Marketing Plan - Crushendo Juices at Winemakers West

Marketing Plan:

Crushendo Juices at WineMakers West

Table of Contents

The New Paradigm 4

New Product 5

Market Evaluation 6

SWOTT ANALYSIS 8

Target Market 9

Factors of Influence 11

Product Attributes 13

Product Positioning and Differentiation 15

Strategy 16

Tactics & Tools 18

Product Life Cycle 20

Marketing Mix Summary 21

Budget 22

Monitoring and Control 23

Conclusion 24

References 26

Marketing Plan:

Crushendo Juices at WineMakers West

Fermentation is a basic process that occurs naturally, every day. The fermentation of grapes into wine is also a basic process: put grapes into a bucket, and fairly soon the yeast that grows naturally on the skins of the grapes will begin fermenting the sugars in the grapes, turning the juice into wine. It does not get much more simple than that, but over the years, that age-old process of making wine has come to be perceived as a rarefied art form. It is true that some grapes do make better wines than others, and that an odd strain of yeast can bring a different flavor, but the abundant crops of pure varietal grapes and the availability of cultured wine yeasts make it possible for any person to make their own wine. The truth of the matter is that people have been making their own wine for millennia, and it is only in the last century that most wine drinkers were able to purchase wines that came from a large winery. Most wines, as well as beers for that matter, were made at home or by a local tavern.

Despite this fact, the vast majority of wine drinkers seem to be unwilling to believe that a wine not made by a nationally recognized winery can be worth drinking, much less worthy of awards. The truth is that homemade wines that have been made from pre-packaged juice kits have won awards at national and international tasting competitions. An increased popularity of wine in the American market coupled with the expanded awareness of the health benefits of wine make the wine industry one of the faster growing sectors in the beverage industry (Edwards, 2005).

As a relatively new business, WineMakers West not only faces the challenge of convincing the public of its own stability and credibility, but it also has to educate the public and convince the average consumer that the product is credible as well. In order to do that effectively, the company must identify what segment of the market will be receptive to the concept, and what are the best methods to use in addressing those market segments. The Crushendo wines that are currently being introduced by the company will enhance the company’s general message, and, at the same time, will require some special consideration so that they can be utilized on focused market segments.

As a relatively new business, WineMakers West not only faces the challenge of convincing the public of its own stability and credibility, but it also has to educate the public and convince the average consumer that the product is credible as well. In order to do that effectively, the company must identify what segment of the market will be receptive to the concept, and what are the best methods to use in addressing those market segments. The Crushendo wines that are currently being introduced by the company will enhance the company’s general message, and, at the same time, will require some special consideration so that they can be utilized on focused market segments.

The New Paradigm

Los Angeles is, at over $290 million per year, the single largest wine purchasing market in the country (ACNielsen, 2003). If a company could get just one percent of that market, it would be assured a healthy income. There are other interesting benefits to the Los Angeles market: consumers have a higher than average amount of discretionary income, and consumer purchase decisions are quite often image-based. All a person has to do is open any newspaper in the Los Angeles area and examine the plethora of ads for cosmetic surgery, exfoliation, body shaping, hair extensions, and balding cures to know that the idea of personal image plays a big role in the consumer’s consciousness.