Content Overview

COMPANY OVERVIEW

SWOT ANALYSIS

RELEVANT FACTORS & ANALYSIS

RECOMMENDED ACTION

MARKETING PLAN

Ceja’s Story◦ “Anyone can make wine here, but

not every wine tells a story. Not all people who come here-lawyers, doctors, high techies- know wine growing as deeply as we do, because we started growing wine grapes as children.”

-Amelia Moran Ceja

Mission, Values, & Culture◦ Family Owned (1983).

◦High Quality Wine.

◦ Variety of grapes and wine.

◦Diversity is the secret to our success.

◦Our philosophy is to make wine a part of everyday life.

Milestones in Ceja Vineyard’s History

• Felipe Morán (Amelia’s father) first comes to the U.S.

1947

• Morán family relocates to Napa Valley; Amelia was twelve years old

1967 • Amelia, Pedro, and Armando Ceja purchase fifteen acres in Carneros, with Pablo Ceja and his wife.

1983

• First grapes planted in Carneros—15,000 vines.

1986

Milestones in Ceja Vineyard’s History

•First harvest

1988

•Amelia Morán Ceja named president of Ceja Vineyards.

1999 • Initial production of Ceja branded wines

2001

•Named “Winery of the Year” by a panel of ninety wine writers

2002 •Amelia Morán Ceja named Inc. Magazine “Entrepreneur of the Year.”

2004

•Amelia Morán Ceja named “Woman of the Year” by the California Legislature.

2005

Selections of Wines

RedWhite

Merlot, Pinot Noir, Sauvignon, Vino de Casa Red Blend

Chardonnay, Sauvignon Blanc

Market Position

Rank 2007 Company Appellation Location Key Brand(s)

1 Willamette Valley VIneyards Willamette Valley Oregon 2006 Pinot Noir

2 Ceja Vineyards Carneros California 2004 Carneros Merlot

3 Tangent Winery Central Coast California 2006 Albariño

4 Clos du Val Napa Valley California 2004 Cabernet Sauvignon

5 Kutch Wines Russian River Valley California 2006 Pinot Noir

SWOT Analysis Strengths-Unique History-Premier Location-Debt Free-Estate Grown-Well acknowledged-Wine Club -Vina del Sol

Weaknesses

-Small Scale

-Limited Distribution

Threats-Competition-Three tier distribution-Premium Prices-Big Five” Distributors

Opportunities

-Hispanic Consumers-Tasting & Sampling Events-Wine Tasting Rooms-Reward Program

2001 2002 2003 2004 2005 2006 2007

Wine Club Members NaN NaN 0 150 300 1000 1200

Production 750 1500 3000 4500 6000 7775 8500

500

1500

2500

3500

4500

5500

6500

7500

8500

750

1500

3000

4500

6000

7775

8500

0 150 300

1000 1200

Ceja Vineyards’ Wine Club Memberships and CasedWine Production, 2001–2006

Wine Club Members Production Linear (Production)

RELEVANT FACTORS & ANALYSIS ◦Distribution

◦ Boutique◦ Direct Sales

◦ Prices◦ $25-$75 a bottle◦ 5%-20% Member Discounts

◦ Promotion◦ Trade Shows◦ Wine Club ◦ Awards & Acknowledgments ◦ No advertisements – regulatory issues

Option 1 – Hispanic Consumer◦Product◦ Same selection of wines

◦Placement◦Mass Distribution◦ Loss of 50%

◦Promotion◦Marketing through Retailers

◦Price◦Decrease in price

Option 2 –Enthusiasts◦ Product

◦ Same selection of wines

◦ Placement◦ Keep the same (boutique and direct sales)

◦ Promotion◦ Wine Magazines◦ Wine Classes◦ Blogs/Social Media

◦ Price◦ Keep the same ($20-$75 a bottle)

Option 3- Image Seekers◦Product◦ Stay the same; emphasis on Merlot

◦Placement◦ Boutique ◦Direct to Consumer

◦Promotion◦Heavy online presence ◦ Social Media & Blogs◦Website

◦Price◦ Stay the same ($20-$75 a bottle)

Final Recommendation ◦Enthusiasts

◦ Knowledgeable and passionate about wine experience

◦ Appreciate information and wine education

◦Heaviest consumers of wine by volume of purchases

◦Made up of 12% of U.S. Wine Consumers but make up 25% of all U.S. Wine Purchases

◦Most reachable target segment

Thank you!