Slide 9 of 18
Notes:
- Our second strategic initiative is to better understand our consumers: the dynamics of their brand loyalty, their buying behaviors, etc. We’ve been doing this through focus groups, as well as Internet surveys, and this research is helping us make more informed, fact-based marketing and sales decisions.
- This emphasis on data-driven decision making is a fairly innovative step for a premium wine producer. Traditionally, quality in our industry has been defined by winemakers and wine writers. We believe the consumer’s opinion is more important, which makes us think as much like a branded products company as a vintner. This balanced approach is proving to be a good one. Research was a big factor in the successful re-launch of Private Selection. It has helped at Prospect Peak. And it generates a lot of ideas that help keep all our brands properly positioned.
