R I K K Y O B U S I N E S S P R O G R A M

PROJECT ORIENTATION

HOW DO I GET STARTED?

• Topic

• The Challenge

• Marketing Plan Components

• Final Presentation

• Evaluation

• Evaluation Requirements

TOPIC

Okanagan Wine Industry

OKANAGAN WINE INDUSTRY

• The Okanagan Valley is the second largest wine region in Canada.

• It produces 90% of all wine in British Columbia.

• It is ranked second for wine sales in economic importance in the country.

WHO STARTED PLANTING GRAPES?

Grapes were first grown in

1859 in the Okanagan

Mission here in Kelowna by

Charles Pandosy for

sacramental wines.

THE OKANAGAN WINE INDUSTRY TODAY

• The number of grape wineries in BC has grown :

1990 – 17 wineries

2014 – 273 wineries

• There are more than 80 varieties of grapes grown.

• Top grapes planted are: Pinot Gris (white) and Merlot (red).

• Okanagan wines win international wine awards.

THE OKANAGAN WINE MARKET

The wine industry in Kelowna generates $140 million

annually.

However, there still remains room for growth and

development…

This is where you step in and impact the current

Okanagan Wine Market!

THE CHALLENGE

You will:

• work in teams

• choose a product made by either Mission Hill Winery or Summer Hill Winery

• create a marketing plan that would further develop the market for that product.

PRODUCT

PLAN COMPONENTS

Each marketing plan should include:

1. Identifiable marketing strategies for encouraging

demand for your product

2. Rationale for the strategies used

3. Strategic goal and target market

4. Action programs

PLAN COMPONENTS

5. Challenges/limitations/benefits related to promoting

your product

6. A Questionnaire that will be used to gather data about

your product in order to help your group determine price

point, suggested target market, and sales techniques that

could be used to promote your product

FINAL PRESENTATION

Each group will be given 20 minutes to present their

marketing project to a panel of judges.

EVALUATION

A marketing evaluation panel will:

• assess each group

• determine if presentation of marketing proposalfulfills the following 10 requirements:

EVALUATION REQUIREMENTS

1. There is evidence of a clear marketing plan

2. Team has a thorough understanding of the product and market demand

3. Team is able to clearly communicate the rationale used for their marketing plan

4. Team effectively addresses the needs/wants of the target group

5. Each team member participates in the presentation and effectively presents their segment of the project

6. The team is organized and well prepared

7. Presentation materials are effective and relevant

8. Language choice is coherent and effective

9. The presentation is professional in delivery

10. The presentation reflected the product and marketing goals effectively

HERE’S TO YOUR SUCCESS

LET’S GET STARTED!