tangent wine presentation
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A Marketing Case StudyLauren Jeter
Overview of Product Description
Mission / business philosophy:Mission / business philosophy: “ “A departure from the ordinary, tangent explores the A departure from the ordinary, tangent explores the
limitless possibilities of alternative white wine.”limitless possibilities of alternative white wine.”
Product Description:Product Description: New BrandNew Brand Baileyana sister brandBaileyana sister brand Alternative White winesAlternative White wines
Primary Marketing / Business Challenge:Primary Marketing / Business Challenge: Raising product awareness Raising product awareness Establishing a brand marketing planEstablishing a brand marketing plan Improve distribution channelImprove distribution channel
Product Line
Retail Price Points
2005 Albariño: 2005 Pinot Blanc: 2005 Pinot Gris: 2005 Sauvignon Blanc: 2005 Eccelstone : SOLD OUT!
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Projected Consumer Demographic
Proposed Survey Data
Initial Problem: No marketing dataInitial Problem: No marketing data Set Objective: Create Marketing SurveySet Objective: Create Marketing Survey Initial goal: Collect Survey DataInitial goal: Collect Survey Data
Narrow down target market (Individualized Narrow down target market (Individualized marketing)marketing)
Analysis of DataAnalysis of Data Mold Marketing Plan around resultsMold Marketing Plan around results
Proposed Survey Questions
Types of products purchasedTypes of products purchased Familiarity with other brandsFamiliarity with other brands Location of purchasesLocation of purchases Money spent per purchaseMoney spent per purchase Importance of product characteristicsImportance of product characteristics Probability of purchaseProbability of purchase Demographics Demographics
Marketing Promotional Tools
Building Brand Recognition