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brand strategy
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The Journey• Develop brand names and package
designs that are engaging, premium, & unique to consumers 21- 35
• AutoMoto – the name:– Intriguing & expansive with consumers
• AutoMoto – the package:– “One of the coolest and most unique
designs I’ve ever seen”
The AutoMoto Family
2005 Merlot2007 Riesling
2006 Chardonnay2005 Cabernet
The Consumer
• 21 – 35 premium 750ml wine consumer (70M vs. Baby Boomers 77M)
• Open to experimentation with new brands
• Package Design Detail accounts for over 50% of in-store purchase criteria*
Nielsen Millennial Study, August 2007
The Opportunity• Americans Love Their Cars & Memories
• Nostalgia & Retro trends will build for many years
• Consumers (21 – 35) experiment with new brands
• New & Different Is APPEALING!
• $10 - $11.49 750ml price segment is HOT!*– Up 22% $ Sales– Up 20% Volume Sales
• The Adventure Segment is RACING!* IRI Total US Food, 26 weeks ending 8/12/07
The Race Circuit a.k.a The Adventure Segment
• Acceleration– Up 20% $ Sales
– Up 22% Volume Sales
• Engine Displacement – Over 6.5M Cases
• Horsepower – $549MIRI Total US Food, 52 weeks ending 8/12/07. Adventure Segment Brands: Yellow Tail, Barefoot, Smoking Loon, Ravenswood, Coppola, The Little Penguin, Mirassou, Toasted Head, Fish Eye, Dancing Bull, Rex Goliath, Red Bicyclette, Fat Bastard, 3 Blind Moose, Monkey Bay, Red Truck, Toad Hollow, Leaping Horse, Little Boomey, Rancho Zabaco, Cycles Gladiator, Four Emus.
Off Premise Pricing Strategy
• $12.99 Everyday (False Front Line)
• $11.99 Feature – 15% Volume
• $10.99 Deep Feature – 40% Volume
• $9.99 Discounter Deep Feature – 45% Volume
Off Premise Distribution Strategy
• Late 2007 & Early 2008 National Chain presentations – Safeway, Kroger, Lucky, Publix, Food Lion, Albertsons
• Regional Premium Specialty Chains – Whole Foods, Harris Teeter, Bloom, Farm Fresh, Shaws, Cost Plus World Market
• Premium Local Chains & Independents – Oliver’s, Bev Mo, Molly Stones
On Premise Pricing Strategy
• $28 - $32 BTB (National Average)
• $7 - $8 BTG (National Average)
On Premise Distribution Strategy
• Majestic Fine Wines – National Accounts Team
• Casual Dining• Race venues & Car Themed restaurants
– NASCAR Sports Grille & Cafe
• “Cool” concept accounts – Hard Rock, Planet Hollywood, ESPN Zone
AutoMoto WinesWinemaking:• State-of-the-art technology
• Old-world artisan winemaking techniques
• Established & experienced winemaker (Melissa Bates – 20+ years)
Cool climate vineyard sourcing:• North Coast (Sonoma, Napa, Mendocino & Lake)
• Central Coast (Monterey, San Luis Obispo, Santa Barbara, San Benito & Contra Costa
• Lodi & Delta
True & Distinctive Varietal Character
Fully Integrated & Complementary Oak
Boldly flavored, smoothly textured, expressive and complex wines
Chardonnay• The largest selling varietal
wine in the U.S.*
• Domestic Chardonnay 750ml Growth*:– Up 8% in $ Sales– Up 7% in Volume Sales
• Above $10 Chardonnay Segment**:– Up 9% in $ Sales– Up 5% in Volume Sales
* IRI Total US Food & Drug, 52 weeks ending 8/12/07
** IRI Total US Food, 26 weeks ending 8/12/07
Cabernet Sauvignon
• A HUGE segment*:– Over $723.3M in $ Sales– Over 8.3M in Volume Sales
• Domestic Cabernet 750ml*:– Up 19% in $ Sales– Up 18% in Volume Sales
• Above $10 Cabernet Segment**:– Up 22% in $ Sales*– Up 21% in Volume Sales*
* IRI Total US Food & Drug, 52 weeks ending 8/12/07
** IRI Total US Food, 26 weeks ending 8/12/07
Merlot
• Merlot is BACK!*
• 750ml Domestic Merlot:– Up 8% $ Sales
– Up 8% Volume Sales
• Above $10 Merlot Segment**:– Up 14% $ Sales
– Up 15% Volume Sales* IRI Total US Food & Drug, 52 weeks ending 8/12/07
** IRI Total US Food, 26 weeks ending 8/12/07
Riesling• Riesling is on FIRE &
Consumers Love It!
• Over 1.2M Cases Sold Annually*
• Domestic Riesling 750ml is SIZZLING*:– Up 16% $ Sales– Up 13% Volume Sales
• California Plantings Are Exploding Due To Demand
* IRI US Food & Drug, 52 weeks ending 8/12/07 – Total Riesling Table
** IRI Total US Food & Drug, 12 weeks ending 8/12/07
Why AutoMoto?• Americans Love Cars, Journeys &
Reminiscing!• A truly unique package design• B&W – The New Color• The Adventure Segment is BIG &
GROWING strong• The $10+ Segment is GROWING
strong• Compelling POS• Great Quality Wines – Melissa Bates
2006 Chardonnay
Appellation: California
Alcohol: 13.5%
Case Pack: 12 x 750ml
Bottle: Burgundy
Pallet Pattern: 56 cases (14x4)
Bottle Size 11.657 x 3.168
Case Weight 33.0 lbs
UPC: 7 68035 20400 7
SCC: 10 768035 204004
2005 Cabernet
Sauvignon
Appellation: CaliforniaAlcohol: 13.5%Case Pack: 12 x 750mlBottle: ClaretPallet Pattern: 56 cases (14x4)Bottle Size 11.875 x 2.92Case Weight 33.0 lbsUPC: 7 68035 20401
4SCC: 10 768035
204011
2005 Merlot
Appellation: CaliforniaAlcohol: 13.5%Case Pack: 12 x 750mlBottle: ClaretPallet Pattern: 56 cases (14x4)Bottle Size 11.875 x 2.92Case Weight 33.0 lbsUPC: 7 68035 20402 1SCC: 10 768035
204028
2007 Riesling
Appellation: CaliforniaAlcohol: 12.5%Case Pack: 12 x 750mlBottle: HochPallet Pattern: 56 cases (14x4)Bottle Size 13.109 x 3.00Case Weight 36.1 lbsUPC: 7 68035 20403 8SCC: 10 768035
204035