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Frog's Leap 2

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by

Emily Hampton

on 13 November 2013

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Transcript of Frog's Leap 2

Frog's Leap Winery
Action Plan
Within the Next 5 Years
10 Years
15-20 Years
Short-Term Goals
Become involved with community
Plots
University
Local retailers
Sell solar power
Selling produce

Medium-Term Goals
Partnership with other LEED Wineries
National Retailers
Move portion of 80% of sales to retailers other than restaurants

Long-Term Goals
Acquire Companies
LEED certified sustainable companies that share Frog’s Leap ideas.

References
Sauvignon Blanc
Chardonnay
Zinfandel
Merlot
Cabernet Sauvignon
Petite Sirah
Le Grenouille Rougante
Frogenbeerenauslese

Brand Differentiation and Variety
The Problem:
Sustainability Strategy
The Triple Bottom Line
Age 27
Before 174.00 a month after 215.00 a month and increase of 23.6%
Age 50
Before 225.00 a month after 255.00 a month an increase of 13.3%
Small Business has an 18% increase overall on average
Tax Credit for less then 25 employees
2010-2013 get a 35% tax credit
2014 and after get 50% tax credit

Affordable Healthcare in California
Social
Frog's Leap
E&J Gallo
Jackson Family
Parducci
Environmental
Sales & Distribution
Summary of Problems
Value
Rarity
Inimitability
Organization
Sustainability Marketing
Wine Segments
Conservative
, Wine Knowledgeable (20.9%)
Image Oriented
, Knowledge Seeking (22.3%)
Basic
(16.8%)
Experimenter
, Highly Knowledgeable (19.0%)
Social
, Enjoyment Oriented (20.9%
)

Experimenters
Most likely current Frog’s Leap customers
Very knowledgeable
Researchers
Spontaneous
Eager to take suggestions and try new things
No “safe set” of brands
Brand loyalty possible for experimental brands
Social
Drink wine for enjoyment
Purchasing behavior reflects the event
Sometimes spontaneous wine buyers
Packaging and labeling of the bottles influences decision
Attracted to “concept” brands
National retail wineries
Solar Power
Plot Rental
Other Produce
University Outreach
Brand Extension
Competitor Overview
E & J Gallo
The biggest Family Owned Winery in the World
Founded in 1933
Holds 25 of the Winery Industry Market Share

Jackson Family Farms
One of the biggest Wineries in the World
Founded in 1982
Wants their wine in every retail store in the world
Parducci
Green Sustainable Winery in California
Founded in 1921
Makes orders on demand 4 times a year

Health Care for all employees

Ensure employment all year round
Gives to charitable causes and non-profit organizations

Gallo Center for the Arts in Modesto

Looks to invest in innovative ways that improve people lives


Focus on three aspects for people the importance of family, stewardship of the land and an honest representation of wine.

Supports more than 40 community organizations, The Red Cross, United Way and The Boys & Girls Clubs among them

$500,000 donation to the Sonoma County Justice Center for victims of domestic violence

$3 million to the University of California



Supports Local farmers and the surrounding people to the vineyard


Pacific Gas & Electric Company. E&J Gallo Winery: Integrated case Study, Energy Efficiency and Demand Response. Retrieved from http://www.pge.com/includes/docs/pdfs/mybusiness/energysavingsrebates/demandresponse/cs/Wineries_Gallo_Integrated_CaseStudy.pdf

Pacific Gas & Electric Company. (2013, March). Energy Efficiency at Gallo Vineyards: Conserving Water and Energy in the Vineyard. Retrieved from http://www.sustainablewinegrowing.org/docs/Gallo_CaseStudy.pdf

https://www.coveredca.com/small-business/

Covered California. Fact Sheet Small Business Tax Credit: Tax Credits Make Providing Employee Insurance More Affordable. Retrieved from https://www.coveredca.com/PDFs/English/Covered_California_Small_Business_Tax_Credit_fact_sheet_English.pdf

E. & J. Gallo Winery Acquires U.S. Distribution Rights for Brancaia Award-Winning Tuscan Wines Added to Gallo Portfolio on April 1st. Retrieved from http://www.prnewswire.com/news-releases/e--j-gallo-winery-acquires-us-distribution-rights-for-brancaia-145213645.html

Market Line. (2013, January 1). E. & J. Gallo Winery - SWOT, Strategy and Corporate Finance Report. Retrieved from http://www.marketresearch.com/MarketLine-v3883/Gallo-Winery-SWOT-Strategy-Corporate-7384580/

http://www.gallo.com

http://www.gallo.com/careers/about/corporate-responsibility/corporateresponsibility.html
www.forbes.com
(2010, February 23). New Jackson Family Wines Distribution Center Serves Up Energy Savings. Retrieved from http://www.environmentalleader.com/2010/02/23/new-jackson-family-wines-distribution-center-serves-up-energy-savings/
(2009, December 22). Jackson Family Wines Pilot Reduces Water Use 70%. Retrieved from http://www.environmentalleader.com/2009/12/22/jackson-family-wines-pilot-reduces-water-use-70/
(2013, November 9). Kendall-Jackson Wine Estates. Retrieved from http://www.princeofpinot.com/winery/1336/
Fish, Tim. (2012, November 15). The House That Jess Jackson Built: The family behind California wine giant Kendall-Jackson looks to the future without its founding force. Retrieved from http://www.winespectator.com/magazine/show/id/47406
www.kj.com
http://www.kj.com/sustainability-and-philanthropy
http://www.kj.com/social-responsibility
Frogs Leap Winery. Retrieved from http://www.manta.com/c/mmf6xqp/frog-s-leap-winery
www.frogsleap.com
Parducci Wine. Retrieved from http://www.manta.com/c/mmn3r0j/parducci-wine
www.parducci.com
http://www.mendowine.com/wineries/profile/parducci-wine-cellars

Belz, FM and Peattie, K. (2012). S
ustainability Marketing: A Global Perspective.
New York: Wiley Publishing.
http://www.winemarketingpros.com/wine-marketing/different-wine-consumers-2/
Thompson, A, Peteraf, M,, Gamble, J, and Strickland, A. (2014). Crafting and Executing Strategy (19th ed.). USA: McGraw Hill Education.
Gillinsky,A. (2012). "Frog's Leap Winery in 2011--the Sustainablility Agenda." in Crafting and Executing Strategy (19th ed.). USA: McGraw Hill Education.
7% Green

33% Anti-Green

60% Maybe Green
Supply
Sales
Social aspect improvement
Full transcript