A Marketing Case StudyLauren Jeter

Overview of Product Description

Mission / business philosophy:Mission / business philosophy: “ “A departure from the ordinary, tangent explores the A departure from the ordinary, tangent explores the

limitless possibilities of alternative white wine.”limitless possibilities of alternative white wine.”

Product Description:Product Description: New BrandNew Brand Baileyana sister brandBaileyana sister brand Alternative White winesAlternative White wines

Primary Marketing / Business Challenge:Primary Marketing / Business Challenge: Raising product awareness Raising product awareness Establishing a brand marketing planEstablishing a brand marketing plan Improve distribution channelImprove distribution channel

Product Line

Retail Price Points

2005 Albariño: 2005 Pinot Blanc: 2005 Pinot Gris: 2005 Sauvignon Blanc: 2005 Eccelstone : SOLD OUT!

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Projected Consumer Demographic

Proposed Survey Data

Initial Problem: No marketing dataInitial Problem: No marketing data Set Objective: Create Marketing SurveySet Objective: Create Marketing Survey Initial goal: Collect Survey DataInitial goal: Collect Survey Data

Narrow down target market (Individualized Narrow down target market (Individualized marketing)marketing)

Analysis of DataAnalysis of Data Mold Marketing Plan around resultsMold Marketing Plan around results

Proposed Survey Questions

Types of products purchasedTypes of products purchased Familiarity with other brandsFamiliarity with other brands Location of purchasesLocation of purchases Money spent per purchaseMoney spent per purchase Importance of product characteristicsImportance of product characteristics Probability of purchaseProbability of purchase Demographics Demographics

Marketing Promotional Tools

Building Brand Recognition