Kiona Marketing Plan

7/29/2019 Kiona Marketing Plan

1/16

By

Anita Ho, Kevin Krandel, Cameron Fasola, DomBadaglia


2/16

Product Recommendation

cont. 49.4% of respondents prefer locally produced wines.

This aspect cannot be reached, however, family-owned

and environmentally friendly provide nearly the same

amount of desirability.

48.9% of respondents prefer environmentally

friendly wines.

Screw cap is increasing in popularity, and may be a good

avenue to look down, however cork harvesting is

environmentally friendly.

47% of respondents prefer family-owned wineries.

This is an important aspect to make Kiona stand-out.


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Product Recommendation cont.

The Wine Group Inc. utilizes an economy wine option with itsmain product Franzia by having wine available at a low price. Kiona should look into making a cheaper wine to better get its name

out to the lower income niche.

A connoisseurs wine at a dabblers price. This will help us catch thecomon market of those who have wine while catching the niche ofthose who consider themselves wine experts

Target market would be upper middle class college graduatesages 21+. Ages 21-24 account for 20.8% while 65+ accountsfor 13.9%. These are the top two age groups.

These are the most important controllable aspects. Goodvalue and likability are up to the consumer.


4/16

Price

34.8% of respondents purchase wine in the price

range of $9.50-$13.49

To appeal to more people, Kiona should price

their wine closer to the $9.50 mark if not exactlythat.

However, as mentioned before, one value-

brand wine could be released under the Kiona

name.


5/16

QR Code

67.9% of respondent said that a QR code would

probably or definitely NOT increase purchase

interest.

Because of this, it is not advisable to use a QR code.

QR codes appear to be the LEAST important attribute

of the wine, when determining which wine to choose.

The QR code should probably be removed from the

bottle altogether


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7/16

Promotions

Magazine

Vinetimes is a California Magazine, which reches 80,000+ readers

per issue. 95% of readers visit the California wine regions at least

once per month, and more than half read the magazine cover to

cover. We found this to be a strong promotion Facebook

Facebook is an easy way to target people based on interests and

location. We would target people in California who have wine as

an interest, or like wine pages


8/16

Promotions

Events

Wine festivals: Target Sonoma/Napa, Bay Area, SLO, LA, OC, SD.One festival in each area every 3 months. (24 per year at $150each = $3600)

Social media interns

International Marketing intern through AIESEC. Costs $500upfront plus $600 a month for cost of living for 6 months totals$6500

The intern would go on wine tours down California working at allthe Festival booths

By the class specials at restaurants Sampling at wine bars

Sampling at local restaurants

Samples at venues Kiona sells to


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$50,000 total marketing budget


10/16

Media No1. Google: need a high daily

bid, hard to target specific

market2. Newspaper: decreasing

use of newspaper

3. Phone app: too many

applications to consider

Top Five Media used by Wine Consumers Percentage

N = 275Google 49.8%

Magazines in print 30.9%

Facebook 30.5%

Newspaper in print 29.1%

Phone app 25.5%

Yes

1. Magazine: Vinetimes (CA)

2. Facebook Ads

48.02%

11.52%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

Facebook

Magazine

Percentage of Advertising Budget

Media Budget ($)

Facebook $24,010.00

Magazine $5,760.00


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Promoting

Kiona Wine

7.20%

15.40%

12.00%

5.86%

0.00% 5.00% 10.00% 15.00% 20.00%

Wine Festival

Internship

Travel Expenses

Wine Samples

Percentage of Advertising BudgetWine Festival at:

Bay Area

Napa/Sonoma

SLO

LA

Orange County

SD

Type Budget ($)

Wine Festival $3,600.00

Internship $7,700.00

Travel

Expenses $6,000.00

Wine Samples $2,928.00


12/16

6.42%

8.28%

11.06%

5.40%

8.28%

11.06%

5.40%

8.28%

11.06%

5.40%

8.28%

11.06%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC

Percentage of Total Expenses (Monthly)


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Month Budget ($)

JAN 3,210.00FEB 4,140.00

MAR 5,532.00

APR 2,700.00

MAY 4,140.00JUNE 5,532.00

JULY 2,700.00

AUG 4,140.00

SEPT 5,532.00OCT 2,700.00

NOV 4,140.00

DEC 5,532.00

Three-month

cycle

Three-month

cycle

Three-month

cycle

Three-month

cycle


14/16

Positioning Statement

For the enthusiasts who enjoy family

owned, delicious wines, Kiona is a third

generation grower that produces greattasting, fairly priced wine.


15/16


16/16

Press Release

Kiona Vineyards, having established a solid foothold in

Washington, is now expanding south. Kiona is beginning to

introduce their quality, but fair-priced wines throughout

California with a focus on Sonoma/Napa, San Luis Obispo

County, LA/Orange County, and San Diego. After receivinggold and platinum awards for their wines at Wine Press

Northwest, Seattle Wine Awards and the Tasters Guild Int.

wine competition, Kiona would now like to expand its

excellence beyond the borders of Washington and introduce

Kiona to the wine enthusiasts of California.

Documents

Kiona Marketing Plan