Ceja Vineyards’ Decision to Directly Market to the Hispanic Community Analysis Ceja Vineyards’ Decision to Directly Market to the Hispanic Community Analysis The Case Study‚ “Ceja Vineyards: Marketing to the Hispanic Wine Consumer?” by Armand Gilinksy Jr.‚ Linda I. Nowak‚ Cristina Santini‚ and Ricardo Villarreal deSilva (2010) outlines a critical decision a small‚ family owned winery in California is facing. The winery‚ Ceja Vineyards‚ is located in the Carneros region and is equally owned by four
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WINE CONSUMER BEHAVIOUR: AN IRISH WINE MARKET ANALYSIS. A LITERATURE REVIEW. Sarah Geraghty Shannon College of Hotel Management sarahgeraghty@shannoncollege.com ABSTRACT The Irish wine market‚ worth €1.65 billion in 2009 (DIGI‚ 2010)‚ has experienced unprecedented growth in the last fifteen years‚ growing from an 8% share of the overall alcoholic beverage market in Ireland in 1994 (WDB‚ 2007) to 22% in 2007 (DIGI‚ 2009). Relative to the long history of wine making and wine drinking‚ the
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Rise and Fall of Sega 5 Major Events/Issues: Surrounding the topic Sega was formed as a merger between two companies‚ Rosen Enterprises and Service Games‚ forming the abbreviated SEGA Enterprises Ltd. SEGA’s name was derived from the SE in Service and the GA in Games‚ Enterprises was just taken from the company Rosen Enterprises. In 1966 Sega began manufacturing original arcade machines‚ their first was called Periscope. The machine was 10 feet deep and 6 feet wide and also cost twice as much
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Consumer Behaviour: Wine 1. The consumers have higher-order needs and aspirations. Have a common desire for pleasure‚ status and knowledge. Tend to be from the middle-aged‚ educated and high-income market segment. They are high-involvement consumers generally motivated by the pleasure they receive from the product rather than its purely functional utility.Overall needs are more hedonistic and self-gratifying rather than functional and utilitarian. 2. Physiological needs: food‚ water and safety
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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 day and enjoying a revenue growth of 20% per month. They have successfully segmented the wine market and identified an upper income group of computer
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Stratus Vineyards Kim Stevenson (1110690) University Canada West Professor: Rui Silva MRKT 201 Date Assignment is Due: April 24 Stratus Vineyards In this week’s study‚ we have reviewed the video Stratus Vineyards‚ and now need to review four questions and answer them in an essay type format. The four questions we need to explain are quite interesting questions when you think of marketing. First questions asked is “What is Stratus Vineyards marketing? Is it just wine? The second questions asked
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Delamere Vineyard Delamere Vineyard “Delamere Vineyard is a small‚ integrated winemaking business in Tasmania‚ specializing in pinot noir (red) and chardonnay (white) wines. Richard Richardson‚ Delamere’s owner and winemaker‚ manages and operates the vineyard and winery largely alone. His products have won praise and awards in the past‚ but Richardson strives continuously to improve. Delamere competes in the high-priced segment‚ in which quality is paramount. Richardson is well equipped as a
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To: Dr. Lynna Martinez Subject: Calaveras Vineyards Valuation As per your request‚ my associates and I have calculated a valuation for Calaveras Vineyards using the present value of cash flows. We used the valuation of future cash flows method in order to value to value the company. We have come to the conclusion‚ based on a number of future projections‚ that the best valuation of the vineyards is $4‚356‚000 in assets and $1‚104‚000 in equity. The process at determining this valuation was as
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The Situation Analysis CUSTOMERS Customer Analysis in the United States: The Scarborough Wine Market Report recently released new research on the average American consumer of wine. The report states that within the last three month‚ approximately 39% of all Americans over the age of 21 have purchased a bottle of wine. In addition‚ 33% of purchasers have a household income of over $75‚000. Furthermore‚ of those surveyed‚ 39% of purchasers had attended at least some college. The report
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reasonable focus on the growing Hispanic demographic and their substantial purchasing power. With an estimated eleven percent of the US population by 2017‚ Hispanic consumers will comprise a large submarket. This Hispanic submarket will be able to add to the bottom line of companies that are able to target this market with the right marketing mix. Targeting the $1.2 trillion submarket is becoming a necessity for brands that are looking to grow their market share. Hispanic consumers are increasingly making
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