By Anita Ho, Kevin Krandel, Cameron Fasola, Dom Badaglia

Product Recommendation cont.

49.4% of respondents prefer locally produced wines.
This aspect cannot be reached, however, family-owned and environmentally friendly provide nearly the same amount of desirability.

48.9% of respondents prefer environmentally friendly wines.

Screw cap is increasing in popularity, and may be a good avenue to look down, however cork harvesting is environmentally friendly.

47% of respondents prefer family-owned wineries.

This is an important aspect to make Kiona stand-out.

Product Recommendation cont.

The Wine Group Inc. utilizes an economy wine option with its main product Franzia by having wine available at a low price.
Kiona should look into making a cheaper wine to better get its name out to the lower income niche. A connoisseurs wine at a dabblers price. This will help us catch the comon market of those who have wine while catching the niche of those who consider themselves wine experts

Target market would be upper middle class college graduates ages 21+. Ages 21-24 account for 20.8% while 65+ accounts for 13.9%. These are the top two age groups.

These are the most important controllable aspects. Good value and likability are up to the consumer.

Price
34.8% of respondents purchase wine in the price range of $9.50-$13.49 To appeal to more people, Kiona should price their wine closer to the $9.50 mark if not exactly that. However, as mentioned before, one valuebrand wine could be released under the Kiona name.

QR Code
67.9% of respondent said that a QR code would probably or definitely NOT increase purchase interest.
Because of this, it is not advisable to use a QR code. QR codes appear to be the LEAST important attribute of the wine, when determining which wine to choose. The QR code should probably be removed from the bottle altogether

Promotions
Magazine
Vinetimes is a California Magazine, which reches 80,000+ readers per issue. 95% of readers visit the California wine regions at least once per month, and more than half read the magazine cover to cover. We found this to be a strong promotion

Facebook
Facebook is an easy way to target people based on interests and location. We would target people in California who have wine as an interest, or like wine pages

Promotions
Events
Wine festivals: Target Sonoma/Napa, Bay Area, SLO, LA, OC, SD. One festival in each area every 3 months. (24 per year at $150 each = $3600)

Social media interns

International Marketing intern through AIESEC. Costs $500 upfront plus $600 a month for cost of living for 6 months totals $6500 The intern would go on wine tours down California working at all the Festival booths

By the class specials at restaurants

Sampling at wine bars Sampling at local restaurants Samples at venues Kiona sells to

$50,000 total marketing budget

Media
Top Five Media used by Wine Consumers Google Magazines in print Facebook Newspaper in print Phone app Percentage N = 275 49.8% 30.9% 30.5% 29.1% 25.5%

No 1. Google: need a high daily bid, hard to target specific market 2. Newspaper: decreasing use of newspaper 3. Phone app: too many applications to consider

Yes 1. Magazine: Vinetimes (CA) 2. Facebook Ads

Magazine

Percentage of Advertising Budget

11.52%

Media

Budget ($)

Facebook
Magazine

$24,010.00
Facebook

48.02%

$5,760.00
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

Promoting Kiona Wine Percentage of Advertising Budget

Wine Festival at: Bay Area Napa/Sonoma SLO LA Orange County SD Wine Samples Travel Expenses Internship 5.86% 12.00% 15.40% 7.20%
5.00% 10.00% 15.00% 20.00%

Type Budget ($) Wine Festival $3,600.00 Wine Festival Internship $7,700.00 0.00% Travel Expenses $6,000.00 Wine Samples $2,928.00

Percentage of Total Expenses (Monthly)

12.00%

11.06%
10.00%

11.06%

11.06%

11.06%

8.28%
8.00%

8.28%

8.28%

8.28%

6.42%
6.00%

5.40%

5.40%

5.40%

4.00%

2.00%

0.00%

JAN

FEB

MAR

APR

MAY

JUNE

JULY

AUG

SEPT

OCT

NOV

DEC

Month JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC

Budget ($) 3,210.00 4,140.00 5,532.00 2,700.00 4,140.00 5,532.00 2,700.00 4,140.00 5,532.00 2,700.00 4,140.00 5,532.00

Three-month cycle

Three-month cycle

Three-month cycle

Three-month cycle

Positioning Statement
For the enthusiasts who enjoy family owned, delicious wines, Kiona is a third generation grower that produces great tasting, fairly priced wine.

Press Release
Kiona Vineyards, having established a solid foothold in Washington, is now expanding south. Kiona is beginning to introduce their quality, but fair-priced wines throughout California with a focus on Sonoma/Napa, San Luis Obispo County, LA/Orange County, and San Diego. After receiving gold and platinum awards for their wines at Wine Press Northwest, Seattle Wine Awards and the Tasters Guild Int. wine competition, Kiona would now like to expand its excellence beyond the borders of Washington and introduce Kiona to the wine enthusiasts of California.