brand connotations
DESCRIPTION
BRAND CONNOTATIONS. WOMEN. FASHION. NIGHTLIFE. COCO CHANEL. VOGUE. What do YOU think of when you hear, “little black dress”?. VERSATILE. GO-TO. STYLISH. CLASSIC. FLATTERING. SEXY. RED CARPET. AUDREY HEPBURN. TRUSTY. AFFORDABLE. TARGET DEMOGRAPHICS. - PowerPoint PPT PresentationTRANSCRIPT
BRAND CONNOTATIONS
What do YOU think of when you hear, “little black
dress”?
FASHION
CLASSICSEXY
WOMEN
STYLISH
VOGUECOCO CHANEL
AUDREY HEPBUR
N
RED CARPET
VERSATILE
NIGHTLIFE
FLATTERING
GO-TO
AFFORDABLE
TRUSTY
Like their namesake, the iconic little black dress, these wines are
versatile, trustworthy, reliable and perfect for any occasion.
Perfect for Everyday:• Premium Domestic Category• Soft, fruit-forward style• Great food pairing optionsLadies Choice Events:• Girls’ Night• Book Clubs• Parties• Gifts • Celebratory
TARGET DEMOGRAPHICS
Utilize the power of the timeless, classic icon, the “Little Black Dress” to drive the
strongest selling female targeted wine in the marketplace
CONSUMER VISION
WINEMAKER
Little Black Dress Wines are crafted with a “feminine touch”, in
a fruit-forward style with the female palate in mind:
MADE BY A WOMAN, FOR WOMEN.
ZIDANELIA “Z” ARCIDIACONO• Millennial-aged, female winemaker• Texas born, raised in Argentina• Enthusiastic & passionate about LBD wines!• Connecting with target consumer:
o Travels market - LBD Happy Hours & Girls’ Nighto Twitter & Skype chats
WOMEN’S CHARITIES
Little Black Dress Wines cares about its consumers, and
supports charitable causes that are important to women.
CAUSE MARKETING• For women, label design, bottle
shape, and the winery philosophy rank just as high as wine quality.¹
• Opportunity to engage consumers with local events and online
• Breast Cancer initiatives rank highest among causes important to American consumers (44 %)²
BRAND PORTFOLIO
Classic LBD DIVA LineNew Packaging! ETA January 2015
OPPORTUNITYGIRLY WINES ARE POPULAR!• Female-focused brands are gaining popularity, up
+17.8% in $ Vol• LBD is rising in the ranks, up to the #4 slot after
Cupcake, Middle Sister & Skinny Girl, surpassing Be!• LBD has a greater $Vol than Be and has a comparable
turn rate to top competitors Skinny Girl & Middle Sister
BRAND $ VOL MAX ACV
Skinny Girl $6,252,757
10.26
Middle Sister $5,667,224
9.71
LBD $2,644,330
4.52
Be $1,877,145
8.60
Butterfly Kiss $1,684,789
3.33
LBD LOYALTY
Total Wine Little Blk Drs Cupcake Mid Sis Mad Hwife0
20
40
60
80 65.2
29.317.0
64.7
28.7 28.512.4 16.6
Total US - All Outlet
% R
epea
t Buy
ers
Total Wine Little Blk Drs Cupcake Mid Sis Mad Hwife0
20
40
6041.4
9.0 4.8
41.9
5.8 7.3 4.3 4.0
Total US - All Outlet
Loya
lty w
ithin
Alc
Bev
-er
ages
% Repeat Buyers
Loyalty (Share of Requirements)
LBD has more repeat buyers than competitive set and is now exceeding that of Cupcake!
LBD shoppers will be loyal customers to stores that carry their brand of choice!
AWARD WINNING
2012 Vintage
BRONZE
2012 VintageSILVER
2012 VintageGOLD
AWARD WINNING
PEOPLE ARE TALKING…
AAFESALBERTSONSBI-LO MARKETBJS WHOLESALE CLUBCVSDILLIONSDOMINICK’SFARM FRESHFESTIVAL FOODSFOOD 4 LESSFOOD LIONFRED MEYERFRY’S GIANT EAGLEHEB
HANNAFORDHARRIS TEETERHY VEE INGLESJEWEL OSCOKROGERLOWES FOODSMARSH SUPERMARKETMEIJERNEXCOMMPIGGLY WIGGLYPUBLIXQUALITY FOOD CENTERRALEY’SRALPH’S
RANDALL’S / TOM THUMBSAFEWAYSHAWSSHOP N SAVESMITH’S STATER BROSSWEETBAYTARGETTOTAL WINE AND MOREUNITED SUPERMARKETVON’SWALMARTWEGMANSWHOLE FOODSWINN DIXIE
TOP RETAIL ACCOUNTS