Canadian OakCanadian Oak100% Canadian100% Canadian

Canadian OakCanadian Oak100% Canadian100% Canadian

Marketing Team:Jemil Muxlow, Lisa Busch,

YuChen, Cassidy Fenton

Marketing Team:Jemil Muxlow, Lisa Busch,

YuChen, Cassidy Fenton

Section 1Section 1

Marketing PlanMarketing Plan

Background InformationBackground Information

Business Environment Analysis Niagara Wineries are seeking alternatives Affordability High quality barrels

Market Segment Focus on larger wineries Have financial capabilities an willing to test

new products

Business Environment Analysis Niagara Wineries are seeking alternatives Affordability High quality barrels

Market Segment Focus on larger wineries Have financial capabilities an willing to test

new products

Product and Competitive Analysis

Product and Competitive Analysis

Key BenefitsKey Benefits

No major competition

Distinct similarities to French oak

100% Canadian made

Pricing is inbetween American and French prices

No major competition

Distinct similarities to French oak

100% Canadian made

Pricing is inbetween American and French prices

High quality product

Supporting local economy when purchasing from Canadian Oak

High quality product

Supporting local economy when purchasing from Canadian Oak

There are few wineries in the world who can claim that their product is made by utilizing 100% local materials…

Niagara Region wineries now have that very

opportunityopportunity to join this eliteelite and very small list of regions

SWOT AnalysisSWOT Analysis

SWOTSWOT

Strengths Canadian owned and

made 7 years in business Tighter and finer

grained

Weaknesses Limited inventory

Strengths Canadian owned and

made 7 years in business Tighter and finer

grained

Weaknesses Limited inventory

Opportunities Partnered with NC - three

barrel comparison Locally made, influenced,

aged, coopered and grown Threats

White oak species in narrow part of Southern Ontario

Peoples’ tastes, traditions and thoughts on Canadian Oak barrels

Opportunities Partnered with NC - three

barrel comparison Locally made, influenced,

aged, coopered and grown Threats

White oak species in narrow part of Southern Ontario

Peoples’ tastes, traditions and thoughts on Canadian Oak barrels

Chemical analysis determines Chemical analysis determines “something special about the “something special about the flavours in our Canadian Oak”flavours in our Canadian Oak”

Chemical analysis determines Chemical analysis determines “something special about the “something special about the flavours in our Canadian Oak”flavours in our Canadian Oak”

Marketing ObjectivesMarketing Objectives

Target Market ObjectivesTarget Market Objectives

By SegmentBy Segment

RegionTotal Wineries

Wineries With

Wineries Without

N-O-T-L, Virgil, St. Catharines

31 17 14

Beamsville, Vineland, Jordan, Grimsby, Winona

31 18 13

The GoalThe Goal

Sell the majority of barrels to wineries with greatest exposure

Distribute to all 62 wineries

Canadian Oak brand will be on every winery purchase order form

Sell the majority of barrels to wineries with greatest exposure

Distribute to all 62 wineries

Canadian Oak brand will be on every winery purchase order form

Marketing StrategyMarketing Strategy

“Locally made, high quality, affordable cost” campaign

Maintain current clients and gain new ones Increase market share by obtaining new clients

DM Sales meetings PR events Continuously building relationships

“Locally made, high quality, affordable cost” campaign

Maintain current clients and gain new ones Increase market share by obtaining new clients

DM Sales meetings PR events Continuously building relationships

Marketing TacticsMarketing Tactics

Direct Marketing TacticsDirect Marketing Tactics

A collection of promotional materials: Benefits of using Canadian Oak History of the Canadian Oak brand List of current wineries using product Chemical analysis of three barrel types Pricing list Sample of Canadian Oak wood chips with

recipe

A collection of promotional materials: Benefits of using Canadian Oak History of the Canadian Oak brand List of current wineries using product Chemical analysis of three barrel types Pricing list Sample of Canadian Oak wood chips with

recipe

Phase 1: Initial Direct MailPhase 1: Initial Direct Mail

Wood chips with a recipe 100% locally grown campaign literature Benefits of buying Canadian Oak Awareness of brand Contact information

To build a contact database

Wood chips with a recipe 100% locally grown campaign literature Benefits of buying Canadian Oak Awareness of brand Contact information

To build a contact database

Phase 2: Follow UpPhase 2: Follow Up

Meet and Greet with more information History of Canadian Oak List of wineries that currently use product Chemical analysis of three barrel types Pricing list Competitive advantage Stress the importance of such a rare opportunity

the Niagara Region can seize.

Meet and Greet with more information History of Canadian Oak List of wineries that currently use product Chemical analysis of three barrel types Pricing list Competitive advantage Stress the importance of such a rare opportunity

the Niagara Region can seize.

Direct MarketingDirect Marketing

Create awareness for new wineries Remind current wineries already carrying

our product about the importance of locally made products

Encourage new wineries to seek further information about Canadian Oak

Create awareness for new wineries Remind current wineries already carrying

our product about the importance of locally made products

Encourage new wineries to seek further information about Canadian Oak

$75

Sales PromotionSales Promotion

Follow up calls to wineries

Satisfy any concerns clients have about Canadian Oak

Tell them why they can’t live without this product any longer

Follow up calls to wineries

Satisfy any concerns clients have about Canadian Oak

Tell them why they can’t live without this product any longer

Sales MeetingsSales Meetings

Objective is to provide further information and ease any ill thoughts.

Provide sample tastings

Outcome will be making the sale, or continuing to build a strong relationship with client

Objective is to provide further information and ease any ill thoughts.

Provide sample tastings

Outcome will be making the sale, or continuing to build a strong relationship with client

Follow-up CallsFollow-up Calls

LABOURLABOUR

MILEAGEMILEAGE

HOTELSHOTELS

FOOD

$200$200

PR EventPR Event

Networking and awareness event - “Unveiling of a true Canadian Indulgence”

Niagara College proposed setting Presentation of the benefits Sample wines from Canadian Oak test barrels Speak with Niagara College winery about event Arrange with Niagara Culinary to pair food

with Canadian Oak wine

Networking and awareness event - “Unveiling of a true Canadian Indulgence”

Niagara College proposed setting Presentation of the benefits Sample wines from Canadian Oak test barrels Speak with Niagara College winery about event Arrange with Niagara Culinary to pair food

with Canadian Oak wine

PR EventPR Event

Will expose the quality of the product produced from Canadian Oak

Compare the flavours of the competition

Networking opportunity with the target Niagara Region winery community

Will expose the quality of the product produced from Canadian Oak

Compare the flavours of the competition

Networking opportunity with the target Niagara Region winery community

PR PlanPR Plan

Appetizers

Wine

Collateral

Building/Tent Rental

$1,000

Negotiable

WebsiteWebsite

Update website with a fresh, new look

Easy navigation

Addition of an ordering page

Update website with a fresh, new look

Easy navigation

Addition of an ordering page

WebsiteWebsite

Link to website

The BigBig IdeaThe BigBig Idea

The Brand has a Unique Characteristic. What is it?The Brand has a Unique

Characteristic. What is it? Wines produced with Canadian Oak barrels

are that of the highest quality and yield tantalizing characteristics

Niagara Region now has the opportunity to boast 100% locally made, produced, bottled, etc.

Wines produced with Canadian Oak barrels are that of the highest quality and yield tantalizing characteristics

Niagara Region now has the opportunity to boast 100% locally made, produced, bottled, etc.

The BigBig IdeaThe BigBig Idea

Producing a wine that is 100% locally made which is a unique competiitve advantage few wineries can claim

Niagara Region now has that opportunity to take advantage of such a niche market and declares support of local economy

Instill pride in Canadian made products and traditions.

Canadian Oak brand as infamous as “EH”, Canadian geese, beaver tails, etc.

Producing a wine that is 100% locally made which is a unique competiitve advantage few wineries can claim

Niagara Region now has that opportunity to take advantage of such a niche market and declares support of local economy

Instill pride in Canadian made products and traditions.

Canadian Oak brand as infamous as “EH”, Canadian geese, beaver tails, etc.