Presented to you by: Hannah Natalie Courtney Angie Zebra Lounge Wine and Tapas

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 upscale atmosphere. Wine 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 the industry for many years to come. Wine And Tapas

References 0.htmhttp://recenter.tamu.edu/data/popm/pm088 0.htm h_summary.asphttp:// h_summary.asp Wine And Tapas

Presented to you by: Hannah Natalie Courtney Angie Zebra Lounge Wine and Tapas

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 –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. Wine And Tapas

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 Word of Mouth Advertisements Web site Location Signage Wine And Tapas

Decision Making Process Alternatives –City Vineyard –Walkers –Q –Rex –Jakes –Beyond the Palate –Granary Wine And Tapas

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

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 ns/statistics/USWineConsumerResearch.h tmlhttp:// ns/statistics/USWineConsumerResearch.h tml nahttp://en.wikipedia.org/wiki/Billings,_Monta na /word_doc/Paula’s%20Edibles%20- %20Final%20Presentation.pptwww.msubillings.edu/businessfaculty/otjen /word_doc/Paula’s%20Edibles%20- %20Final%20Presentation.ppt

Presented to you by: Hannah Natalie Courtney Angie Zebra Lounge Wine and Tapas

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 ProductAttributesPhysicalPsychologicalValues Wine and Tapas Bar High QualitySatisfying a Desire Feel ConfidentExcellent Service VarietyOpportunity to be Bold Ideal Experience for Experimentation Personal Fulfillment AtmosphereUnique Experience Downtown Location EntertainmentHigh Variety Standard Pricing Educating on Wine

Perceptual Map Wine And Tapas Beyond the Palate Zebra Lounge City Vineyard Rex Jakes Q Walkers Granary Unique Experience Traditional Experience Low VarietyHigh Variety

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 Wine And Tapas Low Cost Provider 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 101 classes –Changing of wine lists, cheese and tapas menu Wine And Tapas

References –Journal of Hospitality & Tourism Research, Vol. 24, No. 3, (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