Embed Size (px)
Citation preview
Marketing Plan 2016Cecilia, Claire, Jessica, Molly
Scurtarola: “Shortcut,” or, “the path of the shorcut”
Executive Summary
Company Background
● Family owned and operated for
150+ years
● New and old wines
● Innovation and creativity through
Lorieri
● Natural approach to winemaking
SWOTSTRENGTHS
-Unique products, rich history,
unforgettable experience
WEAKNESSES
-Small internet presence and lack
of social media
OPPORTUNITIES
-Positive feedback and
recognition through social media
THREATS
-Competitors with connection to
followers on social media
Brand PositioningFindings
● Vertical Axis:
Price
● Horizontal Axis:
Quality
Vermentino Nero
Gocce di Pietra
High
Low
HighLow
Market OpportunityCalifornia - Now Oregon - Now
●
Washington - Future
Target Audience ● Females and males of the US
millennial population, ages 18
to 35.
● Strong focus on ages 28 to 35
● Keep the relationship with
tourist 65+
Marketing Objectives
Market StrategiesFirst:
Direct to consumer sales
30% of Sales
Attract client purchasing:
● Provide a genuine true authentic
experience
● Create a memory with each wine
● Explain the rich family history
Market StrategiesSecond:
Build the brand through social
media
Social media to target millennials:
● All millennials are on social media
● Create Instagram, Twitter, LinkedIn
● Use each platform correctly
○ Post often / at prime times
○ Stay engaged / responsive
○ Encourage comments / feedback
Market StrategiesThird:
Later - Re-Open US distribution
down the Pacific Northwest
Global Recognition:
● Use social media to promote the Scurtarola
name far and fast
● The more the name is known, the higher chance
of purchasing
Highs Lows
Solution:
- Create an Instagram, Twitter and Linkedin account
- Stay active and engaged on all four social media platforms
Social Media
● Have someone to mediate social
media
● Infrequent engagement on Facebook
● Social media mediator has multiple
other tasks
● Lacking other social media platforms
Why Social Media:
Facebook:
● All ages
● Share information, advertize wines and
engage in conversation
Twitter:
● Younger millennials
● Shipments, meal pairing, events
Instagram:
● Millennials
● Authenticity
LinkedIn:
● Working class
● Allow Lorieri to connect with his clients and
restaurants that purchase his products
Implementation
● Post three times a week
● Photos, announcements, event/product promotion
● Post three times a week
● Photos, announcements, event/product promotion
● Post three times a week
● Photos, announcements, event/product promotion
● Post once a week
● Announcements, event/product promotion, relevant
articles, connection to others in wine industry
Aug Sept Oct Nov Dec
Timeline
Hire Photographer
Website Re-Design
In-production services
Weekly Social Media Postings on Facebook, Instagram, Twitter, and LinkedIn
Hire Website Writer
One Event at Scurtatola per Month
Hire a Web
Designer
The Team
Lorieri, Owner
Lorieri will continue to
produce his wine and run
the operations at Scurtarola
Ranya, Assistant
In addition to assisting
Lorieri, she will run the
Instagram, Facebook,
Twitter, and Linkedin
accounts
Web Designer
This person will redesign the
website to make it more user
friendly, improve the online
store, and translate the
website to English
Photographer
This person will take
professional photos of the
winery to be posted on their
social media accounts
The addition of social media to Scurtarola will ultimately increase prices through recognition and internet presence
GRAZIE !
