Determining whether or not to launch an on-premise brand into a large US market is no short order. With exacting consumer location, 400 on-premise target locations were mapped using the Geo Strategies proprietary FlexQuad analysis.
Wine Concepts was approached by a large California Winery to determine if a large scale launch of an on-premise focused specific brand was plausible. Using the Geo Strategies team of programmers and analysts, we categorized and refined a massive list of thousands of on-premise targets and their proximity to the highest proclivity of wine consumers and mapped the entire metropolis of a multiple city single market.
Determine for a large winery in Northern California the size of market, location of consumers and areas of spending on-premise as well as to locate, quantify, qualify and refine the on-premise retailers to determine potential. Once accomplished, proceed with approach plan to launch an on-premise brand with an organic/bio-dynamic/sustainable category reference.
Step 1: Identify all people groups with a high proclivity toward wine consumption as we as 'Green Leaning' in consumer food product purchases.
Wine Concepts moved forward with first identifying multiple segments of consumer profiles that exhibited a high proclivity or propensity for the consumption of wine. Using the Mosaic segmentation system to determine target consumers, roughly 30 of the 71 Mosaic segments were determined as having a higher rate of probability for wine consumption than the other 41. The group was then further refined in a cross analysis for 'green leaning' segments as the design of the product was very much a green or environmentally conscious product design ( accommodating a potential off-premise introduction in the future).
Step 2: Identify all on-premise businesses with wine sales
Within the particular market, there were several thousand wine sellers just in the on-premise business. Because of the size of the market, the difficulties within both urban and suburban communities, a list of thousands was first refined into 25 clusters of high on-premise wine sales using wholesale purchase records. Through a cooperative effort with a prominent restaurant data collecting company, Geo Strategies tactical support team made it possible for Wine Concepts to refine the data a second time, reducing the number of targets to roughly 400, mostly clustered in 25 regions for sales efficiencies, delivery efficiencies and a lower risk overall approaching the market.
Step 3: Identify all on-premise retailers with high wholesale wine purchasing outside of the 25 top sale areas that were 'too large to ignore'.
Once all of the consumer and retailer information was gathered, refined and listed according to the above goals, a secondary set of values was created as a separate group of restaurant retailers who were measured to be high volume purchasers and retailers of wine on-premise. These were grouped separately for strategic launch purposes that the goal of attacking the market in the 'pockets' of the 25 high density areas was not 'diluted'.
Step 4: Organize all data with contacts, exact map locations, references to wholesale wine spending by retailer and list each area out in groups for sales contact management.
Once all the information was developed, organized and ready for engagement and/or further planning, storage files were established by each are. The process organized the information gathered that it is now easily transferred or coded into mobile friendly software for further geographic mapping support as well as Key Performance Indicator software solutions by Geo Strategies as well as Contact Relationship Management (CRM) software for further database refinement.
Step 5: Determine proximity and outline for on/off premise drive potential.
Once the on-premise research and mapping was complete, an overlay of off-premise retailers (mainly grocery) was outlined to review how each chain was situated from a retail travel radius relative to each of the 25 key restaurant retailer areas. Every major wine retailer was mapped and separated into 'layers' to easily distinguish the locations of each specific retailer for support and wholesaler sales interaction.
Epilogue - Phase 1 of 3 Phases: Data foundation for building a business launch strategy now complete.
Once the process is finished in identifying the target audience, their personal locations, the locations of the retailers, both on and/or off-premise and high concentrations of refined lists of prospects, then a strategic plan for launch can be developed.
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