1. Jeremy Vargo || Michelle Christabelle || Rachel Gilbert || Brittany Case
2. • First wine brand to reach 1 million fans on
Facebook
• Facebook fans spend 2x’s more than other fans
per shopping trip, with each fan buying
approximately 2 to 4 bottles per trip
• Highest brand loyalty in entire wine industry
Market
3. • Highest IR Redemption: 62.94%
• Highest MIR Redemption: 6.70%
Rate
4. • Booth Cost: ~$2,547
• Vacation Costs: ~$7,700
• Total Cost of Coupons:
~$104,000
• Before Manufacturing costs
• Should increase IR redemption
rate to ≥ 74%
• Sales from coupon redemption:
~$723,500
5. • Contest will be announced via Facebook
• “Become a fan for contest details” printed at the bottom of neck
hangers
• Contestants will create their own Sangria recipe and post it to the
brands Facebook fan page with a picture
• The recipes will be shared via Pinterest
Sangria Contest!
6. • Flights to the Bahamas
for two: $1790
• Paradise Island Hotel 4
night stay: $1300
• Rental car price
including deposit: $360
• Meal cost: $400
Total Investment:
Winner
7. • Buy two 750mL bottles
get $1.00 off instantly
Execution
8. • Buy two 750mL bottles
get $1.00 off instantly
• Buy two 1.5L bottles get
$2.00 off instantly
Execution
9. • Buy two 750mL bottles
get $1.00 off instantly
• Buy two 1.5L bottles get
$2.00 off instantly
• Buy three 750mL bottles
get $1.50 off your choice
of fresh fruit
Execution
10. • Buy two 750mL bottles
get $1.00 off instantly
• Buy two 1.5L bottles get
$2.00 off instantly
• Buy three 750mL bottles
get $1.50 off your choice
of fresh fruit
• Buy two 750mL bottles
and three frozen wine
cocktails get $2.50 off
your choice of fresh fruit
Execution
11. • Contest between
distributors
• Which location can
move the most
product throughout
the contest
• Winner gets the same
vacation package as
the Sangria contest
winner
• Requires distributors
to place neck hanger
coupons on the wine
bottles
Resolution
12. • Placed by fruit
• Convenience for contest
• Create a flow through
shopping trip
Execution: 1
13. • Point of purchase display
• Will attract consumer
attention
• Unique shelving will draw
consumers in
• Placed in high traffic area
• Opportunity: Placed next to a
Sprite point of purchase
display
Execution: 2
14. • Booth set up in select Wal-Mart
stores
• Sangria tasting for consumers
over 21
• Recipe of Sangria will be on
card consumers can take
• Allows consumers to buy the
ingredients right away while they
are in-store
• Beach theme
• Will increase the sales of both
Arbor Mist and the ingredients
that go into the Sangria
Execution: 3
15. • Contest will attract new
clients
• Attract existing to buy more
• Motivate people to buy
• Prize for the winner
• Multiple bottles purchased
• Increase in coupon redemption
• Sangria Recipe
• Encourages purchase of
other products in the store
• Coupons
• Sangria Recipe
• Rollout Summer 2015
the Business
