Henessy Wine Cellar Marketing Plan Sample

HENESSY WINE CELLAR

MARKETING PLAN

EXECUTIVE SUMMARY

Henessy winery is looking to establish the second winery inroxas city, Philippines. The winery will be located along northern part of Pueblo de Panay which is a majormaster-planned community development named after the historic town of Panay, Capiz, the 150-hectare Pueblo de Panay is envisioned to be within easy access to residents and visitors. We will be producing Cabernet Franc, Petit Verdot, Chardonnay, Vidal Blanc, and Blueberry Chardonnay wines in the first years of operation. The winery’s sustainable competitive advantage is that we are seeking to attract younger generation wine consumers through internet savvy marketing techniques which will consist of a flashy website that allows sales of wine through the internet. We will also be hosting a 5K Wine Run in conjunction with the Roxas City Track Club in Year 3 of operation to support local area runners and get our name out to public . In addition, Henessy winery will host various special events such as weddings, business meetings and festivals throughout the year. Henessy winery will use three distribution channels in the beginning of operation to establish our winery which is retail sales (on-premise), retail sales (off-premise), and internet sales. These three channels will provide us with the most access to primary and secondary markets. We will use a competitive pricing strategy listed below that is slightly below the other premium wineries in the area to attract the younger generation of wine consumers. In order to generate a profit, we will routinely analyze our costs to assure we are generating a modest profit to cover all our expenses.

Wine | Suggest Retail Prices | Competitors Retail Price Range |

Cabernet Franc | Per Bottle $17Per Case $194 | Per Bottle $11 - $18Per Case $132 - $216 |

Petit Verdot | Per Bottle $19Per Case $217 | Per Bottle $19Per Case $228 |

Chardonnay | Per Bottle $17Per Case $194 | Per Bottle $9 - $18Per...