Stone Creek Wine - Japanese Marketplace
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Stone Creek Wine - Japanese Marketplace

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Stone Creek Wine - Japanese Marketplace Stone Creek Wine - Japanese Marketplace Presentation Transcript

  • Stone Creek Winery Bringing a taste of California to Japan Preliminary Marketing Plan May 14th, 2009 Pattie Chen Jim Folger Alexis Kushner Alesandro Licopoli Christopher Serio
    • Unsolicited inquiry received from Japan.
    • Large untapped Japanese market.
    • Japan has a cultural appreciation for alcohol.
    • Target audience is young, Japanese females.
      • 40% of females have at least one glass of wine per month.
    • Women are more conscious of western trends.
    Marketing Objectives
    • Modifying the product to become more Japanese would counteract the interest in California wine.
    • Packaging is essential.
    • Labels must be meticulously placed, good attention to detail.
          • “ Japan Packaging Institute, has been promoting the rationalization of production and distribution as well as a consumption through improvement and elevation of the packaging technique and thereby contributing to the progress of Japan’s economy.”
    Product Adaptation
  • Promotion Mix
    • Objectives:
      • To generate the attention of consumers
      • To build a strong brand name
      • To create consumer demand for our wine
    • Message:
      • “ Stone Creek wines are crafted from quality grapes grown in the Lodi, California wine region”
      • Promoting 2 attractive core components (Design Features):
        • Quality of grapes: The “western-ness” of California
        • Making process: Wine are produced in tradition
    • Strategy:
      • Push: Educational materials to the distribution chain
      • Pull (Long-term):
      • 1.Advertising 2.Trade show 3.Sponsorship 4.Sales promotion
  • Pull Strategy-1: Advertising
    • Work with the Japanese distributor, Smile Corporation
    • Utilize pre-existing distribution channels
    • Smile Corporation helps implement Japanese advertising campaigns by using:
        • 1. Print Ads: Early adapters and innovators
        • Magazine, Newspaper, Menu Inserts
        • 2. Web: Targeting, Database, Effective
        • Direct Mail, Banner Ads, Official website, Keyword search
        • 3. Outdoor: Billboards for branding
  • Pull Strategy-2: Trade Fairs and Exhibitions
    • Increase awareness of our wines
    • Encourage trial
    • Meet with trade organizations and consumers
  • Pull Strategy-3: Sponsorship
    • Japanese drama shooting
    • Expose our wine bottle and brand name to our target audience
    • Fashion show events by brands
    • Associate Stone Creek with celebrity and established quality lifestyle brands
  • Pull Strategy-4: Sales Promotion
    • To distributors:
    • Promotion for the order of certain amount of cases
    • To customers:
      • Free tasting events
      • Mail Coupons
    • Request distributor to fill out the standard distributor questionnaire
    • Create a long-term relationship with the distributor
    • Prepare contingency plans should this relationship not last given Stone Creek’s commitment to Japan
    • Prepare for possibility of being contacted by a competing Japanese distributor
    Channels of Distribution
    • Cost-Plus approach - $50/case.
      • $35 + 40% mark up.
    • Invaluable to Stone Creeks strategic mix.
      • Shipment is not just excess inventory.
    • Advantage of working with a distributor.
      • Control and minimal investment for entry.
    • Current strategy allows for easy adjustments.
    Initial Pricing Strategy
    • Tariffs and liquor tax laws.
      • $1.95 per bottle.
    • Japanese recycling regulations.
    • Inflation rates in the United States and Japan.
    • Exchange rate fluctuations.
    Price Escalation
    • Initial strategy - Irrevocable Letter of Credit.
      • After tariffs, taxes, mark-ups - $17-18 per bottle.
    • Future transactions
      • Full-Cost pricing strategy.
    • Foreign currency transactions.
      • Protective hedging and currency repatriation.
    • Future business resource requirements.
    Future Pricing Strategy
    • Entice our prospective buyer
    • Set a positive tone for future relationship
    • Relevant technical details
    • Offer Free Advertising
    • Possible future discount
    • Subtlety hint at finding a distributor
    • Questionnaire
    Fax Offer - key points
    • Total price
    • All applicable shipping details
    • Payment terms
    • Letter of Credit Conditions
    • Letter of Credit Documents
    Proforma Invoice – key points
    • Excellent growth opportunity for Stone Creek.
      • Importance of international business.
    • Minimal business and marketing investment.
      • This has room to grow as relationships develop.
      • Marketing channels and revenue steams exist.
    • There is no downside to Stone Creek moving into the Japanese wine market.
    Conclusion
  • Questions?