Analysis of critical factors to consider when implementing: servicescape, process and interactions for this company Lucid. This is the paper I wrote to give background information for the analysis.

AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View Tell me Share Comments Times New... 10 AA Aa v AL AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste B I Uv ab X 2 Av LVAv Normal No Spacing Heading Heading 2 Title Subtitle Styles Dictate Sensitivity Pane Initially our strategy generation process was to start off getting to know each other. Since we are all going to be business partners, we have to be comfortable with each and in sharing ideas and bouncing information off one another. We tried to find what we all had in common and see how well we will work together. Right off the bat we had many ideas bouncing around but the one thing that was constant was that we all wanted to create something totally unique and something that could potentially change lives. We began narrowing ideas that we shared and collectively agreed that donating to a charity consistently was something we wanted to do. It seems no other wineries donate and possibly this could start a great trend in our community, and if not it will keep people coming in to drink our wine and know they are making a difference to. We began researching images that could spark more ideas of the general theme of our winery. After a while the idea of creating a fantasy realm you enter while drinking the wine came to attention. A wine so good you might enter an alternate dimension or a dream state, possibly. With that, we decided on having a winery and label themed with fantasy and an escape from your average day reality. After deciding on our brand and what we wanted to create, Make-A-Wish came to our attention. One of us had prior experience of donating to them before and we all thought it was really an experience to be able to see the dreams we help come true actually come to life and see what they got to do as their biggest wish. It came to mind that it might be strange donating to what it mostly children while we are selling alcohol but we figured it might be what brings more adults in to buy and drink our wine. Other people will feel good about going in and buying our wine when they know they are feeding into making a difference, especially for kids. We also wanted to make sure with the fantasy hemed label that it wouldn't look to childish like it's a kids drink or something they think they want to drink, so our starting off label is the old school, reality like Pegasus that doesn't look like it may lure children into drinking it too It was really important that our wine and the customers experience would leave a lasting effect and also leave them wanting to come back for more. If we can become someone's favorite winery, they will keep recommending it to others and we will continue to make sales that could potentially change many lives. We also had an idea that every once in a while, we would also donate to other charities, possibly animal shelters or to funds for homeless or those in need. In order to build consensus, like I previously mentioned, all we really needed to do was talk and share ideas that we narrowed down until we all agreed on one. Once the idea of fantasy came up it seemed like we were all on board and we could create something truly magical. With the combined wanting of creating something unique, donating was something we all wanted to do immediately. With that in common all we had to was decide who we donate to and how we could create the biggest difference for others. Initially our group was trying to construct an innovative idea that has not taken the wine and spirits industry by storm. This, we came up with the idea of giving back a percentage of sales to a non profit. In today's world there's a limitation of companies that are giving back to local communities or non profits, and often only act during holidays. With that being said the methods we used to facilitate an innovative and creative climate was initially increasing connectivity between multiple consumers, the new paradigm of innovation was discussed between all group members on how to stimulate creativity beyond only a certain traditional wine targeted demographic such as older folk and the wealthy. As a group we looked for constructive ways to be both a credible wine company, while giving back to a o a non-profit/charity. We chose Make a Wish Foundation as it has been very credible with making kids dreams come true and would fit perfectly with our company's theme of mystical and dreamy. We also found our innovation to be a type of niche in the wine industry as not many wineries and companies are utilizing this innovative sector. Designing a unique bottle that's eye-catching towards consumers was crucial in defining our creative mystical theme as a company. Initially, we want to begin the process and focus on kids local in our communities when funding Make a Wish. This is to build brand loyalty among our consumers. After our company has gained some traction in the industry we then want to branch out to more kids on a national spectrum, than hopefully expand globally to help more children Ve want to support our company's goals to contribute to Make a Wish by providing sources such as sections on our company's webpage as well as on our company's accounts on all popular social media platforms including Instagram, Twitter, Facebook. This will outline our contributions to Make a Wish, and the exact amount of kids dreams we have made come true. Utilizing social media platforms to engage with consumers will keep them engaged with our company's name and construct a sort of brand loyalty. The primary innovations that our group is currently focused on is, funding Make a Wish foundation kids, creating a mystical theme for our wine bottle design, and constructing a mini pamphlet that will not only inform our consumers on our company's mission, but as well as enlighten the consumer on our brand. Upon returning a portion of sales to Make a Wish foundation, we are not only doing good for our local communities, but the consumers in these communities see our company showing social responsibility early in our introduction into the wine industry. This will not only be an extreme competitive advantage over our competitors but as well as show great promise in the consumer space and provide our customers with the reassurance that they are contributing to a greater cause than just buying any other bottle of wine. We know that millennials and generation Z will extremely favor this move, as in today's society our generation is far more socially and economically conscious. Our company Page 1 of 10 4638 words English (United States) Focus E 111%AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View Tell me Share Comments Times New... 10 AA Aa v AL AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste BI Uv ab X 2 Av LVAv Normal No Spacing Heading Heading 2 Title Subtitle Styles Dictate Sensitivity Pane Initially our strategy generation process was to start off getting to know each other. Since we are all going to be business partners, we have to be comfortable with each and in sharing ideas and bouncing information off one another. We tried to find what we all had in common and see how well we will work together. Right off the bat we had many ideas bouncing around but the one thing that was constant was that we all wanted to create something totally unique and something that could potentially change lives. We began narrowing ideas that we shared and collectively agreed that donating to a charity consistently was something we wanted to do. It seems no other wineries donate and possibly this could start a great trend in our community, and if not it will keep people coming in to drink our wine and know they are making a difference to. We began researching images that could spark more ideas of the general theme of our winery. After a while the idea of creating a fantasy realm you enter while drinking the wine came to attention. A wine so good you might enter an alternate dimension or a dream state, possibly. With that, we decided on having a winery and label themed with fantasy and an escape from your average day reality. After deciding on our brand and what we wanted to create, Make-A-Wish came to our attention. One of us had prior experience of donating to them before and we all thought it was really an experience to be able to see the dreams we help come true actually come to life and see what they got to do as their biggest wish. It came to mind that it might be strange donating to what it mostly children while we are selling alcohol but we figured it might be what brings more adults in to buy and drink our wine. Other people will feel good about going in and buying our wine when they know they are feeding into making a difference, especially for kids. We also wanted to make sure with the fantasy hemed label that it wouldn't look to childish like it's a kids drink or something they think they want to drink, so our starting off label is the old school, reality like Pegasus that doesn't look like it may lure children into drinking it too It was really important that our wine and the customers experience would leave a lasting effect and also leave them wanting to come back for more. If we can become someone's favorite winery, they will keep recommending it to others and we will continue to make sales that could potentially change many lives. We also had an idea that every once in a while, we would also donate to other charities, possibly animal shelters or to funds for homeless or those in need. In order to build consensus, like I previously mentioned, all we really needed to do was talk and share ideas that we narrowed down until we all agreed on one. Once the idea of fantasy came up it seemed like we were all on board and we could create something truly magical. With the combined wanting of creating something unique, donating was something we all wanted to do immediately. With that in common all we had to was decide who we donate to and how we could create the biggest difference for others. Initially our group was trying to construct an innovative idea that has not taken the wine and spirits industry by storm. This, we came up with the idea of giving back a percentage of sales to a non profit. In today's world there's a limitation of companies that are giving back to local communities or non profits, and often only act during holidays. With that being said the methods we used to facilitate an innovative and creative climate was initially increasing connectivity between multiple consumers, the new paradigm of innovation was discussed between all group members on how to stimulate creativity beyond only a certain traditional wine targeted demographic such as older folk and the wealthy. As a group we looked for constructive ways to be both a credible wine company, while giving back to a o a non-profit/charity. We chose Make a Wish Foundation as it has been very credible with making kids dreams come true and would fit perfectly with our company's theme of mystical and dreamy. We also found our innovation to be a type of niche in the wine industry as not many wineries and companies are utilizing this innovative sector. Designing a unique bottle that's eye-catching towards consumers was crucial in defining our creative mystical theme as a company. Initially, we want to begin the process and focus on kids local in our communities when funding Make a Wish. This is to build brand loyalty among our consumers. After our company has gained some traction in the industry we then want to branch out to more kids on a national spectrum, than hopefully expand globally to help more children Ve want to support our company's goals to contribute to Make a Wish by providing sources such as sections on our company's webpage as well as on our company's accounts on all popular social media platforms including Instagram, Twitter, Facebook. This will outline our contributions to Make a Wish, and the exact amount of kids dreams we have made come true. Utilizing social media platforms to engage with consumers will keep them engaged with our company's name and construct a sort of brand loyalty. The primary innovations that our group is currently focused on is, funding Make a Wish foundation kids, creating a mystical theme for our wine bottle design, and constructing a mini pamphlet that will not only inform our consumers on our company's mission, but as well as enlighten the consumer on our brand. Upon returning a portion of sales to Make a Wish foundation, we are not only doing good for our local communities, but the consumers in these communities see our company showing social responsibility early in our introduction into the wine industry. This will not only be an extreme competitive advantage over our competitors but as well as show great promise in the consumer space and provide our customers with the reassurance that they are contributing to a greater cause than just buying any other bottle of wine. We know that millennials and generation Z will extremely favor this move, as in today's society our generation is far more socially and economically conscious. Our company Page 1 of 10 4638 words English (United States) Focus E 111%AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View Tell me Share Comments Times New... 10 AA Aa v AL AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste BI Uv ab X 2 Av LVAv IEv Normal No Spacing Heading 1 Heading 2 Title Subtitle Styles Dictate Sensitivity Pane lucid revolves around creativity and is focused on a mystical wine bottle design, uncommon from the traditional norm of a luxurious and plain look. This will peak the interest of consumers when shopping retail, and especially gain the attention of younger generations, as they enjoy more of an all around product experience. Finally, the mini pamphlet, which will be drapped around the neck of the wine bottle. This pamphlet will be small enough to fit in the palm of your hand, but all the while still retaining the creative mystical design outlining our company's mission, as well as enlighten the consumer on our brand. When looking at different rationales that support our innovation in our business a few stood out. Effective External Communication is listed in the slides as "to raise awareness and communicate benefits," this fits perfectly with our plan to donate a portion of our sales to the Make-A-Wish foundation. We plan on e ooklet as well as the possibility of a QR code that would take the customer directly to our company website where we will have specific information on where their money is going to and how they are making a difference. This rationale fits perfectly because we are raising awareness as well as money for children with critical illnesses and making their wish come true, we are in par educating our customers on the foundation of Make-A-Wish and allowing their donation to become more personal. This will be something new and exciting for current wine customers who might be looking for something different than their everyday wine they usually drink, because of this hopefully more customers are drawn to the idea and want to become a part of the change. The QR Code we will be c e rationale of technology which is stated in innovation as, "cost effective use, improving quality, making service simpler and faster,". With this QR Code, customers do not have to enter a link into a browser, they simply have to hold their phone's camera up to the code and it takes them directly to the website we are trying to show. Our company had many sources of inspiration for our innovation. We noticed when doing some research that there are not many companies in the alcohol and wine industries that are donating to charity. This gave us some drive, because we all wanted to give back to our community in some way and Make-A-Wish was the perfect opportunity for that. Make-A-Wish follows our mystical theme, allowing children's dreams to come true with each donation. We also are taking the unique approach with our company by creating a unique label that catches the eye as well as our lasting image creating a fairytale and mystical theme for our customers to remember. There is also a lot of room to grow in the wine market, with only about 49% of Americans drinking wine, this percentage might increase when something new enters the market. With this new innovation catching customers eyes, we might just be able to be a part of that growth in the wine industry. There are 5 main differentiation factors that we used to help us generate our ideas for our business Product differentiation, service differentiation, price differentiation, relationship differentiation, and mage/reputation differentiation. Product differentiation focuses on the features, durability, reliability, warranty and performance of the product. The product itself is different starting from the label and style of the bottle to the overall concept of donating some of our proceeds to Make-A-Wish. We wanted to first create a label unlike any you have seen before. We wanted it to stand out on the shelfs because of the creative, bold, and unique style to the bottle. The label has bright colors and a Pegasus to portray dreamy and fairytale vibes. We are partnering with Make-A-Wish and their whole concept is raising money for children who suffer from some sort of illness in order to grant their wishes and make their dream come true. Service Differentiation is ordering, delivery, installation, customer training and consulting, and other miscellaneous services. We want our bottle to be easily accessible and easy to purchase for everyone. Satisfying our customers and making sure they are able to enjoy the experience that comes from drinking our wine is important to us. The bottle can be purchased in stores as well as from our website and can be delivered. Customer satisfaction is one of our top priorities. Without their satisfaction and enjoyment, we can't make a profit and then wouldn't be able to donate to Make-A-Wish. The booklet and QR code on the bottle is to provide extra information about the wine itself and how we partner with Make-A-Wish. It helps the customers connect on a deeper level and helps them understand more about the bottle which will influence whether they buy it or not. Price Differentiation is determined by customer and quantity. Like I said above, we want our bottle to be easily accessible and in order to do that price is a big factor in regards if customers will purchase it or not. We want to price the bottle at a relatively reasonable price. Not too little and not too much. We want to give as many people access to our wine and be able to feel the experience that we are offering. Plus if we have more sales, then it allows us to donate even more to Make-A-Wish. Relationship differentiation is credibility, reliability, responsiveness, and communication. The purpose of our bottle is to create a relationship not only with our consumers and buyers but as well as the kids we are directly helping buy donating to Make-A-Wish. Our product is very community oriented and we are striving to form that connection with everyone. We want to be known as the wine that makes dreams come true. In order to actually donate, we have to pull through on sales and in order to do that we have to create a reliable product an satisfy our customers. Image and Reputation Differentiation is perception, communication, and advertising. Our hopes is to create an eye catching brand and advertise it well so that other wineries and other consumers will see the impact we are making and feel threatened by us. We want to be known as the winery that gives back and makes dreams come true. This will be done through our constant communication and thorough advertising. SWOT analysis Page 2 of 10 4638 words English (United States) Focus 111%AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View ? Tell me Share Comments Times New... 10 AA Aa v AL AaBbCcDdEe AaBbCcDdEe Aa BbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste BI Uv ab X 2 Av LVAv Normal No Spacing Heading 1 Heading 2 Title Subtitle Styles Dictate Sensitivity Pane is a marketing strategy used to evaluate a company's overall businesses and their products. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal factors and opportunities and threats are external factors. All of these help organizations develop awareness of all the factors involved in making a business decision. The strengths we decided on are being one of the only wineries to donate a contribution of our profits. This is eye catching to consumers and brings in more people. Consumers are always interested in ways of giving back to the community. If they are able to help give back by simply purchasing a bottle of wine, then they are satisfied. We can directly see the impact we are making after donating back to Make-A-Wish. The weaknesses we decided on are incorporating a third party business that could cause issues and if our wine doesn't sell then we can't donate. These are two very valid weaknesses and concerns because incorporating a third party business can either go very well or very poorly and it all depends on our sales. If our wine doesn't sell then we won't have profits coming in, thus nothing to donate to Make-A-Wish. This can cause bad relationships with our company and Make-A-Wish and will make our company look bad for not following through on what we pride our wine for. The opportunities we decided on is if this concept succeeds, then we can potentially donate to other organizations and charities in the future. Being known as the winery that gives back, and is successful at it, is huge for marketing and sales purposes. If we are able to follow through on our promise, then we can potentially get connected with other organizations and help give back to them as well. It's not only more promotion and sales for our business, but we will also have more opportunities to help make a difference. A potential threat we thought of was if another winery was possibly doin same thing and to a higher extent, then they would be stealing business from us and be competition. This is something we will have to research more on, but if there are more wineries with this same concept of donating some of their proceeds to an organization or charity, then we will have more competition and need to make sure that our bottle stands out and that our concept of donating stands out more to the consumers. It is important to identify all of these factors in order for our business to thrive as best as it can. When businesses are aware of their personal strengths, weaknesses, opportunities, and threats, they can develop a strong business plan and are able to acknowledge things that they may or may not be good at and grow from those things. Page 3 of 10 4638 words English (United States) Focus E 111%AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View Tell me Share Comments Calibri (Bo... 10 AA Aav AL AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste BI Uv ab X 2 Av LV Av Normal No Spacing Heading 1 Heading 2 Title Subtitle Styles Dictate Sensitivity Pane Our wine brand, Lucid, is a unique wine that supports children with illnesses, partnering with Make-A-Wish to donate to these children. We have a lot of opportunity to grow within the wine industry, as well as giving back to the community by donating to charity. Lucid plans to make a difference in the world while serving our customers a relaxing and delicious wine. Lucid will be utilizing both demographic and psychographic segmentation with moving forward in our business operations. We concluded that the majority of consumers of wine are Americans (Statista, 2020) and are located in metropolitan cities across the United States such as Seattle, San Francisco, Los Angeles, and New York City (Gastin & Schwing 2004). Therefore, the largest wine markets pertain to these cities, and Lucid is more likely to sell our wines in these markets. With the emphasis on doing good for our communities and children by providing a portion of our sales to Make a Wish foundation, we believe these Metropolitan cities that tend to carry more progressively-minded consumers will favor our companies vision. We understand wine consumers have different needs, characteristics, behavior, and buying attitudes; this is when we want to incorporate demographic segmentation. With being a wine company, our targeted audience can utilize a wide spectrum, meaning we can have multiple targeted audiences such as Boomers, Xennials, millennials, and older generation Z. We aim to target these audiences utilizing information provided by WineBusiness.com and Dr. Liz Thach, distinguished professor wine, researcher and journalist where we saw the largest number of consumers of wines range from the ages of 24-60 (Thach, 2020). By targeting these demographics, we hope to utilize the largest amount of sales. Our company's positioning will be extremely advantageous over our competitors solely based on our niche in the marketplace. The only competition in the foreseeable future, which has already established a digital footprint within this niche in the wine industry, would be ONEHOPE. ONEHOPE donates to a wide variety of causes not solely proprietary to Make a Wish, thus making our focus towards this foundation even that more sought after/advantageous. Being a mythical themed Wine company, we concluded that Make a Wish Foundation would be ideal to fit our business goals and objectives into distilling into consumers our companies vision. Although there are already established wineries that donate to charities, they do not include this into their everyday business model, such as our company is doing. They are ultimately donating at advantageous seasonality times for exposure to consumers such as Christmas or thanksgiving, which in essence, is a brilliant strategic move in the marketplace but is only temporary and can be ultimately seen as deceiving. We plan to donate 15% of each bottle's sales, a royalty if you may, to insinuate the more sales we make, the more we can contribute to Make a Wish. We chose this option Page 4 of 7 4638 words English (United States) Focus E 111%AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View ? Tell me Share Comments Times New... 10 AA Aav a= v AL AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste B I UV ab X 2 Av LV Av Normal No Spacing Heading 1 Heading 2 Title Subtitle Styles Dictate Sensitivity Pane over giving a portion of our annual sales to show consumers that we are consistently contributing to the goal of making dreams come true. An advantageous position our company has over the competition is that consumers can reference our contributions towards Make a Wish through the physical palm-sized pamphlet drape around the neck of the wine bottle. We went with the physical option of the pamphlet over just incorporating it into the bottle texts because we believe this will peak the interests of consumers who are browsing the wine section when shopping. Inside the pamphlet, you will be able to see how many children's dreams have come true thanks to Lucid. Other wineries do not offer the physical option or oftentimes do not even list the information right away to consumers, and provide their online website instead. We hope to diversify our efforts into other charities and donatable organizations in the foreseeable future. Finally the price point for At Lucid, we want our customers to gather and enjoy their experience when consuming our wine and the positive outreach they are accomplishing through purchasing our product. Drinking Lucid wines allows customers to connect, be vulnerable, and to dream. We'd like to believe that Lucid wine is a catalyst for a positive response to the future of our generation. We hope purchasing Lucid wines creates a selfless desire within our consumers to do good and naturally through word of mouth and social media exposure to create a domino effect of change that will nourish the future. Ultimately utilizing Make a Wish into our business practices will lead to a level of prosperity within the wine industry where consumers will not see us as competitors in the market but as an entity. Our goal at Lucid is to make dreams come true, drinking our wines . Our company, Lucid, gives wine drinkers the ultimate experience of relaxation along with the positivity of giving back to charity by avoiding the unknown and increasing ease of wine and our company knowledge with our QR code that delivers all information to our customers. This value proposition is addressing our customers who are passionate about wine and helping the community. Our company will add value to the wine industry with our unique approach of a mystical themed bottle. This mystical theme ties into the experience of drinking our wine, allowing our customers to escape from reality while enjoying fine wine. We are also tuning in with our customers' needs, giving them less of a hassle when looking at our wine. The QR code placed on the bottle allows easy access to all the information our customers may need regarding the wine, Make-A-Wish, and our company. At Lucid, we plan to interact with our customers as much as possible to keep that relationship strong and build loyalty within those customers. We are hoping the aspect of Lucid donating to Make-A-Wish will bring value to the customers life as well as our company. Page 5 of 7 4638 words English (United States) Focus E 111%AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View ? Tell me Share Comments Times New... 10 AA Aa AL AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste B I UV ab X 2 Av LV Av Normal No Spacing Heading 1 Heading 2 Title Subtitle Styles Dictate Sensitivity Pane In the United States alone, there are 196,899,193 people that are 21 years of age or older. According to "Modbee.com" 40 percent of those almost 197 million people drink wine. So ideally, our company is looking at a market size of 78.8 million people. As this is a very large number, we are also realistic in our goals and understand that only a fraction of this number will be reachable in the first couple of years of the company. The first thing in understanding market share is understanding your total revenues and your total revenues over a fiscal period. Since we based our balance sheet numbers off of a small winery, our revenues are not as grand as some of our other competitors. The overall wine industry sales for the year of 2019 were 72.4 billion dollars, our company took part in 64,211 dollars of that 72.4 billion. That puts us at a very small but determined .0000009 percent of the wine industries market share. Lucid Wine donates money to Make-A-Wish with every bottle sold. A dreamy and mystical label will wrap around the bottle catching the eye of shoppers. The bottle has a QR code as well as a mini booklet attached sharing information about the wine itself and how we are partnered with Make-A-Wish. This helps consumers expand their knowledge of Make-A-Wish and what they stand for as well as enjoying a nice glass of wine. Lucid wine is known for their unique label but also the experience. We want you to sit back, relax, and go on an luxurious adventure outside of this world. We are targeting the middle-class market, and to be more specific, millennials. Our wine is an averaged price wine because we want everyone to have access to it regardless of your economic status. Making sure the bottle is an affordable price not only entices consumers, but it also increases chances of higher profits which then we can donate more to Make-A-Wish. Millennials are fascinated with the idea of giving back to the community, so we want that to be our target market. This also helps raise awareness for Make-A-Wish. The label itself is one way Lucid promotes its wine. Its bright in color and eye catching on the shelf with a mystical Pegasus leaping through an enchanted forest. On the label is a QR code that links customers directly to Lucids' website. There they can find all the details about the specific wines made, how the company got started, and their partnership with Make-A-Wish. The website also has a link to Make-A-Wish's website as well. You can also view how much money was raised and different wish kids that Lucid has personally helped. There will also be a mini booklet hanging from the bottle. This booklet is a brief summary of what you would find on the website. It not only gives the consumer information, but it also adds character to the bottle and is another reason it stands out on the shelves. Page 6 of 7 4638 words English (United States) Focus E 111%AutoSave OFF Document1 Home Insert Draw Design Layout References Mailings Review View Tell me Share Comments Times New... 10 AA Aa v AL AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEc AaBb( AaBbCcDdEE Paste B I UV ab X 2 Av LVAv Normal No Spacing Heading 1 Heading 2 Title Subtitle Styles Dictate Sensitivity Pane Our wine will be sold on our website as well as in stores where it is easily accessible to anyone. They will be sold in typical grocery stores like Walmart and Safeway as well as in local wine shops or in Total Wine. If you don't have access to these stores, they can be purchased on the website. The website will have all the different types of wine we offer whereas the stores will only have a select few. As mentioned above, the bottle has a creative and very eye-catching design. From the label to the booklet, the bottle already stands out from others. If wine is ordered online, the bottle will be shipped in a magical looking box with bright colors and mystical creatures to emphasize the dream aspect. It will also have a little picture of a wish kid that we are helping grant wishes and give a description of how we are partnered with Make-A-Wish. Lucid wine is known for granting wishes for kids with harsh illnesses. It is known for putting smiles on those children's faces as well as the family that surrounds them. Our donations go a big way and with each bottle sold, money is donated to those families and kids in need. We want other people to recognize that Lucid isn't just a wine for adults, but it helps dreams come true regardless of who's drinking it. When people hear Lucid wine, we want them to immediately think of Make-A-Wish, and how they are personally helping make someone else's life a little easier. Lucid wine will ease your mind while drinking it and put a smile on the faces of those in need. Were focused on millennials (of the legal drinking age) because they are motivated and dedicated to helping out others and being involved in the community. Of course we want to have as many people purchasing our wine in order to satisfy more customers as well as raise more money for Make-A-Wish. However, millennials are the people of this day and age. They have strong opinions and values. If we can get that group of people to purchase our wine, drink the wine and thoroughly enjoy it, and get them to acknowledge that their money isn't just going to Lucid wine but to Make-A-Wish as well, then we can get them to help market our product. Millennials are very engaged on social media so if they promote our wine in a positive way, that will help us bring in more business. Our brand is reflected by the change we want to make in the community. We want a wine that is known for being a business that donates to several charities, specifically "Make A Wish" at this current point. We hold strong values of helping those around us while also creating something enjoyable to drink. We believe the community of those who drink our wine will also feel like they are contributing to making a difference when purchasing wine from our company. All in all, our brand can be summarized as creating something great that will benefit others. Page 7 of 7 4638 words English (United States) Focus E 111%