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Jeremy Vargo || Michelle Christabelle || Rachel Gilbert || Brittany Case
• First wine brand to reach 1 million fans on Facebook
• Facebook fans spend 2x’s more than other fans per shopping trip, with each fan buying approximately 2 to 4 bottles per trip
• Highest brand loyalty in entire wine industry
TargetMarket
• Highest IR Redemption: 62.94%• Highest MIR Redemption: 6.70%
RedemptionRate
• Booth Cost: ~$2,547• Vacation Costs: ~$7,700• Total Cost of Coupons:
~$104,000• Before Manufacturing costs
• Should increase IR redemption rate to ≥ 74%
• Sales from coupon redemption: ~$723,500
Budget
• Contest will be announced via Facebook• “Become a fan for contest details” printed at the bottom of
neck hangers• Contestants will create their own Sangria recipe and post it
to the brands Facebook fan page with a picture • The recipes will be shared via Pinterest
Sangria Contest!
Create Your Own
• Flights to the Bahamas for two: $1790
• Paradise Island Hotel 4 night stay: $1300
• Rental car price including deposit: $360
• Meal cost: $400
Total Investment: $3,850
WinnerFor the
• Buy two 750mL bottles get $1.00 off instantly
CouponExecution
• Buy two 750mL bottles get $1.00 off instantly
• Buy two 1.5L bottles get $2.00 off instantly
ExecutionCoupon
• Buy two 750mL bottles get $1.00 off instantly
• Buy two 1.5L bottles get $2.00 off instantly
• Buy three 750mL bottles get $1.50 off your choice of fresh fruit
CouponExecution
• Buy two 750mL bottles get $1.00 off instantly
• Buy two 1.5L bottles get $2.00 off instantly
• Buy three 750mL bottles get $1.50 off your choice of fresh fruit
• Buy two 750mL bottles and three frozen wine cocktails get $2.50 off your choice of fresh fruit
CouponExecution
• Contest between distributors
• Which location can move the most product throughout the contest
• Winner gets the same vacation package as the Sangria contest winner
• Requires distributors to place neck hanger coupons on the wine bottles
DistributorResolution
In-Store• Placed by fruit• Convenience for
contest • Create a flow through
shopping trip
Execution: 1
• Point of purchase display• Will attract consumer
attention• Unique shelving will draw
consumers in• Placed in high traffic area • Opportunity: Placed next
to a Sprite point of purchase display
In-StoreExecution: 2
• Booth set up in select Wal-Mart stores
• Sangria tasting for consumers over 21
• Recipe of Sangria will be on card consumers can take• Allows consumers to buy the
ingredients right away while they are in-store
• Beach theme• Will increase the sales of
both Arbor Mist and the ingredients that go into the Sangria
In-StoreExecution: 3
• Contest will attract new clients• Attract existing to buy more
• Motivate people to buy • Prize for the winner
• Multiple bottles purchased• Increase in coupon
redemption• Sangria Recipe
• Encourages purchase of other products in the store• Coupons• Sangria Recipe
• Rollout Summer 2015
Growing the Business
References• http://www.pinterest.com/search/pins/?q=arbor%20mist&term_meta%5B%5D=arbor%7Ctyped&term_meta%5B%5D=mis
t%7Ctyped
• http://www.pinterest.com/pin/36591815693230740/ • https://www.facebook.com/arbormist?ref=br_tf • http://www.google.com/imgres?imgurl=http%3A%2F%2F2.bp.blogspot.com%2F-kZ6AeybxIFA%2FTfEvOz5MBGI
%2FAAAAAAAADOM%2FgMCHtjKGbUw%2Fs1600%2FPicture%252B18.png&imgrefurl=http%3A%2F%2Fwww.clippingchix.com%2F2011%2F06%2Farbor-mist-11-facebook-printable-coupon.html&h=333&w=335&tbnid=3edNKM3Pn6jDqM%3A&zoom=1&docid=DZXRTBKDzIgD0M&ei=Rs41VKaYC8KtyASWxICgBg&tbm=isch&client=safari&ved=0CFIQMygYMBg&iact=rc&uact=3&dur=1055&page=2&start=10&ndsp=19
• http://hip2save.com/2011/06/09/arbor-mist-11-coupon-or-1-50-mail-in-rebate/ • http://www.pinterest.com/pin/363595369887209520/ • http://firstwefeast.com/drink/in-defense-of-arbor-mist-drinkers/ • http://stansfeldscott.wordpress.com/2010/05/24/arbor-mist-pairs-well-with-fun/• http://www.foodchannel.com/media/uploads/galleries/articles/images/_thumbs/Arbor_Mist_berries_jpg_300x300_crop-scal
e_upscale_q85.jpg
• http://www.whosaidnothinginlifeisfree.com/2011/06/arbor-mist-wine-couponrebate/ • http://konghingaruba.com/brands/arbor%20mist%20banner.jpg-for-web-NORMAL.jpg • http://www.prnewswire.com/news-releases/celebrate-any-occasion-with-arbor-mists-new-white-pear-pinot-grigio-9945435
9.html
• http://www.thefreebiejunkie.com/2010_08_04_archive.html • http://www.frugals.ca/contest-enter-to-win-a-3500-getaway-with-arbor-mist/