Project Bordeaux.

Y2B1 Advertisement.

Draft/version: 2
Team: 5

Tutor: Gerard Groeneveld.

Student: Liza Laverman and Alan Weijdema.

Student number: 0979586 and 0965511
Class: IBM210
Date: 22-11-2020
Table of content
Main question………………………………………………………...………………………..… 3

Sub question………………………………………………………………………………….…. 3

Name of the project…………………………………………………………………… ……......3

Background information……………………………………………………………...………....3

Project objective……………………………………………………………………………….....4

Project description…………………………………………………………………………........4

Project activities………………………………………………………………………………….5

Project limits…………………………………………………………………..............................5

Project scope………………………………………………………………………………………..6

Expected completion date………………………………………………………………………….7

Budget………………………………………………………………………………………………...7

Preconditions………………………………………………………………………………………...7

Dependencies………………………………………………………………………………………7

Quality control………………………………………………………………………………………..8

Quality of the project result……. ………………………………………………………………….8

Quality of the Intermediate Results………………………………………………………………..8

Resource requirements……………………………………………………………………………..8

Costs………………………………………………………………………………………………….9

Expected benefits……………………………………………………………………………………9

The project team…………………………………………………………………………………… 9

Communication plan…………………………………………………….………………………10

Internal Communication……………………………………………………………………………10

Storage of Information…………………………………………………………………………..…11

External Communication……………………………………………………………………..……11

Planning……………………………………………………………………………………...……12

Risk analysis …………………….…………………………………………………………….....13

Sponsor approval………………………………………………………………...…………..….14

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 Main question: Should wineries change their marketing strategy to
reach the millennials?

Sub questions:

● How do millennials’ wine attitudes and behavior differ from other

generations?
● What is the buyer behaviors of a millennial? And does price play a big
part in the consumption?
● How can wine companies differentiate themselves from the rest
through brand advertisement ?
● Should the wine industry target their audience in a more tactic way
such as hosting an event?
● Will social media have a big influence on the millennials and their wine
consumption?
● Is there a possibility to promote wine through Instagram influencers?

1. NAME OF PROJECT

-Wine advertising in Bordeaux.

2. BACKGROUND INFORMATION
The baby boomers presently comprise a large segment of the population. This
generation is born between 1944 and 1963 and they are a large target group with
their own attitudes and behaviors (Joanne Teagle, 2010). This is one of the oldest
generations of wine drinkers and wineries have their own strategy to reach this
generation.

In this project research will be done on how wineries have reached this generation.
Based on this outcome we are going to look if they need to change their strategy to
reach the youngest generation.

This is a generation that was born between 1974 and 1990 and they will be the main
target group in the future. Further research will be done on how this generation
behaves and what their interests are.

Based on the two outcomes you can examine if the wineries need to change their
marketing target to reach the millennial in a more effective way.

3. PROJECT OBJECTIVE

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What is the reason for this project?
The chateau La Tulipe, located in Bordeaux, noticed that the advertising industry of
the wine has to differentiate in order to reach the target audience. They noticed that
the newer generations need a different approach when talking about advertisement.

La Tulipe asked us to do research in order to see how they can improve their
advertising strategy. They want us to find out how they can target different and as an
outcome to increase their sales numbers.
Not only is it important to know how to target your segment but also how to do it
better than your competition.

In this research we are focusing on advertising, how do they advertise alcohol at the
moment and are the advertisements especially focused on every wine drinker or only
targeted on a specific generation.
What is the aim of the project? The aim is to Advise La Tulipe how to reach the
target through the best advertisement strategy!

4. PROJECT DESCRIPTION
The baby boomers presently comprise a large segment of the population. This
generation is born between 1944 and 1963 and they are a large target group with
their own attitudes and behaviors (Joanne Teagle, 2010). This is one of the oldest
generations of wine drinkers and wineries have their own strategy to reach this
generation.

This research project will be done on how wineries have reached this generation.
Based on this outcome we are going to look if they need to change their strategy to
reach the youngest generation.

This is a generation that was born between 1974 and 1990 and they will be the main
target group in the future. Further research will be done on how this generation
behaves and what their interests are.

Based on the two outcomes you can examine if the wineries need to change their
marketing target to reach the millennial in a more effective way.

The research will be done on Chateau La Tulipe, which is located in Bordeaux.

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 5. PROJECT ACTIVITIES (Liza)
In order to create a
project plan that will
help La Tulipe, it is
necessary to do
proper research.
The team members
must all do research
on how the wine
industry promotes
their products. After
collecting all the
necessary
information, we also
will do an interview
to get even more
information. We are
interviewing
someone with a lot of knowledge about advertising the wine industry. When
all information is obtained, the team can create a project plan.

5.1 PROJECT LIMITS

The project limits are the restrictions that a project may face and the results that are
expected of the project.

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 5.1.1 PROJECT SCOPE
The scope of the project is to research how the winery la Tulipe reaches the
generation of the baby boomers. Research will be done on how they currently
advertise themselves and if this is a sufficient way to reach this generation. Based on
the outcome, advice or no advice will be given on their advertisement strategy and if
they need to change their approach.

The research will be based on several different research questions. The information
will be collected through field and desk research and interviews with experts. This
information will be progressed in a report.

This information will be gathered over a timespan of three blocks. During this time
there will be several important milestones where stakeholders can expect particular
deliverables to be completed. This milestones are:
- Deciding on who we want to interview
- Conduct interview via mail
- Project plan created
- final look at project plan

There will be some constraints that can be expected during the project. Some
obvious constraints that may occur is the language barrier. There is not a team
member who speaks French, this could influence the communication with the
stakeholders. Currently we are in the middle of a global pandemic, this could have
an effect on the field research.

The expected completion date per intermediate are show in the table below

10-09-2020 Research questions have been made

17-09-2020 Doing research

24-09-2020 Looking for possible interview candidates

11-10-2020 Conducting interviews

21-10-2020 Information finalized

25-10-2020 Project plan created

5.1.2 EXPECTED COMPLETION DATE

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The project plan will be finished by November 1st 2020.

5.1.3 BUDGET
Further in the project plan we calculated the cost for this project. however this is an
estimated cost, meaning that this can deviate from the cost that is given. The
approximate amount that is given is €15.200, there has been decided to deviate from
this by a maximum of 5%.

5.1.4 PRECONDITIONS
1. Doing research about the wine industry.
2. A correct project division. The project will be divided into subdivisions and the
members will be given a task to focus on.
3. measuring process method. the process of each activity needs to be
monitored to ensure that the project stays on course.

5.2 DEPENDENCIES
● When the group has decided on who they want to interview, they have to wait
for the response of that person.
● Because of covid-19, we can’t conduct the interview in person. So we have to
do it via email. meaning that we have to wait for the questions being
answered.
● Due to the Covid-19 restrictions it is not sure if the field research can be
conducted.

5.2.1 QUALITY CONTROL

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 5.2.2 Quality of the Project Result
Quality control is crucial for a project in order to ensure that everything is within the
scope of the project.

Firstly, the quality required by our stakeholders needs to be identified. A Gantt chart
needs to be created to ensure that the project is on schedule and to give a clear
overview of what still needs to be done. It will also be used as a checklist to ensure
that the quality aligns with our stakeholder requirements. It also gives a clear
overview of all the tasks so that there will be no overlap.

There will be close communication within the team. Once a week there will be an
online meeting, the work that has been finished will be discussed and evaluated as
well as the work for the upcoming week. Other topics will also be discussed e.g. if a
contact moment has to be planned with one of the stakeholders and the progress of
the finance will be evaluated.

5.2.3 Quality of the Intermediate Results

Previously stated, once a week there will be an online meeting where the team
comes together to discuss the performance. This is a good opportunity to give
possible feedback and to discuss the progress of the project. By doing so it ensures
that the project will not derail and it will promote high performance within the group.

These meetings will also be a good opportunity to discuss if we need to add

additional information. e.g. an interview to give reliable information which could
increase the quality of the project

5.2.4 RESOURCE REQUIREMENTS

In order to carry out this research in a good reliable way, several resources will need
to be required. Most desk research will be done through the internet. There will be
contact with some sponsors, this will be done through Microsoft Teams, through
phoning and face-to-face contact. There are multiple things required for the field
research, e.g. plane tickets, accommodation and transport for in the region.

5.2.5 COSTS

Costs:

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 Field research €750 p.p

Living cost €350 p.p

Salary for hours worked €6500 p.p

Total: €15.200,-
The estimated cost of the field research is approximately €750, - euros per person.
This includes plane tickets, food trips to different wineries and other excursions.
Living costs will be around €350 euros per person which will be used for
accommodation.

Then additional cost of the hours worked on this project. The salary of Liza and Alan
is €50,- per hour. The project is going to take around 130 hours in total. 130 h X 50
p.h = €6.700 pp. So the total costs will be around €15.200- euros.

5.2.6 EXPECTED BENEFITS

With the outcome of this research report wineries will know if they need to adapt their
marketing strategy to reach their targeted audience. This will have an indirect result
on their revenue.

If the outcome is that they need to adapt their strategy, more research will be done
on what the most efficient way is to reach this specific group. The wineries can take
this information and use it in their new marketing strategy.

5.2.7 THE PROJECT TEAM

6. COMMUNICATION PLAN

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 6.1 Internal Communication
Internal communication will mainly be done through Microsoft Teams and WhatsApp.
Other sources to exchange information will be Email and through Face-to-Face
communication.
In the figure below you can see the communication plan for the advertisement team.
As a team we have daily contact through WhatsApp and email in order to keep each
other updated, for example, if they have any issues or a possible delay.
Once a week we have a project team meeting, which is a video call on Microsoft
teams. During these meetings we discuss with each other what they have done this
week and what their plans are for next week. by doing these kinds of meetings we
make sure that everybody is on schedule and that nobody is behind or having
trouble.

6.2 Storage of Information

During these couple of months working on project wine advertising in
Bordeaux, there is going to be a lot of research done. The information that is
being found will be stored in a shared google document that is open to all
team members. We will also use the website Miro, on the website we also will
store some information.
All information will also be stored in the cloud, we are doing this in case
google crashes and we lose the files.

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 6.3 External Communication
The communication during a project is very important, especially the
communication with the sponsor. The external communication will mostly be
via email, and when having a meeting we will meet up though the website
Microsoft teams. Because of covid-19 face-to-face communication is a little bit
more difficult than normal. That is why we need to have good communication
with the sponsor and keep each other updated etc.
The sponsor is only communicating directly with the project manager, unless
there is a meeting with the whole team.

7. PLANNING

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 The Gantt chart above let you see the details about what kind of activities will
be carried out in project ‘’wine in advertisement in Bordeaux’’
And in the Gantt chart below you see the whole Gantt chart that is made for
the entire project.

8. RISK ANALYSIS

In this research we need to analyze what the current method of marketing is in the
region Bordeaux regarding the wine industry. Think of how they operate their

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marketing currently, are they active online or do they mainly advertise through
physical advertisement.

Bottlenecks:

- When online data is difficult to find. This will result in longer research time
which eventually could lead to missing a deadline.

- When it is not possible to do the field research because of the covid-19

pandemic there will occur another bottleneck, If there are any stakeholders
in Bordeaux, they must be informed of the situation.

- contact with stakeholders in Bordeaux could become a bottleneck if the

communication is not accurate or clear.

- Language barriers could become a huge bottleneck, if the stakeholders

don’t speak English. Because Alan and Liza don’t speak French.

- It is also possible that websites or other organizations don’t want to share

their information.

We also did a risk analysis, as you can see in this figure above.

9. SPONSOR APPROVAL

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The sponsor approval is Chateau La Tulipe.

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