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Connoisseur Consultants for The Steven Kent Winery
Table of Contents  <ul><li>The Client </li></ul><ul><li>POA and Consumer Analysis </li></ul><ul><li>Corporate and PR Strat...
<ul><li>Based in Livermore Valley </li></ul><ul><li>Founded in 1854 </li></ul><ul><li>World class operations </li></ul><ul...
Promotional Opportunity Analysis  and  Consumer Analysis
<ul><li>Step 1: Communication Opportunity Analysis </li></ul><ul><li>Step 2: Communication Objective </li></ul><ul><li>Ste...
Communication Market Analysis:  Part 1 – Competitive Analysis <ul><li>Primary:  Sonoma and Napa County </li></ul><ul><ul><...
Communication Market Analysis:  Part 2 –  Opportunity Analysis <ul><li>Livermore is a saturated market </li></ul><ul><ul><...
Communication Market Analysis:  Part 3 –  Target Market <ul><li>Current and recent college students  </li></ul><ul><ul><li...
Communication Market Analysis:  Part 4 –  Customer Analysis <ul><li>Potential Customers: Generation Y </li></ul><ul><ul><l...
Communication Market Analysis:  Part 4 –  Customer Analysis Cont. <ul><li>Potential Customers: Purchasing Process </li></u...
Communication Market Analysis:  Part 4 –  Customer Analysis Cont. <ul><li>Current Customers:  </li></ul><ul><ul><li>Older ...
Market Segmentation <ul><li>Generation Y: </li></ul><ul><ul><li>Those with interest in wine </li></ul></ul><ul><ul><li>Pot...
Corporate and Public Relations Strategies
Corporate Image Strategy <ul><li>Logo </li></ul><ul><li>Tagline </li></ul><ul><ul><li>For Those Who Know </li></ul></ul><u...
Brand Development Strategy <ul><li>Quality  </li></ul><ul><li>Exclusivity </li></ul><ul><li>Family Oriented  </li></ul><ul...
Public Relations Strategy <ul><li>Hosting Events  </li></ul><ul><ul><li>Artist Gallery Openings </li></ul></ul><ul><ul><li...
Integrated Marketing Communication (IMC) Management
IMC Management Objective   <ul><li>IMC Objective – Brand awareness </li></ul><ul><li>Methods: </li></ul><ul><ul><li>Build ...
IMC Management Budget   <ul><li>Objective and Task Budget approach </li></ul><ul><ul><li>Total: $9,630 </li></ul></ul><ul>...
IMC Management Internet Website   <ul><li>Interactive </li></ul><ul><li>E-commerce incentives: </li></ul><ul><ul><li>Conve...
IMC Management Homepage Design
IMC Objective: Consumer
IMC Objective - Consumer Advertising Goals <ul><li>Advertising Goals </li></ul><ul><ul><li>Evoked Set </li></ul></ul><ul><...
IMC Objective - Consumer Creative Brief <ul><li>Objectives </li></ul><ul><li>Target Market  </li></ul><ul><li>Message Them...
IMC Objective - Consumer Advertising Design <ul><li>Means-End Theory </li></ul>
IMC Objective - Consumer Advertising Design Cont. <ul><li>Advertising Appeals: </li></ul><ul><ul><li>Emotion </li></ul></u...
IMC Objective - Consumer Advertising Design Cont. <ul><li>Executional Framework: </li></ul><ul><ul><li>Fantasy  </li></ul>...
IMC Objective - Consumer Consumer Promotion <ul><li>Not ST sales but LT awareness  </li></ul><ul><li>1. Hosting Tasting Ev...
IMC Objective - Consumer Consumer Promotion Cont. <ul><li>2. Promotional Premium </li></ul><ul><ul><li>Consumer first purc...
<ul><li>4. Contest for SJSU art dept. </li></ul><ul><ul><li>Create wine label for artisan series </li></ul></ul><ul><ul><l...
IMC Objective - Consumer Consumer Promotion Cont. <ul><li>Guerrilla Marketing  </li></ul><ul><ul><li>SJSU students and gro...
IMC Objective - Consumer Consumer Promotion Cont. <ul><li>Brand Community </li></ul><ul><ul><li>Encourage face-to-face int...
<ul><li>Young artist communities  </li></ul><ul><li>Will increase brand awareness </li></ul><ul><li>Word-of-mouth </li></u...
Consumer Database Programs
IMC Objective - Consumer Database Programs <ul><li>Utilize:  </li></ul><ul><ul><li>Recognition  </li></ul></ul><ul><ul><li...
IMC Objective - Consumer Database Warehouse <ul><li>Customer profiles contain: </li></ul><ul><ul><li>Operational informati...
IMC Objective - Consumer Database Warehouse <ul><li>Database coding:  </li></ul><ul><ul><li>RFM Analysis </li></ul></ul><u...
IMC Objective - Consumer Permission Marketing <ul><li>Utilizing internet profiles </li></ul><ul><ul><li>Information vary f...
IMC Objective - Consumer Frequent Shopper Program <ul><li>Do not want to lower product value </li></ul><ul><li>Offer acces...
IMC Objective - Consumer Media Plan <ul><li>Posters  </li></ul><ul><li>Social Media sites  </li></ul><ul><li>Brochures  </...
IMC Objective - Consumer Evaluation <ul><li>Message Evaluation </li></ul><ul><ul><li>Recall testing  </li></ul></ul><ul><l...
IMC Objective: Business-to-Business
IMC Objective – B2B <ul><li>Secondary focus </li></ul><ul><li>Target segments: </li></ul><ul><ul><li>Upscale independent g...
<ul><li>Business Promotions </li></ul><ul><ul><li>Personal relationships </li></ul></ul><ul><li>Consumer Promotions </li><...
Conclusion  <ul><li>Brand awareness  </li></ul><ul><li>Relationship building </li></ul><ul><li>Consumer focused  </li></ul...
Thank you Questions?
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IMC Steven Kent Presentation

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Integrated Marketing Communications (IMC) plan was created for Steven Kent Winery located in Livermore, CA.

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IMC Steven Kent Presentation

  1. 1. Connoisseur Consultants for The Steven Kent Winery
  2. 2. Table of Contents <ul><li>The Client </li></ul><ul><li>POA and Consumer Analysis </li></ul><ul><li>Corporate and PR Strategies </li></ul><ul><li>IMC Management </li></ul><ul><li>IMC Objective – Consumer </li></ul><ul><li>Consumer Database Program </li></ul><ul><li>IMC Objective – B2B </li></ul><ul><li>Conclusion </li></ul>
  3. 3. <ul><li>Based in Livermore Valley </li></ul><ul><li>Founded in 1854 </li></ul><ul><li>World class operations </li></ul><ul><li>Consumer Oriented </li></ul>The Client The Steven Kent Winery
  4. 4. Promotional Opportunity Analysis and Consumer Analysis
  5. 5. <ul><li>Step 1: Communication Opportunity Analysis </li></ul><ul><li>Step 2: Communication Objective </li></ul><ul><li>Step 3: Communication Budget </li></ul><ul><li>Step 4: Promotional Strategies </li></ul><ul><li>Step 5: Match Tactics with Strategies </li></ul>Promotional Opportunity Analysis (POA)
  6. 6. Communication Market Analysis: Part 1 – Competitive Analysis <ul><li>Primary: Sonoma and Napa County </li></ul><ul><ul><li>Duckhorn Vineyard </li></ul></ul><ul><li>Secondary: 47 other local Livermore Wineries </li></ul><ul><ul><li>Communicate as a whole </li></ul></ul><ul><li>Other local wine counties: Gilroy and Saratoga </li></ul>
  7. 7. Communication Market Analysis: Part 2 – Opportunity Analysis <ul><li>Livermore is a saturated market </li></ul><ul><ul><li>Expand focus to Silicon Valley </li></ul></ul><ul><li>Emerging new consumers </li></ul><ul><ul><li>Generation Y </li></ul></ul>
  8. 8. Communication Market Analysis: Part 3 – Target Market <ul><li>Current and recent college students </li></ul><ul><ul><li>Of legal drinking age </li></ul></ul><ul><ul><li>Knowledge seeking </li></ul></ul><ul><ul><li>Relationship oriented </li></ul></ul>
  9. 9. Communication Market Analysis: Part 4 – Customer Analysis <ul><li>Potential Customers: Generation Y </li></ul><ul><ul><li>Technological competent </li></ul></ul><ul><ul><li>Family centric </li></ul></ul><ul><ul><li>Increase in college attendance </li></ul></ul><ul><li>Issues to address: </li></ul><ul><ul><li>Peer acceptance and how spend their time </li></ul></ul>
  10. 10. Communication Market Analysis: Part 4 – Customer Analysis Cont. <ul><li>Potential Customers: Purchasing Process </li></ul><ul><ul><li>Step 1: Problem Recognition </li></ul></ul><ul><ul><li>Step 2: Information Search </li></ul></ul><ul><ul><li>Step 3: Evaluation of Alternatives </li></ul></ul><ul><ul><li>Step 4: Post Purchase Evaluation </li></ul></ul>
  11. 11. Communication Market Analysis: Part 4 – Customer Analysis Cont. <ul><li>Current Customers: </li></ul><ul><ul><li>Older baby boomer </li></ul></ul><ul><ul><li>Empty nesters </li></ul></ul><ul><ul><li>Experienced with wine </li></ul></ul><ul><ul><li>Disposable income </li></ul></ul>
  12. 12. Market Segmentation <ul><li>Generation Y: </li></ul><ul><ul><li>Those with interest in wine </li></ul></ul><ul><ul><li>Potential long run financial means </li></ul></ul><ul><li>College Students – business and art majors </li></ul><ul><li>College grads and professionals </li></ul>
  13. 13. Corporate and Public Relations Strategies
  14. 14. Corporate Image Strategy <ul><li>Logo </li></ul><ul><li>Tagline </li></ul><ul><ul><li>For Those Who Know </li></ul></ul><ul><ul><li>Wine for those in the know </li></ul></ul><ul><ul><li>“ artistry, taste, tradition” </li></ul></ul>
  15. 15. Brand Development Strategy <ul><li>Quality </li></ul><ul><li>Exclusivity </li></ul><ul><li>Family Oriented </li></ul><ul><li>Relationship Building </li></ul>
  16. 16. Public Relations Strategy <ul><li>Hosting Events </li></ul><ul><ul><li>Artist Gallery Openings </li></ul></ul><ul><ul><li>Tasting Events for professional groups </li></ul></ul><ul><ul><li>Non-profit or charity promotions </li></ul></ul><ul><li>Evaluation </li></ul>
  17. 17. Integrated Marketing Communication (IMC) Management
  18. 18. IMC Management Objective <ul><li>IMC Objective – Brand awareness </li></ul><ul><li>Methods: </li></ul><ul><ul><li>Build image and relationships </li></ul></ul><ul><ul><ul><li>75% would like to learn about wine </li></ul></ul></ul><ul><ul><li>Increase website traffic and Participation in blog </li></ul></ul><ul><ul><li>Move into evoked set </li></ul></ul>
  19. 19. IMC Management Budget <ul><li>Objective and Task Budget approach </li></ul><ul><ul><li>Total: $9,630 </li></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Premiums </li></ul></ul></ul><ul><ul><ul><li>Contests </li></ul></ul></ul><ul><ul><ul><li>Sweepstakes </li></ul></ul></ul><ul><ul><ul><li>Web management </li></ul></ul></ul>
  20. 20. IMC Management Internet Website <ul><li>Interactive </li></ul><ul><li>E-commerce incentives: </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Value Adding </li></ul></ul><ul><ul><li>Financial </li></ul></ul>
  21. 21. IMC Management Homepage Design
  22. 22. IMC Objective: Consumer
  23. 23. IMC Objective - Consumer Advertising Goals <ul><li>Advertising Goals </li></ul><ul><ul><li>Evoked Set </li></ul></ul><ul><li>Budget on a continuous schedule </li></ul>
  24. 24. IMC Objective - Consumer Creative Brief <ul><li>Objectives </li></ul><ul><li>Target Market </li></ul><ul><li>Message Theme </li></ul><ul><li>Support </li></ul><ul><li>Constraints </li></ul>
  25. 25. IMC Objective - Consumer Advertising Design <ul><li>Means-End Theory </li></ul>
  26. 26. IMC Objective - Consumer Advertising Design Cont. <ul><li>Advertising Appeals: </li></ul><ul><ul><li>Emotion </li></ul></ul><ul><ul><li>Sex </li></ul></ul>
  27. 27. IMC Objective - Consumer Advertising Design Cont. <ul><li>Executional Framework: </li></ul><ul><ul><li>Fantasy </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><li>Spokesperson: </li></ul><ul><ul><li>Steven Mirassou – 6 th generation </li></ul></ul>
  28. 28. IMC Objective - Consumer Consumer Promotion <ul><li>Not ST sales but LT awareness </li></ul><ul><li>1. Hosting Tasting Events </li></ul><ul><ul><li>Gain knowledge </li></ul></ul><ul><ul><li>Enjoy experience </li></ul></ul><ul><ul><li>Build relationships </li></ul></ul>
  29. 29. IMC Objective - Consumer Consumer Promotion Cont. <ul><li>2. Promotional Premium </li></ul><ul><ul><li>Consumer first purchase </li></ul></ul><ul><ul><li>Set wine glass with etched logo </li></ul></ul><ul><li>3. Sweepstakes </li></ul><ul><ul><li>Motivate for online interaction </li></ul></ul>
  30. 30. <ul><li>4. Contest for SJSU art dept. </li></ul><ul><ul><li>Create wine label for artisan series </li></ul></ul><ul><ul><li>Generates buzz </li></ul></ul><ul><ul><li>Increase interaction on website </li></ul></ul><ul><ul><li>Motivate to go to Winery </li></ul></ul>IMC Objective - Consumer Consumer Promotion Cont.
  31. 31. IMC Objective - Consumer Consumer Promotion Cont. <ul><li>Guerrilla Marketing </li></ul><ul><ul><li>SJSU students and groups </li></ul></ul><ul><ul><li>Host wine parties </li></ul></ul><ul><ul><li>Low cost </li></ul></ul><ul><ul><li>Increase brand awareness </li></ul></ul>
  32. 32. IMC Objective - Consumer Consumer Promotion Cont. <ul><li>Brand Community </li></ul><ul><ul><li>Encourage face-to-face interaction </li></ul></ul><ul><ul><li>Encourage blog discussion </li></ul></ul>
  33. 33. <ul><li>Young artist communities </li></ul><ul><li>Will increase brand awareness </li></ul><ul><li>Word-of-mouth </li></ul>IMC Objective - Consumer Sponsorship Programs
  34. 34. Consumer Database Programs
  35. 35. IMC Objective - Consumer Database Programs <ul><li>Utilize: </li></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Relationship </li></ul></ul><ul><ul><li>Reward </li></ul></ul>
  36. 36. IMC Objective - Consumer Database Warehouse <ul><li>Customer profiles contain: </li></ul><ul><ul><li>Operational information </li></ul></ul><ul><ul><ul><li>Name, address, etc. </li></ul></ul></ul><ul><ul><li>Marketing information </li></ul></ul><ul><ul><ul><li>Wine preferences </li></ul></ul></ul><ul><ul><ul><li>Communication history </li></ul></ul></ul>
  37. 37. IMC Objective - Consumer Database Warehouse <ul><li>Database coding: </li></ul><ul><ul><li>RFM Analysis </li></ul></ul><ul><ul><ul><li>Important for existing consumers </li></ul></ul></ul><ul><ul><li>Lifetime Value </li></ul></ul><ul><ul><ul><li>Important for Generation Y </li></ul></ul></ul>
  38. 38. IMC Objective - Consumer Permission Marketing <ul><li>Utilizing internet profiles </li></ul><ul><ul><li>Information vary for knowledge and interest </li></ul></ul><ul><ul><li>Knowledge building </li></ul></ul><ul><ul><li>Relationship building </li></ul></ul>
  39. 39. IMC Objective - Consumer Frequent Shopper Program <ul><li>Do not want to lower product value </li></ul><ul><li>Offer access to exclusive vintage library </li></ul><ul><li>Must purchase 6 bottles </li></ul><ul><li>Programs rewards brand loyalty </li></ul>
  40. 40. IMC Objective - Consumer Media Plan <ul><li>Posters </li></ul><ul><li>Social Media sites </li></ul><ul><li>Brochures </li></ul><ul><li>Goals: </li></ul><ul><ul><li>50% reach for business and art students </li></ul></ul><ul><ul><li>30% increase of web traffic </li></ul></ul>
  41. 41. IMC Objective - Consumer Evaluation <ul><li>Message Evaluation </li></ul><ul><ul><li>Recall testing </li></ul></ul><ul><li>Respondent Behavior Evaluation </li></ul><ul><ul><li>PR clippings </li></ul></ul><ul><ul><li>Increase web traffic </li></ul></ul><ul><ul><li>Number of attendants at events </li></ul></ul>
  42. 42. IMC Objective: Business-to-Business
  43. 43. IMC Objective – B2B <ul><li>Secondary focus </li></ul><ul><li>Target segments: </li></ul><ul><ul><li>Upscale independent grocery stores </li></ul></ul><ul><ul><li>High-end family restaurants </li></ul></ul>
  44. 44. <ul><li>Business Promotions </li></ul><ul><ul><li>Personal relationships </li></ul></ul><ul><li>Consumer Promotions </li></ul><ul><ul><li>Staff education </li></ul></ul>IMC Objective – B2B Promotions
  45. 45. Conclusion <ul><li>Brand awareness </li></ul><ul><li>Relationship building </li></ul><ul><li>Consumer focused </li></ul><ul><li>Event and word-of-mouth </li></ul><ul><li>B2B strategies </li></ul><ul><li>Evaluation </li></ul>
  46. 46. Thank you Questions?

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