VanFUNDING 2018 - Anatomy of a successful crowdfunding deal Daryl Hatton
Presentation of success factors of innovative hybrid securities crowdfunding campaigns given at VanFUNDING 2018 conference in Vancouver Canada. Companies discussed include Red Mountain, Very Good Butchers, Vermillion Growers, and Squamish Canyon.
The document summarizes a market evaluation and proposed marketing strategy for a new craft beer brand called "Canada's Craft Beer". It found that their "Beer Fridge" campaign was successful with over 105 million online impressions, but their "Search and Rescue Briefcase" campaign received negative PR and backlash. It identifies opportunities in the craft beer market to provide an affordable, accessible, and large-batch option that allows customers to sample different regions of Canada. The proposed marketing strategy focuses on unique packaging, targeted digital advertising to millennials in major cities, and a social media campaign with a $756,000 budget over 2 months.
Marketing Campaign for Creature Comforts BreweryPaige Smith
This document provides an overview of a marketing plan to expand the Creature Comforts craft brewery brand into the Savannah, Georgia market. The plan aims to use social media to develop brand archetypes for different beer types and build brand awareness through hashtags. It identifies target demographics in Savannah and competitor research. The marketing strategy involves a four month social media campaign to position the brand and individual beers to different personality types. Success will be measured by social media engagement with the campaign hashtags and increased website traffic from Savannah.
The strategic plan outlines ways for the La Jolla Village Merchants Association to support local businesses during COVID-19 through organizational excellence, merchant education and engagement, design improvements, and marketing/events. Key initiatives include increasing membership, exploring alternative revenue like grants and gift cards, providing education on topics like social media and wellness, enhancing storefront displays, and promoting the village through virtual and socially-distant events and expanded social media efforts. The overall goal is to bring more business to La Jolla merchants during challenging times.
This document outlines Ballast Point's social media launch strategy for their new Fathom IPA beer from September to October 2017. The goals are to effectively communicate the brand attributes of Fathom IPA to reach new male millennial drinker audiences through targeted social media advertising. The strategy involves running Facebook, Instagram and Twitter campaigns with a budget of $20,000-$50,000 to reach over 3 million people, along with contests and events to generate user-generated content. Creative assets needed include photography, videos and graphics to showcase Fathom IPA's packaging and lifestyle in an adventurous light.
This campaign proposal summarizes recommendations for Brookton's Market to increase profits and customers. It analyzes the market's strengths, weaknesses, opportunities, and threats. The target publics are identified as lower income families and college students/neighboring towns. Research was conducted on similar markets. The goals are to improve the market's reputation, increase advertising, and update their website and storefront. Implementing the recommendations over one year aims to increase profits by 20%. In 3 sentences or less, this document proposes a marketing campaign for Brookton's Market focusing on market research, target audiences, goals of increasing profits through advertising and website/storefront updates.
El documento habla sobre el uso de cookies en el sitio web de Bershka. Explica que usan cookies propias y de terceros para mejorar la experiencia del usuario y los servicios, analizando la navegación. Indica que si el usuario continúa navegando se considera que acepta el uso de cookies, y puede obtener más información o cambiar la configuración en la Política de Privacidad y Política de Cookies. También anuncia descuentos del 20% en accesorios para compras con tarjeta de crédito.
VanFUNDING 2018 - Anatomy of a successful crowdfunding deal Daryl Hatton
Presentation of success factors of innovative hybrid securities crowdfunding campaigns given at VanFUNDING 2018 conference in Vancouver Canada. Companies discussed include Red Mountain, Very Good Butchers, Vermillion Growers, and Squamish Canyon.
The document summarizes a market evaluation and proposed marketing strategy for a new craft beer brand called "Canada's Craft Beer". It found that their "Beer Fridge" campaign was successful with over 105 million online impressions, but their "Search and Rescue Briefcase" campaign received negative PR and backlash. It identifies opportunities in the craft beer market to provide an affordable, accessible, and large-batch option that allows customers to sample different regions of Canada. The proposed marketing strategy focuses on unique packaging, targeted digital advertising to millennials in major cities, and a social media campaign with a $756,000 budget over 2 months.
Marketing Campaign for Creature Comforts BreweryPaige Smith
This document provides an overview of a marketing plan to expand the Creature Comforts craft brewery brand into the Savannah, Georgia market. The plan aims to use social media to develop brand archetypes for different beer types and build brand awareness through hashtags. It identifies target demographics in Savannah and competitor research. The marketing strategy involves a four month social media campaign to position the brand and individual beers to different personality types. Success will be measured by social media engagement with the campaign hashtags and increased website traffic from Savannah.
The strategic plan outlines ways for the La Jolla Village Merchants Association to support local businesses during COVID-19 through organizational excellence, merchant education and engagement, design improvements, and marketing/events. Key initiatives include increasing membership, exploring alternative revenue like grants and gift cards, providing education on topics like social media and wellness, enhancing storefront displays, and promoting the village through virtual and socially-distant events and expanded social media efforts. The overall goal is to bring more business to La Jolla merchants during challenging times.
This document outlines Ballast Point's social media launch strategy for their new Fathom IPA beer from September to October 2017. The goals are to effectively communicate the brand attributes of Fathom IPA to reach new male millennial drinker audiences through targeted social media advertising. The strategy involves running Facebook, Instagram and Twitter campaigns with a budget of $20,000-$50,000 to reach over 3 million people, along with contests and events to generate user-generated content. Creative assets needed include photography, videos and graphics to showcase Fathom IPA's packaging and lifestyle in an adventurous light.
This campaign proposal summarizes recommendations for Brookton's Market to increase profits and customers. It analyzes the market's strengths, weaknesses, opportunities, and threats. The target publics are identified as lower income families and college students/neighboring towns. Research was conducted on similar markets. The goals are to improve the market's reputation, increase advertising, and update their website and storefront. Implementing the recommendations over one year aims to increase profits by 20%. In 3 sentences or less, this document proposes a marketing campaign for Brookton's Market focusing on market research, target audiences, goals of increasing profits through advertising and website/storefront updates.
El documento habla sobre el uso de cookies en el sitio web de Bershka. Explica que usan cookies propias y de terceros para mejorar la experiencia del usuario y los servicios, analizando la navegación. Indica que si el usuario continúa navegando se considera que acepta el uso de cookies, y puede obtener más información o cambiar la configuración en la Política de Privacidad y Política de Cookies. También anuncia descuentos del 20% en accesorios para compras con tarjeta de crédito.
Zara is a highly successful fashion retailer known for its fast fashion model. It introduces new designs two weeks after seeing them on runways rather than the industry standard of six months. Zara achieves this through an integrated operation strategy that allows for quick design, production, and distribution. Stores provide immediate customer feedback that designers use to create new items. Factories located in Spain enable rapid production to meet changing demand. An efficient supply chain distributes goods to stores within 24 hours in Europe. This strategy of speed, affordability, and variety has made Zara one of the world's largest clothing retailers.
Zara segments its customers demographically as those aged 18-40 with mid-range incomes who are interested in fashion trends. It also considers psychographic factors like customers' busy lifestyles. Zara targets this segment through store locations in busy areas and stocking new products twice weekly. It focuses on customer orientation through excellent service and frequent surveys. Zara positions itself as a designer brand through on-trend designs from over 200 designers, yet prices competitively like dedicated fashion ranges through its rapid production model replenishing stores twice weekly.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Zara is a clothing brand known for fast fashion. It was founded in 1963 in Spain and opened its first store in 1975. Since then, Zara has expanded globally and now has over 2,000 stores in 96 countries. Zara's success is largely due to its ability to design and produce clothing in only two weeks in order to quickly respond to the latest fashion trends. It focuses on rapid production in small quantities, frequent store replenishments, and using its stores as a way to get customer feedback. Zara's core competencies include its vertical integration of design, production, and sales as well as its ability to quickly recreate fashion.
The document outlines Zara's fast fashion business model and supply chain operations, which focuses on rapid design, production, and distribution of new fashion items to stores within weeks in order to stay on top of constantly changing trends, allowing Zara to maintain its competitive advantage over rivals with shorter inventory turnovers and product lifecycles. Zara's centralized operations and extensive use of data and technology allows it to quickly respond to demand changes through flexible procurement, production planning, and high-velocity logistics. This responsive supply chain model has supported Zara's global expansion to over 1700 stores in 78 countries while continually renewing its inventory with around 11,
Zara's value chain is highly integrated and controlled. It sources materials and produces about half of products in Spain and Europe to allow for quick design changes. Products are shipped to stores within 24 hours in Europe. Store managers have autonomy to make replenishment orders based on sales data. Zara uses minimal marketing and focuses on window displays. Its competitive advantage lies in its ability to design, produce, and deliver fashion trends rapidly and at scale through its vertically integrated system.
Zara is a Spanish clothing retailer known for its rapid production of new designs to match emerging fashion trends. It operates over 1,700 stores worldwide and launches around 10,000 new designs each year, getting products to stores in just two weeks compared to the industry average of six months. Zara's supply chain and production model allows it to be more responsive to trends and offer a wider variety of fashionable products at affordable prices. It has experienced rapid international expansion and growth over the past few decades to become one of the largest and most profitable clothing retailers globally.
Pepsico Hyderabad conducted an organizational study of Pepsico. Pepsico was founded in 1965 in North Carolina and established operations in India in 1989. It has a traditional and matrix structure and a culture that is customer-oriented and product-focused. The study found issues with Pepsico's distribution channels that caused dissatisfaction among retailers and distributors. It recommended that Pepsico improve its logistics, marketing strategies to reach more areas, and focus on building better relationships with retailers.
The document discusses strategies for distributors and retailers to work together to improve wine sales, including through training servers, category management, and concept selling initiatives. It describes the Charmer Sunbelt Group distributor which operates in 16 markets across the US, generating over $4 billion in annual revenue. It outlines several programs distributors can offer retailers to increase staff knowledge of wine and spirits, improve merchandising, and boost customer spending.
The presentation provides an overview of Hess Brewing Company, including its background, products, industry analysis, market segmentation, competitors, customers, business strategy, distribution channels, pricing strategy, promotional strategy, selling strategy, and recommendations. Key points include that Hess Brewing was founded in 2010, produces flagship and seasonal beers, targets "kickback" drinkers, uses a four-tier distribution system, and recommendations to expand distribution across the US and open a larger production facility to satisfy increasing demand.
The document outlines a plan for Mountain Man Brewing Company to launch a new light beer brand called "Light Brew" to target younger consumers and capture market share in the growing light beer segment. It discusses positioning the new brand against competitors, promotion strategies focused on universities in key regions, and metrics to track the brand's performance in sales, awareness, shelf space penetration, and gaining new on-premise locations. The brand extension aims to leverage MMBC's heritage and reputation for quality while appealing to a younger demographic through more modern branding and grassroots marketing.
1) The document discusses the history and branding strategies of Starbucks, from its founding in 1971 to its current global expansion.
2) It outlines Starbucks' growth strategies including market penetration, new products, and diversification through brand extensions.
3) The success of the Starbucks brand is attributed to creating a premium coffeehouse experience and lifestyle brand through its stores, partnerships, and global expansion.
Jennifer Holm and others conducted market research including talking to wholesalers, end-users, retailers, and consultants and conducting surveys. They initially thought of producing high-end water and juices for young, cool people but realized that idea did not survive initial customer feedback. Key lessons were the importance of finding the right niche and customer needs, having the right value proposition, creating a compelling story or brand, and focusing on effective distribution channels and partnerships to get products to customers.
You & Yours Distilling Co. was founded in San Diego, California by Laura Johnson and Luke Mahoney to bring people together through elevated drinking experiences. Their vision is to lead the craft liquor industry through high quality products and exceptional customer service. They have developed two flagship products - Session Vodka and Soirée Gin - and plan to expand their brand through additional products, a tasting room, and distribution to accounts in San Diego, Los Angeles, and Dallas.
Perrier is losing market share and consumer trust. It lacks a strong connection with customers and relevance as a lifestyle brand. The document proposes strategies for Perrier to implement, including expanding its product line with new flavors tied to European cities, partnering with Bumble for promotions, and launching a bottle recycling program. This would help Perrier strengthen desirability, frequency of purchase, and sustainability to regain its leading position in the sparkling water category.
The document outlines Coca-Cola's roadmap toward 2020 to accelerate value growth in the US. The plan is to grow overall system revenues and profits through relentless productivity, revitalize and grow sparkling brands led by Coca-Cola, become the fastest growing still beverage company, deliver best-in-class commercial and customer service capabilities, recruit and inspire a world-class diverse organization, and be an industry leader in sustainability. The roadmap aims to deliver sustainable profit growth and exemplify leadership in all aspects of the business.
Crimson Creations is a public relations firm helping Bellevue Brewing Company (BBC) increase sales of their 425 pale ale. Their campaign will use research on craft beer drinkers, events sponsorships, and social media strategies to build awareness and loyalty. The budget is $2,500, with 40% spent on print/digital ads and promotions. Success will be measured by social media engagement, website traffic, and sales metrics.
Kevin McCray, former Executive Director of Marketing at Save Mart Supermarkets, shares samples of marketing campaigns he oversaw at the company. This includes the "Fresh Comes First" integrated branding campaign establishing quality standards, outdoor, television, and print advertising, a website redesign, and the "Save Our Pools" charitable partnership that helped raise $1 million to keep city pools open and achieved significant positive publicity and sales lifts. McCray thanks the marketing team for their work and invites the recipient to stay in touch.
Made by Mavis is a locally based jam and jelly company in Kentucky. To increase awareness and sales of its Jam of the Month Club, the document recommends partnering with a local brewery, Rhinegeist. It suggests targeting millennial craft beer drinkers and holding tasting events to introduce flavors and encourage signups for a Beer and Jam of the Month Club. The club would provide educational pairings of jams, jellies and beers at the brewery each month to build loyalty and repeat customers. The document outlines objectives, strategies and metrics to measure the success of the partnership and club.
Starbucksbusiness Plan Final 090223123940 Phpapp01bbfvt
Starbucks aims to be the premier purveyor of high quality coffee while maintaining its values as it grows. It was founded in 1971 in Seattle's Pike Place Market and went public in 1992. Starbucks focuses on customer orientation, employees, and customization. It has high brand recognition and customers with disposable income. While the domestic market is saturated, international markets offer growth opportunities. Starbucks differentiates itself through its variety of products and customers' in-store experience. It charges a premium price and sees its stores as a third place beyond home and work.
The document discusses a marketing presentation about launching a new chocolate syrup product by Cadbury in India. It provides background on Cadbury's operations in India, discusses market research conducted with 50 consumers and 35 retailers to understand factors influencing purchase decisions and preferences for the new product, and recommends that Cadbury launch the chocolate syrup in India as consumers and retailers expressed positive responses.
Zara is a highly successful fashion retailer known for its fast fashion model. It introduces new designs two weeks after seeing them on runways rather than the industry standard of six months. Zara achieves this through an integrated operation strategy that allows for quick design, production, and distribution. Stores provide immediate customer feedback that designers use to create new items. Factories located in Spain enable rapid production to meet changing demand. An efficient supply chain distributes goods to stores within 24 hours in Europe. This strategy of speed, affordability, and variety has made Zara one of the world's largest clothing retailers.
Zara segments its customers demographically as those aged 18-40 with mid-range incomes who are interested in fashion trends. It also considers psychographic factors like customers' busy lifestyles. Zara targets this segment through store locations in busy areas and stocking new products twice weekly. It focuses on customer orientation through excellent service and frequent surveys. Zara positions itself as a designer brand through on-trend designs from over 200 designers, yet prices competitively like dedicated fashion ranges through its rapid production model replenishing stores twice weekly.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Zara is a clothing brand known for fast fashion. It was founded in 1963 in Spain and opened its first store in 1975. Since then, Zara has expanded globally and now has over 2,000 stores in 96 countries. Zara's success is largely due to its ability to design and produce clothing in only two weeks in order to quickly respond to the latest fashion trends. It focuses on rapid production in small quantities, frequent store replenishments, and using its stores as a way to get customer feedback. Zara's core competencies include its vertical integration of design, production, and sales as well as its ability to quickly recreate fashion.
The document outlines Zara's fast fashion business model and supply chain operations, which focuses on rapid design, production, and distribution of new fashion items to stores within weeks in order to stay on top of constantly changing trends, allowing Zara to maintain its competitive advantage over rivals with shorter inventory turnovers and product lifecycles. Zara's centralized operations and extensive use of data and technology allows it to quickly respond to demand changes through flexible procurement, production planning, and high-velocity logistics. This responsive supply chain model has supported Zara's global expansion to over 1700 stores in 78 countries while continually renewing its inventory with around 11,
Zara's value chain is highly integrated and controlled. It sources materials and produces about half of products in Spain and Europe to allow for quick design changes. Products are shipped to stores within 24 hours in Europe. Store managers have autonomy to make replenishment orders based on sales data. Zara uses minimal marketing and focuses on window displays. Its competitive advantage lies in its ability to design, produce, and deliver fashion trends rapidly and at scale through its vertically integrated system.
Zara is a Spanish clothing retailer known for its rapid production of new designs to match emerging fashion trends. It operates over 1,700 stores worldwide and launches around 10,000 new designs each year, getting products to stores in just two weeks compared to the industry average of six months. Zara's supply chain and production model allows it to be more responsive to trends and offer a wider variety of fashionable products at affordable prices. It has experienced rapid international expansion and growth over the past few decades to become one of the largest and most profitable clothing retailers globally.
Pepsico Hyderabad conducted an organizational study of Pepsico. Pepsico was founded in 1965 in North Carolina and established operations in India in 1989. It has a traditional and matrix structure and a culture that is customer-oriented and product-focused. The study found issues with Pepsico's distribution channels that caused dissatisfaction among retailers and distributors. It recommended that Pepsico improve its logistics, marketing strategies to reach more areas, and focus on building better relationships with retailers.
The document discusses strategies for distributors and retailers to work together to improve wine sales, including through training servers, category management, and concept selling initiatives. It describes the Charmer Sunbelt Group distributor which operates in 16 markets across the US, generating over $4 billion in annual revenue. It outlines several programs distributors can offer retailers to increase staff knowledge of wine and spirits, improve merchandising, and boost customer spending.
The presentation provides an overview of Hess Brewing Company, including its background, products, industry analysis, market segmentation, competitors, customers, business strategy, distribution channels, pricing strategy, promotional strategy, selling strategy, and recommendations. Key points include that Hess Brewing was founded in 2010, produces flagship and seasonal beers, targets "kickback" drinkers, uses a four-tier distribution system, and recommendations to expand distribution across the US and open a larger production facility to satisfy increasing demand.
The document outlines a plan for Mountain Man Brewing Company to launch a new light beer brand called "Light Brew" to target younger consumers and capture market share in the growing light beer segment. It discusses positioning the new brand against competitors, promotion strategies focused on universities in key regions, and metrics to track the brand's performance in sales, awareness, shelf space penetration, and gaining new on-premise locations. The brand extension aims to leverage MMBC's heritage and reputation for quality while appealing to a younger demographic through more modern branding and grassroots marketing.
1) The document discusses the history and branding strategies of Starbucks, from its founding in 1971 to its current global expansion.
2) It outlines Starbucks' growth strategies including market penetration, new products, and diversification through brand extensions.
3) The success of the Starbucks brand is attributed to creating a premium coffeehouse experience and lifestyle brand through its stores, partnerships, and global expansion.
Jennifer Holm and others conducted market research including talking to wholesalers, end-users, retailers, and consultants and conducting surveys. They initially thought of producing high-end water and juices for young, cool people but realized that idea did not survive initial customer feedback. Key lessons were the importance of finding the right niche and customer needs, having the right value proposition, creating a compelling story or brand, and focusing on effective distribution channels and partnerships to get products to customers.
You & Yours Distilling Co. was founded in San Diego, California by Laura Johnson and Luke Mahoney to bring people together through elevated drinking experiences. Their vision is to lead the craft liquor industry through high quality products and exceptional customer service. They have developed two flagship products - Session Vodka and Soirée Gin - and plan to expand their brand through additional products, a tasting room, and distribution to accounts in San Diego, Los Angeles, and Dallas.
Perrier is losing market share and consumer trust. It lacks a strong connection with customers and relevance as a lifestyle brand. The document proposes strategies for Perrier to implement, including expanding its product line with new flavors tied to European cities, partnering with Bumble for promotions, and launching a bottle recycling program. This would help Perrier strengthen desirability, frequency of purchase, and sustainability to regain its leading position in the sparkling water category.
The document outlines Coca-Cola's roadmap toward 2020 to accelerate value growth in the US. The plan is to grow overall system revenues and profits through relentless productivity, revitalize and grow sparkling brands led by Coca-Cola, become the fastest growing still beverage company, deliver best-in-class commercial and customer service capabilities, recruit and inspire a world-class diverse organization, and be an industry leader in sustainability. The roadmap aims to deliver sustainable profit growth and exemplify leadership in all aspects of the business.
Crimson Creations is a public relations firm helping Bellevue Brewing Company (BBC) increase sales of their 425 pale ale. Their campaign will use research on craft beer drinkers, events sponsorships, and social media strategies to build awareness and loyalty. The budget is $2,500, with 40% spent on print/digital ads and promotions. Success will be measured by social media engagement, website traffic, and sales metrics.
Kevin McCray, former Executive Director of Marketing at Save Mart Supermarkets, shares samples of marketing campaigns he oversaw at the company. This includes the "Fresh Comes First" integrated branding campaign establishing quality standards, outdoor, television, and print advertising, a website redesign, and the "Save Our Pools" charitable partnership that helped raise $1 million to keep city pools open and achieved significant positive publicity and sales lifts. McCray thanks the marketing team for their work and invites the recipient to stay in touch.
Made by Mavis is a locally based jam and jelly company in Kentucky. To increase awareness and sales of its Jam of the Month Club, the document recommends partnering with a local brewery, Rhinegeist. It suggests targeting millennial craft beer drinkers and holding tasting events to introduce flavors and encourage signups for a Beer and Jam of the Month Club. The club would provide educational pairings of jams, jellies and beers at the brewery each month to build loyalty and repeat customers. The document outlines objectives, strategies and metrics to measure the success of the partnership and club.
Starbucksbusiness Plan Final 090223123940 Phpapp01bbfvt
Starbucks aims to be the premier purveyor of high quality coffee while maintaining its values as it grows. It was founded in 1971 in Seattle's Pike Place Market and went public in 1992. Starbucks focuses on customer orientation, employees, and customization. It has high brand recognition and customers with disposable income. While the domestic market is saturated, international markets offer growth opportunities. Starbucks differentiates itself through its variety of products and customers' in-store experience. It charges a premium price and sees its stores as a third place beyond home and work.
The document discusses a marketing presentation about launching a new chocolate syrup product by Cadbury in India. It provides background on Cadbury's operations in India, discusses market research conducted with 50 consumers and 35 retailers to understand factors influencing purchase decisions and preferences for the new product, and recommends that Cadbury launch the chocolate syrup in India as consumers and retailers expressed positive responses.
The document discusses a marketing presentation about launching a new chocolate syrup product by Cadbury in India. It provides background on Cadbury's operations in India, discusses market research conducted with 50 consumers and 35 retailers to understand factors influencing purchase decisions and preferences for the new product, and recommends that Cadbury launch the chocolate syrup in India as consumers and retailers expressed positive responses.
This document provides information about building a sales effort, whether with one person or a team. It outlines common mistakes to avoid, such as not including sales positions in business plans. It also discusses considerations for when to hire salespeople, such as volume limits being reached or expanding to new markets. The document then provides a sample sales representative job description and lists consulting clients in the beverage industry that the presenter has worked with. It concludes with a focus on getting started, structuring the sales function, and managing salespeople or teams.
This document discusses shopper marketing and provides examples of shopper activation campaigns. It defines shopper marketing as marketing stimulus reaching shoppers based on understanding their buying behavior. It notes that 70% of brand selections and 68% of buying decisions are made in-store. The document then covers shopper archetypes, the consumer path in stores, touchpoints to influence purchases, and examples of regional and trade activation campaigns.
The document outlines a marketing plan for Canadian Oak, a company that produces oak barrels from 100% Canadian materials for Niagara region wineries. It identifies the target market as larger wineries able to test new products. The plan's objectives are to sell most barrels to exposed wineries and gain new clients. Tactics include direct mail, meet and greets, sales meetings, and a PR event to showcase Canadian Oak's benefits and quality wines. The goal is for Canadian Oak to be on every winery purchase order form.
Branding: Product Design in the Beverage Category
Formed Company name and logo, target market, features and benefits, competition, mental map, core brand associations, brand mantra, core values, what the company stands for, positioning grid, positioning statement, branding objectives, etc.