VGV - Village Green Vineyard Marketing Comms Plan Buyer Behaviour. It discusses: Operative conditioning: reinforcement of brand image, purchase behaviour, consequences. Influence Purchase Behaviour: Utilitarian reinforcement, punishment, informational reinforcement, informational punishment.

1. village green vineyard

2. Who are we?
What we do
Kent-based vineyard specialising in the
environmentally sustainable production of
English sparkling wine.
What we represent
Understated taste, class and elegance with
preference for organic and local produce.
A viable alternative to still wines or champagne
to bring a bit of fizz to everyday life.

3. What is the state of the marketplace?
Growing preference for sparkling wine
“7/10 bottles sold in UK are sparkling wine vs. 3/10 that are champagne”
“6 million people think sparkling wine standards have got better in recent years”
Climate change brings opportunities
“Cultivation in the UK of grapes to make sparkling wine has more than quadrupled since 2005”
Source: Mintel (2010), The Guardian (2011)

4. Where do we fit into the marketplace?
18
“Demand is outstripping production and we
can’t keep up.”
Mardi Roberts
Sales Manager of Ridgeview, Sussex
“Perhaps for the first time, we can now talk in terms of
‘dedicated sparkling wine drinkers’, rather than simply
assume that fizz is an occasional and irregular
pleasure.”
Graham Holter
Associate Director – Wine Intelligence

5. Where do we fit into the marketplace?
Champagne imposters!

6. What is our product?
Unique Selling Point
Simple and sustainable
Understated and quality product
Price
£15.00

7. Our goals
0-6 months
Increase brand awareness to 25% of target market
6 months >
Influence purchase behaviour
Influence consumption behaviour

8. Our target market
Age 25-40
Understated
Environmentally conscious
Health conscious
High disposable income
Young at heart

9. Our marketing comms strategy

10. Increase brand awareness: advertising
village green vineyard
understated.
“it’s actually rather drinkable!”
James May
village green vineyard
www.vgv.co.uk www.vgv.co.uk

11. Operative conditioning
• Reinforcement of brand image
• Purchase behaviour
• Consequences
Positive feeling towards brand, feeling of improved social status,
desire to find more information, positive feeling of association with
sustainable and healthy alternative

12. Influence purchase behaviour
• Utilitarian reinforcement
• Utilitarian punishment
• Informational reinforcement
• Informational punishment

13. Influence consumption behaviour
• Aim: Establish habit of having sparkling wine as an aperitif to
Sunday lunch
• How?
• Alignment with TV cooking programmes through sponsorship
• Print advertising in particular lifestyle magazines

14. Channels of distribution
• Advertisements
Drip campaign
• Garden Party with Journalists
Invite members of local green movement and journalists to a garden party at our vineyard. Increase media coverage.
Special Guest Hugh Fearnley-Whittingstall talking about sustainable values
• Waitrose
Availability to the mass markets
• Farmers markets
Interaction opportunity with target market, immersive brand experience
• Online and mobile
Lean-forward experience, actively seeking information
• Catering
Distribution to selected gastro pubs and restaurants

15. Thank you