa area

Strengths &
Weaknesses Excellent Public
Relations
New and Growing
Business
Who are our possible targets? Chosen Target Market Mature Couples
Restaurants
Students & Young Professionals Why? Discounts Restaurants
prefer wineries
as their
suppliers Price Range
11.95 - 39.95 Establish brand awareness Build strong relationships Expand Restaurants in:
Niagara
London
Ottawa
..Toronto Retail Store Jackson Triggs
Andrew Peller
Creekside Estate Winery "Fellini Koolini's" Beer
Other Beverages Variety of all
different wines
and prices
Educational
wine tours



Vidal
Rose
Riesling
Gewurztraminer
Pinot Noir
Merlot
Cabernet Franc
Cabernet Reserve
Ice wine

2009 Wines Foreign Competition? Magazine Ad Bed & Breakfast Brochure Website
Update Wine &
Food Expos Sales Team
Restaurant
Portfolio Strengths Quality
Location
Price Variety
Experience Weaknesses Not sold in LCBO
Limited exposure/reach
Size
Opportunities No debt
Easy to expand
Increasing popularity
of Canadian wine

Threats Local competition 2010 Income $145,000 2011 Projected Income $234,000 - $416,000 Initial Investment $600,000 Marketing Budget $145,000 Total Marketing Costs $33,200 December 2011 February -March 2012
January 2012
Print Advertisements appear in magazines New Website Launch Hire new sales team, approach new restaurant locations CONCLUSION Thank you!
We will now
answer any
questions you
may have.
Full transcript