vineyard marketing comms plan - consumer behaviour

15
village green vineyard

Upload: fatmir-hyseni

Post on 16-Jul-2015

61 views

Category:

Food


1 download

TRANSCRIPT

village green vineyard

Who are we?

What we do Kent-based vineyard specialising in the

environmentally sustainable production of

English sparkling wine.

What we represent Understated taste, class and elegance with

preference for organic and local produce.

A viable alternative to still wines or champagne

to bring a bit of fizz to everyday life.

What is the state of the marketplace?

Growing preference for sparkling wine

“7/10 bottles sold in UK are sparkling wine vs. 3/10 that are champagne”

“6 million people think sparkling wine standards have got better in recent years”

Climate change brings opportunities

“Cultivation in the UK of grapes to make sparkling wine has more than quadrupled since 2005”

Source: Mintel (2010), The Guardian (2011)

Where do we fit into the marketplace?

18

“Demand is outstripping production and we

can’t keep up.”

Mardi Roberts

Sales Manager of Ridgeview, Sussex

“Perhaps for the first time, we can now talk in terms of

‘dedicated sparkling wine drinkers’, rather than simply

assume that fizz is an occasional and irregular

pleasure.”

Graham Holter

Associate Director – Wine Intelligence

Where do we fit into the marketplace? Champagne imposters!

What is our product?

Unique Selling Point Simple and sustainable

Understated and quality product

Price £15.00

Our goals

0-6 months

Increase brand awareness to 25% of target market

6 months >

Influence purchase behaviour

Influence consumption behaviour

Our target market

Age 25-40

Understated

Environmentally conscious

Health conscious

High disposable income

Young at heart

Our marketing comms strategy

Increase brand awareness: advertising

village green vineyard

understated.

“it’s actually rather drinkable!”

James May

village green vineyard www.vgv.co.uk www.vgv.co.uk

Operative conditioning

• Reinforcement of brand image

• Purchase behaviour

• Consequences Positive feeling towards brand, feeling of improved social status, desire to find more information, positive feeling of association with sustainable and healthy alternative

Influence purchase behaviour • Utilitarian reinforcement

• Utilitarian punishment

• Informational reinforcement

• Informational punishment

Influence consumption behaviour • Aim: Establish habit of having sparkling wine as an aperitif to

Sunday lunch

• How?

• Alignment with TV cooking programmes through sponsorship

• Print advertising in particular lifestyle magazines

Channels of distribution • Advertisements

Drip campaign

• Garden Party with Journalists

Invite members of local green movement and journalists to a garden party at our vineyard. Increase media coverage.

Special Guest Hugh Fearnley-Whittingstall talking about sustainable values

• Waitrose

Availability to the mass markets

• Farmers markets

Interaction opportunity with target market, immersive brand experience

• Online and mobile

Lean-forward experience, actively seeking information

• Catering

Distribution to selected gastro pubs and restaurants

Thank you