3. 1
Executive Summary
Bindi Sergardi owns three estates in the Siena region and has been producing wine in the area
since 1349 Today, Alessandra Casini Bindi Sergardi is responsible for the winery’s operations
and is looking to grow their stake in the U.S. wine market through a structured and focused
marketing campaign.
Situational Analysis
After experiencing 200% sales growth in 2015, Bindi Sergardi is poised to grow their operations
even further. Currently they spend little time marketing through social media and in turn lack a
consist online image. They currently have no plans in place to create a comprehensive
campaign to establish a uniform brand across distribution locations. The U.S. market is showing
significant promise for wine sales as the millennial generation is developing a taste for this
grape-based alcoholic beverage. These Millennials seek different qualities from their wine
compared to previous generations. This opens up opportunities for estates that adjust their
wine’s positioning in the market accordingly.
Objectives
1. Achieve a 5% increase in sales for 2016 beyond current projection
2. Associate Bindi Sergardi with Millennials and younger wine drinkers via news articles
3. Consolidate and re-launch multiple social media pages with uniform campaigns
4. Establish a sister winery located on the West Coast of the United States
5. Host the Millionth Bottle event in June 2016 to celebrate Bindi Sergardi’s major
milestone
Implementations
In order to build Bindi Sergardi’s brand reputation among Millennials, we will reach out to local
news outlets to publish the story of the winery’s work with students studying abroad and then
share those articles through our social media outlets. To consolidate their social media accounts
we will take advantage of social media managing site HootSuite and dedicate a minimum of five
hours per week to social media efforts. A sister winery is in the process of being established
through mutual connections our team has with wineries in Willamette Valley. The Millionth Bottle
event will be publicized through their distributions network, current buyers, and promoted on
their social media platforms.
Budget and Controls
Because of Bindi Sergardi’s recent growth, we are afforded a budget of 12.000€. Our proposed
programs will cost an estimated 12.021€. These programs will be overseen by the Marketing
Director, Ms. Guilia Bernini, and reevaluated for adjustments at quarterly intervals. In order to
achieve maximum effectiveness of our social media marketing efforts, all campaigns will be
reviewed using analytic tools to measure involvement, reach, and views in order to strengthen
further efforts. Guilia and her team will see significant improvement in brand awareness, social
media effectiveness, and as a result, a sales growth at at least 5% in 2016.
4. 2
Situational Analysis
Internal Environment
Dating back to 1349, the Bindi Sergardi family has been cultivating their land in the Chianti
region of Siena. Currently the family holds three estates totaling 100 hectares of grape
producing land. These estates lie in the DOCG of Chianti Classico, Chianti Colli Sensi, and
Chianti regions, allowing Bindi Sergardi to offer a wide range of Chianti varieties. In 2005
Alessandra Casini Bindi Sergardi, the daughter of owner Nicolò Casini, took over the winery
portion of the estate and is currently the CEO.1
Alessandra has maintained Bindi Sergardi and
invested in green initiatives through recycle efforts as well as the installation of solar panels to
their estate. Ms. Casini Bindi Sergardi and her intimate executive team of ten have positioned
Bindi Sergardi strategically and are ready to expand into new markets around the world.2
Currently the Bindi Sergardi estates are producing 250,000 bottles annually while keeping thirty
full time employees. They distribute 30% of their wine within Italy, and export the remainder to
the United States, Russia, and Turkey.3
External Environment
Italy produces the second largest amount of wine worldwide coming in just behind France. Due
to this national position, the wine industry in relation to Bindi Sergardi is extremely robust. Some
of the most important factors influencing wine production includes the local region where the
wines are produced, the winery’s context within Italy, and the global trends within the industry.
Bindi Sergardi’s roots are in the Tuscan region that is home to a bounty of wineries and this is
because of its prime wine-producing climate, which is a huge factor relating to grape production.
The harvesting and quality of the grapes rely on the humid subtropical and Mediterranean
climate to be successful. The Siena province is laden with wineries making competition for the
Italian palette tough. This explains why Tuscan wineries are focusing on exporting their wine to
less saturated markets, such as the U.S. and Asia.
1
"Bindi Sergardi Estate." Bindi Sergardi. N.p., 2013. Web. 28 Aug. 2015.
2
"Marketing Interview #1." Giulia Bernini. Telephone interview.
3
"Marketing Interview #1." Giulia Bernini. Telephone interview.
5. 3
National
Wine has a huge presence and history within Italy. In the past, many of the wineries have been
small and medium-sized family-run operations. After the economic recession of 2008 however,
the scene of wineries in Italy has changed. Recently, Italians are drinking less wine and due to
“increasing competition from other alcoholic beverages.”4
Increased taxation nationwide has
also challenged smaller wineries. The difficulty to succeed has forced smaller wineries to close
their doors, resulting in more power going to bigger companies. Despite these difficulties, the
industry has seen a healthy rise in wine tourism.5
Thanks to Donatella Cinelli Colombini’s
founding of the “Movimento del turismo del vino” in 1993, the agritourism bubble has grown
exponentially within Italy.6
Many estates have expanded from simply focusing on grape growing
and wine production to include restaurants, hotel rooms, and even spa amenities. This draws
not only the wine connoisseurs, but also the tourists looking for the total Tuscan experience
allowing the wineries more opportunities to capitalize on tourist euros.
International
International sales are more important than ever for Italy, producing 22% of worldwide wine
exports.7
With new technology and our globalized world, advertising, shipping, and conveying
the story behind wine is easier and more efficient. This makes business with the U.S. more
convenient and less costly. This helps explain why America is now the largest importer of wine
and home to the most wine-drinkers of any nation. On the horizon are Asian markets where
wine is beginning to gain popularity. Last year China saw a rise in total volume sales of wine
increased by 3% and because of this many wineries with the capacity to increase marketing
efforts in China are doing so.8
Wine Trends
Consumers hold most of the power regarding trends within the wine industry. Millennials are
coming of age and becoming more knowledgeable and interested in wine. These young drinkers
prefer sparkling wines and are welcoming in a wave of more sustainable wine practices.9
In
addition, the diets of many people are becoming healthier, which ties into red wine’s health
4
"Why Are Italians Drinking Less Wine?" Wine Pass Piemonte. 4 June 2014. Web. 9 Sept. 2015.
5
"Wine in Italy." Wine in Italy. Euromonitor International, 1 July 2015. Web. 19 Aug. 2015.
6
"Donatella Cinelli Colombini." Donatella Cinelli Colombini. Web. 1 Sept. 2015.
7
Sevenich, Julia. "Wines of Italy." SlideShare. German Wine School, 18 Oct. 2012. Web. 1 Sept. 2015.
8
"Wine in China." Wine in China. Euromonitor International. Web. 9 Sept. 2015.
9
Arthur, Rachel. "Wine in 2015: Five Key Trends to Raise a Glass to." BeverageDaily.com. 17 Mar.
2015. Web. 1 Sept. 2015.
6. 4
benefits and the Slow Food movement.10
New wine producing countries have emerged
including New Zealand, Chile, Australia, and South Africa. Combined, they have increased their
export volume by 370%. The Asian market has also blossomed, holding many new
opportunities for wineries. Currently Europe still accounts for 50% of wine consumption
worldwide, and 84 of the 100 most famous wine brands in the world are French.11
Porter’s 5 Forces
New Entrants
The Chianti region is an incredibly saturated market and almost all of the wineries have been
established for centuries. In addition, opening a winery requires a significant amount of capital
and resource investment. These two factors make the threat of new entrants to Bindi Sergardi
low.
Substitute Products
The wine market is flooded with substitute products, making the threat of substitutes high. There
is a multitude of wine varieties and different brands that offer the same value proposition. Not
only are other wineries offering potential substitutes, but Bindi Sergardi’s own products have the
potential to take away market share from one another. This cannibalization effect can be
severely detrimental and should always be considered before taken into consideration when
exploring the possibility of developing a new product.
Buyers
In the wine industry, buyers possess strong bargaining power in the sense that they are not
necessarily loyal to a certain brand. With no barriers or consequences from switching from one
wine to another, wineries are forced to work hard to ensure their market share is not lost to a
competing brand. Therefore, the threat of buyers’ bargaining power is high.
Suppliers
Bindi Sergardi has developed close relationships with local suppliers of barrels, corks, bottles,
and labels, and in turn sees consistency and predictability among prices and quality of
materials.
10
Wagner, Paul, and Janeen Olsen. "Chapter 2: Research and Demographics: Wine Consumers Today."
Wine Marketing & Sales: Success Strategies for a Saturated Market. 2nd ed. San Francisco: Wine
Appreciation Guild, 2007. 413. Print.
11
"The Revolution of the Global Wine Market: United States Overtake France as the World's Foremost
Wine Consumer - BNP Paribas USA."BNP Paribas USA. 20 Apr. 2015. Web. 19 Aug. 2015.
7. 5
Rivalry
In the Chianti and Chianti Classico regions there is a high level of rivalry between producers
because of Italian wine regulations ensuring wine produced under DOCG and DOC is of a
certain quality. This means that any small scale winery producing Chianti or Chianti Classico
would be a competitor of Bindi Sergardi, for instance, Donatella Cinelli Colombini and Stella di
Campalto’s Chianti Classicos.
Current Market Description
Products and Services
Bindi Sergardi specializes in Chianti and Chianti Classico vintages and carries a wide range of
Chianti’s including: La Boncia Chianti, Chianti Colli Senesi Al Canapo, Chianti Classico La
Ghirlanda, Chianti Classico Riserva Calidonia, Chianti Classico Gran Selezione Mocenni
Particella 89, Chianti Colli Senesi, Chianti Classico Presoni, and Chianti Classico Riserva, along
with Pietro Bonci Casuccini Extravirgin Olive Oil. They do not offer tours to the public.
Price
Their selection of Chianti Classico range from 12€-14€, placing Bindi Sergardi wines in the ultra-
premium (also known as the deluxe premium) price segment.12
Place
Bindi Sergardi currently distributes their wines to Italy, the United States, Russia, and Turkey.
They are also beginning to expand to parts of Asia because trends indicate that this region is
currently a growing market. They have to use a network of distributors in order to offer wine in
the U.S. market, which adds to the difficulty of distributing abroad. Bindi Sergardi has taken
advantage of e-commerce wine websites such as vivino.com and bountyhunterwine.com.13
Promotion
Bindi Sergardi is focusing on promoting heavily to the United States in order to establish a
stronger brand image. They are using their new brochure to tell the story behind each wine and
explain the differences within their product line. Currently they participate in the Vinitaly Expo in
Milan which attracts distributors and clients from the United States and other countries. Another
12
"Bindi Sergardi." Wine-Searcher. Web. 1 Sept. 2015.
13
"Marketing Interview #1." Giulia Bernini. Telephone interview.
8. 6
method they are employing is selling wine in ornate gift boxes that convey a sense of quality. All
of their promotional material is designed with brand consistency.
Service attributes and considerations
Bindi Sergardi is a member of the Consorzio del Vino Chianti Classico, an institution that
protects and helps wineries uphold industry standards. Multiple review outlets have held Bindi
Sergardi wine, and their estates, in high regard.
SWOT Analysis
Strengths
● 23 generations of rich history
● Established estate brand
● Family atmosphere
● Three different estates with 100
hectares located in the DOCG region
● 11 wine varieties, one olive oil
● Already exploring Asian market
● New high tech equipment
● Surplus land to increase production
Weaknesses
● Saturated market for Chianti wines in
Italy
● Smaller scale winery
● Most sales concentrated in U.S.
● Not organic or biodynamic
● Lack of advertising
● Unestablished brand image
● Limited brand awareness
Opportunities
● Exuberant leadership team
● Expand social media
● Establish high quality reputation
● Millennial appeal
● Participate in more wine expos
● Enhance the marketing in Asia
● Sparkling wine
Threats
● Climate change
● Economic downturns
● Domestic decline in wine consumption
● Microbreweries and alternative
alcoholic beverages
● Changing consumer preferences
○ Corks, organics, health appeal
9. 7
SWOT Summary
Strengths
● The winery is located in the most important region of Chianti in Italy, allowing them to be
a producer of Chianti Classico
● Being established in Asia is a good starting point since the wine market is rapidly
growing in that region
● Unique rocky terroir that attracts visitors to their vineyards
● They have invested in green technology that ensures the sustainability of their practice
Weaknesses
● Although they lack the marketing budget of a larger winery, Bindi Sergardi has the ability
to react quickly to changing consumer preferences
● As an emerging winery, Bindi Sergardi has minimal brand awareness but the potential to
improve
Opportunities
● Many opportunities lie in shifting the focus of marketing products to Millennials
● Expand the reach of their wine to Asian markets and more fully develop their U.S.
distribution
Threats
● Climate change threatens to transform the wine industry for better or worse
● Consumers’ preferences are changing quickly and Bindi Sergardi must act fast in order
to keep up
Marketing Objectives
The overall goal of this marketing plan is to increase Bindi Sergardi’s brand awareness and
name recognition. Through the growth of the name and brand, we will see sales increase to 5%
beyond current projections for 2016.
1. Associate the Bindi Sergardi name with younger wine drinkers by publishing an article
about the winery and its involvement with the University of Oregon study abroad
program through two different Italian news outlets by September 30th, 2015.
10. 8
2. Include purchasing steps for consumers on the Bindi Sergardi website by October 31st,
2015.
3. Enhance social media presence.
a. Condense social media efforts to Facebook, Instagram, and Twitter by October
1st, 2015.
b. Relaunch the following platforms starting October 1st, 2015 and create a social
media campaign.
i. Facebook - only Bindi Sergardi Winery business page - October 1st, 2015
- September 30th, 2016
ii. Instagram- October 1st, 2015 - September 30th, 2016
iii. Twitter- October 1st, 2015 - September 30th, 2016
4. Establish a sister winery in Sonoma county or the Willamette Valley by January, 2016.
5. Host a “Millionth Bottle” celebration event at Bindi Sergardi’s Lounge, June 2016.
6. Set up a timeline for expansion in the Asian markets beginning in 2017.
Key Issues
The modern wine consumer is seeking a wine experience, but not necessarily a winery that
solely totes its rich history. This is a trend that is brought on by the millennial generation and
must be addressed. Currently Bindi Sergardi is reaching many markets, but with more focus
they can better adapt to the changing wine industry.
Marketing Strategy
Target Markets:
Geographic
Our main geographic area that we focus on is the United States market. This is because the
U.S. is the country with the highest annual wine consumption.14
While 70% of Bindi Sergardi’s
wine is exported, mainly to the United States, Russia, and Turkey, they are also emerging within
the Asian market. China is emerging as an important market for wine industries. We would like
to enhance Bindi Sergardi’s presence in China, but only after they have fully developed the
potential in the U.S. markets. Currently Bindi Sergardi does not have the human resources
needed to successfully infiltrate both markets at this time.
14
Wagner, Paul, and Janeen Olsen. "Chapter 2: Research and Demographics: Wine Consumers
Today." Wine Marketing & Sales: Success Strategies for a Saturated Market. 2nd ed. San Francisco:
Wine Appreciation Guild, 2007. 413. Print.
11. 9
Demographic
We will be focusing on both females and males living in the U.S. that fit into the Millennial
generation. These groups are selected based on their developing tastes for wine and increasing
net worth.
Psychographic
Millennial wine drinkers generally love adventure and travel. Family and social connections are
important to them, and they like to live in the present. These wine consumers also participate in
social causes and are involved in their community. They are a fast-paced, connected, and
hobby diverse group of individuals.
Positioning
Bindi Sergardi is a deeply rooted estate in the Chianti Classico region that produces high quality
wine with attention to detail. Their wines can easily be described by three adjectives:
authenticity, integrity, and audacity. Their Chianti Senesi is focused on the more value-centered
Millennials, whereas the older traditional individual's typically purchase Bindi Sergardi’s Chianti
Reserva15
. These two positions capture both of the major segments of wine drinkers.
Marketing Mix
● Product/Service
○ Expand Bindi Lounge and promote it accordingly
● Price
○ Bindi Sergardi should stay at their current price point for their wines
○ Potentially release a more value focused vintage to appeal to Millennials
● Place
○ The growing U.S. markets for 2015-2016, specifically the largest wine-
consuming markets which are centered in the Northeast and West coast
with a few exceptions
○ Los Angeles, New York City, Chicago, Boston, Washington D.C.
● Promotion
○ Implement a PR campaign to raise awareness of their investment in
future generations
○ Spread awareness of their affiliation with their sister winery in the U.S.
15
"Marketing Interview #2." Giulia Bernini. Telephone interview.”
12. 10
○ Kickoff their instagram account with consistent posts that cater to the
millennial’s pursuit of adventure
● Service attributes and considerations
○ Maintain a close relationship with reoccurring customers while expanding
the brand’s appeal to encompass the Millennials
○ U.S. Wine events for 2016 to look into for the future16
■ California Wine Festival in Santa Barbara (July 14-16, 2016)
■ Boston Wine Expo (sign ups begin Nov. 2)17
■ Brooklyn Crush Wine & Artisanal Food Festival: Autumn Edition
○ Wine clubs are very popular within the industry, and a “Bindi Sergardi
Benefits” club would assist the company with maintaining a strong
relationship with loyal customers
○ At this time, expansion in Asia does not seem realistic. Marketing efforts
should be focused on the United States for the time being, and later
switch to the Chinese markets
Implementation of the Marketing Strategy
Campaign/Program #1
Bindi Sergardi will implement their “Investing in the Future” campaign, which affiliates their
brand with the noble cause of educating college students about the Italian wine industry. This
will boost the brand’s image in the eyes of socially-conscious consumers.
Actions/Tactics
We will reach out via Twitter and Facebook to news sources in Siena, Florence, Rome, and
Eugene to seek out interested publishers for our story. Once we have interest, we will develop a
story that hinges on Bindi Sergardi’s participation in the Geo study abroad program and the
college students involved. These articles demonstrate authentic public relations campaigns and
will be written to highlight Bindi Sergardi’s interest in the millennial generation in a positive way.
Milestones
● This program will be measured based on views and shares through Facebook, Twitter,
and LinkedIn
16
"The World's Best Festivals." Fest300. Web. 9 Sept. 2015.
17
"Ticket Information." Boston Wine Expo. Web. 10 Sept. 2015.
13. 11
● Spread the article across different social spheres in the U.S. and Italy
● Achieve a total reach of 50,000 people across all platforms
Campaign/Program #2
Our second campaign effort will make small but impactful upgrades to Bindi Sergardi’s website.
Actions/Tactics
The Bindi Sergardi website has impressive graphics and a wealth of information, yet lacks e-
commerce information for consumers regarding where the wines can be found both online and
in store. Due to the mystery behind their distribution networks, consumers may have a hard time
finding places to purchase Bindi Sergardi’s products, hindering the company’s ability to secure
sales. They already have connections with multiple e-commerce websites and will link those to
their website under the Products tab. This objective is to be reached by November 31st, 2015
Milestones
● Identify the e-commerce sites and physical locations of where Bindi Sergardi wines can
be found
● Notify the website manager of the new information that should be included under the
Products tab
● Publish the necessary additions to the website and promote accordingly
Campaign/Program #3
The Bindi Sergardi Sister program will pair Bindi Sergardi with a winery of similar size and
position in the Willamette Valley. This program is already in development and will be publicly
debuted by December 31st, 2015.
Actions/Tactics
Our team will use our current connections in order to create a bond between Bindi Sergardi and
another winery on the west coast of the United States with similar values. By reaching out to our
network within the wine industry in the Willamette Valley, we can identify a winery that may want
to foster a relationship with Bindi Sergardi. By connecting these two wineries, this effort will
create an international bond between the wineries who will both benefit from sharing resources
and local market knowledge. Through this close tie to the U.S. market, Bindi Sergardi will get a
better insight to the current trends.
14. 12
Milestones
● Establish a relationship between the sister winery by December 31st, 2015
● Visit the sister winery by June, 2016
● By December 2016, carry a small inventory of the sister winery’s products and inform
consumers of the partnership
Campaign/Program #4
The Bindi Sergardi Millionth Bottle Celebration will take place in June of 2016. This event will
mark the production of the millionth bottle by Bindi Sergardi.
Actions/Tactics
In preparation for this event, there will be an all encompassing social media campaign to
promote it. The celebration will take place at the Bindi Sergardi Lounge. The invite list will
include distributors, family and friends, social influencers, and potential new clients. In addition,
the social media campaign will include a contest so select customers will win entrance into the
event.
Milestones
● Develop a social media campaign on the Facebook, Twitter, and Instagram platforms to
promote the event
● Have 50% of invitees RSVP by May 2016
● Establish 5 new connections with restaurant owners and distributors
Projected Budget
Description of Expense Value in €
Contracted website designer for e-commerce upgrade quoted at 250€
Shipping expenses for wine and promotional materials to sister winery 575€
Travel expenses for visit to sister winery 2.600€
Rental of chairs/tables/cutlery and catering for Millionth Bottle Celebration 5.200€
Gift baskets including wine for Million Bottle Celebration 1.800€
Total 10.425€
15. 13
This projected budget falls within the 10.000€-12.000€ constraint that was given to us by Bindi
Sergardi’s Marketing Director.18
Controls & Contingency Plans
In order to determine the effectiveness of our campaigns and programs we will have multiple
levels at which we evaluate them.
1. Initial Opinions: Guilia and her team will assess the feedback from their efforts within the
first 24 hours. This allows them to continue the program implementation if feedback is
75% positive.
2. Attention Span: The marketing team ensures engagement is not fading when the
campaign is at 25%, 50%, and 75% completion. If there is a decrease in involvement,
then the campaign length will be adjusted or reworked to revamp it.
3. Final Assessment: At the end of the campaign, Bindi Sergardi’s executives will delve into
the effectiveness of the program. If the program is successful, then opportunities to
expand the program will be explored. The executives will also turn ineffective campaigns
into learning experiences that will ensure that outcome does not happen again.
18
"Marketing Interview #2." Giulia Bernini. Telephone interview.”
16. 14
Social Media Marketing Plan
Social Media Bindi Sergardi Listening Audit
Metric Sentiment Reach Company Post Feedback
Average
Response
Time to
Feedback
Facebook
(Bindi
Sergardi
Winery) 100% neutral 2,240 likes 1 per week
62 likes,1
share None
Facebook
(Bindi
Sergardi)
80% positive,
20% neutral 1,033 friends 1 per week
65 likes, 1
comment, 1
share None
Twitter
(@BindiSerga
rdi)
80% positive,
20% neutral 130 followers 3-4 per week
0-1 favorites, 0
retweets None
Pinterest
(Bindi
Sergardi) 100% neutral 29 followers 13 pins total 0 None
Flickr (Bindi
Sergardi)
5% positive,
95% neutral 1 follower
16 photos
total 0
Last used in
2013
17. 15
Social Media Bindi Sergardi SWOT Analysis
Strengths
● Strong Facebook following on both
Facebook accounts
● Engaging Facebook community
● Quick and effective communication
● Free communication/advertising
● Easily searchable on the Internet
● Simple and powerful
Weaknesses
● Lack original content across platforms
● Limited ability to customize pages
● Prolonged periods of inactivity
● Using old platforms (Flickr)
● Unfamiliarity with platforms in target
markets (Twitter & Instagram)
● One employee with social media
experience and little time to dedicate
to improving the social media pages
Opportunities
● Enhance Twitter page by generating
original content for the platform
● Relaunch Instagram page
● Create measurable social media
campaigns
● Engage with fans and customers
online
● Humanize brand
● Promote news and events
● Target niche audiences
● Focus efforts on the main three social
media platforms (Facebook, Twitter,
and Instagram)
Threats
● Outdated platforms may come across
as inexperienced and amateur
● Current top social media platforms
may become obsolete in the near
future
● Limited social media strategy
● No solid revenue model
● Intense competition
● Other wineries’ established social
media pages
18. 16
Social Media Fontodi SWOT Analysis
Strengths
● Simple and easy to navigate website
● Professional photos and hashtags
● Share information that is interesting to
their followers/fans
Weaknesses
● Facebook profile is under the name
“Fontodi Tours”, everything is in Italian
● No Facebook or Instagram account
● Inconsistent posting times
Opportunities
● Link social media platforms on their
website
● Translate on Facebook page
● Create Instagram and Twitter
accounts
Threats
● New and changing social media
platforms
● Other wineries have social media
platforms
Fontodi winery has a very simple and easy to navigate website, but overall Bindi Sergardi has
the edge with their website and social media platforms. Fontodi only has a Facebook, and
everything is in Italian. They also don’t have a lot of responses and interaction on their
Facebook posts.19
Social Media Vino Felsina SWOT Analysis
Strengths
● Clear, easy to navigate website that's
very aesthetically pleasing (website is
translated to English)
● Very consistent posting
● Posts relative to wine
Weaknesses
● Similar posts on both Twitter and
Facebook (but different captions)
● Instagram photos don’t show many
landscape or scenic shots
Opportunities
● Different content on platforms
● More interaction with followers on all
platforms
Threats
● Constant changing of social media
platforms
● Lack of feedback on Instagram and
Twitter
19
Fontodi Winery. N.p., n.d. Web. 9 Sept. 2015.
19. 17
Felsina has very established social media platforms. They are very active, have a lot of likes
and followers, and interact with their followers as well. Both Bindi Sergardi and Felsina have the
opportunity to create more original content among their social media pages. Guilia Bernini of
Bindi Sergardi identified Felsina as one of the company’s direct competitors. 20
Social Media Donatella Cinelli Colombini SWOT Analysis
Strengths
● Strong Facebook, Instagram, and
Twitter following
● Consistent with posts on Instagram
Weaknesses
● Occasional off topic posts
● Lack of feedback on Instagram
Opportunities
● Keep posts focused on the winery, not
off topic
● Update YouTube video to connect
more to millennials
● Reach out to followers and interact
with them
Threats
● Constant changing of social media
platforms
● Unorganized social media sites
Donatella is consistent with their Instagram page, where Bindi Sergardi has an Instagram but it
has not been used in over one year. Both Donatella and Bindi Sergardi can interact more with
their followers on their social media platforms.21
Key Issues
Bindi Sergardi is lacking a consistent brand image across all social media outlets. They also fail
to post regularly and have an issue with multiple accounts on the same platform. Another
dilemma the winery is facing is the lack of direction and time to dedicate to their social media
efforts. We developed a few programs and recommendations to help solve these issues.
20
Felsina. N.p., n.d. Web. 9 Sept. 2015.
21
Donatella Cinelli Colombini. N.p., n.d. Web. 9 Sept. 2015
20. 18
Campaigns/Programs #5
The debut of their Instagram account will be titled #BindiSergardiBeginnings. This campaign will
post twice weekly, with each week dedicated to a century of Bindi Sergardi’s history. This will
begin October 5th, 2015. This will introduce the brand and its humble beginnings, as well as
build awareness of Bindi Sergardi’s newly active Instagram account and other social media.
Actions/Tactics
In order to increase Bindi Sergardi’s social media presence, the company should invest in a
HootSuite account. This platform assists in pre-scheduling social media posts in a timely
manner. Instead of dedicating hours to social media every day, Bindi Sergardi can take time
once a week to pre-plan posts. The Instagram campaign posts are already made and just have
to be logged into the HootSuite account and set to post on the correct dates.
Milestones
● Achieve 1000 Instagram followers by the end of the campaign
● Prepare a week’s worth of posts across all platforms by the preceding Monday via
Hootsuite
● Achieve a 40% photo involvement by the final two weeks of the campaign
Social Media Roles
Guilia is the only person who operates Bindi Sergardi’s social media platforms. Once she starts
using HootSuite she will have a much better handle of the accounts and can focus on providing
better content and let HootSuite do the work of posting and organizing. As Bindi Sergardi
continues to grow, they will need to take on another team member to assist with marketing
campaigns. The new hire, that will come in early 2016, will take over the operation of HootSuite
and generating content, leaving Guilia to focus on developing larger scale campaigns and
attending events. The new marketing employee will be paid for out of the general budget and
not the marketing account.
21. 19
Projected Social Media Budget
HootSuite Pro account annual fee22
96€
Freelance photographer for #BindiSergardiBeginnings campaign 1.500€
Total 1.596€
Social Media controls & Contingency Plans
This flow demonstrates how Bindi Sergardi will use HootSuite’s analytics tools to gauge how
effective their social media marketing campaigns are. From there Guilia will continue, revise, or
terminate the campaign. At the end of the flow will be Alessandra Casini Bindi Sergardi. Her role
will be to analyze the effects of the social media efforts and their impacts on sales, and if the
campaign was successful, use similar strategies in the future.
22
"Social Media Management Simplified." HootSuite. N.p., n.d. Web. 9 Sept. 2015.
22. 20
Appendix
Social Media Calendar
October
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Events in Italy for October
-Alba: International White Truffle Fair (Fiera Del Tartufo) (Oct. 11-Nov. 15)
-Umbria EuroChocolate Festival (Oct. 16-25)
-Trentino-South Tyrol: Valle Isarco Chestnut Specialty Weeks (Oct. 17-Nov. 8)
Events in Europe for October
-Lugano: Autumn Festival (Fesitval D’Autunno) (Oct. 2-4)
-Wine Expo Poland in Warsaw, Poland (Oct. 16-17)
-Basel Wine Fair (Basler Weinmesse) in Basle, Switzerland (Oct. 24-Nov. 1)
-Wine Card in Moscow, Russia (Oct. 27-Oct. 29)
-Salon du Chocolat in Paris, France (Oct. 28-Nov. 1)
-Budapest Christmas Fair in Budapest, Hungary (Nov. 27-)
23. 21
November
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9 10 11 12 13 4
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
Events in Italy for November
-Enovitis (Int’l Vine and Olive Growing Technics Exhibition) in Milan, Italy (Nov. 3-6)
Events in Europe for November
-Enoexpo in Cracow, Poland (Nov. 4-6)
-Wine Fest in Kiev, Ukraine (Nov. 4-6)
-Budapest Christmas Fair (Nov. 27-Dec. 31)
24. 22
December
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
Events in Italy for December
N/A
Events in Europe for December
-Wine Fest in Skopje, Macedonia (Dec. 4-6)
Key
plan for the week by researching current events and pre-uploading posts to HootSuite
post to Instagram post to Facebook post to Twitter
Event Sources
"Fairs & Festivals Calendar." Fairs & Festivals Calendar. Tasting Europe. Web. 8 Sept. 2015.
"The World's Best Festivals." Fest300. Web. 9 Sept. 2015.
"The Best European Food Festivals of 2015." NeverStopTraveling. Web. 8 Sept. 2015.
"Wine, Beer and Spirits, Viniculture Industry Trade Fairs in Europe." ToFairs.com. Web. 8 Sept.
2015.
