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Willamette Valley Vineyards

Willamette Valley Vineyards Jorgen Gilbertson Josh Habersetzer Tiffany King Huanan Lei Linzie Reynolds Industry Background Extremely Saturated Market A new winery open in WA about every 18 days Very Few Entry Barriers Pricing Competition is Fierce Price wars Trader Joe’s Two Buck Chuck

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Willamette Valley Vineyards

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  1. Willamette Valley Vineyards Jorgen Gilbertson Josh Habersetzer Tiffany King Huanan Lei Linzie Reynolds

  2. Industry Background • Extremely Saturated Market • A new winery open in WA about every 18 days • Very Few Entry Barriers • Pricing Competition is Fierce • Price wars • Trader Joe’s Two Buck Chuck • Alcohol Fairly Recession Proof • A known industry that has withstood recessions and depressions

  3. Company Background • Company Started in 1983 • Jim Bernau • Located in the Willamette Valley, Oregon • Offers Four different grape Varieties • Pinot Noir, Pinot Gris, Chardonnay, Riesling • Combination of Vineyard and Winery • Controls production and raw materials • Current Target Market • Baby Boomers & Millennials

  4. Strengths Consistent Quality Vast supply of raw materials Mature Company in OR industry Award Winning Weakness Inconsistent Brand Image Lateral Market Not enough product demand Distribution Channel Opportunities High Local customer loyalty located in OR Competitive pricing in current economy Strong growth options Threats Recession Overly saturated market Debt Ethnocentrism (NW) SWOT

  5. Financial Forecast

  6. Our Goal Create Demand for Willamette Valley Vineyards

  7. Strategies for Improvement • Revitalize Brand Image and Improve Brand Loyalty • Utilize Current Channels of Distribution more Effectively • Merge Intangible Assets with Other Company

  8. Company Brand Revitalization • Consistency across communication tools • Website • Publications • Develop design standards • Brand outreach opportunities • Wine festivals • County fairs • Sponsoring events within Northwest communities

  9. Company Brand Revitalization • Write and pitch feature article • Markets: Seattle, Portland and Spokane publications • Food & Wine magazine • Highlight company events, awards and products • Consistency in use of logo • Wine bottle label redesign • Establish logo standards

  10. Old Brand Image

  11. New Brand Image Willamette Valley Vineyards Willamette Valley Vineyards Willamette Valley Vineyards

  12. New Distribution Channels • Grocery Store Displays • Product Line • Shelf and Isle Location • Wine Stores • Training • Product Line • Restaurant Placement • Server Training • McKay Group Partnership

  13. Intangible Company Partnership • Create Partnership with Anheuser-Busch Inc. (Budweiser) • Available “Funds” for Partnership • Offer Profit Share • Current supply able to handle new demand • Intangible Assets • Distribution Channels • Brand Placement • Inventory Systems • Sponsorship

  14. Conclusions • Company currently has large inventory • Willamette has the desire and innovation for growth • Goal is to create more demand • Going to accomplish this goal by: • Revitalize Brand Image • Utilize Distribution Channels • Create Partnership with Anheuser-Busch Inc.

  15. Willamette Valley Vineyards

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