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Willamette Valley Vineyards Jorgen Gilbertson Josh Habersetzer Tiffany King Huanan Lei Linzie Reynolds Industry Background Extremely Saturated Market A new winery open in WA about every 18 days Very Few Entry Barriers Pricing Competition is Fierce Price wars Trader Joe’s Two Buck Chuck

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willamette valley vineyards

Willamette Valley Vineyards

Jorgen Gilbertson

Josh Habersetzer

Tiffany King

Huanan Lei

Linzie Reynolds

industry background
Industry Background
  • Extremely Saturated Market
    • A new winery open in WA about every 18 days
  • Very Few Entry Barriers
  • Pricing Competition is Fierce
    • Price wars
    • Trader Joe’s Two Buck Chuck
  • Alcohol Fairly Recession Proof
    • A known industry that has withstood recessions and depressions
company background
Company Background
  • Company Started in 1983
    • Jim Bernau
  • Located in the Willamette Valley, Oregon
  • Offers Four different grape Varieties
    • Pinot Noir, Pinot Gris, Chardonnay, Riesling
  • Combination of Vineyard and Winery
    • Controls production and raw materials
  • Current Target Market
    • Baby Boomers & Millennials
slide4
Strengths

Consistent Quality

Vast supply of raw materials

Mature Company in OR industry

Award Winning

Weakness

Inconsistent Brand Image

Lateral Market

Not enough product demand

Distribution Channel

Opportunities

High Local customer loyalty located in OR

Competitive pricing in current economy

Strong growth options

Threats

Recession

Overly saturated market

Debt

Ethnocentrism (NW)

SWOT
our goal
Our Goal

Create Demand for Willamette Valley Vineyards

strategies for improvement
Strategies for Improvement
  • Revitalize Brand Image and Improve Brand Loyalty
  • Utilize Current Channels of Distribution more Effectively
  • Merge Intangible Assets with Other Company
company brand revitalization
Company Brand Revitalization
  • Consistency across communication tools
    • Website
    • Publications
    • Develop design standards
  • Brand outreach opportunities
    • Wine festivals
    • County fairs
    • Sponsoring events within Northwest communities
company brand revitalization9
Company Brand Revitalization
  • Write and pitch feature article
    • Markets: Seattle, Portland and Spokane publications
      • Food & Wine magazine
    • Highlight company events, awards and products
  • Consistency in use of logo
    • Wine bottle label redesign
    • Establish logo standards
new brand image
New Brand Image

Willamette Valley Vineyards

Willamette Valley Vineyards

Willamette Valley Vineyards

new distribution channels
New Distribution Channels
  • Grocery Store Displays
    • Product Line
    • Shelf and Isle Location
  • Wine Stores
    • Training
    • Product Line
  • Restaurant Placement
    • Server Training
    • McKay Group Partnership
intangible company partnership
Intangible Company Partnership
  • Create Partnership with Anheuser-Busch Inc. (Budweiser)
  • Available “Funds” for Partnership
    • Offer Profit Share
    • Current supply able to handle new demand
  • Intangible Assets
    • Distribution Channels
    • Brand Placement
    • Inventory Systems
    • Sponsorship
conclusions
Conclusions
  • Company currently has large inventory
  • Willamette has the desire and innovation for growth
  • Goal is to create more demand
    • Going to accomplish this goal by:
      • Revitalize Brand Image
      • Utilize Distribution Channels
      • Create Partnership with Anheuser-Busch Inc.