imc steven kent presentation
DESCRIPTION
Integrated Marketing Communications (IMC) plan was created for Steven Kent Winery located in Livermore, CA.TRANSCRIPT
Connoisseur Consultants
forThe Steven Kent Winery
Table of Contents
• The Client
• POA and Consumer Analysis
• Corporate and PR Strategies
• IMC Management
• IMC Objective – Consumer
• Consumer Database Program
• IMC Objective – B2B
• Conclusion
• Based in Livermore Valley
• Founded in 1854
• World class operations
• Consumer Oriented
The Client The Steven Kent Winery
Promotional Opportunity Analysis
and Consumer Analysis
• Step 1: Communication Opportunity
Analysis
• Step 2: Communication Objective
• Step 3: Communication Budget
• Step 4: Promotional Strategies
• Step 5: Match Tactics with
Strategies
Promotional Opportunity Analysis
(POA)
Communication Market Analysis: Part 1 – Competitive Analysis
• Primary: Sonoma and Napa County
• Duckhorn Vineyard
• Secondary: 47 other local Livermore
Wineries
• Communicate as a whole
• Other local wine counties: Gilroy
and Saratoga
Communication Market Analysis: Part 2 – Opportunity Analysis
• Livermore is a saturated market
• Expand focus to Silicon Valley
• Emerging new consumers
• Generation Y
Communication Market Analysis: Part 3 – Target
Market
• Current and recent college
students
• Of legal drinking age
• Knowledge seeking
• Relationship oriented
Communication Market Analysis: Part 4 – Customer Analysis
• Potential Customers: Generation Y
•Technological competent
• Family centric
• Increase in college attendance
•Issues to address:
• Peer acceptance and how spend their
time
Communication Market Analysis: Part 4 –
Customer Analysis Cont.• Potential Customers: Purchasing
Process
• Step 1: Problem Recognition
• Step 2: Information Search
• Step 3: Evaluation of Alternatives
• Step 4: Post Purchase Evaluation
Communication Market Analysis: Part 4 –
Customer Analysis Cont.• Current Customers:
• Older baby boomer
• Empty nesters
• Experienced with wine
• Disposable income
Market Segmentation
• Generation Y:
• Those with interest in wine
• Potential long run financial means
• College Students – business and
art majors
• College grads and professionals
Corporate and Public Relations Strategies
Corporate Image Strategy
• Logo
• Tagline
• For Those Who Know
• Wine for those in the know
“artistry, taste, tradition”
Brand Development Strategy
• Quality
• Exclusivity
• Family Oriented
• Relationship Building
Public Relations Strategy
• Hosting Events
• Artist Gallery Openings
• Tasting Events for professional
groups
• Non-profit or charity promotions
• Evaluation
Integrated Marketing Communication (IMC)
Management
IMC ManagementObjective
• IMC Objective – Brand awareness
• Methods:
• Build image and relationships
• 75% would like to learn about wine
• Increase website traffic and
Participation in blog
• Move into evoked set
IMC ManagementBudget
• Objective and Task Budget
approach
• Total: $9,630• Events
• Premiums
• Contests
• Sweepstakes
• Web management
IMC ManagementInternet Website
• Interactive
• E-commerce incentives:
• Convenience
• Value Adding
• Financial
IMC ManagementHomepage Design
IMC Objective:Consumer
IMC Objective - ConsumerAdvertising Goals
• Advertising Goals
• Evoked Set
• Budget on a continuous schedule
IMC Objective - ConsumerCreative Brief
• Objectives
• Target Market
• Message Theme
• Support
• Constraints
IMC Objective - ConsumerAdvertising Design
• Means-End Theory
IMC Objective - ConsumerAdvertising Design Cont.
• Advertising Appeals:
•Emotion
• Sex
IMC Objective - ConsumerAdvertising Design Cont.
• Executional Framework:
• Fantasy
• Informative
• Spokesperson:
• Steven Mirassou – 6th generation
IMC Objective - ConsumerConsumer Promotion
• Not ST sales but LT awareness
• 1. Hosting Tasting Events
• Gain knowledge
• Enjoy experience
• Build relationships
IMC Objective - ConsumerConsumer Promotion Cont.
• 2. Promotional Premium
• Consumer first purchase
• Set wine glass with etched logo
• 3. Sweepstakes
• Motivate for online interaction
• 4. Contest for SJSU art dept.
• Create wine label for artisan series
• Generates buzz
• Increase interaction on website
• Motivate to go to Winery
IMC Objective - ConsumerConsumer Promotion Cont.
IMC Objective - ConsumerConsumer Promotion Cont.
• Guerrilla Marketing
• SJSU students and groups
• Host wine parties
• Low cost
• Increase brand awareness
IMC Objective - ConsumerConsumer Promotion Cont.
• Brand Community
• Encourage face-to-face interaction
• Encourage blog discussion
• Young artist communities
• Will increase brand awareness
• Word-of-mouth
IMC Objective - ConsumerSponsorship Programs
Consumer Database Programs
IMC Objective - ConsumerDatabase Programs
• Utilize:
• Recognition
• Relationship
• Reward
IMC Objective - ConsumerDatabase Warehouse
• Customer profiles contain:
• Operational information
• Name, address, etc.
• Marketing information
• Wine preferences
• Communication history
IMC Objective - ConsumerDatabase Warehouse
• Database coding:
• RFM Analysis
• Important for existing consumers
• Lifetime Value
• Important for Generation Y
IMC Objective - ConsumerPermission Marketing
• Utilizing internet profiles
• Information vary for knowledge and
interest
• Knowledge building
• Relationship building
IMC Objective - ConsumerFrequent Shopper Program
• Do not want to lower product value
• Offer access to exclusive vintage
library
• Must purchase 6 bottles
• Programs rewards brand loyalty
IMC Objective - ConsumerMedia Plan
• Posters
• Social Media sites
• Brochures
• Goals:• 50% reach for business and art
students
• 30% increase of web traffic
IMC Objective - ConsumerEvaluation
• Message Evaluation
• Recall testing
• Respondent Behavior Evaluation
• PR clippings
• Increase web traffic
• Number of attendants at events
IMC Objective:Business-to-Business
IMC Objective – B2B
• Secondary focus
• Target segments:
• Upscale independent grocery stores
• High-end family restaurants
• Business Promotions
• Personal relationships
• Consumer Promotions
• Staff education
IMC Objective – B2BPromotions
Conclusion
• Brand awareness
• Relationship building
• Consumer focused
• Event and word-of-mouth
• B2B strategies
• Evaluation
Thank you
Questions?