2. 4
8
The Company
2
2
2
2
1 ● Wine Club Subscription
● Upscale casual dining restaurant; full-service bar;
private barrel-aging room; Napa-style tasting
room and retail gift store
● 21 locations, 2 new coming up at Florida &
Virginia
“Handcrafted Wine. Modern Casual Dining.”
3. Roadmap
3. Profile Target
Markets
7. Financial
Impact
4. Behavioral
Objectives
5. Communication
Objectives
6. Marketing
Message
2. Marketing
Objective
1. Current
Business
5. Where are we now?
(9/2012 ~ 9/2014)
Total Revenue
$6.74M
37%
Wine Club
$2.48M
63%
Restaurant
$4.26M
Year over Year
（Total Revenue）
9/2012: $3.45M
9/2014: $3.29M
4.5%
6. More on Restaurant...
Menu of Facts
Revenue Breakdown
(2 Years)
48%
Server
$2.05M
22%
Tasting Room
$960K
21%
Bar
$906K
Average #of Visits per Customer per year: 7
Average Most Recent Visit: 2.7 months ago
Average Spending per Visit: $66
7. Marketing Objective
Total Revenue Growth
4%
Total Revenue Target
$3.42M
Strategy to Achieve the Objective:
Increase the average spending of two best customer segments - “One-Bottle Star” and “Two-Bottle Star”.
The growth opportunity of the first lies in Wine Subscription, while that of the second lies in
Restaurant Revenue.
9. Segmenting & Selecting Target Markets
Segment 1 2 “One-Bottle Star” 3 4 5 “Two-Bottle Star” 6
Total Revenue $582,653 | 8.6% $2,145,561 | 31.8% $721,687 | 10.7% $193,130 | 2.9% $2,418,721 | 35.9% $679,003 | 10.1%
Restaurant
Recency(Month)
3.87 0.54 6.27 11.28 0.32 0.85
Restaurant
Frequency
9 20 7 2 26 8
Restaurant
Avg Spending
$57 $74 $72 $39 $63 $46
# of Customers 410 1062 712 349 932 800
We select segment 2 & segment 5:
They are very active, including the majority of our customers, and
representing over 67% of total revenue
10. “One-Bottle Star” - Wine Club
Number of customers: 1062
“One-Bottle Star” All Customers
Club Level (bottle/month) 1 68% 1-bottle
Average 2-year Revenue $454 $582
Total 2-year Revenue $481,449 19%
They are a big segment. They buy one bottle per
month, which resulted in below-average wine
subscription revenue. Can we improve?
11. “One-Bottle Star” - Restaurant
“One-Bottle Star” All Customers
Average 2-year Recency 0.5 month 2.7 months
Average 2-year Frequency 20 14
Average 2-year Revenue $1,568 $999
Total 2-year Revenue $1,664,927 39%
Yes we can improve.
Recent and frequent visitors generating above
average revenue, implying positive brand perception.
Above-average visits to Bar and Server, implying
potential to buy more wines.
All Customer:
Server 40%
All Customer:
Bar 25%
Restaurant Venue Transactions
12. Behavioral Objective:
Increase the club level from 1 to 2 bottles per month for 20% of customers in this
segment in the following 4 quarters.
Financial Impact:
Wine Club Level: 100% $18.99 → 80% $18.99 + 20% $35.99
Wine Club Revenue: $242,136 → $285,466
“One-Bottle Star” -
Marketing Communication Plan
18%
13. Communication Objective:
Create the awareness that the Cooper’s Hawks creates a variety of award-winning
wine that is handcrafted from only the finest grapes and fruit available, which is
versatile for a variety of occasions for customers.
Message:
“Either at home or any other places, whenever you want to take a drink, Cooper’s
Hawk will be there for you with the most authentically handcrafted wine from the
finest fruit”
“One-Bottle Star” -
Marketing Communication Plan
14. “Two-Bottle Star” - Wine Club
Number of customers: 932
“Two-Bottle Star” All Customers
Club Level (bottle/month) 2 32% 2-bottle
Average 2-year Revenue $861 $582
Total 2-year Revenue $802,432 32.3%
They are wine lovers. They are not the
largest segment but contribute the largest
portion of wine subscription revenue.
15. “Two-Bottle Star” - Restaurant
“Two-Bottle Star” All Customers
Average 2-year Recency 0.32 month 2.7 months
Average 2-year Frequency 26 14
Average 2-year Revenue $1,734 $999
Average Spending per Transaction $63.5 $65.8
Extremely recent and frequent visitors to the restaurant, but
average spend per transaction is below average, partly due to
above average visit frequency to tasting room and below
average visit to high revenue venues (Server, Banquet).
All Customers:
Tasting Room 31.4%
Restaurant Venue Transactions
16. Behavioral Objective:
Increase the percentage of their visit to the Server and Banquet venue to 45% and 1%
respectively in the following 4 quarters.
Financial Impact:
The Server: 38.6% → 45% The Banquet: 0.3% → 1.0%
Restaurant Revenue: $794,289 → $944,868 19%
“Two-Bottle Star” -
Marketing Communication Plan
17. Communication Objective:
Create the perception that Cooper’s Hawk Restaurant offers exceptional dishes
and upscale casual dining environment that carries warmth and elegance.
Message:
“Come to Cooper’s Hawk’s restaurant to explore our unique array of dishes with
different fusions and immerse yourself in our upscale and warm environment”
“Two-Bottle Star” -
Marketing Communication Plan
18. Financial Impact -
Marketing Objective Validation
Segment
Restaurant
Revenue %Change
Wine Club
Revenue %Change
Impact on Total
Revenue
“One-Bottle Star” 0% 18% 1%
“Two-Bottle Star” 19% 0% 5%
Other Segments (14%)* 0% (2%)
Total Revenue Growth 4% Increase Accomplished
*Total restaurant revenue of other segments decreased 18% from 2012 to 2014. Considering our marketing program will also
have positive impact on them, we project that the decline in restaurant revenue of these segments will slow down
19. Recommendation Revisit
One-Bottle Star: shift 20% of this group to buy an additional bottle of wine
per month through emphasis on wine quality and versatility.
Two-Bottle Star: encourage this group to spend on more profitable restaurant
venues through establishing a perception of an upscale dining experience.
