Bellefountain Cellars Vintners of Oregon's finest handcrafted wines!

Introduction §The Mommsen’s l Business philosophy l The family §The Winery l When and how it was built §Winemaking l Process l Low volume production

The Winery at a Glance…

Market Plan Recommendations: §Retain Current Customers §Create a Sense of Community §Enter Wine Tasting Festivals and Competitions

Retain Current Customers §Less expensive then attracting new customers §Relying on word-of-mouth advertisement §Lack of cash-flow for advertising and other expenses

How to Retain Current Customers §Create customer database §Send out brochures §Offer gift baskets §Send out bi~monthly electronic newsletter

Create Customer Database from: §Customers that visit the winery §Credit/debit card sales §Raffles/drawings

Brochure §Distribute to customers prior to holiday seasons §Distribute at Festivals and Competitions §Distribute to local Bed & Breakfasts, specialty shops, and restaurants §Inform customers of new wines, wine tasting hours, current events, and purchase opportunities

Cost per Brochure §Postage: $.34*2= $.68 §Development $689/ 1000 §Total Cost per brochure $.68-$1.36

Gift Baskets §Year~round availability at the winery §Promote at wine tasting events, have on display in tasting room, and advertised on Bellefountain Cellar website.

Cost per Basket §Wine: 2 $6-$7 §Basket: 1000 §Labels: 3-4 inches 2 color = color = 1000 §Shipping done at the customers expense §Total Cost:$20-$25

Creating a Sense of “Brand Community” Brand Community = Brand Loyalty It establishes a bond between people with a common interest.

Importance of “Brand Community” §Helps to maintain a loyal customer base §Builds friendships and relationships §Allows the winery to continue relying on “word-of-mouth” advertisement §Develops relationships within the local business community

Two Specific Recommendations for Achieving Brand Community §Electronic Newsletter §Special Events

Electronic Newsletter §History of the winery §Educational §Wine Industry News §Current Events and Family News §Quotes and Facts §Gourmet Receipts §Stories from Readers §Entertaining

Costs: §ISP ~ $20 monthly fee §$89.99 Publisher 2000 software §Time

Special Events §“End of the Crush” party §“New Years Eve” celebration § Annual “Summer BBQ”

Costs: §Wide range of expenses, depending on the number of guests and type of party §Greatest expense comes from catered services §No need to rent facilities, tables, linens, or tableware

Brand Community Summary: §No substantial expense in creating a brand community, but it requires a great deal of commitment §The long run benefits of customer loyalty far outweigh these expenses

Wine Tasting Festivals §Opportunity to showcase the quality of their wine §Meeting local restaurant and specialty store buyers §Promote their winery §Distinguish themselves from other vintners §Gain acclaim and distinction

Showcasing Quality §Make a fine quality wine §Entire stock sold annually §Have created award winning wines §Wine tasting festivals attract our target audience

Meeting Buyers §Notify local buyers about wine tasting festivals and encourage their attendance §Excellent opportunity to make initial contact with potential purchasers, and begin to develop a relationship

Promoting the Winery §Services offered l facility §Products offered l Wines l Gift baskets §Display brochures §Newsletters

Differentiation §Stress the traditional winemaking process §Share the unique atmosphere and lifestyle of the “Bellefountain Family” §Location of the vineyard

Acclaim and Distinction §Winning awards §Evidence that supports the quality of their wine §Greatly enhances their image, and complements all other marketing activities

Relevant Costs §Cost of Entry §Opportunity Costs §Space rental §Product expense §Promotional Materials §Travel expenses

Conclusion… By incorporating some or all of these recommendations, Bellefountain Cellars will be able to create and reinforce a strong customer loyalty. This loyalty will allow them to increase the price per bottle, which in turn, will maximize profits. These profits will then be used to expand operations.