Marketing Plan

Essay by rquomsiehUniversity, Bachelor'sB+, January 2007

download word file, 28 pages 4.3

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Organization Background

Beverages and More (BevMo) is California's largest wine, spirits, and beer store chain. They currently operate fifty-three locations covering most of the state. The stores boast over 3000 wines, 1200 spirits, and 800 beers as well as specialty foods, cigars, and glassware. The company also has presence on the internet and sells their entire selection online. They market to repeat customers through a loyalty program similar to those "club cards" used by grocery chains (

The Product

Here is the scenario: You are on your way home from work when your cell phone rings. It is your wife. She informs you that she is bringing a new client home for dinner and asks you to pick up a bottle of wine and "something nice" for appetizers. That will impress the client. You have had a stressful day and the last thing you want to do is go home and cook.

You need to pick up the wine, so you drop by the local BevMo. As you enter the store you see a new display you have never seen before. A giant sign overhead says "Wineables". You walk over to take a look and are amazed to find the answer to your problem--Wineables are a complete meat and cheese course that includes a bottle of wine.

Wine gift baskets have existed for some time. What we are proposing is something different. Wineables would be a complete hors d'oeuvre package including wine, meats, cheeses, fruits, breads, and crackers. Unlike the traditional wine basket, all items would be sliced, cooked, and ready to eat. Once purchased, the food could either be eaten directly from the attractive black packaging tray, or transferred to serving platters. All items in the package would pair with the wine to fit...