ceja company
TRANSCRIPT
Content Overview
COMPANY OVERVIEW
SWOT ANALYSIS
RELEVANT FACTORS & ANALYSIS
RECOMMENDED ACTION
MARKETING PLAN
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 philosophy is to make wine a part of everyday life.
Milestones in Ceja Vineyard’s History
• Felipe Morán (Amelia’s father) first comes to the U.S.
1947
• Morán family relocates to Napa Valley; Amelia was twelve years old
1967 • Amelia, Pedro, and Armando Ceja purchase fifteen acres in Carneros, with Pablo Ceja and his wife.
1983
• First grapes planted in Carneros—15,000 vines.
1986
Milestones in Ceja Vineyard’s History
•First harvest
1988
•Amelia Morán Ceja named president of Ceja Vineyards.
1999 • Initial production of Ceja branded wines
2001
•Named “Winery of the Year” by a panel of ninety wine writers
2002 •Amelia Morán Ceja named Inc. Magazine “Entrepreneur of the Year.”
2004
•Amelia Morán Ceja named “Woman of the Year” by the California Legislature.
2005
Selections of Wines
RedWhite
Merlot, Pinot Noir, Sauvignon, Vino de Casa Red Blend
Chardonnay, Sauvignon Blanc
Market Position
Rank 2007 Company Appellation Location Key Brand(s)
1 Willamette Valley VIneyards Willamette Valley Oregon 2006 Pinot Noir
2 Ceja Vineyards Carneros California 2004 Carneros Merlot
3 Tangent Winery Central Coast California 2006 Albariño
4 Clos du Val Napa Valley California 2004 Cabernet Sauvignon
5 Kutch Wines Russian River Valley California 2006 Pinot Noir
SWOT Analysis Strengths-Unique History-Premier Location-Debt Free-Estate Grown-Well acknowledged-Wine Club -Vina del Sol
Weaknesses
-Small Scale
-Limited Distribution
Threats-Competition-Three tier distribution-Premium Prices-Big Five” Distributors
Opportunities
-Hispanic Consumers-Tasting & Sampling Events-Wine Tasting Rooms-Reward Program
2001 2002 2003 2004 2005 2006 2007
Wine Club Members NaN NaN 0 150 300 1000 1200
Production 750 1500 3000 4500 6000 7775 8500
500
1500
2500
3500
4500
5500
6500
7500
8500
750
1500
3000
4500
6000
7775
8500
0 150 300
1000 1200
Ceja Vineyards’ Wine Club Memberships and CasedWine Production, 2001–2006
Wine Club Members Production Linear (Production)
RELEVANT FACTORS & ANALYSIS ◦Distribution
◦ Boutique◦ Direct Sales
◦ Prices◦ $25-$75 a bottle◦ 5%-20% Member Discounts
◦ Promotion◦ Trade Shows◦ Wine Club ◦ Awards & Acknowledgments ◦ No advertisements – regulatory issues
Option 1 – Hispanic Consumer◦Product◦ Same selection of wines
◦Placement◦Mass Distribution◦ Loss of 50%
◦Promotion◦Marketing through Retailers
◦Price◦Decrease in price
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