scurtarola presentation

Marketing Plan 2016Cecilia, Claire, Jessica, Molly

Scurtarola: “Shortcut,” or, “the path of the shorcut”

Executive Summary

Company Background

● Family owned and operated for

150+ years

● New and old wines

● Innovation and creativity through

Lorieri

● Natural approach to winemaking

SWOTSTRENGTHS

-Unique products, rich history,

unforgettable experience

WEAKNESSES

-Small internet presence and lack

of social media

OPPORTUNITIES

-Positive feedback and

recognition through social media

THREATS

-Competitors with connection to

followers on social media

Brand PositioningFindings

● Vertical Axis:

Price

● Horizontal Axis:

Quality

Vermentino Nero

Gocce di Pietra

High

Low

HighLow

Market OpportunityCalifornia - Now Oregon - Now

●

Washington - Future

Target Audience ● Females and males of the US

millennial population, ages 18

to 35.

● Strong focus on ages 28 to 35

● Keep the relationship with

tourist 65+

Marketing Objectives

Market StrategiesFirst:

Direct to consumer sales

30% of Sales

Attract client purchasing:

● Provide a genuine true authentic

experience

● Create a memory with each wine

● Explain the rich family history

Market StrategiesSecond:

Build the brand through social

media

Social media to target millennials:

● All millennials are on social media

● Create Instagram, Twitter, LinkedIn

● Use each platform correctly

○ Post often / at prime times

○ Stay engaged / responsive

○ Encourage comments / feedback

Market StrategiesThird:

Later - Re-Open US distribution

down the Pacific Northwest

Global Recognition:

● Use social media to promote the Scurtarola

name far and fast

● The more the name is known, the higher chance

of purchasing

Highs Lows

Solution:

- Create an Instagram, Twitter and Linkedin account

- Stay active and engaged on all four social media platforms

Social Media

● Facebook

● Have someone to mediate social

media

● Infrequent engagement on Facebook

● Social media mediator has multiple

other tasks

● Lacking other social media platforms

Why Social Media:

Facebook:

● All ages

● Share information, advertize wines and

engage in conversation

Twitter:

● Younger millennials

● Shipments, meal pairing, events

Instagram:

● Millennials

● Authenticity

LinkedIn:

● Working class

● Allow Lorieri to connect with his clients and

restaurants that purchase his products

Implementation

Facebook

● Post three times a week

● Photos, announcements, event/product promotion

Twitter

● Post three times a week

● Photos, announcements, event/product promotion

Instagram

● Post three times a week

● Photos, announcements, event/product promotion

LinkedIn

● Post once a week

● Announcements, event/product promotion, relevant

articles, connection to others in wine industry

Aug Sept Oct Nov Dec

Timeline

Hire Photographer

Website Re-Design

In-production services

Weekly Social Media Postings on Facebook, Instagram, Twitter, and LinkedIn

Hire Website Writer

One Event at Scurtatola per Month

Hire a Web

Designer

The Team

Lorieri, Owner

Lorieri will continue to

produce his wine and run

the operations at Scurtarola

Ranya, Assistant

In addition to assisting

Lorieri, she will run the

Instagram, Facebook,

Twitter, and Linkedin

accounts

Web Designer

This person will redesign the

website to make it more user

friendly, improve the online

store, and translate the

website to English

Photographer

This person will take

professional photos of the

winery to be posted on their

social media accounts

The addition of social media to Scurtarola will ultimately increase prices through recognition and internet presence

GRAZIE !