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Cal Poly Wine

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kavita.chhotu

The document discusses plans to launch a wine club for Cal Poly Wines. It summarizes results from a wine club survey, current wine trends, the target market for the club, and proposed marketing strategies. The club would offer 4 shipments per year of 3 bottles each to members. Events, discounts, and communications would build engagement. The strategies aim to promote Cal Poly and support its agricultural programs.

BusinessDivertissement et humour
1  sur  59
Cal Poly Wines Protégé Marketing Chrystine Lee Kirsten Sorensen Kathryn Stucker Kavita Chhotu
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Background ,[object Object]
Mission Statement ,[object Object]
Cal Poly Wine Story ,[object Object],[object Object]
The Rundown ,[object Object],[object Object],[object Object],[object Object]
Current Trends ,[object Object],Wine Institute: The Voice for California Wine
Baby Boomers ,[object Object],[object Object],[object Object],[object Object]
Echo Boomers ,[object Object],[object Object],[object Object],[object Object],IRI Times & Trends
Current Trends ,[object Object],[object Object]
Current Sales ,[object Object],[object Object]
Current Sales ,[object Object],[object Object]
Seasonality, Dynamics ,[object Object],[object Object],[object Object]
Seasonality
Demographics ,[object Object],[object Object]
Wine Club Survey ,[object Object],[object Object],[object Object]
Survey Results-Production ,[object Object]
Survey Results-Varietals ,[object Object]
Survey Results-Shipments ,[object Object]
Survey Results-Shipment Additions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Survey Results-Promotional Sales ,[object Object]
Survey Results-Number of Wine Clubs ,[object Object]
Survey Results-Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brochures Given To Customers ,[object Object],[object Object]
Booth At Wine Festivals ,[object Object]
Email ,[object Object],[object Object],[object Object],[object Object]
Website ,[object Object],[object Object],[object Object],[object Object]
Survey Results-Events ,[object Object],[object Object],[object Object],[object Object],Yes No
Survey Results-Events ,[object Object],*Other: Special discount weekends and shipment pick up parties,
Survey Results-Shipment Price ,[object Object]
Survey Results-Communication ,[object Object],Email 77.5% Newsletter 12.5% Phone 10%
Survey Results-Wine Club Goals ,[object Object],[object Object],[object Object]
Survey Results-Wine Club Goals ,[object Object]
Survey Results-Wine Club Improvements ,[object Object],[object Object],[object Object],[object Object]
Survey Results-Areas of Excellence ,[object Object],[object Object],[object Object],[object Object]
Survey Results-Areas of Excellence ,[object Object],[object Object],[object Object]
CP Wine Club Intention ,[object Object]
Suppliers ,[object Object],[object Object]
Shipments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recommendation ,[object Object],[object Object],[object Object]
Events for Reserve Tasting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Market ,[object Object],[object Object],[object Object]
Characteristics of Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Market Strategies
Market Strategies: Advertising ,[object Object],[object Object],[object Object],[object Object]
How to promote CP Wine Club Cal Poly Magazine SLO Tribune Homecoming Mustang Daily Farmers
Homecoming ,[object Object],[object Object],[object Object],Shaun Russell Director of Marketing & Corporate Relations Cal Poly Athletics
Cal Poly Magazine ,[object Object]
Mustang Daily ,[object Object]
SLO Tribune ,[object Object]
Farmer’s Market ,[object Object]
[object Object],Market Strategies: Branding
Market Strategies: Branding ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market Strategies: Promotion ,[object Object],[object Object],[object Object],[object Object]
Pricing ,[object Object],[object Object],[object Object],*Prices were previously set by Wine Club coordinator
Our pricing per shipment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pre-Launch Budget ,[object Object],[object Object],[object Object],[object Object],[object Object]
Potential Club Names ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Now? ,[object Object],[object Object]

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Cal Poly Wine

  • 1. Cal Poly Wines Protégé Marketing Chrystine Lee Kirsten Sorensen Kathryn Stucker Kavita Chhotu
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