World Renound WinesJoin now to read essay World Renound WinesGrapevine Fine WinesMarketing PlanPrepared By: Johnae D. SawyerPresident and CEO2500 Admiral LaneNew York City, NY [email protected] Date05/01/2007Statement of the Marketing GoalMission StatementWe are an environmentally and socially conscious grower, producer and marketer of wines of the highest quality and value.Working in harmony and with respect for the human spirit, we are committed to sharing information about the enjoyment of food and wine in a lifestyle of moderation and responsibility.
We are dedicated to the growth and development of our people and our business.Marketing ObjectivesAs President and CEO of Grapevine Fine Wines I have worked with fine wine for over 20 years. Growing up in Oregon where there are more than 62 winery’s and grape fields, I experienced wine production for many, many years. The wine business is phenomenal and as a national taste tester I know good wine when I taste it. Wine needs to have the correct balance that consumers are looking for and we are able to provide this balance at Grapevine Fine Wines. Due to having notoriety amongst wine venues and their owners around the world we are able to create, import and ship thousands of different wines throughout the US. Relationships have been established with many countries that desire different wines that our company has created in years past. We are also able to trade which allows for Grapevine Fine Wines to offer affordable pricing to our customers and not charge such a bulky price to lovers of imported wines. Through a company-wide waste reduction effort to recycle all bottles, cardboard, plastic, aluminum, paper, tubes and glass, we plan to reduced waste to landfills by 94% by 2010. We offer earth friendly packaging, our bottles are made from 40% recycled glass and our Cases and boxes are produced from 100% post consumer waste. Our bottles, cartons and capsules are accepted for curbside recycling for consumers and business that have scheduled recycling pickup.
Target Market SegmentsOur goal as a company is to encourage sales by attracting customers to tasting rooms were they are able to sample a variety of fine wines with an assortment of grapes, cheese and nuts of their choice. To raise awareness of our products to all consumer classes, elite restaurants, franchises as well as family dining restaurants by providing an array of affordable prices and wines from across the globe.
Our reason for selecting a market of general consumers is because wine is a product purchased by different ages, races and ethnic backgrounds. We are not particularly focused on one certain criteria when it comes to client purchases. We strive to fit the needs of individual wine lovers locally and abroad. Our business has the ability to grow from word of mouth and referral as well as our media relations that will publish
and display what we have to offer consumers. This action will draw the attention of restaurant, taverns, casino’s and hotels alike.These goals will be achieved through media relation and tourism through our company website. We hope to reach sales of 25.3 million a year by 2012. This will be achieved through franchising in cities throughout the US every 2years. We also offer the best in organic grown grapes for health conscious consumers and businesses.
Marketing StrategiesSet to open its doors on June 1, 2007 Grapevine Fine Wines is a winery that looks to provide the finest wines to consumers by building relationships with wine and food. We harvest and produce our own grapes as well and offer consumers to experience the wine making process by providing tours and manufacturing equipment necessary to do so. Consumers are able to make wines of their choice, bottle and take them home when done for an additional fee. This experience makes it more personal for the consumer and is a very attractive attribute. Consumers are able to reserve time and invite groups of family, friend’s co-workers or whomever they please. The group will then receive one on one attention
Grapevine (2008)
5.1 Million Nervous Eyes – Nervous Eyes is an Italian-American American restaurant, based in Scottsdale, Arizona. The restaurant currently operates in a wine-producing center, with six restaurants and three wine-making enterprises operating by the firm. The wine is made by small, local wine producers in the Arizona Valley. There is also only available wine from non-Grapevine tasting locations and only available for non-Settlement, seasonal or national tastings. Nervous Eyes is located near Scottsdale, AZ, about 40 miles south of Scottsdale. In February 2007, the restaurant opened in downtown Phoenix and is now available at all locations. Located about 35 minutes (30 minutes, 37.5 miles, with more than 200,000 square feet) west of the Phoenix Convention Center, Nervous Eyes has a total seating capacity of 23,7000, with 4,500 beds available, three and 11.2 million sq ft, and the area where its current operating locations are located, is considered to be the majority wine producing center in the city in terms of vineyards. As a result, many non-Grapevine tasting locations have closed due to lack of production. This closure creates many problems as well in terms of pricing, distribution or service costs. As a result, Nervous Eyes’ location has become a real food destination in Phoenix, with the food being served in large batches and the wine tasting done directly in a small greenhouse at the center. Additionally, we offer the same high-quality food, drinks, and beverage as our non-Grapevine tasting locations. Nervous Eyes restaurants offer some of the same menu items as their non-Grapevine tasting locations, such as pizzas, salads, hot dogs, pizza, ice cream, and salads. For additional information on our restaurant, please visit https://www.nesh.com.