Jeremy Vargo || Michelle Christabelle || Rachel Gilbert || Brittany Case

• First wine brand to reach 1 million fans on Facebook

• Facebook fans spend 2x’s more than other fans per shopping trip, with each fan buying approximately 2 to 4 bottles per trip

• Highest brand loyalty in entire wine industry

TargetMarket

• Highest IR Redemption: 62.94%• Highest MIR Redemption: 6.70%

RedemptionRate

• Booth Cost: ~$2,547• Vacation Costs: ~$7,700• Total Cost of Coupons:

~$104,000• Before Manufacturing costs

• Should increase IR redemption rate to ≥ 74%

• Sales from coupon redemption: ~$723,500

Budget

• Contest will be announced via Facebook• “Become a fan for contest details” printed at the bottom of

neck hangers• Contestants will create their own Sangria recipe and post it

to the brands Facebook fan page with a picture • The recipes will be shared via Pinterest

Sangria Contest!

Create Your Own

• Flights to the Bahamas for two: $1790

• Paradise Island Hotel 4 night stay: $1300

• Rental car price including deposit: $360

• Meal cost: $400

Total Investment: $3,850

WinnerFor the

• Buy two 750mL bottles get $1.00 off instantly

CouponExecution

• Buy two 750mL bottles get $1.00 off instantly

• Buy two 1.5L bottles get $2.00 off instantly

ExecutionCoupon

• Buy two 750mL bottles get $1.00 off instantly

• Buy two 1.5L bottles get $2.00 off instantly

• Buy three 750mL bottles get $1.50 off your choice of fresh fruit

CouponExecution

• Buy two 750mL bottles get $1.00 off instantly

• Buy two 1.5L bottles get $2.00 off instantly

• Buy three 750mL bottles get $1.50 off your choice of fresh fruit

• Buy two 750mL bottles and three frozen wine cocktails get $2.50 off your choice of fresh fruit

CouponExecution

• Contest between distributors

• Which location can move the most product throughout the contest

• Winner gets the same vacation package as the Sangria contest winner

• Requires distributors to place neck hanger coupons on the wine bottles

DistributorResolution

In-Store• Placed by fruit• Convenience for

contest • Create a flow through

shopping trip

Execution: 1

• Point of purchase display• Will attract consumer

attention• Unique shelving will draw

consumers in• Placed in high traffic area • Opportunity: Placed next

to a Sprite point of purchase display

In-StoreExecution: 2

• Booth set up in select Wal-Mart stores

• Sangria tasting for consumers over 21

• Recipe of Sangria will be on card consumers can take• Allows consumers to buy the

ingredients right away while they are in-store

• Beach theme• Will increase the sales of

both Arbor Mist and the ingredients that go into the Sangria

In-StoreExecution: 3

• Contest will attract new clients• Attract existing to buy more

• Motivate people to buy • Prize for the winner

• Multiple bottles purchased• Increase in coupon

redemption• Sangria Recipe

• Encourages purchase of other products in the store• Coupons• Sangria Recipe

• Rollout Summer 2015

Growing the Business

References• http://www.pinterest.com/search/pins/?q=arbor%20mist&term_meta%5B%5D=arbor%7Ctyped&term_meta%5B%5D=mis

t%7Ctyped

• http://www.pinterest.com/pin/36591815693230740/ • https://www.facebook.com/arbormist?ref=br_tf • http://www.google.com/imgres?imgurl=http%3A%2F%2F2.bp.blogspot.com%2F-kZ6AeybxIFA%2FTfEvOz5MBGI

%2FAAAAAAAADOM%2FgMCHtjKGbUw%2Fs1600%2FPicture%252B18.png&imgrefurl=http%3A%2F%2Fwww.clippingchix.com%2F2011%2F06%2Farbor-mist-11-facebook-printable-coupon.html&h=333&w=335&tbnid=3edNKM3Pn6jDqM%3A&zoom=1&docid=DZXRTBKDzIgD0M&ei=Rs41VKaYC8KtyASWxICgBg&tbm=isch&client=safari&ved=0CFIQMygYMBg&iact=rc&uact=3&dur=1055&page=2&start=10&ndsp=19

• http://hip2save.com/2011/06/09/arbor-mist-11-coupon-or-1-50-mail-in-rebate/ • http://www.pinterest.com/pin/363595369887209520/ • http://firstwefeast.com/drink/in-defense-of-arbor-mist-drinkers/ • http://stansfeldscott.wordpress.com/2010/05/24/arbor-mist-pairs-well-with-fun/• http://www.foodchannel.com/media/uploads/galleries/articles/images/_thumbs/Arbor_Mist_berries_jpg_300x300_crop-scal

e_upscale_q85.jpg

• http://www.whosaidnothinginlifeisfree.com/2011/06/arbor-mist-wine-couponrebate/ • http://konghingaruba.com/brands/arbor%20mist%20banner.jpg-for-web-NORMAL.jpg • http://www.prnewswire.com/news-releases/celebrate-any-occasion-with-arbor-mists-new-white-pear-pinot-grigio-9945435

9.html

• http://www.thefreebiejunkie.com/2010_08_04_archive.html • http://www.frugals.ca/contest-enter-to-win-a-3500-getaway-with-arbor-mist/