Winess

The most sincere Male, age 39wine that connects us …

vine-grower
- 45
Connects with: freedom, emotions, A member ofhistory,
an agro-
Target Market

family size 2-3 children,

married, income 2500 cultural program, have
and above people, ideas ... received a grant or have
an investor.

Less expertise in
technology (not being Needs laboratory
super tech savvy) Reseacrh
Archetype: Loving
The main value: intimacy and closeness
Purpose: to be in a relationship with people, work, experiences
Fear: Loneliness, none needs him, not to be fallen in love
Strategy: To be physically, emotionally, intellectually more and
more attractive
Trap: Doing everything to make people like him, losing his
personality
Talent: Passion
Customer insight:
Under the influence of alcohol we lose our resistance and express more
sincere feelings, that is why men sometimes removes the number of their
ex-girlfriend from the mobile phone ...

Brand driver: Connecting

Tone of voice: Honest
Name: Andrei Dolinski
Age: 22
Gender: Male
Marital Status: In a relationship
#/Age of Children: No
Location: Tbilisi

Quote: “It's hard to step in,

but easy to get kicked, think
before you come”
Occupation: Tourism
Job title: Tour Guide, Volunteer at AIESEC
Annual income: 12 000 Gel
Level of education: University undergraduate
 Goals and Values
Customer Relationship Management

oYour CRM tool exists to increase revenue: sales

Goals: Values:
personnel
Andrei wantsshould
to … use the CRM to make more
Andrei money. This
is committed to …point
Values:
should be broadcast to relevant stakeholders
o Be realized in social environment o Be admitted
o
o Integrate sales and marketing: the CRM strategy must
o Never
Be leader and developed in loose progressive
focus on how
professional to integrate sales and marketing
life possibilityfunctions. holds
o both
Built teams
honest accountable
relationship and supports activities
o To measureisachievements
essential by
o To express his feelings in a
oManagers should be coaches: o
haveing soul mate and happiness
A successful CRM strategy
symbolized way Proving he is loyal of his choice
will involve managers working closely to coach employees on best
practice
 Challenges & Pain Points
Customer Relationship Management

oChallenge:
Your CRM tool exists to increase revenue: sales
Pain points:
Andrei is challenged
personnel should use withthe Andrei’s
… CRM to make morepainmoney.
points are…
This point
Values:
should be broadcast to relevant stakeholders
o Finding himself and his “ego” o Fears not to find his
oIntegrate
o Fight its own sales
fears toand marketing:
not stop the CRM strategy must
individualism
o focus
Keep relationship stabile andsales ando marketing
on how to integrate If one day he give up and
functions. lose
holds
teams accountable and supportshisactivities
exciting
both strengthsis essential
o Find the right words in a right o Fears to stay alone
oManagers
time should be coaches: o Fears
A successful CRM
if his feelings arestrategy
not real
will involve managers working closely to coach employees on best
practice
Purchaser: Andrei
User: His girlfriend Tinatin
 Source of Information:
Male, age 39 vine-grower
o Social Media: Facebook,-Instagram
45
o A member of an agro-
Target Market

Retail online
family store:
size 2-3 Hotsale.ge
children,
o married,
Wedding & income 2500 online page: Wedder.ge
Decoration cultural program, have
o and above Ziliko distribution received a grant or have
Café & Restaurant
an investor.
o TBC business support at tbcbusiness.ge
o T-shirt and bags
Less expertise in
technology (not being Needs laboratory
super tech savvy) Reseacrh
 Objections & Role in purchase
Process
Male, age 39 vine-grower
- 45 o Objections to the sale:
Does the “Winess” value fit Andrei’s
A member individualism
of an agro-
Target Market

family size 2-3 children,

married, income 2500
and above
o Role in purchase process:
Less expertise in
technology (not being
super tech savvy)
value of expression?cultural program, have
received a grant or have
an investor.
Andrei is a decision maker. He buys the wine to
follow the way and find a soul mate. Talk her
honestly with right words at the right time. That
will help him to find himself andlaboratory
Needs realize in social
life. Reseacrh