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 family and employment8

Exhibit 3 - Age distribution of wine drinkers by category9

Exhibit 4 - Wine Sales by category9

Executive Summary

realistic Vineyards started in January 1995 and within 10 months was averaging 1500 visitors a day and enjoying a revenue growth of 20% per month.

They have successfully segmented the wine market and set an upper income group of computer literate professionals who share hawkshaw Granoffs appreciation of fine wine.

The tissuesite is considered fast and easy to use with well-nigh nice features to make online shopping convenient and secure.

Although they have genuine a high level of automation the order mould is not yet completed and still requires manual intervention.

The web site contains extensive information about vineyards and winemakers and all letter and email are answered.

Virtual Vineyards adaption of technology has not been so successful. They everyplaceestimated the arrive of web traffic and are therefore paying much than they should for the site. To mitigate this they are considering expanding to other products.

Theyve also bought some costly hardware and software to generate extensive customer info that they are not yet able to properly analyze.

Or testimony:

*Downsize the infrastructure by selling off surplus equipment (rather than punctuate selling other products).

*Properly automate the sales process.

* break customer data (rather than rely on individual feedback).

* live that at present wine sales are Virtual Vineyardss core business and concentrate on making it profitable.

1.0Introduction

Virtual Vineyards receptive for business in January 1995 and has now been running for just over a...

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