What we Do - Martin Sinkoff Associates
15939
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What we Do

We offer a varied menu of services to ensure success. Clients have the flexibility to select from this menu to suit their individual needs, with a fee adapted to the particular services they require.

Our Standard Package – what we do for most clients

  • Detailed assessment of your brand, its identity, and its position on the US market (if already present in the US).
  • SWOT – the classical evaluation of your Strengths, Weaknesses, Opportunities & Threats (an essential exercise).
  • Discussion of the US market and the performance of your brand/category.
  • Appraisal of your product line in terms of taste profile & packaging.
  • Summary of retail pricing for your products (if sold in US) & comparison with leading competitors.
  • Review of press commentary & ratings of your brand & products.
  • Investigation of distribution options: national vs. regional importers and/or individual wholesalers by state.
  • At the conclusion, we will present you with a DOSSIER in two parts:
  • Detailed summary of our analysis & action plan
    Curated list of importers/wholesalers and their contact details

Brand Development – we have experience in all these aspects

  • Elaboration of a new brand from vineyard to bottle to marketplace.
  • Brand positioning to suit your business objectives.
  • Identification of the product line (types, subsegments, number).
  • Definition of wine styles & quality at specified price points.
  • Determination of a brand name.
  • Management of trade & consumer focus groups to test key elements utilizing specialized agencies and/or MSA resources.
  • Trademark registrations using specialized attorneys.
  • Packaging design (labeling, bottles, closures, shipping cartons) via international design studios or directly with manufacturers.
  • Development of trade & consumer presentation materials.
  • Development of a website in terms of content & themes utilizing web design agencies.
  • OR a more limited redrafting of an existing brand such as refreshing current packaging or redefining product selection to address shortcomings or adapt to a changing market.

Promotion

  • Representation of your brand at key tastings for consumers and trade.
  • Communication as brand ambassador to your importers, wholesalers and retailers.
  • Coordination of all Press Relations including selection of the PR agency best suited to represent your brands.
  • Coordination of all advertising (print, on-line, window display, other outdoor) with our agency partners.

Market Research

Execution of consumer focus panels as needed.

 

Research market statistics relevant to your brands.

  • Price points.
  • Volumes in categories related to your brands.
  • Overall market evolution relevant to your brands.
  • Engage Store-check in key markets for your brands. We can hire this service.

Event Planning and coordination

  • Market visits for winery executives including all travel arrangements, contact with key retail and wholesale buyers and coordination with your importer.
  • Lectures for consumer and trade groups.
  • Staff training for wholesalers.
  • Executive coaching for winery and distribution executives.