This marketing plan proposes launching a line of wines called Boomer Wines targeted at baby boomers and seniors ("zoomers"). The plan outlines 7 wines at different price points with bold packaging and labeling accessible to older consumers. The strategic focus is to partner with an existing winery for production and distribution through their channels. The marketing program will promote the wines through the media properties of a strategic partner, ZoomerMedia, including magazines, radio, social media, and videos. Success will be measured by engagement metrics like video views and surveys to track awareness and sales over the first year.

1. Marketing Plan
Boomer Wines
Joe Cullen
Sue Batson Feuer
OEVT9111 Marketing Consumer Behaviour
Niagara College, Niagara-on-the-Lake
Andrea Kaiser
April 3rd 2012

2. Table of Contents
1. Executive Summary 5/100
2. Company /Product Description 5/100
3. Strategic Focus 10/100
4. Situation Analysis 15/100
5. Market-Product Focus 15/100
6. Marketing Program 15/100
7. Implementation –25/100
8. Evaluation and Control - Metrics 5/100
IN CLASS PRESENTATION 5/100 – From start to finish will be graded - even
timing
1. Executive Summary 5/100
The Executive Summary “sells” the marketing plan to readers through its
clarity and brevity. The summary should present a description of the product/service,
its target market, and its need within the market. The summary should also provide an
overview of the main points of the plan and should emphasize an action orientation.
The product is a flight of wines with bold taste, accessible labeling and advertising
targeted to today’s senior population. The target market is the female Baby Boomer, who
is financially independent, unique, an innovator, leader and accomplished who seeks
adventure.
Need within the market: Most wines are targeted to Millenials and a younger
demographic and there’s a need for a product for “mature” consumers.
Unapologetic and experienced as the people who drink it. Sexy, round and mature. And it
only gets better with age! Quality wines for this demographic.
A treasured blog we consulted was “Advanced Style” (http://advancedstyle.blogspot.ca/)
and features fashion-forward American seniors. Creator Ari Seth Cohen describes it as,
“proof from the wise and silver-haired set that personal style advances with age.” We
believe there should be a wine that speaks to an older crowd.
2. Company/Product Description 5/100
The company description should highlight the recent history and successes of
the company/product or organization.
Boomer Wines was founded a virtual winery to honour the Family matriarch,
Dorothy Barbara Wallis. An independent strong role model for both men and
women, a loving and doting mother. But that strength was born of a time when
women were not afforded even the simpliest of equalities. And her mother, a 96

3. year-old tank of a woman who mocks her own advanced age was Dorothy’s
inspirations. We want to honor all the strong independent women who have
inspired a generation.
Boomer Wines has successfully partnered with Canadian media mogul Moses
Znaimer. It was he that coined the term “Zoomer” – a Boomer with zip!
Our Flight of wines include:
The Flight Line
Aviatrix – Sparkling (Classic method)
Rose The Riveter (Pinot rose)
The Predator Line
Purple Corset – Meritage
Cougar – Riesling (Petrol, sweet, gas station)
Dominatrix - Shiraz
Tassels – (Includes an ivory-coloured tassel on the neck)
Long White Glove - Oaked Chardonnay (aged long, elegant)
Silver Fox – Sparkling (Prosecco-style, zesty, spicy in your face, medium
mousse)
3. Strategic Focus 10/100
While not included in all marketing plans, the Strategic Focus
sets the strategic direction for the entire organization
 Mission/Vision
 Core Competency* and Sustainable Competitive Advantage
Competencies are an organization’s special capabilities
Core Competency – Our strength is that we are virtual – no brick and mortar to tie
us down. We can take advantage of an existing winery’s infrastructure without the
enormous capital outlay and associated risks. We have access to their expert
winemakers, grape sources and award-winning reputation. The business partners
bring the perfect balance of age, experience and youthful insight to the business. Our
Angel Investor Moses Znaimer is an iconic Canadian media mogul with decades of
experience and connections.
Sustainable Competitive Advantage
The Canadian banking industry is taking notice - the next emerging market is the mature
consumer. According to Economists at BMO Capital Markets, the wine industry is
thriving and will continue to strengthen with an aging population driving the growth. Our
goal is to provide a family of wines aimed directly at the Baby Boomer market with Z
taking the lead. According to a recent BMO report “ . . . older individuals are key
consumers of wine and tend to have more income.” By using clear, accessible branding,

4. targeted advertising and a bold premium product, Z will enchant, entertain and retain
today’s Canadian Zoomers.
Because Boomer Wines is a virtual winery, our core sales will be through Trius at
Hillebrand and all of their existing distribution channels. Advertising and promotion will
be handles by ZooomerMedia’s many properties including radio, television, digital, trade
shows and conferences.
Our skills, technologies and resources include competencies in PhotoShop,
Illustrator and the Adobe Creative Suite. Cullen comes from a Sociology and
Research background, which is ideal for metrics and consumer insights. Batson
Feuer brings extensive marketing experience in both print and digital formats.
4. Situation Analysis 15/100
The essence of the situation analysis is taking stock of where the firm or
product has been recently, where it is now, and where it headed. The situation analysis
is the first of three steps in the planning stage.
Recently - Little competition
http://www.cbc.ca/news/yourcommunity/2012/05/dr-ruth-to-launch-low-
alcohol-vin-damour.html “The wine, Vin d'Amour, will contain just six per cent
alcohol, compared to the average of about 12.5 per cent. "My idea is that just the
right amount [of alcohol] will awaken your senses and arouse you," Westheimer, 83,
told the New York Post.
Now – There are wines that are considered medicinal targeted to seniors. There are
lots of wines for women Skinny Girl.
Headed – There’s going to be a Boom in wines targeted to a mature segment.
Strengths and Weaknesses - Internal
 Management – We are not Zoomers / I’m Zoomer female
 Offerings – We have red, white & sparkling / not having brick&mortar, must
rely on winery for cellar door sales
 Marketing – Have full competencies in social media marketing and metrics /
don’t have an actual retail/visiting location
 Personnel – Partnered with an established winery/ Only two principles
 Finance – corporate partnership / Need substantial cash investment,
 Manufacturing – Linked to quality & award winning winemaking partner

5.  Research and Development (R & D) – Preliminary market research has been
done, we already have basic knowledge of R&D methods / Staff needed for
this
Opportunities and Threats - External
 Consumer/Social – Boomers and Zoomers are a growing and prosperous
demographic/drinking is not always a socially acceptable
 Competitive - There is only one other aggressively Boomer-focused wine
that is not medicinal/Copycat product lines e.g. Yellowtail knock-offs
 Technological – Use of social media for marketing/Being a virtual winery we
have to rely on media and winemaking partners for their technology
 Economic – Zoomers have spending power, disposable income/Any
economic downturn
 Regulatory – May son be able to ship inter-provincially/must be cautious
with names and what they may imply
5. Market-Product Focus and Goal Setting 15/100
Setting product objectives and identifying target market segments significantly
increases the chance that a product will be successful. The objectives and goals should
be stated in measurable terms so that they can be measured during the program
implementation and control phases of the marketing plan.
 Set marketing and product goals
 Select target markets – Boomers, Zoomers
 Find points of difference
 Position the product
Points of difference are those characteristics of a product that make it superior
to competitive substitutes.
Large print labels, bold and high-contrast designs
Braille on label
Intense flavours that are good for waning sense of taste
Goals or objectives convert the mission into targeted levels of performance to be
achieved.
 Profit -
 Sales revenue -
 Market share – The Zoomer population today is 15.1 million
and because the population is so big it dominates almost every
category of spending. We hope to capture 2 per of that share at
the end of ten years.
 Unit sales – 1000 cases per year
 .Differentiation

6.  Involves seeking a less competitive, smaller niche in which to
locate a brand, usually stressing the unique aspects of the
product.

 Quality – Mid quality for still wines and high tier for the
Sparkling
 Customer satisfaction- Only excellence is our goal
 Employee welfare – The Kaizen approach is the goal
 Social responsibility – Accessibility is key for our demographic
– Use of large print, clear imagery and braille

Goals are general directions, somewhat nebulous, that are not specific enough to be
measured. Think of the word "go." It has no end. Objectives, on the other hand, are
specific and measurable. They can be output objectives, or they can be attitudinal or
behavioral.
But most of all, they can be measured. They are concise. They are specific. Think of
the word "object." You can touch it, it's there, it's actual, it's finite.
6.Marketing Program 15/100
Product, Price, Promotion & Place (distribution) strategies
 Product - Features, brand name, packaging, service, warranty
Dominatrix is a gorgeous ruby red with a purple meniscus. Boldly fragrant with the aura
of juicy dark fruit, Dominatrix is firm in the mouth, silky on the tongue and has a long-
lasting finish. There’s just enough acidity and spice to keep things interesting. Every
thing is balanced and in harmony. Dominatrix is in it for the long-term, only gets better
with age. The structure, tannins, intensity and longevity come from the Cabernet
Sauvignon with the Cabernet Franc contributing kisses of acidity, floral notes and spice.
Need tasting notes for the others ---
 Promotion - Advertising, personal selling, sales promotion, publicity
Will use Differentiation positioning approach
- Involves seeking a less competitive, smaller niche in which to locate a
brand, usually stressing the unique aspects of the product. –
Marketing exclusively to “Zoomers” will be the Blue Ocean approach
From lecture 5: Need to create a Perceptual Map
JOE

7. From lecture 5: Four questions need to be answered in the four action framework to
unlock uncontested market space in a ‘Blue Ocean Strategy.’
 Which factors should be reduced well below industry standards? Pretension

 Which factors should be created that the industry has never offered?
A wine that is specifically targeted to Zoomers and Baby Boomers
 Which factors should be raised well above the industry standard?
Quality, accesibility
 Which of factors of the industry takes for granted should be eliminated?
Hard to read labels, age-discriminatory marketing
 Place – Outlets (LCBO, cellar door of winery partner), channels, coverage,
transportation, stock level
Marketing program
Specific marketing actions, specified within the marketing plan, involving the
use of the marketing mix elements in order to achieve marketing objectives.
7. Implementation – 25/100
One Year Marketing Plan - Tactics
Our partnership with ZoomerMedia means multiple advertising channels. The
following include their media properties as well as other outlets:
Press releases on facebook, twitter, etc.
Zoomer Magazine – FREE from media partner
YouTube viral comedic videos - FREE
Mason Halls – FREE Relationship-driven, based on intro calls
Legion Halls – FREE Relationship-driven, based on intro calls
Cutural Clubs i.e. Club Italia, Club Roma - Relationship-driven, based on sales calls
More Magazine – FREE - Try to get an article written
CARP Membership - FREE from media partner
BOOM 97.3 - FREE from media partner
CFRB - FREE - Try to get an article written
Facebook – Ad campaigns
LinkedIn - FREE
http://www.babyboomers.com.au Wine & Wellbeing Tours
COSTCO tastings (US) - Future
Sam’s Club tastings (US) - Future
Cruiseline wine lists - FREE Relationship-driven, based on intro calls

8. A financially conservative start is simply to have a contest inviting our demographic
to create a video about what they love in a perfect party. The more outrageous, the
better! We will post the video across all the outlets in the hope it goes viral. The
winner gets bragging rights, a case of wine, a one-year subscription to Zoomer
magazine and social maven status.
8. Evaluation and Control 5/100
The purpose of the control phase of the strategic marketing process is to keep
the marketing program moving in the direction set for it. In the control phase, the
marketing manager compares the results of the marketing program with the goals in
the written plans to identify deviations. The marketing manager then acts on the
deviations to correct the negative and exploit the positive ones.
Comparing results to goals/objectives…
Examples of how to measure success:
 Tracking advertising awareness- We can easily see how many views our
YouTube contestants videos receive during the contest campaign.
 Google analytics – The position of our search results in Google can be
checked and tweaked
 Call volume
 On-line bookings
 Overall visitation or purchases – Trius at Hillebrand can track our actual
sales
 Media tracking – We can set up Google alerts using key words related to our
product line
 Surveys -
9. IN-CLASS PRESENTATION 5/100 – 10 minutes in-class presentation