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CourtneyAngie

Zebra LoungeWine and Tapas

Mission Statement

• Zebra lounge is a classy, contemporary wine and tapas bar in the downtown Billings community. It serves high quality wines by the glass and small tapas plates to compliment the wine selections. It will serve as an alternative to the restaurant and nightclub industry downtown. It will cater to downtown business professionals and those looking for smoke-free, fun and upscale atmosphere. Wine

AndTapas

Competitors

• The Rex, Walkers, Club Carlin/ Q, Jakes, Traxx, The Loft, The Railyard, Hooligans, Rock Pile and Yellowstone Brew Pub are downtown Billings establishments that serve wines by the glass and provide an upscale environment.

• City Vineyard is located on the west end of Billings and is considered the only wine bar at this time.

Wine AndTapas

Strengths

• The services offered at the Zebra lounge will differentiate it from our competitors by our smoke free environment, extensive wine list, tapas and atmosphere. We will provide an opportunity for people to relax and serve as a healthy alternative to the traditional bar and restaurant scene.

Wine AndTapas

Weaknesses

• A potential weakness is difficulty breaking into an already established downtown Billings market. Differentiating the Zebra Lounge from the other establishments will be an obstacle in our promotional efforts.

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Growth Opportunity

• According to Texas A&M University the population in Billings, MT is growing at an average rate of 1.2% per year.

• In the United States wine consumption is growing. An all-time record 259 million cases of table wine estimated to have been consumed in the U.S., and adult per capita consumption estimated at a new record of 2.88 gallons.

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Potential Customers

• Population of Billings residents over the age of 25= 63,204/ 10 direct threats

• 6,320 potential customers

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Potential Customers

• Zebra lounge will cater to downtown business professionals and those looking for a smoke-free, fun and upscale atmosphere.

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Closing

• With thirteen straight years of wine consumption growth in the U.S. now on record, and adult per capita table wine consumption at an all-time high, there has never been a better moment to capitalize on the positive trends and emerging demographic imperatives of the market. Meeting the challenges of building the consumer base of the U.S. wine market will provide for long-term increases in demand for wine and profitability for the industry for many years to come.Wine

AndTapas

References

• http://recenter.tamu.edu/data/popm/pm0880.htm

• http://www.winemarketcouncil.com/research_summary.asp

• http://www.downtownbillings.com/dba/

• http://factfinder.census.gov/

Wine AndTapas

Presented to you by:HannahNatalie

CourtneyAngie

Zebra LoungeWine and Tapas

Target

• Population of Billings residents over the age of 25= 63,204

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Segmentation

• Downtown – 3,500 Businesses– Average 15 workers per business– Approximately 40,000 downtown workers

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Segmentation

• Tourists– 1,267 room available downtown– 91% occupancy rate– Billings is the largest city within a 500 mile

radius it serves as a shopping and accommodation center for area residents and highway travelers.

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Segmentation

• New and Up and Coming Wine Drinkers– Provide Wine 101 classes to appeal to

potential wine drinkers and those with interest.

– Have tapas and wine pairing recommendations listed on the menu.

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Segmentation

• Appeal to those with established palates– Change wines by the glass list every 2 weeks.– Have an extensive wines by the bottle list,

including boutique and highly allocated wines.– Rotate the cheese on the cheese tapas menu

monthly.

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Dimensions

• Specialty Product and Service– Wines by the glass, by the bottle, tapas and

service cater to the consumer’s desire for “safe adventure”.

– Opportunity to be bold and take chances without going overboard.

– Consumers can feel confident by finding the experience at Zebra Lounge ideal for experimentation.Wine

AndTapas

Dimensions

• Purchase Relationship is ongoing– Through education, rotation of wines and

cheeses, and superior service customers will keep coming back.

– Research shows that wine consumers look to personal recommendations as the most prized sources of information: Zebra Lounge will gain new customers.

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Dimensions

• Heterogenous Product– Competitors in Billings offering wines by the

glass, wine by the bottle and Tapas.– There is an extensive buying process– There is thought put into selecting a

restaurant or lounge to spend time at.

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Problem Identification

People in Billings are seeking a smoke free environment with extensive wine lists, tapas and unique atmosphere. Many need an establishment where they can relax and have a healthy alternative to the traditional bar and restaurant scene.

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Information Gathering

• Word of Mouth

• Advertisements

• Web site

• Location Signage

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Decision Making Process

• Alternatives– City Vineyard– Walkers– Q– Rex– Jakes– Beyond the Palate– GranaryWine

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Decision Making Process

• Zebra Lounge will be the new place to go. Being new will help differentiate us initially.

• In addition, wine consumers in most price segments, enjoy wine in small, intimate gatherings and choose it for reasons that speak to enhancing an experience.

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Evaluation

• Customers will enjoy the atmosphere, wine, tapas and superior service at Zebra Lounge

• The quality of the overall experience and regular changes on the menu will keep customers coming back and they will refer us to others.

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References

• http://www.wineinstitute.org/communications/statistics/USWineConsumerResearch.html

• http://en.wikipedia.org/wiki/Billings,_Montana

• www.msubillings.edu/businessfaculty/otjen/word_doc/Paula’s%20Edibles%20-%20Final%20Presentation.ppt

Presented to you by:HannahNatalie

CourtneyAngie

Zebra LoungeWine and Tapas

Product

• Brand Positioning: The Zebra Lounge will create an experience for the downtown business professionals and those seeking a unique environment with a large variety of wines and tapas.

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Product Description

• Wine– Rotate wines by the glass every 2 weeks– Create an extensive wine by the glass and

bottle list– Provide Wine 101 classes

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Product Description

• Tapas– Unique cheese flights and tapas plates– Provide tapas, cheese and wine pairings– Rotate cheese and tapas menu monthly

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Product Description

• Experience– Provide a healthy and relaxing alternative to

the traditional bar/restaurant scene– Provide an environment ideal for taking

chances without going overboard

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Means End Chain

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Product Attributes Physical Psychological Values

Wine and Tapas Bar

High Quality Satisfying a Desire

Feel Confident Excellent Service

Variety Opportunity to be Bold

Ideal Experience for Experimentation

Personal

Fulfillment Atmosphere Unique

ExperienceUnique Experience

Downtown Location

Entertainment High Variety

Standard

Pricing Educating on Wine

Perceptual Map

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•Beyond the Palate

•Zebra Lounge

•City Vineyard

•Rex •Jakes

•Q

•Walkers

•Granary

Unique Experience

Traditional Experience

Low

Variety

High V

ariety

Price

• Objective:– Industry standards of markup pricing– Status quo objective– Meet competition

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Price

• Wines by the glass:– Two 6 oz glass pours cover wholesale cost of

the bottle– Four 6 oz glass pours per bottle– Pricing per glass= 50% of wholesale cost per

bottle– Glasses ranging in prices from low cost pours

to premium pours- Variety

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Price

• Tapas:– Industry standard markup is 30%– Cost of food on tapas +.3(cost of food)

• = price of tapas plate– Tapas plate prices ranges from low cost to

premium - Variety

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Price

• Price ranges for wines by the bottle:– Industry standard is 2.5* wholesale price– Offer wines by the bottle from $15- $150.– Variety

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Place

• Objective: Serve customers directly from the downtown location

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Place

• Strategy:

• Channel-Direct– Allows us to be more aware of the needs and

attitude changes of our target customer

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Place

• Customer Service Level– High– Allow customers to get involved in their wine

and tapas selections– Gives us an idea of what customer needs are

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Place

– Convenient downtown location– Designed for customers needs– Self managed: able to incorporate change as

needed

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Place

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Low Cost Provider Quality Service

Promotion

• Objective: We are entering a mature market where we will need to inform and persuade our potential customers by implementing AIDA.

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Promotion

• Gain Attention– Local Magazines– Billboards

• Build Interest– Website– Advertising

• Desire– Location signage– Word of mouth, recommendations– Additional print advertising

• Obtain Action– Wine 101 classes– Changing of wine lists, cheese and tapas menu

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References

– Journal of Hospitality & Tourism Research, Vol. 24, No. 3, 301-319 (2000) Organizational Citizenship Behaviors: Their Relationship to Organizational Effectiveness Sandra M. Walz

– Black Enterprise, Dec 1994 v25 n5 p130(1) Mastering the wine list. Eunice Fried. COPYRIGHT 1994 Earl G. Graves Publishing Co., Inc.

Wine AndTapas