Bellefountain Cellars 

                Vintners of Oregon's finest handcrafted wines!

IntroductionThe Mommsen’s

Business philosophy The family

The Winery When and how it was built

Winemaking Process Low volume production

The Winery at a Glance…

Market Plan Recommendations:

Retain Current CustomersCreate a Sense of CommunityEnter Wine Tasting Festivals and

Competitions

Retain Current Customers

Less expensive then attracting new customers

Relying on word-of-mouth advertisementLack of cash-flow for advertising and other

expenses

How to Retain Current Customers

Create customer database Send out brochures Offer gift basketsSend out bi~monthly electronic newsletter

Create Customer Database from:

Customers that visit the wineryCredit/debit card salesRaffles/drawings

BrochureDistribute to customers prior to holiday

seasonsDistribute at Festivals and CompetitionsDistribute to local Bed & Breakfasts,

specialty shops, and restaurants Inform customers of new wines, wine tasting

hours, current events, and purchase opportunities

Cost per BrochurePostage:

$.34*2= $.68Development

$689/ 1000

Total Cost per brochure

$.68-$1.36

Gift BasketsYear~round availability at the wineryPromote at wine tasting events, have on

display in tasting room, and advertised on Bellefountain Cellar website.

Cost per BasketWine: 2 bottles @ $6-$7Basket: $2.70 @ 1000Labels: 3-4 inches

2 color = $100 @ 1000

5 color = $1000 @ 1000

Shipping done at the customers expenseTotal Cost: $20-$25

Creating a Sense of “Brand Community”

Brand Community = Brand Loyalty

It establishes a bond between people with a common interest.

                       

Importance of “Brand Community”

Helps to maintain a loyal customer baseBuilds friendships and relationshipsAllows the winery to continue relying on

“word-of-mouth” advertisementDevelops relationships within the local

business community

Two Specific Recommendations for

Achieving Brand Community

Electronic NewsletterSpecial Events

Electronic NewsletterHistory of the wineryEducationalWine Industry NewsCurrent Events and

Family News

Quotes and FactsGourmet ReceiptsStories from ReadersEntertaining

Costs:ISP ~ $20 monthly fee$89.99 Publisher 2000 softwareTime

Special Events“End of the Crush” party“New Years Eve” celebration Annual “Summer BBQ”

Costs:Wide range of expenses, depending on the

number of guests and type of partyGreatest expense comes from catered

servicesNo need to rent facilities, tables, linens, or

tableware

Brand Community Summary:

No substantial expense in creating a brand community, but it requires a great deal of commitment

The long run benefits of customer loyalty far outweigh these expenses

Wine Tasting Festivals

Opportunity to showcase the quality of their wine

Meeting local restaurant and specialty store buyers

Promote their wineryDistinguish themselves from

other vintnersGain acclaim and distinction

Showcasing QualityMake a fine quality wineEntire stock sold annuallyHave created award winning winesWine tasting festivals attract our target

audience

Meeting BuyersNotify local buyers about wine tasting

festivals and encourage their attendanceExcellent opportunity to make initial

contact with potential purchasers, and begin to develop a relationship

Promoting the WineryServices offered

facility

Products offered Wines Gift baskets

Display brochuresNewsletters

DifferentiationStress the traditional winemaking processShare the unique atmosphere and lifestyle

of the “Bellefountain Family”Location of the vineyard

Acclaim and Distinction

Winning awards Evidence that supports the quality of their

wineGreatly enhances their image, and

complements all other marketing activities

Relevant CostsCost of EntryOpportunity CostsSpace rentalProduct expensePromotional MaterialsTravel expenses

Conclusion…

By incorporating some or all of these recommendations, Bellefountain Cellars will be able to create and reinforce a strong customer loyalty. This loyalty will allow them to increase the price per bottle, which in turn, will maximize profits. These profits will then be used to expand operations.