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Submitted by SharronT on October 9, 2006
Category: Business
Words: 7562 | Pages: 31
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Marketing Plan:
Crushendo Juices at WineMakers West
Table of Contents
The New Paradigm 4
New Product 5
Market Evaluation 6
SWOTT ANALYSIS 8
Target Market 9
Factors of Influence 11
Product Attributes 13
Product Positioning and Differentiation 15
Strategy 16
Tactics & Tools 18
Product Life Cycle 20
Marketing Mix Summary 21
Budget 22
Monitoring and Control 23
Conclusion 24
References 26
Marketing Plan:
Crushendo Juices at WineMakers West
Fermentation is a basic process that occurs naturally, every day. The fermentation of grapes into wine is also a basic process: put grapes into a bucket, and fairly soon the yeast that grows naturally on the skins of the grapes will begin fermenting the sugars in the grapes, turning the juice into wine. It does not get much more simple than that, but over the years, that age-old process of making wine has come to be perceived as a rarefied art form. It is true that some grapes do make better wines than others, and that an odd strain of yeast can bring a different flavor, but the abundant crops of pure varietal grapes and the availability of cultured wine yeasts make it possible for any person to make their own wine. The truth of the matter is that people have been making their own wine for millennia, and it is only in the last century that most wine drinkers were able to purchase wines that came from a large winery. Most wines, as well as beers for that matter, were made at home or by a local tavern.
Despite this fact, the vast majority of wine drinkers seem to be unwilling to believe that a wine not made by a nationally recognized winery can be worth drinking, much less worthy of awards. The truth is that homemade wines that have been made from pre-packaged juice kits have won awards at national and international tasting competitions. An increased...
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