canadian oak barrel cooperage
DESCRIPTION
We were given a $3,000 budget from a Canadian company from St. George and were asked to prepare a marketing plan for the coming yearTRANSCRIPT
Canadian OakCanadian Oak100% Canadian100% Canadian
Canadian OakCanadian Oak100% Canadian100% Canadian
Marketing Team:Jemil Muxlow, Lisa Busch,
YuChen, Cassidy Fenton
Marketing Team:Jemil Muxlow, Lisa Busch,
YuChen, Cassidy Fenton
Section 1Section 1
Marketing PlanMarketing Plan
Background InformationBackground Information
Business Environment Analysis Niagara Wineries are seeking alternatives Affordability High quality barrels
Market Segment Focus on larger wineries Have financial capabilities an willing to test
new products
Business Environment Analysis Niagara Wineries are seeking alternatives Affordability High quality barrels
Market Segment Focus on larger wineries Have financial capabilities an willing to test
new products
Product and Competitive Analysis
Product and Competitive Analysis
Key BenefitsKey Benefits
No major competition
Distinct similarities to French oak
100% Canadian made
Pricing is inbetween American and French prices
No major competition
Distinct similarities to French oak
100% Canadian made
Pricing is inbetween American and French prices
High quality product
Supporting local economy when purchasing from Canadian Oak
High quality product
Supporting local economy when purchasing from Canadian Oak
There are few wineries in the world who can claim that their product is made by utilizing 100% local materials…
Niagara Region wineries now have that very
opportunityopportunity to join this eliteelite and very small list of regions
SWOT AnalysisSWOT Analysis
SWOTSWOT
Strengths Canadian owned and
made 7 years in business Tighter and finer
grained
Weaknesses Limited inventory
Strengths Canadian owned and
made 7 years in business Tighter and finer
grained
Weaknesses Limited inventory
Opportunities Partnered with NC - three
barrel comparison Locally made, influenced,
aged, coopered and grown Threats
White oak species in narrow part of Southern Ontario
Peoples’ tastes, traditions and thoughts on Canadian Oak barrels
Opportunities Partnered with NC - three
barrel comparison Locally made, influenced,
aged, coopered and grown Threats
White oak species in narrow part of Southern Ontario
Peoples’ tastes, traditions and thoughts on Canadian Oak barrels
Chemical analysis determines Chemical analysis determines “something special about the “something special about the flavours in our Canadian Oak”flavours in our Canadian Oak”
Chemical analysis determines Chemical analysis determines “something special about the “something special about the flavours in our Canadian Oak”flavours in our Canadian Oak”
Marketing ObjectivesMarketing Objectives
Target Market ObjectivesTarget Market Objectives
By SegmentBy Segment
RegionTotal Wineries
Wineries With
Wineries Without
N-O-T-L, Virgil, St. Catharines
31 17 14
Beamsville, Vineland, Jordan, Grimsby, Winona
31 18 13
The GoalThe Goal
Sell the majority of barrels to wineries with greatest exposure
Distribute to all 62 wineries
Canadian Oak brand will be on every winery purchase order form
Sell the majority of barrels to wineries with greatest exposure
Distribute to all 62 wineries
Canadian Oak brand will be on every winery purchase order form
Marketing StrategyMarketing Strategy
“Locally made, high quality, affordable cost” campaign
Maintain current clients and gain new ones Increase market share by obtaining new clients
DM Sales meetings PR events Continuously building relationships
“Locally made, high quality, affordable cost” campaign
Maintain current clients and gain new ones Increase market share by obtaining new clients
DM Sales meetings PR events Continuously building relationships
Marketing TacticsMarketing Tactics
Direct Marketing TacticsDirect Marketing Tactics
A collection of promotional materials: Benefits of using Canadian Oak History of the Canadian Oak brand List of current wineries using product Chemical analysis of three barrel types Pricing list Sample of Canadian Oak wood chips with
recipe
A collection of promotional materials: Benefits of using Canadian Oak History of the Canadian Oak brand List of current wineries using product Chemical analysis of three barrel types Pricing list Sample of Canadian Oak wood chips with
recipe
Phase 1: Initial Direct MailPhase 1: Initial Direct Mail
Wood chips with a recipe 100% locally grown campaign literature Benefits of buying Canadian Oak Awareness of brand Contact information
To build a contact database
Wood chips with a recipe 100% locally grown campaign literature Benefits of buying Canadian Oak Awareness of brand Contact information
To build a contact database
Phase 2: Follow UpPhase 2: Follow Up
Meet and Greet with more information History of Canadian Oak List of wineries that currently use product Chemical analysis of three barrel types Pricing list Competitive advantage Stress the importance of such a rare opportunity
the Niagara Region can seize.
Meet and Greet with more information History of Canadian Oak List of wineries that currently use product Chemical analysis of three barrel types Pricing list Competitive advantage Stress the importance of such a rare opportunity
the Niagara Region can seize.
Direct MarketingDirect Marketing
Create awareness for new wineries Remind current wineries already carrying
our product about the importance of locally made products
Encourage new wineries to seek further information about Canadian Oak
Create awareness for new wineries Remind current wineries already carrying
our product about the importance of locally made products
Encourage new wineries to seek further information about Canadian Oak
$75
Sales PromotionSales Promotion
Follow up calls to wineries
Satisfy any concerns clients have about Canadian Oak
Tell them why they can’t live without this product any longer
Follow up calls to wineries
Satisfy any concerns clients have about Canadian Oak
Tell them why they can’t live without this product any longer
Sales MeetingsSales Meetings
Objective is to provide further information and ease any ill thoughts.
Provide sample tastings
Outcome will be making the sale, or continuing to build a strong relationship with client
Objective is to provide further information and ease any ill thoughts.
Provide sample tastings
Outcome will be making the sale, or continuing to build a strong relationship with client
Follow-up CallsFollow-up Calls
LABOURLABOUR
MILEAGEMILEAGE
HOTELSHOTELS
FOOD
$200$200
PR EventPR Event
Networking and awareness event - “Unveiling of a true Canadian Indulgence”
Niagara College proposed setting Presentation of the benefits Sample wines from Canadian Oak test barrels Speak with Niagara College winery about event Arrange with Niagara Culinary to pair food
with Canadian Oak wine
Networking and awareness event - “Unveiling of a true Canadian Indulgence”
Niagara College proposed setting Presentation of the benefits Sample wines from Canadian Oak test barrels Speak with Niagara College winery about event Arrange with Niagara Culinary to pair food
with Canadian Oak wine
PR EventPR Event
Will expose the quality of the product produced from Canadian Oak
Compare the flavours of the competition
Networking opportunity with the target Niagara Region winery community
Will expose the quality of the product produced from Canadian Oak
Compare the flavours of the competition
Networking opportunity with the target Niagara Region winery community
PR PlanPR Plan
Appetizers
Wine
Collateral
Building/Tent Rental
$1,000
Negotiable
WebsiteWebsite
Update website with a fresh, new look
Easy navigation
Addition of an ordering page
Update website with a fresh, new look
Easy navigation
Addition of an ordering page
WebsiteWebsite
Link to website
The BigBig IdeaThe BigBig Idea
The Brand has a Unique Characteristic. What is it?The Brand has a Unique
Characteristic. What is it? Wines produced with Canadian Oak barrels
are that of the highest quality and yield tantalizing characteristics
Niagara Region now has the opportunity to boast 100% locally made, produced, bottled, etc.
Wines produced with Canadian Oak barrels are that of the highest quality and yield tantalizing characteristics
Niagara Region now has the opportunity to boast 100% locally made, produced, bottled, etc.
The BigBig IdeaThe BigBig Idea
Producing a wine that is 100% locally made which is a unique competiitve advantage few wineries can claim
Niagara Region now has that opportunity to take advantage of such a niche market and declares support of local economy
Instill pride in Canadian made products and traditions.
Canadian Oak brand as infamous as “EH”, Canadian geese, beaver tails, etc.
Producing a wine that is 100% locally made which is a unique competiitve advantage few wineries can claim
Niagara Region now has that opportunity to take advantage of such a niche market and declares support of local economy
Instill pride in Canadian made products and traditions.
Canadian Oak brand as infamous as “EH”, Canadian geese, beaver tails, etc.