OKANAGAN CRUSH PAD

Target Market
OCP’s primary target market consists of boutique wine stores, restaurants, lounges, pubs, and bars that sell wine by the glass,
bottle, or on-tap to reach end consumers (secondary market). OCP uses business-to-business tactics to push sales to the retail
and restaurant buyers, as well as select tactics to create pull through them from end consumers.
Primary Market
Retailers
Retailers include specialty wine shops and private liquor stores, who are interested in stocking reputable or innovative wines, to
increase store traffic, volume sales, and dollar sales. There are approximately 700 private licensee retail stores within B.C. (The
Province of British Columbia, 2012), many of which sell similar products. This makes exclusivity a factor when choosing what
to stock. They are interested in reliable suppliers, strong relationships, and promotional support.
OCP specifically targets boutique retailers such as Marquis Wines and Everything Wine. More recently, BCL stores have begun
stocking small quantities of their wines, after repeated requests from BCL. However, OCP prefers to service the smaller, private
retailers, due to their more personal and exclusive nature, as well as the low profit margins and mass-volume image presented
by B.C. Liquor Stores. The majority of retailers purchase from supply chain partners, such as Trialto.
Restaurants
OCP targets local restaurants (Food-Primary License), pubs, high-end lounges and tasting rooms (Liquor-Primary License), that
serve mid to high priced prestigious wines and range from casual to fine dining. Like retailers, buying agents from restaurants
may often use Trialto to purchase their wine. These restaurants are located in urban areas throughout BC, such as Yaletown,
Gastown and Granville Island. It is imperative that restaurants look for wines that complement their menu in order to pair well
with certain dishes (Jinkyung & Silkes, 2010). Therefore it is the responsibility of the buying manager to also look for wines
that would contribute to a balanced, signature wine list (Lockshin, Cohen, & Zhou, 2011).
Many restaurants consider their own culture, personality and competitive uniqueness and acquire wines that align with their
company’s character, or support similar values, such as locally grown and produced products (Dodd, Gultek, & Guydosh,
2004). Some restaurants are now capitalizing on the ability to sell quality wine on tap from kegging.
Secondary Market
Consumers
OCP recognizes the end consumer as a secondary market, which influences and affects the choices of their primary B2B
market.
Demographics- OCP drinkers are Generation-Y’s, specifically Millennials aged 21 to 35. Most have earned their university
degrees and work in white-collar jobs and earn an average, annual income of $30,000 to $65,000 (PRIZM C2, 2012).
Geographics - These wine drinkers live in the Greater Vancouver area, Victoria, and the Okanagan, in both urban and
suburban areas, often close to boutique shops. Some OCP drinkers also reside in Calgary, AB (City Palate, 2012).
Psychographics - Millennials are independent and well educated. They and considered the nation’s most “tech-savvy” and are
heavy users of social media. Current news about fashion, electronics, and food and wine trends are important to them. Online
shopping for wine poses no challenge or threat to them as a purchasing method. Besides varietal and personal taste, this market
is heavily influenced by the label and package design when purchasing.
Behavioural - Trendy, hyper-local and niche restaurants and eateries appeal to this audience. They live an active and social
life, spending their free time taking care of the dog, socializing, bar-hopping, and listening to music. Casual, “unsophisticated”
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