Streamline Strategies

Kristina MillerStephana Myers

Katie HenryMelinda Lindsay Robin O’Connell

Company Overview

Von Jakob Winery & Brewery

230 Illinois 127Alto Pass, IL

62905

History• Established in 1996 by this guy and his family!

Paul Jakobs Family

• Extended Family of Awesome Staff

Of course they sell wine!Best sellers of wine are Ridge Red (#1) and Johnny Apple (#2)

• Also offer over 20 different award winning wines that range from full bodied reds to sweet dessert wines.

And Beer• Up to 10 craft beers on tap including their award winning

cider that can be seen at many local festival such as Big Muddy Monster Brew Fest in Murphysboro, IL. (Brew Master seen Below)

Delicious Food• Offer a delicious German inspired, and classic American

café menu during their regular lunch time hours. • They even cure their own bacon!

Kristofer’s Restaurant • On Saturday’s and Sunday’s, upscale 3- Course German

inspired meals are served in Kristofer’s by Chefs from the best culinary schools in the country!

Special Events• 2 Rooms (up to 300 in Ballroom, and up to 150 in Brewery Room)

• Also host large events such as VonJakobville, Mothers Day Brunch, and Oktoberfest

Bed and Breakfast

• 2 houses that offer a homey and luxurious stay, with breakfast served every morning.

• Weekday and Weekend Stay ($99 - $143 per night)

Environmental Analysis

• Lower to middle class families Surrounding industries include

• Other wineries, like Alto Vineyards

• Orchards and farms, such as Rendleman Orchard

• Distributes to most grocers and liquor stores in Southern Illinois, as well as to some restaurants.

• Customer Base: Local residents, tourists, college students, Sunday church crowd

• Online: www.vonjakobvineyard.com• Von Jakob offers wine, gift cards, tickets, and gift baskets online.

• Consumer need(s) addressed by client: a relaxing, affordable environment where customers can meet with friends, unwind, and enjoy the vineyard’s events and entertainment.

• Current Consumer Perceptions: • 3 out of 5 stars on Yelp! • Most find value in the product and services, but there is room for

improvement • Example: Décor in the tasting room

• Major Competitors: This includes many wineries along the Shawnee Wine Trail• Blue Sky Vineyards• Rustle Hill Winery• Owl Creek Winery• Brews Brothers (has later hours)

• Product: Von Jakob offers both products and services.• house-made wines, beers,

and hard cider• bed and breakfast • concerts and events on the

weekends• Von Jakob’s restaurant,

Kristofer’s

• Price: • Von Jakob wines-

$12.99 to $21.99• Ciders and beers- $4

per glass • bed and breakfast-

$99/night, weekday and $129/night, weekends

• Promotion:• Wine by the case• 5 bottles, get the 6th at

50% 12 bottles get one free

• Facebook and Twitter

• Place: • Rural, approximately 20-30 minutes from Carbondale, IL• Uses a variety of different channels to obtain production materials.

STP

Segmentation · Targeting · Positioning

Segmentation

• Age • Gender (21 and older) • Race/Ethnicity• Income• Marital Status

Segmentation

• Education Status• SIU Enrollment• Spending Habits• Business markets

Alcohol Average Spending per Year by Age in the U.S. (2013)

Under 25 $379.00

25-34 $489.00

35-55 $443.00

45-54 $545.00

55-64 $465.00

65-74 $400.00

75 and older $232.00

SIU Enrollment

Total Undergraduate Students 13,306

Total Professional and Graduate Students 4,613

TOTAL 17,919

Targeting

• Primary Target: College Students• SIU has 17,964 students• 13,306 are undergraduate students, the average age of these

students is 23.• Plus, this segment has less financial responsibilities, which means

they are more likely to spend money on recreational activities.

Targeting• Consumers between the age of 45 and 54

• This segment has great growth potential! • 6,692 residents in Jackson County are aged 35-54 years old. • In 2013, this age segment spent more on alcohol than any other age

segment.

• Married Couples• This target market accounts for 19,701 Jackson County residents. • Also, married consumers will be attracted to the upscale restaurant,

Kristofer’s and the cozy, on-site Bed and Breakfast!

Positioning Strategy

• Streamline Strategies aims to help Von Jakob create consistency within Kristofer’s, as well as in connection with the winery.

• How will this goal be achieved?• Through specific targeting research and the use of strategic

promotions!

Value Proposition Statement

• For target markets who seek a refined, yet relaxing and casual experience, Von Jakob Vineyard provides affordable, award-winning house wines and beers, as well as event planners and a delicious restaurant with a romantic atmosphere, all of which differentiates their products and services from other wineries along the Shawnee Wine Trail.

Promotional Strategy

Overall Strategic Objective

To reposition and refine Kristofer’s, the restaurant at Von Jacob’s Winery, in the eyes of our target market• To bring about brand awareness• Reposition: Formal upscale Casual upscale

dining• Campaign duration: One year to include all 4

seasons

Key Objective – The Bottom Line • For customers to view Von Jakob as a unique stop along the Shawnee Wine

Trail, where they can enjoy a refined, yet relaxing, casual, romantic, and affordable experience.• Unique – “Experience a little trip to Germany”, German-inspired cuisine and atmosphere,

microbrewery• Refined – Award-winning wines, Kristofer’s dining experience• Relaxing – Beautiful, quiet country setting surrounding the vineyard• Casual – Friendly, quaint, non-intimidating atmosphere; not overly sophisticated.• Romantic – Bed and breakfast getaway for couples, Kristofer’s atmosphere, weddings• Affordable – Wines range from $12.99 to $21.99, VJ bed and breakfast is on average

cheaper than one of its competitors, Blue Sky Vineyard

Tone of the Campaign

• Warm & Inviting• Emulate the atmosphere at Von Jakob

• Emphasis on Kristofer’s romantic atmosphere

• Shown through imagery, font, & color choices

• Hip with a dash of class & old style• Emphasize contrasting elements – refined, yet casual• Target the young and young at heart• Classic-modern style

Creative Concept

•Target Markets•Refine Kristofer's Restaurant •Unique Advantage• “Uncork the Good Life”

Promotional Tools

Sales Promotions

Direct Marketing

• When customers sign up for a weekly text message they will receive text messages sent directly to their phones reminding them of upcoming event that will give details and spark interest

Mass Communicaiton

News Paper Ad

Social Media

Reaching the Target Marketin the Digital World

• Using hashtags (#) to reach larger audience ex. #germaninspired #uncorkthegoodlife #streakingjohnny

• Hire campaign team that will be a third party and post on Twitter, Yelp, Urban Spoon, and Trip Advisor.

• Also using tracking links within coupons and will be able to tack conversions.

• Will help with brand management and reputation.

Point of Purchase

Floor Stand• Features the

slogan “Uncork the good life”

• Chalkboard signage, which can be changed to feature new wines weekly or monthly

• Inset space to display a bottle of the featured wine and any awards

Upselling • This script

shows two examples of upselling that is recommended for use in Kristofer’s Restaurant to boost sales

• Goals should be changed frequently

SERVER

"Welcome to Kristofer's. What would you like to eat this evening?"

YOUNG WOMAN

"I'd like the pork chop please."

SERVER

"Would you like to make that a three course dinner by adding a side salad and a dessert for $4, Ma'am?"

YOUNG WOMAN

"That sounds like a good deal. Yes please. I'll have a Caesar salad, and I'll order the dessert after I've eaten my pork chop."

SERVER

"And for you, Sir?"

YOUNG MAN

"I'll take the prime rib."

SERVER

"Sir, based on your entrée selection, might I recommend a glass of our Chambourcin? It’s a full-bodied dry red wine, with notes of spicy cherry and a smoky aroma. It’s an excellent

complement to our prime rib!”

YOUNG MAN

"Excellent. I'll have that."