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 category and employment8 Exhibit 3 - Age distribution of wine drinkers by category9 Exhibit 4 - Wine Sales by category9 Executive Summary Virtual Vineyards started in January 1995 and within 10 months was averaging 1500 visitors a …

…wine drinkers by category Age Groups Category21-2425-3435-4445-5455-6465+ Domestic table wine6.2%22.7%25.4%19.2%11.2%15.3% Imported table wine5.7%21.9%29.3%20.7%10.4%12.0% Total Wine11.9%44.6%54.7%39.9%21.6%27.3% Age Distribution of US Adult Population8.0%23.3%22.8%16.3%11.9%17.6% Source: Derived from Jobson's Wine Handbook 1995(New York: Jobson Publishing Company, 1995) Exhibit 4 - Wine Sales by category Brand19901991199219931994 Leading Brands 89,980 88,000 95,080 94,855 93,735 Change from previous year (%) - -2.20%8.05%-0.24%-1.18% Others 30,771 31,977 33,278 31,756 33,574 Change from previous year (%) - 3.92%4.07%-4.57%5.72% Total Domestic Wine 120,751 119,977 128,358 126,611 127,309 Source: Derived from Jobson's Wine Handbook 1995(New York: Jobson Publishing Company, 1995)