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Carlo Rossi Sangria


E. & J. Gallo Winery is the largest winery in the world today. Family-owned, with ten family members, spanning three generations of the Gallo family, actively working in the business.

Established in 1933 and headquartered in Modesto, California, E. & J. Gallo Winery remains a privately-held and ever-growing company that employs more than 5,000 people worldwide.

E. & J. Gallo Winery is one of the most highly acclaimed wineries in the world, having earned major awards from prestigious wine competitions in the U.S. and internationally.

E. & J. Gallo owns eight wineries and over 16,000 acres of vineyards across the state of California. In addition, the company maintains contracts with growers around the state that assist with yearly supply.


S.W.O.T. Analysis Strength ● ●

Affordable Iconic jug design which holds more wine than a normal size bottle and is synonymous with brand.

Weakness ● ●

Brand has lost its position as “good, honest wines for real people” Now viewed as a cheap and easy way for young and lower - lower middle class people to get drunk.

Opportunity ● ●

E. & J. Gallo Winery adopted early on the strategy of having their sales force "push" for very visible places in liquor stores and grocery stores to help drive sales. E. & J. Gallo Winery’s ability to build market share based on branding is one of their most successful strategies.

Threat ● ●

Other well known inexpensive wine brands (ie: Franzia, Arbor Mist) - CR 3rd most recognized brand among target audience Rising interest in wine industry among millennials, and increased awareness of inexpensive good quality wines.


Situation Analysis ● ●

Little to no current marketing/promotion advertising Radian6 showed little social media interaction with brand. Common posts include:

TWEET FROM: DATKNIGGASTROLL Source: twitter.com, Posted on: Oct 19, 2012 06:00 AM by DatKniggaStroll #gooddrinking would be that carlo rossi sangria in the summer with small pieces of fruit and ice in the cup!

Facebook Post from CeCe TryMe Watkins Source: www.facebook.com, Posted on: Oct 21, 2012 10:05 PM by CeCe TryMe Watkin MY MOTHER IS THROWING DOWN IN THE KITCHEN COLLARD GREENS, POT ROAST, CROWDER PEAS, TUCKEY LEGS, OKRA, ONIONS, HOT PEPPERS, SLICE CUCUMBERS AND TOMATOES. AND TO DRINK WE HAVE BEER, SVEDKA AND CARLO ROSSI SANGRIA WITH RED KOOL-AID THAT I FIXED.....! #SUNDAY FEAST

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Current consumer is 32% more likely to have a HHI of $30,000 - $49,999 and 32% more likely to have a HHI of $30,000 - $49,999 New purchase influencers are millennials who use product simply to get drunk on a budget: Carlo Rossi

A cheap kind of wine coming in several varieties, costs about $10 for a 3 liter jug. "Yo you feel like wine tonight? Let us split a jug of Carlo Rossi friend, how bout paisano flavor, or would you rather have burgundy? We shall get fucked up on this night."


Current Promotion: Carlo-isms


Competitive Analysis Carlo Rossi

Arbor Mist

Franzia

Target Market Served

Mass Market

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Mass Market Mothers

Mass Market

Product Attributes

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Easily accessible Interactive marketing campaign - "Rossi Moments" where fans upload a picture of themselves with a jug of their favorite wine for a chance to be featured on their Facebook page as the "Rossi Posse" member of the month.

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Easily accessible Wide variety of flavors - 12 sweet, fruit flavored wine coolers. Interactive marketing campaign - "Up For Anything" where Brand ambassadors, Erin & Cori, take on adventures fans vote on and keep virtual diaries

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Easily accessible. "Slap the Bag" popular game among college-aged consumers which increased brand awareness.

Pricing

$10 for a 3L jug

$5 for a 1.5L bottle

$9.99 for a 5L box

Promotion

56K Facebook followers 100 monthly active users on their "Explore Our Wines" app

594K Facebook followers 300 monthly active users of "Recipes" app

No official Facebook page (3K likes on unofficial page)


Quantitative Objectives ●

Explore consumer attitudes toward sangria

Analyze purchasing patterns of consumer

Analyze usage of social media, especially in terms of brand promotion

Explore current attitudes towards Carlo Rossi brand and competitive brands


Quantitative Objectives Consumer Purchase Patterns ●

Consumer attitudes toward sangria ○ Vodka is the most preferred alcoholic beverage ○ Wine is the second preferred ○ Sangria is the least preferred

Purchasing patterns of consumer. ○ greatest impact on your alcoholic purchases is taste ○ second comes price

Consumption patterns of consumer. ○ most consumption is within the home ○ second is located at parties ○ amount of alcohol is averagely consumed 5-10 times a month per individual


Quantitative Objectives Social Media & Competitive Brands

Analyze usage of social media, especially in terms of brand promotion. ○ Most used social site is Facebook, second being Instagram ○ Social sites are visited between extremely and moderately often ○ Consumers do not share their current purchase of brands ○ Following or liking favorite brands are slightly uncommon

Explore current attitudes towards Carlo Rossi brand and competitive brands. ○ Arbor Mist and Boone’s Farm have more brand awareness ○ Consumer opinion of Carlo Rossi is nearly equal, mostly negative ○ Drinkers of Sangria mix their drinks with fruit and/or soda


Values: They value friendship, hardworking, education, fun and having a good time but being responsible.

Lifestyle: In college or just recently graduated college, They most likely live with a roommate or significant other. They live an active lifestyle Employed full-time or full-time student.

Media Habits: Carlo Rossi users use facebook all the time to stay connected with friends. Most have a twitter, instagram, and tumblr as well. They like to stay updated with what is going on with the world and their friends.

Buying Habits: They are usually making between $20,000- $35,000. Going out to the bar with friends every weekend or every other weekend. They buy Carlo Rossi sangria when they are on a low budget and want to have a good time.

Target Consumer


Purchasing Process Repeat Purchaser are loyal to the Carlo Rossi brand. These purchasers balance their decision between affordability and approved taste. Impulse Purchaser are those who are not yet aware of Carlo Rossi brand sangria. These purchasers balance their decision between affordability and attractiveness of jug design and in-store product placement. New Purchaser are those who are not yet aware of the Carlo Rossi brand, but regularly drink competitive sangria brands. These purchasers make their decisions based on advertising/promotion/pr.


Media Strategy


Television


Online

#byobatch


Out of Home


Out of Home


Out of Home


Radio Sound: Doors opening and you can hear people talking and music playing in the background Jane: Hey Jake, what’s up? Jake: Nothing much just drinking my strawberry delight! Jane: What are you talking about? Sound: Deadmua5 *some chords* starts to play Jake: I love house Music Jane: No, don’t change the subject! How Did you get strawberry delight. I got Applegria! Jake: Applegria? Jane: YES apples and watermelon with sangria DUH Jake: Wait I have watermelon and apples and strawberries in mine! Jane: I’m telling you Carlo Rossi Sangria offers everybody a different taste when you drink it, Each and every time. ANNCER: Click below to download the Carlo Rossi app and upload your pictures and favorite recipe for a chance to win a free jug of sangria and or even a trip to CANCUN!


Carlo Rossi