Ceja Vineyards: Marketing to the Hispanic Wine Consumer?

Felicia Chen Indre B. Corey T.

Content Overview

I. • COMPANY OVERVIEW

II. • SWOT ANALYSIS

III. • CASE ISSUE

IV. • RELEVANT FACTORS & ANALYSIS

V. • RECOMMENDED ACTION

VI. • MARKETING PLAN

VII. • MEASUREMENT

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 mantra or philosophy is to make wine a part of everyday life.

Red

Selections of Wines

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

White

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

Opportunities

• Hispanic Consumers• Tasting & Sampling

Events• Wine Tasting Rooms• Reward Program

Threats

• Competition• Three tier distribution• Premium Prices• “Big Five” Distributors

Weaknesses

• Small Scale• Limited Distribution

S W

TO

SWOT Analysis

Case Issue

Raise Awareness

Target Hispanic

Consumer

Relevant Factors

• Distribution– Boutique– Direct Sales

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

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

• Product– Same selection of wines

• Placement– Mass Distribution

• Loss of 50%

• Promotion– Marketing through Retailers

• Price– Decrease in price

Option 1 – Hispanic Consumer

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

• Price Point too high

• Changes in distribution

• We could include them by:– Offering Hispanic food that pairs well with

wine

– Providing information in Spanish (blogs, website)

Why Not Hispanics?

• Website:

– Monitor Traffic and traffic sources

– New vs. Returning Visitors

– Length of Time spent on site

– Organic searches

– Landing page hits

Measurement

• Profitability:

– Gross Profit Margin

– Yield per acre

– Total Cases Sold

Thank you!

Questions or Comments?