C O A S TA L E S TAT E SR E - B R A N D & H O L I D AY C A M PA I G N
spar k s creati v e teamMICHAEL PALOMBO NINA CHAN MEHRNAZ ZUIE chief strategy officer chief creative officer chief marketing officerPAOLO VILLARROEL LIKHITHA NIDADAVOLU VIVIAN ZHANG market analyst technologist accounts planner
introductionFounded in 1900, Beaulieu Vineyard (BV Wines) has been dedicated to enhancing conventional vineyard and winery practicesto craft bold, classic wines that stand out among the world’s finest bottles. Most BV products are available for sale at the NapaValley BV Vineyard, however, some lines of products are available for retail at major grocers across the United States. An inter-esting historical fact about the organization is that BV Vineyard was the only Napa Valley winery to remain in business duringProhibition because of their strong relationship with the Catholic Church.The young professional wine and spirit market has not been a major priority for Vineyards in the past, however, BV Wines hasthe opportunity to become a trailblazer in marketing wines to young adults. The market is digitally-focused, educated, critical,and beginning to establish a loyalty to brands that are an essential part of the lifestyle they are working to achieve.The main challenge with marketing this product is that conventional wine advertising has not traditionally been tailored tocommunicate with a young demographic. With most wine advertising being distributed in print and trade, our strategy is specifi-cally tailored to the behavior of the target. In order to successfully reach our target, we will distribute key messaging acrossseveral relevant digital channels. With a long history of appealing to an older, affluent generation of wine drinkers, this campaignwill tap into a market segment filled with potential brand loyalists: the next generation of affluent, sophisticated professionals.BV Wines will distribute these products in high-end retail grocery stores across the United States, as well as have them avail-able for sale by the glass and bottle at top-tier restaurants in major American cities (including New York, Chicago, San Francisco,Seattle, Houston, Los Angeles, Washington, Boston, etc.).There are currently no wine brands targeted specifically toward young, professional men and women. Modern technology andsocial advertising will tighten our grasp on our current market share, and extend our reach into a pool of potential brand loyal-ists coming up in the professional world. By doing so, we will be able to remold the BV name into a contemporary, high-endlifestyle brand.
situation analysisBV Wines is aiming to tap into a younger, professional generation of affluent wine drinkers in order to establish brand loyalty atan earlier stage of life. BV Wines currently has a limited digital strategy, and our market research demonstrates that a focus ondigital marketing channels is essential for communicating with adults age 25-30 in the United States.s w ot analysisSTRENGTHS OPPORTUNITIES- Established distribution model with retail and restaurant/bars. - First to target young professionals.- Strong online presence (Facebook and Twitter) - Build on existing brand.- High quality products. - Grow social following.- Strong branding and identity elements for BV name. THREATSWEAKNESSES - Competition- Lack of younger brand followers. - Market resistance- Packaging is dated, and traditional (Incl. label). - Cost of production/distribution- Minimal social advertising strategy.- Price
competitors SKINNYGIRL WINE Holds a large market share of young women, with celebrity endorsement, and widespread distribu- tion. Strong association with ‘having a girls night in’, and casually drinking with friends. WILD VINES Caters to young and older women, with widespread distribution. Has become a staple in the ‘female alcohol cabinet’. Strong association with light to casual drinking, summer season, and gift giving. FLAVORED VODKAS Flavored Vodkas are increasingly gaining popularity, as tasty flavors mixed with vibrant packaging redefine traditional uses of the alcohol. ‘TRENDY LABEL’ REDS AND WHITES Many individuals within the target base their purchasing first on the price, and second on the aesthetic of the packaging. These brands could distract potential customers, and sway purchasing decisions.
target audienceOur target isThe Target: age 25-30 who are driven, focused, and accustom to a comfortable lifestyle. They work as hard as young adultsthey play, and they typically work in the finance, television broadcasting, automotive, and pharmaceutical industry. Their employ- Adults, age 25-30er is usually a Fortune 500 company.They are brand loyalists, social opinion leaders, out-going, and friendly. They are college educated, live in the city, swear by Yelprecommendations, and are committed blog followers.Not only are they on top of trends, they set them. Their friends look to them for fashion advice, food truck recommendations,fresh music, and where the best events are happening inTechnology Eats Wears the city. They’re proud to call themselves tastemakers. Socializes Drinks EATS WEARS TECHNOLOGY SOCIALIZES DRINKS
product o f f ering & redesignBV offers two types of wine: Red and White. Each of these wine will come in their regular size as well as a mini version. 7 5 0 ml , $ 1 4 . 9 9 5 5 0 ml , $ 1 0 . 9 9
mission & positioningOur mission is to use a combination of key messaging and relevant, eye-catching creative, to convey a young and affluent life-style associated with the product. Our chief purpose is to drive sales and increase brand awareness in U.S. markets.We are positioning our product as an essential part of a young, professional affluent lifestyle. Our media choices reflect theconsumption behaviors of our target, and our social media strategy is centered on brand-building and storytelling to furtherconvey the position of our product and brand.mar k eting mi xPRICING: The BV Black Wine bottle will be priced at $16.99 and the BV Mini will be priced at $11.99 each.DISTRIBUTION: BV’s products will be distributed at major grocery outlets, online, and at the vineyard. The wine will alsobe available for sale at restaurants and wine bars based in affluent, metropolitan areas.ADVERTISING AND PROMOTION: BV will have store displays at high end grocery stores such as Whole Foods, An-dronicos, and Molly Stones. BV will utilize billboard space in underground subway stations in prime areas within major cities. BVwill also partner with events such as Fashion Night Out, celebrities, and film festival premieres to promote their product.CUSTOMER SERVICE: BV will provide dynamic, personal, and high-integrity customer service. BV strives in building andfostering strong relationships with their customers. BV will also have a community manager on social channels to handle anyquestions, comments, or concerns customers may have.
creati v e strategyWHAT IS THE ADVERTISING TRYING TO DO?The goal of our advertising strategy is to use our key messaging and creative to create a young, afﬂuent lifestyle associatedwith the product. Our chief purpose is to drive sales and increase brand awareness in U.S. markets.WHAT DO WE KNOW ABOUT THEM THAT WILL HELP US BETTER IDEATE?We know the target is lifestyle-conscious, and loyal to brands that play a key role in the construction of their personalidentity. They are educated, driven, successful, and outgoing -- they work as hard as they play. We know that they areactive in online social communities, well-read, and well-versed in our digital culture. Purchase decisions are stronglyinﬂuenced by the opinions of friends (both online and in-person), and the opinions expressed by trendy blogs and culturalicons. They work for large companies, are competitive in nature, and live comfortably in terms of ﬁnances. They are thetrailblazers of their generation.WHAT ARE THE MAIN MESSAGES THAT WE NEED TO COMMUNICATE (FEATURES/BENEFITS)?The key messaging that we will communicate, based on features and beneﬁts, is that BV Wines are an essential part of ayoung, trendy, professional lifestyle. From counter-top to roof-top, BV Wines is the go-to brand for young, educatedprofessionals making an impact in their industry. We will use celebrity partnerships to further reiterate that message:Pairing the product with hand selected, iconic opinion leaders who have made a positive a impact on the globe.
WHAT IS THE TONE AND IMAGE THAT WE NEED TO CONVEY TO OUR TARGET AUDIENCE?We will establish a tone and image that is modest, professional, and message-focused. We will create a clean andauthentic look that emphasizes branding elements (including colors, logos, taglines, etc.), while incorporatingthought-provoking copy that creates a long lasting impression on our audience. We will achieve this by ensuringconsistency across all online and ofﬂine marketing efforts -- from storefront displays, to online banner ads, to thesocial media content that will be distributed biweekly.WHAT ARE OUR BELIEF POINTS, WHY SHOULD OUR AUDIENCE WANT TO BUY OUR MESSAGE?Our audience should want to buy into our message for a number of reasons -- all of which circle back to theoriginal mandate outlined in our initial brief: BV Wines are an essential part of the lifestyle our target is striving andspending to achieve. Our audience will want to buy our message because we are reaching them through relevantchannels based on their personal interests, and using advertising that is as smart and authentic as they are.We will use digital media as an entry point into the consumers mindset, followed by a comprehensive social mediastrategy that will continue to foster the relationship we have begun to build. Since marketing wine to a youngdemographic in unchartered territory, we will focus on ﬁrst creating the ‘want’, and then satisfying the ‘need’.
o f f line strategy S U B WAY S FILM PREMIERES EVENT SPONSORSHIPS FA SH I O N N I G H T O U T N Y FA SH I O N W E E K
online strategyONLINEBV will advertise online using banner ads on relevant blogs and websites our target audience tend to frequent. These websitesare usually about leisure, lifestyle, or food. We will also have an email newsletter where fans or new customers can sign up toreceive weekly updates about products and promotions. People who sign up can get exclusive discounts and rewards.FACEBOOKWe will utilize Facebook to increase online engagement and relationships with fans. BV will use its Facebook page to post uprelevant content and images that promote their product and ideal lifestyle. We will also have sponsored ads and posts, usingFacebook’s algorithms, to target our audience and increase fanbase. We can also use Facebook to hold contests and educatefans about different types of wine. To measure our success using Facebook, we can check our insights and analytics to makesure posts are being seen and that the fans are actively engaged.DIGITAL TVSingle episode sponsorship on Hulu for shows with high target viewership, for example, Revenge on The CW, or The Office onNBC.TWITTERBV will use Twitter to post tweets that will shape their brand moreso than actively selling their products. They will post aboutsocial responsibility projects, link to different and interesting articles that corresponds with their brand and lifestyle, and newexciting events or promotions they may be having.
INSTAGRAMInstagram will be an entertainment and engaging channel for fans of BV wine product. They can post up pictures of their prod-ucts in a creative and consistent way and also have fans take pics of how they consume BV products. Followers and fans areencouraged to tag BV wine products and write a short comment about their experience to share with all their friends. TheseInstagram posts can easily be synced across different social media platforms such as Facebook, Twitter, and Pinterest.PINTERESTPinterest’s user base consist mainly of women 25-34, who are well-educated and tech-savvy. Pinterest is a easy way to curateimages and information in an aesthetically pleasing way through organized boards. BV can use Pinterest to promote their life-style and also as an e-commerce channel, selling their products on there.BV BLOGThe BV blog posts content in more detail about the product, such as complementary pairings that go well with it and in whatoccasions to drink the wine. The blog will be a place where fans can go to learn more information and get ideas.YOUTUBEBV can create short commercials on YouTube which will generate brand awareness locally (North America) and international.Another marketing campaign can be launched by having consumers create short video testimonials or “BV moments” shar-ing their experiences with the product. Links to the YouTube commercials and video posts will be integrated in the abovementioned social and digital mediums like Facebook and Twitter for easy access. Response and reception to the various brandcommercials and posts can be measured by the views and likes.