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Virtual Vineyards Marketing Report
Title: Virtual Vineyards Marketing Report
Category: Business & Economy / Marketing and Advertising
Details: Words: 1865 | Pages: 7.9 (approximately 235 words/page)
Virtual Vineyards Marketing Report
Table of Contents
Executive Summary3
1.0Introduction4
2.0Analysis4
2.1Market Identification4
2.2Market Segmentation4
2.3Market Orientation5
2.4Marketing Channel Performance5
2.5Pricing Strategy5
2.6Customer Needs6
2.7Customer Analysis6
2.8Commercial Position7
3.0Conclusion7
Reference list7
Appendices8
Exhibit 1 - Distribution of wine sales by price class8
Exhibit 2 - Wine drinking habits by category and employment8
Exhibit 3 - Age distribution of wine drinkers by category9
Exhibit 4 - Wine Sales by category9
Executive Summary
Virtual Vineyards started in January 1995 and within 10 months was averaging 1500 visitors a day and enjoying a …showed first 75 words of 1865 total…
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…showed last 75 words of 1865 total…Market Research Bureau, 1994 Study of Media and Markets
Exhibit 3 - Age distribution of wine drinkers by category
Age Groups
Category21-2425-3435-4445-5455-6465+
Domestic table wine6.2%22.7%25.4%19.2%11.2%15.3%
Imported table wine5.7%21.9%29.3%20.7%10.4%12.0%
Total Wine11.9%44.6%54.7%39.9%21.6%27.3%
Age Distribution of US
Adult Population8.0%23.3%22.8%16.3%11.9%17.6%
Source: Derived from Jobson's Wine Handbook 1995(New York: Jobson Publishing Company, 1995)
Exhibit 4 - Wine Sales by category
Brand19901991199219931994
Leading Brands 89,980 88,000 95,080 94,855 93,735
Change from previous year (%) - -2.20%8.05%-0.24%-1.18%
Others 30,771 31,977 33,278 31,756 33,574
Change from previous year (%) - 3.92%4.07%-4.57%5.72%
Total Domestic Wine 120,751 119,977 128,358 126,611 127,309
Source: Derived from Jobson's Wine Handbook 1995(New York: Jobson Publishing Company, 1995)
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