Tenuta di Capezzana:Marketing Plan

Megan BissenAnna PuetzLuke PyperRomy Witz

28 July 2016

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TABLE OF CONTENTS

I Executive Summary 3

II Situational Analysis (SWOT Analysis) 4

III Opportunities and Objectives 5

IV Marketing Strategy 6

V Marketing Mix 8

VI Social Media Marketing Plan 10

VII Implementation 17

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EXECUTIVE SUMMARY

Market Opportunity:Capezzana is currently distributing to a large amount of the U.S. market. However, they

are lacking when it comes to sales in the Millennial market. In order to bring in more sales to the Millennials in the U.S., Capezzana needs to enhance their social media presence and become more active on their different platforms, engaging more with their customers. Capezzana needs to become more consistent with their labels to keep their brand easy to find and recognizable to customers. They want their name to become more known, and in order to successfully do that, they need to have a label that is the same throughout all of their social media platforms, as well as their various products.

In addition to better brand awareness, Capezzana expressed an interest in a stronger presence in high end restaurants in the U.S. We believe Capezzana can accomplish this by marketing not only to their direct consumers, but their importers and distributors as well. We see a big margin of growth here because their distribution channels are already so strong that by creating a better dialogue of their wines, their distributors can better know where to place their wines in higher end wine shops and restaurants.

Highlights of the Plan:In order to increase brand recognition and sales in the U.S., Capezzana needs to work on

their social media presence. We compared Capezzana’s social media to similar winery competitors in the Tuscan region and deduced that this is where Capezzana can improve the most. We believe that Capezzana can tell their unique story through social media, and by strengthening their presence with Millennials, their story can come to life overseas as a result of strong brand recognition. In order to create a dialogue with Millennials and customers overseas, Capezzana needs to begin to interact with those customers and make their social media not only friendly to Italian speakers, but English as well so that customers overseas can participate in the lively dialogue social media creates.

Capezzana is a family winery, and their brand needs to reflect the comfort and familiarity associated with being with family. The Italian culture sees wine as a staple with family dinners, and this is what we want people to think of when they think of Capezzana. The brand is timeless and classic, which is what wine should be about, but it means nothing without the presence of social media. Capezzana should first identify what story they want to tell through their social media and keep that story consistent through all platforms. They can market all facets of their estate, but they need to focus on the family-oriented environment that people should associate with the name Capezzana. Another area for improvement is to highlight important anniversaries of the estate on social media to circle back to the deep history and story that has been told at Capezzana for over 1,200 years.

In addition to maintaining consistent social media presence and recognition, we believe another area for improvement for Capezzana is to create brand recognition through maintaining a consistent brand label. Through our research, we found many different labels and logos of Capezzana, which we found to be confusing for customers especially overseas. By creating a

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label and logo consistent through all mediums (wine, advertising, and social media), Capezzana can become a household name. This will also assist them in exploring more of the restaurant market, as they suggested during our meeting.

Benefits and Requirements:By pursuing the plan we have laid out, we expect to see an increase in Capezzana’s brand awareness in the U.S., and consequently, higher sales numbers in the markets they are currently in. Because Capezzana operates at such a high caliber, we expect them to grow bigger in the markets they are currently selling in. Because of their strong relationship with their distributors in the U.S., a more improve brand recognition across the country will help them distribute more to their customers and restaurants.

In order to accomplish these goals, Capezzana will have to hire a Public Relations Specialist to make all of the winery’s social media consistent and in line with their brand strategy and target audience. Assuming this person is successful in his/her position, we believe Capezzana will start to see positive feedback very quickly. By engaging with their customers more through social media, we believe Capezzana’s Direct to Consumer business will increase in sales within the year. By strengthening their distribution throughout the U.S., we believe Capezzana will begin to sell to more high end restaurants and create better brand awareness in the high end wine market.

SITUATIONAL ANALYSIS (SWOT ANALYSIS)

Internal Strengths and Weaknesses:A major strength for Capezzana is that it is one of the oldest wineries in the Tuscany

region. They are a family based winery and currently on their fourth generation. Because of their deep family history, they are able to offer an excellent story to their winery that customers can connect with. Capezzana has a wide range of products that they make and sell every year. They produce and sell 500,000 bottles of wine year. Capezzana has various other things that they offer at their winery besides just wine. They make and sell their own olive oil as well. Capezzana also offers a bed and breakfast on their winery, and a culinary school that is one of the oldest culinary schools still in place in the Tuscany region.

Capezzana’s main weakness is their social media. They are very uncoordinated when it comes to social media. They do not stay consistent with their names and logos on their different social media platforms making it very confusing for their customers to find them. Capezzana needs more followers on each of their social media platforms. They are not very active on any of their accounts. In order to gain more followers, they need to become more active on their platforms. Capezzana’s main goal is to increase their sales in the U.S. market. However, their facebook is not very user friendly to the American market. They need to fix all of their social media platforms to be user friendly to all target markets that they are trying to reach. Capezzana has a lot to offer from their winery. Being such a family-based company should be able to attract more customers to them. However, they do not broadcast much of their history or make it well known. Capezzana is a very strong and successful winery, however they do not represent themselves as strongly as they should.

External Opportunities and Threats:

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The biggest opportunity that Capezzana has is to promote themselves more as the strong winery that they are. They state their history and awards on their website, but that is the only place. They need to promote their history and awards on all of their social media platforms. One example that they can do for this is to post anniversary posts annually. They need to make it easy to access all of their social media platforms as well as their website on each of their different platforms. They need to have links that are easy to see on each of their platforms. In order to be successful with all of these social media opportunities, the best thing that Capezzana can do is hire a PR manager that can take care of all of their social media. Capezzana needs to promote their estate as a whole more than they currently do. They are not just a winery that sells wine. They have way more to offer on their estate, but that is not easily known throughout their website or social media platforms. Capezzana hopes to increase sales and become more well known in the U.S. In order to do this, they need to engage more with their followers on social media and make their labels more uniform so that their products are more recognizable in stores and restaurants.

A major threat that Capezzana has is that their social media does not keep up with the millennials in the U.S. that they are trying to connect with. Another major threat that they have is the wide range of competition that comes with having a winery in the Tuscany region. There are so many other businesses in the market, that it can be difficult at times to stay high in the market and not get overshadowed at times. Having your winery in an unpredictable environment with unpredictable weather that can affect the production of grapes is another threat that Capezzana faces. Currently having an uneasy economy in the EU can have financial impacts on the winery and harm sales.

Competition:Capezzana’s competitors are other high-quality Tuscan wineries with a large production

of wine per year. Capezzana was named as a top 10 winery in Tuscany to visit, therefore its competitors partially include the remaining 9 wineries on the list. Capezzana is considered to be a larger winery. Because of that, their competitors would include other larger wineries who are making and selling around the same amount of wine as Capezzana does because larger wineries get a lot of attention. Although Capezzana is a high-quality Tuscan winery, their competition does not stop in Tuscany. Capezzana has competition with larger, high-quality wineries around the U.S. as well. Although Capezzana has competitors, they do not let their competitors affect their business and how their winery is portrayed. Rather than improving their winery to out beat their competitors, Capezzana looks more at making their winery better for their individual goals and how they want their winery to be seen as.

OPPORTUNITIES AND OBJECTIVESMarketing Opportunity:

Capezzana needs to increase their popularity and sales among U.S. Millennials. To do this, they need to remodel each of their social media platforms by becoming more active and engaged with their followers. Capezzana also needs to work on increasing their sales in the areas they are already currently in. Although Capezzana is hoping to get sales in new areas, we think that it is important for them to focus on expanding in the areas that they are already in because they have such strong distribution channels already. Capezzana wants their brand to become more well-known and more recognizable, and we think the best way to do this is to bring more

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of their family history and values into their products. It is important that the Capezzana name is connected to family values and rich history.

Plan Goals:With the marketing activities that have been recommended, we hope that Capezzana’s

wine sales will increase as a whole, especially with the Millennials and high end restaurants. We hope that by improving Capezzana’s social media, it will help raise more attention towards their winery to consequently bring in more sales. Capezzana wants to maximize both customer satisfaction and market share. Capezzana’s main goal is to increase their sales in the market, but they want to be able to do that by maximizing their customer satisfaction. Capezzana is hoping to get their name more recognized around the world, which will hopefully lead to better sales.  

Marketing Objectives: The marketing objectives for this plan are very specific and easy to understand. They are

very simple steps, but steps that will have a major impact on Capezzana’s sales. The objectives laid out here do not involve much more money being spent. All that they entail are more effort being put into Capezzana’s social media and brand marketing. There is no specific time frame that these objectives need to be accomplished, however the sooner they are done, the sooner that sales will increase for Capezzana.

Increase social media awareness and brand recognition Establish a monthly customer communications system (to both distributors and direct

customers) Increase sales in the U.S. restaurant market by 10% in the next 2 years Increase Direct to Consumer market sales by 5% in the next year Host a Sommelier Panel Testing Event at the Capezzana estate within the year

MARKETING STRATEGY

In order for Capezzana to increase their sales and brand recognition in the U.S., it is important that we identify the brand image of the winery. The three words we want the market to think of when they think of Capezzana are: tradition, innovation, and organic. These words directly correlate to a high end wine, fit for a target market with a bigger disposable income. Capezzana can market themselves as a high quality wine by establishing a monthly customer communications system to all of their customers (direct consumers, distributors, importers, restaurants, wine shops, etc.). This communication can include a newsletter, link to new videos of the winery, a blog, highlighting a member of the family, the list goes on. A monthly communications system will always remind customers why Capezzana is in the highest tier of wineries in Tuscany. Another important way to increase Capezzana’s brand image is to host a Sommelier Panel Testing to get Sommelier’s insight on their wine, which will help distributors to better understand the markets Capezzana belongs in in the U.S.

Segmentation Strategy:Capezzana does not intentionally try to direct its products to specific groups of people.

However, with the way that they are currently presenting themselves, they are missing out on getting the attention from specific groups of people, such as Millennials. Right now, Capezzana’s main customers are the Northeast, Southeast, Southwest and East Coast regions of the U.S. Their current customers are older generations such as Baby Boomers and Generation X because of the

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high price of some of Capezzana’s wine. We are suggesting that a better marketing strategy directed to its distributors will help Capezzana to enter into the more high-end restaurant market, which will in turn increase their Direct to Consumer sales because it will create brand recognition and awareness for those that buy Capezzana wines in restaurants.

Capezzana has a specific importer to help them get their products into the U.S. Currently, customers can find Capezzana products in Whole Foods, as well as some restaurants, but they are hoping to get into more high end restaurants. Right now, Capezzana’s most successful U.S. market is New York. Most of Capezzana’s business is repeat business because their customers align with the values of Capezzana’s family. They are selling to the same regions and to the same groups of people. Not much has changed with who they are selling to. Because of their rich history and strong family values, it is easy for Capezzana to find their niche markets and increase sales in those markets.

Target Market Focus:The firm’s current target market is Baby Boomers and Generation X in the Northeast,

Southeast, Southwest and East Coast regions of the U.S. However, they want to change their target market and target more towards the Millennials in the U.S., especially the older Millennials who already have a disposable income. Each of the market segments are large and important to the marketing mix. Although Capezzana is gaining sales in some regions more than others, overall they are selling to most of the U.S. Because they are focusing and selling to such a wide range in the U.S., it is hard for them to be able to focus in and work specifically in certain areas. If they were able to focus in more on specific regions, they would be able to target more specifically to a target market in those regions. Since they have such a well-known, successful importers and distributors for each state, we believe that they will be a great resource for Capezzana to align themselves with the beliefs and values of their target market in each state.

Positioning and Differentiation:The winery is consistent with repetition, price and quality of wine. Capezzana remains

consistent with pricing while keeping its competitors’ prices in mind. With all this consistency, it helps them stand out from fellow competitors, as consumers can rely on what they’re purchasing at Capezzana as they trust the dependable and family-run brand to be consistent year after year. We believe that Capezzana’s image reflects family values and history, and we can use their values to market their wine into a higher end wine.

Capezzana focuses on maintaining their excellent reputation and protecting its family name and history, rather than intensely striving to out-compete other wineries. We recommend that Capezzana shifts its positioning with U.S. Millennials, as the company currently isn’t branding products in the most effective manner to attract this target market. Through marketing their wine as historic, traditional, and organic, this will attract a target market with the disposable income needed to buy and enjoy the higher priced wine Capezzana is hoping to sell.

In order to increase this brand awareness, Capezzana must first strengthen their presence in the restaurant market. They can accomplish this by creating a sommelier panel testing with sommeliers across the U.S. Their commentary on the wine will help their distributors to have a better understanding of what restaurants will pair well with the wine Capezzana has to offer. The sommeliers can highlight exactly what makes Capezzana different and is an easy way to get people talking about the winery. This panel will help Capezzana strengthen their high end brand image and assist them in restaurant sales.

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MARKETING MIXProduct Strategy

Currently at Capezzana, the family offers a wide variety of complementing services. In addition to their selection of high quality of wines, they also sell organic olive oil, host the oldest culinary class in Italy, run a bed and breakfast and restaurant onsite. All of these services help make Capezzana not only a top wine producer, but also one of the best winery experiences in Italy. Since most of the target market around the world cannot visit and experience the wineries many services, we want to simulate the traditional, family feeling of Capezzana through their wine.

Capezzana’s high quality wine is a product of over 1,200 years of winemaking in Tuscany. The breadth of product selection provides a wine experience for all interests and all occasions. This experience is traditional, classy, and deeply rooted in family values, which is what wine is all about. The winery’s simple, elegant label is a perfect introduction of the wine and the way in which the family wants it to be enjoyed: around the table with family and friends. Incorporating the family name below the Capezzana name positively reflects the nature in which the wine is made, with family in mind. The Contini Bonacassi family name suggests the most natural, organic wine Italy has to offer.

In order to capitalize on their brand recognition, we believe Capezzana should make a similar, more distinctive label in order to make all their products immediately distinctive. Currently, their logos and labels do not coordinate very much, so to remedy this, a more coordinated label and logo will make Capezzana stand out to customers and improve their brand recognition.

Distribution Strategy:Capezzana currently functions through distributors and importers who get their wine in

restaurants, high end wine stores, and grocery stores. Recently, Whole Foods asked Capezzana for 5,000 cases of their wine to sell in stores across America. Whole Foods’ organic, authentic, and high end brand lends itself well to working with Capezzana; however, the winery is looking for more business in the top restaurants and wine stores in the U.S. In order to accomplish this goal, Capezzana needs to start marketing to its distributors and the experts of the winery industry.

Because Capezzana wants to expand into the US restaurant market more, we believe a better way to market their wines would be to host a panel of sommeliers from around the country to create a pairings list that they can publish both on their website for their Direct to Consumer market, and send to their distributors so that they can distribute the Capezzana wine to the appropriate restaurants. This panel will generate buzz around Capezzana’s wines and its place in the high quality wine market. In order to create a better dialogue with its customers and distributors, Capezzana should also start a form of customer communications, which will bring the spirit of the estate and family directly into customers’ homes. Although they already do this for their distributors, we believe a strong connection at all links on the chain is important in their brand recognition.

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The Capezzana estate is an all-encompassing winery experience. From the vineyards, to the farmhouse, everything tells a story. The estate offers more than just wine tasting: it is a cultural experience that can be marketed as a weekend getaway. Its location is a perfect distance for those staying in Florence and want to get out of the city for a night. Capezzana should make this aspect of its estate more known and take advantage of the tourists coming to see Tuscany. Its authentic, historic estate with the high quality wine and olive oil Capezzana has to offer is the perfect spot for couples and families alike. Capezzana should make an itinerary of what a weekend on their estate would look like to its customers, which would entice visitors from all over the world.

Promotion Strategy: A typical U.S. customer discovers the company’s products by shopping at a grocery or

liquor store where Capezzana’s products are sold, or by coming across them at a restaurant while on the search for the perfect bottle of wine. A more advanced wine drinker may be aware of Capezzana’s products through research and following wine awards, for example.The message Capezzana delivers does indeed gain the attention of the intended target audience. The high-quality and status of the brand cannot be missed, especially as its products are primarily sold in more elite grocery stores and restaurants, for example. If Capezzana were to start showcasing their many awards their wine has received, there is a guaranteed opportunity for sales increase and an increase in the market share.

Additionally, Capezzana does a fine job of honoring its great history by telling its story, an element that attracts Millennials in the U.S. Of course, there is always room for improvement, such as increasing more focus and elements of branding to further and deeper tell its story and share its historical roots. By adding in monthly customer communications, Capezzana will be able to showcase not only their most recent awards, but areas of the estate that are notable in that month. Capezzana also does a quality job of effectively informing the public of its products. However, we would like to see a more concentrated focus on this, such as making its high wine ranking reviews a main statement piece on its website.

1) Advertising:Advertising is a superior method of spreading brand-awareness. We suggest that

Capezzana improves its amount of advertisements in the U.S., primarily focusing on print. One recommendation we have is to place advertisements in U.S. travel and wine magazines (which are popular to U.S. millennials), highlighting Capezzana’s story, high-quality wine, along with everything else the winery has to offer -- such as its olive oil, cooking classes, and an overall weekend destination. The target market that read those magazines are the same target market that Capezzana wants to sell its wine to.

2) Public Relations:The current public relations (PR) set-up is not considered cohesive and is not as effective

as it can be. Capezzana’s current PR is run by several of Beatrice’s relatives, rather than a singular communications professional or cohesive PR team. The PR relatives don’t have nurtured relationships with media outlets, as working on the PR for their family business is a second job, not a primary focus. There needs to be more time put into social media, partly to differentiate between the various social media platforms in order to better the social media and fully comprehend each of the platform’s audiences and therefore differing uses. Our

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recommendation is for Capezzana to hire a PR professional that handled all of the company’s social media, either an intern or part-time employee.

The company’s annual report explains the brand’s various products, emphasizing that it sells about 500,000 bottles of wine per year and sharing the critics’ ranking for each wine. Importers are being reached by this vehicle. In order to better reach their consumers across the world, a form of monthly customer communications with direct consumers, distributors, and importers will keep their customers aware of the continuing success, family values, and high quality of the Capezzana name.

3) Personal Selling:The current structure of sales does not compliment the target market of U.S. Millennials.

This is so as Capezzana needs to focus more on social media and telling its story in order to better connect with this target audience. Direct interaction can also be implemented via social media in order to cause consumers to feel valued and important by the company. An example of this would be responding to a tweet by a consumer, whether the remark is positive or negative. In addition to engaging with Millennials via social media, Capezzana needs a monthly customer communications system where they can create a dialogue directly with customers.

4) Sales Promotion:Currently, Capezzana does not have any ongoing sales promotions as this is not an area

of focus for the company. However, we recommend that the brand begins implementing sales promotions right away. An example of this would be giving a consumer a free bottle of olive oil with the purchase of a case of wine. This could be promoted via social media, which would also be positive publicity for the brand.

SOCIAL MEDIA MARKETING PLANObserving Social Media Presence

Metric Sentiment Reach Company Posts

Feedback Average Response Time to Feedback

Facebook Page

All positive or neutral

2,356 likes 15 per month -1 comment per post-6.2 shares per post-60 likes per post

Typically replies within a day

Twitter Account

All positive or neutral

247 followers

Less than once a month

-Less than one retweet per post-Less than one like per post

No user comments, so there isn’t an opportunity for them to respond

Instagram All positive 256 Around 5 per Averages 25 Don’t respond to

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or neutral followers month likes per photo

users’ comments

Google Plus Account

All positive or neutral

7 followers (138,243 views)

Less than once a month (rarely posts)

One + (like) per post or share

Don’t respond to users’ comments

Sentiment Analysis:The social media outlets of Tenuta di Capezzana has a relatively positive amount of

mentions. After analyzing Facebook, Instagram, Twitter and Google Plus there were no negative mentions towards the winery. All of the comments and reactions to the posts were very positive about the product.

Reach:Capezzana’s Facebook page has 2,356 likes. However, with that many people liking their

page, they do not get very many likes or reactions on their posts. On twitter, Capezzana only has 247 followers which is not very many for a company. They should have a lot more followers than that. On Instagram, they have 256 followers which again, is not as much as they should have. On both their Instagram and twitter, they are not following very many people. They need to be more interactive and follow more people so that they can gain more followers as well.

Company Post:The last time that Capezzana posted on their Facebook page was June 17th. They are

pretty active on Facebook and they post pictures often. When it comes to twitter, Capezzana is not active. The last time that they tweeted was on May 13th and the time before that was in December. They joined twitter in 2012 and since then they have only tweeted 38 times. The first time Capezzana posted on Instagram was 18 weeks ago. Their most recent Instagram post was 4 weeks ago and in total they have 21 posts.

Feedback:On their Facebook page, they barely get any comments on any of their posts. They get

likes, but for the number of people that like their page, they should be getting more people to like their posts. A couple people share Capezzana’s Facebook posts, but not very many as well. When it comes to twitter, Capezzana gets no reactions from their followers. On most of their pictures, they get no retweets, comments, or likes. On the pictures that they do get reactions to, they only get about 1-3 likes or retweets which is not good. On their Instagram, only a couple of their pictures have gotten comments on them, but most of them have not. From the pictures that have gotten comments, Capezzana only replied to a few of the comments. However, most of the comments that have been made on their pictures aren’t comments that Capezzana necessarily needs to reply to.

Average Response Time:On all of their social media sites, Capezzana does not get much responses from their

followers so they have nothing to respond back to. They need to revamp their social media platforms in order to get more reactions from their followers.

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Capezzana Social Media SWOT Analysis:

Strengths: A lot of engagement on their

Instagram geolocation Easy to follow website Good interaction with people on

Instagram Wide range of opportunities at the

winery offered that they promote through social media

Weaknesses: Uncoordinated social media name

handles and profile pictures Need more followers on social media Need simpler Instagram captions Need better social media bios Don’t represent themselves as

strongly or well thought of as they should on social media

Don’t show off all of the opportunities and features on the estate

Not a very strong presence on Yelp Facebook is not friendly to the

American market they are trying to engage with overseas

Slow to no response time on social media

Opportunities: Engage more with U.S. followers Make logos and wine labels more

uniform so that it is more recognizable in stores and social media

Promote history through social media, not just website (yearly anniversary post)

Promote their other social media pages on their Facebook page to gain more followers on their different platforms

Better call to action on Instagram promotions as well as more simple Instagram captions

Link Instagram and Twitter posts (so Instagram pictures show up on Twitter too)

Increase user engagement Twitter with professional and funny/witty tweets

Promote the estate as a whole vacation destination as well as individual opportunities

Emphasize awards and good reviews (TripAdvisor, Yelp)

Threats: Competitors’ social media gains more

attention because of its consistency and engagement with other people

The current state of their social media does not keep up with the Millennials they’re trying to connect with

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Create more social media pages and promote them more on their website

Put more links of their social media on their website and make them more visible

Hire a PR Director to engage and manage social media

Competitor SWOT Analysis:Piaggia

Strengths: Has a decent number of

followers on Facebook Photos are enticing and

professional

Weaknesses: Only has one social media platform

(Facebook) Does not post frequently

Opportunities: Can create more accounts for

social media to generate more awareness

Promote the winery by posting more frequently on a consistent basis

Threats: Competitors having stronger social media

platforms, therefore creating a stronger connection with the consumer

The current social media is not sustainable for today’s generation

Fattoria Ambra

Strengths: Has three different social media platforms

(Facebook, Twitter, Flickr) Generally receives a positive response

Weaknesses: All of the social media is in

Italian Does not have as many followers

as their competitors

Opportunities: Has a chance to connect with the U.S.

market by tweeting or posting in English Has a huge upside to grow followers within

the three accounts Can create an Instagram to increase

awareness of the winery

Threats: Competitors have a stronger

following base Gives little to no feedback on

their social media platforms

Marketing Objective: Hire a Public Relations Specialist within the family whose sole job is to manage and

rebrand all Capezzana social media by October 2016

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Make all Capezzana social media platforms consistent with the same profile pictures and names in the next month (preferably, A.S.A.P.)

Increase user engagement across all social media platforms by 30% by December 2016 Use two hashtags weekly on Instagram and Twitter that relate back to the wineries family

values and rich history (#ThrowbackThursday and #FamilyFriday) Get a Hootsuite account in order to better manage and analyze Capezzana’s social media

presence and consumer engagement across all platforms by September 2016

Key Issues:The key issue Capezzana faces is their lack of knowledge of social media. In our meeting

with Beatrice, she stated that she and the rest of the marketing team would like to learn more about social media platforms, specifically Facebook, Twitter, and Instagram, so that they can run their profiles well. Capezzana does not currently have someone devoted to their social media, but there are a few kids in the family who have started their social media profiles yet have not continued its social media identity.

Target Market (s):This social media plan will be targeting specifically towards the West Coast in the U.S.

Capezzana is hoping to bring back their popularity in California, and targeting the West Coast will hopefully bring those high sales back. Capezzana is currently targeting towards the older generations, such as Baby Boomers and Generation X. However, they are really hoping to start targeting more towards the Millennials. Capezzana is hoping to begin selling more of their high quality wine. Therefore, Capezzana will be targeting more towards groups of people who are willing to spend a good amount of money for quality wine.

Through our research, we have found the Millennials are those born from 1976-1999. They account for 40% of wine sales in the U.S., so it is important for Capezzana to capitalize on this large market. Millennials love storytelling, which perfectly aligns with Capezzana’s 1,200 years of history and stories, which they can market via their social media. Because 80% of purchases are made by women, targeting women through Capezzana’s strong family values and high quality wine will market to family-oriented women from all generations. Currently, Capezzana does exceedingly well on the East Coast, especially in New York. We would like to see this continue, but an emphasis on the West Coast market will also help Capezzana increase sales through social media presence.

Positioning:We want Capezzana to be positioned as a high quality, traditional Italian wine. The three

words Beatrice used to describe Capezzana is tradition, innovation, and organic with a heavy emphasis on family as well. This is what we want people to think of when they think of Capezzana. To accomplish this positioning and brand image, we want the Contini Bonacossi family and the history of Capezzana to be the focus of their social media presence.

Implementation of the Social Media Marketing StrategyPlatform Selection: Instagram: Instagram has experienced explosive growth since its founding in 2009 and had over 100 million unique monthly visitors in 2015. It is well suited for engaging customers with photos of the business, thereby personalizing the company in ways no other social media platform can

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match. For example, sharing photos of the Capezzana estate with a warm, family atmosphere humanizes the winery. When a business creates a buzz on the social web by sharing photos, people start sharing and talking about it, causing others to become interested in knowing more about the company. This level of engagement with customers can help drive word-of-mouth recommendations and traffic to Capezzana’s website.

Upload photos featuring engaging pictures, interesting events, product preparation, customers enjoying wine at Capezzana, festive holiday parties, or the family enjoying their jobs and time together on the estate

Be diligent about using titles, descriptions, photo sets, and tags to secure top Google Image search results

Use hashtags, headlines with hashtags and emojis to convey liveliness and sentiment and encourage customers to do the same (#TBT--Throwback Thursday and #FamilyFriday)

Upload high-quality pictures about 3 times a week or more frequently, especially during promotions

Reply to comments daily Cross-market by posting the most interesting pictures on Facebook and Twitter

Twitter: Twitter is currently the second most popular social media platform, with over 310 million unique monthly visitors in 2015. With Twitter it is possible to instantly reach a large (often mobile) audience with brief but focused messages, making it a great marketing platform for interacting with users on the go. These features make Twitter especially useful for customer service.

Respond to questions and comments promptly Host a video competition with #CapezzanaWine with a prize of a weekend getaway on

the Capezzana estate Make an average of 2 tweets daily or 10 tweets a week Research relevant and trending hashtags; develop and promote one or more brand related

hashtags (#TBT--ThrowbackThursday and #FamilyFriday) Use shortened links to share interesting articles, videos, news, etc. relevant to Capezzana Develop a campaign to increase the number of Twitter followers Answer all customer service related tweets within a time frame established by the

marketing team; 24 hours is desirable Include links to company Twitter on all outbound communications such as promotional

services materials, brochures, and email signatures, as well as on the company website

Facebook: Facebook is the most popular social network, having 900 million monthly users in 2015. It is especially well suited for interacting with direct consumers. Although not exhaustive, the following list of tactics for Capezzana’s social media platform can strengthen a brand by improving brand awareness, recognition, and perception.

Post content that is of interest to the Millennial target market such as popular food pairings with their wines, milestones of the estate and the family, events put on at the Capezzana estate, and different activities at the estate

Post content two times a day Campaigns to encourage Facebook fans to post their own content Include links to company Facebook fans on all outbound communications such as

promotional materials, brochures, and email signatures, as well as on the company website

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Campaign:For the social media campaign, we plan to increase sales for Millennials in the West

Coast of the United States by 5%. The campaign will go into effect from July, 2016 until July, 2017. We plan to incorporate three social media accounts (Instagram, Facebook, and Twitter) for the marketing campaign. Through this, we plan to hire a Public Relations Specialist and develop a unified brand on all social media accounts. Creating a social media marketing campaign will increase awareness of the winery, therefore improving sales.

For Facebook, the strategy will start a month later (August, 2016) so as to have the Public Relations Specialist become familiar with the winery. Since Facebook is the most popular social media network, it is essential for Capezzana to use it on a frequent and consistent basis. With a target focus on U.S. West Coast Millennials, the winery will be able to use their recognition and perception to market to a slightly younger new market. Throughout the campaign, Capezzana will work on posting content multiple times a day, responding to their followers in a quick manner, and provide contests to increase followers or likes.

Twitter is Capezzana’s weakest social media platform, therefore giving it the most upside. With this marketing campaign, the winery will be able access many potential customers with brief but focused messages. Through Twitter they will focus on posting frequently, responding to questions and comments in a prompt fashion, and develop a brand-related hashtag.

Assignment Roles:In order to properly keep up with Capezzana’s social media, the winery needs to hire a

Public Relations Specialist whose focus is to increase traffic to Capezzana’s social media platforms, which will in turn increase their brand awareness. Because the winery is so family-oriented, hiring a younger man or woman who is devoted to the winery and is knowledgeable about the values, history, and goals of the winery will positively reflect Capezzana on social media.

This specialist will be hired to work 25 hours a week at €12 an hour to manage all social media platforms and monitor the feedback from customers to maintain a positive relationship between the winery and its customers. We believe that by hiring a man or woman in the younger generation of the winery will honor the tradition of Capezzana but also bring the winery into a new generation and connect with customers all over the world.

Tracking, Measuring and Evaluating:Performance toward the objectives is going to be tracked, measured, and evaluated based

on how many new followers and reactions Capezzana gets on their different social media platforms. We are hoping that as Capezzana becomes more active on their platforms, the number of followers they have will increase every week. If things do not go as anticipated, Capezzana needs to go back and evaluate the ways that they are presenting themselves on social media. They need to make sure that their posts are short and to the point allowing their followers to understand right away what they are saying. Capezzana also needs to pay attention to the ways they are engaging with their followers. They need to make sure that they are replying to any comments that they are receiving making their followers feel important.

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Projected Yearly Budget:

Public Relations Specialist €15.000

Hootsuite €95,88

Instagram Ads €3.000

Facebook Ads €3.000

Total €21.095,88

Price Strategy:Currently, the pricing for Capezzana is at the upper-tier of the wine industry. As of now,

Villa di Capezzana is priced at $30 while the Trefiano is listed at $37. “By the glass” prices are priced at around $11-$12 as stated by Beatrice. Since organic farming is more expensive, Capezzana has increased their prices this past year. Beatrice expressed interest in increasing prices even more to move into the high end wine market, and we believe this can be accomplished through a strong marketing plan like we have laid out.

This new pricing strategy begins by increasing brand awareness, making it known that Capezzana is all about tradition, innovation, and organic values through their products. We would then like to see an increase in price of the Villa di Capezzana Carmignano in hopes to move it into a more premium category and aligning the company with high quality wine. Cost-based pricing is the method used for establishing a price due to the fact that they are raising prices because of organic farming being more expensive. The only discount that we’ve found for the wine has been through their Capezzana wine club, which offers exclusive discounts to their members.

By marketing their wine as a product that should be in high end restaurants throughout the U.S., Capezzana can begin to increase their prices by $7-$10 within the next 2 years. Through their Sommelier Panel Testing event, distributors and restaurants alike will see that Capezzana is in the highest tier of international wines.

IMPLEMENTATIONImplementation:

With this marketing plan, we are looking to implement multiple strategies into Tenuta Di Capezzana. The first focus is to increase popularity and sales among U.S. Millennials by implementing a social media remodel. As of now, the social media platforms are being run by two relatives of the family who have jobs other than running the social media accounts. This has led to an inconsistent and infrequent use of the accounts. We would like to hire a part-time Public Relations Specialist who can focus solely on running the social media accounts on a regular basis. A Public Relations Specialist can create more consistency between the accounts by making sure the accounts are under the same username (@capezzanawine) and have the same description of the winery in the header. This public relations specialist can also teach the younger and older relatives alike the goals and brand image associated with Capezzana’s social media platforms. Ideally, the timetable for this project will be from August, 2016 to July, 2017.

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Secondly, we would like to establish a monthly customer communications system that the winery can send to the consumer. As of now, Capezzana only has a newsletter to the distributor and the salespeople. By creating a stronger direct to consumer connection, Capezzana will be able to give the consumer information about the winery while creating loyalty with more customers. The communication customer communications will allow the winery to give their direct customers information that they would not normally see, such as informing them of their wine club, announcing an award they received, or simply just sending customers a video of the family and an update on their lives. Because it will be sent communications being delivered electronically, there will be no cost with printing and mailing. The only cost that will come out will be of the part-time public relations specialist. The main focus of the specialist will be to work the social media and write customer communications every month to subscribers explaining what the winery is up to. An easy way to reach a wide range of audience is to notify people of it through social media as well as having people sign up when they visit the winery. Like the social media remodel, we plan on implementing the customer communications from August, 2016 to July, 2017. The sooner Capezzana starts reaching the consumer on a frequent basis, the sooner it will start to see results.

Because Capezzana wants to move into the highest tier of wines, marketing to its distributors will be important so that they can distribute Capezzana to the most fitting and highest volume of restaurants across the U.S. In order to accomplish this presence in restaurants, Capezzana needs to host a Sommelier Panel Testing event, where Sommeliers can taste and comment on Capezzana’s best wines. Through this, Capezzana will have pairings and commentary from the Sommeliers, which will help distributors place their wine in the best restaurants they can. Sommeliers can suggest restaurants throughout the U.S. they believe their wines fits in the best and high end wine shops across the U.S. that Capezzana can begin to sell to.

Lastly, we plan to build up the Villa di Capezzana product in hopes of moving it into a more premium status. As of now, Beatrice and Capezzana don’t see it as one of their premium wines. Due to organic farming, the winery would like to make the wine more expensive, therefore moving it into one of the ‘premier’ wines. We can help shift it into a more elite status by giving information out to the public. For example, Villa di Capezzana was graded as high as a 93 by James Suckling in 2010 and given a silver star by the International Wine Challenge. Many consumers do not know of these achievements. By giving consumers more knowledge of the wine, it will allow Capezzana to move into a more expensive, high end status.

Evaluation:With these marketing strategies there will not be an extreme impact in the budget. Since

most of the strategies involved are creating awareness for the winery and its products, the cost will not be very expensive. As for the one-year projected income statement we believe that Capezzana will see an increase due to the fact they are creating much more awareness than they have. This awareness of the products should lead to an immediate impact because the more people seeing wine, the more people buying it.

Control:Through our assessment, we believe that Capezzana can use more resources to

accomplish our marketing objectives. As of now, they are not creating nearly enough awareness of their products to the United States. This can change by dedicating more resources towards reaching out to the consumer through social media and customer communications. By having

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one person in the family dedicated to creating a better brand awareness and recognition across the world, Capezzana can start a dialogue as to what the winery should mean to their consumers.

Capezzana is currently doing a great job with their distribution channels in the U.S., and we do not believe those should change. Rather, this plan explains a way to better market Capezzana’s wine to their current distributors, who can place their wine in the most fitting stores and restaurants. It is important for Capezzana to keep a good relationship with their distributors and importers in the U.S. because they will provide them with the resources necessary to get in the markets Capezzana believes it should operate in.

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