bellefountain cellars vintners of oregon's finest handcrafted wines!
TRANSCRIPT
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.