Zebra Lounge
Wine and Tapas
Presented to you by:
Hannah
Natalie
Courtney
Angie
Mission Statement
• Zebra lounge is a classy, contemporary
wine and tapas bar in the downtown
Billings community. It serves high quality
wines by the glass and small tapas plates
to compliment the wine selections. It will
serve as an alternative to the restaurant
and nightclub industry downtown. It will
cater to downtown business professionals
and those looking for smoke-free, fun and
Wine
upscale atmosphere.
And
Tapas
Competitors
• The Rex, Walkers, Club Carlin/ Q, Jakes, Traxx,
The Loft, The Railyard, Hooligans, Rock Pile and
Yellowstone Brew Pub are downtown Billings
establishments that serve wines by the glass
and provide an upscale environment.
• City Vineyard is located on the west end of
Billings and is considered the only wine bar at
this time.
Wine
And
Tapas
Strengths
• The services offered at the Zebra lounge
will differentiate it from our competitors by
our smoke free environment, extensive
wine list, tapas and atmosphere. We will
provide an opportunity for people to relax
and serve as a healthy alternative to the
traditional bar and restaurant scene.
Wine
And
Tapas
Weaknesses
• A potential weakness is difficulty breaking
into an already established downtown
Billings market. Differentiating the Zebra
Lounge from the other establishments will
be an obstacle in our promotional efforts.
Wine
And
Tapas
Growth Opportunity
• According to Texas A&M University the
population in Billings, MT is growing at an
average rate of 1.2% per year.
• In the United States wine consumption is
growing. An all-time record 259 million cases of
table wine estimated to have been consumed in
the U.S., and adult per capita consumption
estimated at a new record of 2.88 gallons.
Wine
And
Tapas
Potential Customers
• Population of Billings residents over the
age of 25= 63,204/ 10 direct threats
•
6,320 potential customers
Wine
And
Tapas
Potential Customers
• Zebra lounge will cater to downtown
business professionals and those looking
for a smoke-free, fun and upscale
atmosphere.
Wine
And
Tapas
Closing
• With thirteen straight years of wine consumption
growth in the U.S. now on record, and adult per
capita table wine consumption at an all-time
high, there has never been a better moment to
capitalize on the positive trends and emerging
demographic imperatives of the market. Meeting
the challenges of building the consumer base of
the U.S. wine market will provide for long-term
increases in demand for wine and profitability for
Wine the industry for many years to come.
And
Tapas
References
• http://recenter.tamu.edu/data/popm/pm088
0.htm
• http://www.winemarketcouncil.com/researc
h_summary.asp
• http://www.downtownbillings.com/dba/
• http://factfinder.census.gov/
Wine
And
Tapas
Zebra Lounge
Wine and Tapas
Presented to you by:
Hannah
Natalie
Courtney
Angie
Target
• Population of Billings residents
over the age of 25= 63,204
Wine
And
Tapas
Segmentation
• Downtown
– 3,500 Businesses
– Average 15 workers per business
– Approximately 40,000 downtown workers
Wine
And
Tapas
Segmentation
• Tourists
– 1,267 room available downtown
– 91% occupancy rate
– Billings is the largest city within a 500 mile
radius it serves as a shopping and
accommodation center for area residents and
highway travelers.
Wine
And
Tapas
Segmentation
• New and Up and Coming Wine Drinkers
– Provide Wine 101 classes to appeal to
potential wine drinkers and those with
interest.
– Have tapas and wine pairing
recommendations listed on the menu.
Wine
And
Tapas
Segmentation
• Appeal to those with established palates
– Change wines by the glass list every 2 weeks.
– Have an extensive wines by the bottle list,
including boutique and highly allocated wines.
– Rotate the cheese on the cheese tapas menu
monthly.
Wine
And
Tapas
Dimensions
• Specialty Product and Service
Wine
And
Tapas
– Wines by the glass, by the bottle, tapas and
service cater to the consumer’s desire for
“safe adventure”.
– Opportunity to be bold and take chances
without going overboard.
– Consumers can feel confident by finding the
experience at Zebra Lounge ideal for
experimentation.
Dimensions
• Purchase Relationship is ongoing
– Through education, rotation of wines and
cheeses, and superior service customers will
keep coming back.
– Research shows that wine consumers look to
personal recommendations as the most
prized sources of information: Zebra Lounge
will gain new customers.
Wine
And
Tapas
Dimensions
• Heterogenous Product
– Competitors in Billings offering wines by the
glass, wine by the bottle and Tapas.
– There is an extensive buying process
– There is thought put into selecting a
restaurant or lounge to spend time at.
Wine
And
Tapas
Problem Identification
People in Billings are seeking a smoke
free environment with extensive wine lists,
tapas and unique atmosphere. Many
need an establishment where they can
relax and have a healthy alternative to the
traditional bar and restaurant scene.
Wine
And
Tapas
Information Gathering
•
•
•
•
Wine
And
Tapas
Word of Mouth
Advertisements
Web site
Location Signage
Decision Making Process
• Alternatives
Wine
And
Tapas
– City Vineyard
– Walkers
–Q
– Rex
– Jakes
– Beyond the Palate
– Granary
Decision Making Process
• Zebra Lounge will be the new place to go.
Being new will help differentiate us initially.
• In addition, wine consumers in most price
segments, enjoy wine in small, intimate
gatherings and choose it for reasons that
speak to enhancing an experience.
Wine
And
Tapas
Evaluation
• Customers will enjoy the atmosphere,
wine, tapas and superior service at Zebra
Lounge
• The quality of the overall experience and
regular changes on the menu will keep
customers coming back and they will refer
us to others.
Wine
And
Tapas
References
• http://www.wineinstitute.org/communicatio
ns/statistics/USWineConsumerResearch.h
tml
• http://en.wikipedia.org/wiki/Billings,_Monta
na
• www.msubillings.edu/businessfaculty/otjen
/word_doc/Paula’s%20Edibles%20Wine %20Final%20Presentation.ppt
And
Tapas
Zebra Lounge
Wine and Tapas
Presented to you by:
Hannah
Natalie
Courtney
Angie
Product
• Brand Positioning: The Zebra Lounge will
create an experience for the downtown
business professionals and those seeking
a unique environment with a large variety
of wines and tapas.
Wine
And
Tapas
Product Description
• Wine
– Rotate wines by the glass every 2 weeks
– Create an extensive wine by the glass and
bottle list
– Provide Wine 101 classes
Wine
And
Tapas
Product Description
• Tapas
– Unique cheese flights and tapas plates
– Provide tapas, cheese and wine pairings
– Rotate cheese and tapas menu monthly
Wine
And
Tapas
Product Description
• Experience
– Provide a healthy and relaxing alternative to
the traditional bar/restaurant scene
– Provide an environment ideal for taking
chances without going overboard
Wine
And
Tapas
Means End Chain
Wine
And
Tapas
Product
Attributes
Physical
Psychological
Values
Wine and Tapas
Bar
High Quality
Satisfying a
Desire
Feel Confident
Excellent
Service
Variety
Opportunity to
be Bold
Ideal Experience
for
Experimentation
Personal
Atmosphere
Unique
Experience
Unique
Experience
Downtown
Location
Entertainment
High Variety
Standard
Educating on
Wine
Pricing
Fulfillment
Perceptual Map
Unique Experience
•Zebra Lounge
•Beyond the Palate
•Q
•Walkers
•Rex •Jakes
Traditional Experience
Wine
And
Tapas
•Granary
High Variety
Low Variety
•City Vineyard
Price
• Objective:
– Industry standards of markup pricing
– Status quo objective
– Meet competition
Wine
And
Tapas
Price
• Wines by the glass:
– Two 6 oz glass pours cover wholesale cost of
the bottle
– Four 6 oz glass pours per bottle
– Pricing per glass= 50% of wholesale cost per
bottle
– Glasses ranging in prices from low cost pours
to premium pours- Variety
Wine
And
Tapas
Price
• Tapas:
– Industry standard markup is 30%
– Cost of food on tapas +.3(cost of food)
• = price of tapas plate
– Tapas plate prices ranges from low cost to
premium - Variety
Wine
And
Tapas
Price
• Price ranges for wines by the bottle:
– Industry standard is 2.5* wholesale price
– Offer wines by the bottle from $15- $150.
– Variety
Wine
And
Tapas
Place
• Objective: Serve customers directly from
the downtown location
Wine
And
Tapas
Place
• Strategy:
• Channel-Direct
– Allows us to be more aware of the needs and
attitude changes of our target customer
Wine
And
Tapas
Place
• Customer Service Level
– High
– Allow customers to get involved in their wine
and tapas selections
– Gives us an idea of what customer needs are
Wine
And
Tapas
Place
– Convenient downtown location
– Designed for customers needs
– Self managed: able to incorporate change as
needed
Wine
And
Tapas
Place
Low Cost Provider
Wine
And
Tapas
Quality Service
Promotion
• Objective: We are entering a mature
market where we will need to inform and
persuade our potential customers by
implementing AIDA.
Wine
And
Tapas
Promotion
• Gain Attention
– Local Magazines
– Billboards
• Build Interest
– Website
– Advertising
• Desire
– Location signage
– Word of mouth, recommendations
– Additional print advertising
• Obtain Action
Wine
And
Tapas
– Wine 101 classes
– Changing of wine lists, cheese and tapas menu
References
– Journal of Hospitality & Tourism Research, Vol. 24,
No. 3, 301-319 (2000) Organizational Citizenship
Behaviors: Their Relationship to Organizational
Effectiveness Sandra M. Walz
– Black Enterprise, Dec 1994 v25 n5 p130(1) Mastering
the wine list. Eunice Fried. COPYRIGHT 1994 Earl G.
Graves Publishing Co., Inc.
Wine
And
Tapas