Presented to you by: Hannah Natalie Courtney Angie

1. Presented to you by: Hannah Natalie Courtney Angie

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. Potential Customers Population of Billings residents over the age of 25= 63,204/ 10 direct threats 6,320 potential customers

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

9. 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.

10. 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/

12. Presented to you by: Hannah Natalie Courtney Angie

13. Target Population of Billings residents over the age of 25= 63,204

14. Segmentation Downtown 3,500 Businesses Average 15 workers per business Approximately 40,000 downtown workers

15. 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.

16. 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.

17. 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.

18. 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.

19. 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.

20. 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.

21. 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.

22. Information Gathering Word of Mouth Advertisements Web site Location Signage

23. Decision Making Process Alternatives City Vineyard Walkers Q Rex Jakes Beyond the Palate Granary

24. 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.

25. 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.

26. 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

27. Presented to you by: Hannah Natalie Courtney Angie

28. 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.

29. 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

30. Product Description Tapas Unique cheese flights and tapas plates Provide tapas, cheese and wine pairings Rotate cheese and tapas menu monthly

31. 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

32. Means End Chain

33. Perceptual Map

34. Price Objective: Industry standards of markup pricing Status quo objective Meet competition

35. 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

36. 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

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

38. Place Objective: Serve customers directly from the downtown location

39. Place Strategy: Channel-Direct Allows us to be more aware of the needs and attitude changes of our target customer

40. 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

41. Place Convenient downtown location Designed for customers needs Self managed: able to incorporate change as needed

42. Place

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

44. 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

45. 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.