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Marketing Plan Essay

6868 words - 27 pages

Organization BackgroundBeverages and More (BevMo) is California's largest wine, spirits, and beer store chain. They currently operate fifty-three locations covering most of the state. The stores boast over 3000 wines, 1200 spirits, and 800 beers as well as specialty foods, cigars, and glassware. The company also has presence on the internet and sells their entire selection online. They market to repeat customers through a loyalty program similar to those "club cards" used by grocery chains (BevMo.com).The ProductHere is the scenario: You are on your way home from work when your cell phone rings. It is your wife. She informs you that she is bringing a new client home for dinner and asks you to pick up a bottle of wine and "something nice" for appetizers. That will impress the client. You have had a stressful day and the last thing you want to do is go home and cook. You need to pick up the wine, so you drop by the local BevMo. As you enter the store you see a new display you have never seen before. A giant sign overhead says "Wineables". You walk over to take a look and are amazed to find the answer to your problem--Wineables are a complete meat and cheese course that includes a bottle of wine.Wine gift baskets have existed for some time. What we are proposing is something different. Wineables would be a complete hors d'oeuvre package including wine, meats, cheeses, fruits, breads, and crackers. Unlike the traditional wine basket, all items would be sliced, cooked, and ready to eat. Once purchased, the food could either be eaten directly from the attractive black packaging tray, or transferred to serving platters. All items in the package would pair with the wine to fit a specific flavor profile and bring out the best characteristics of each wine.Initially, we propose introducing three tiers of product. The entry level Wineables would be simple and priced under $20. It would include a high-quality, but inexpensive wine, a cheese and cracker course, and dried fruit. The mid tier would be priced below $30 and include a medium priced wine with cheese, crackers, meats, fruit, and bread. The upper tier, priced at under $50, would include a premium wine with more upscale versions of the cheese, meats, and bread as well as caviar and foie gras. Later in the program, other packages could be produced. Perhaps a "Wine in the Park" package that includes disposable stemware or a wine tasting package that includes split bottles of several variations by the same winemaker.The idea behind Wineables is ease of use and "grab-and-go". One would never think to buy a wine basket for home use--baskets are usually given as gifts (winecountrygiftbaskets.com). Wineables on the other hand, are completely designed for day to day home use and take the trouble and time out of selecting and preparing individual appetizers.SWOT AnalysisThe SWOT analysis covers strengths, weaknesses, opportunities, and threats. Strength and weaknesses are internal issues for companies; whereas,...

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