HALL Wines
Napa Valley and Sonoma, California

GROUP 16 Chad Burns Ryan Carlson Maurilio Cometto Kathryn Hall

BERKELEY COLUMBIA MBA MARKETING STRATEGY CASE PROFESSOR NOEL CAPON SUMMER 2006

Table of Contents
The individuals in connection with this report are: Berkeley Columbia MBA Summer 2006 Group 16: Chad Burns Mauriilo Cometto Ryan Carlson Kathy Hall Page Executive summary Preamble: Introduction to Hall Wines Headlines Situational awareness Market overview Customer insight Competition and complimenters Market strategy Achieving differentiation Market segmentation Branding strategy Implementation plan Marketing offer Distribution plan Metrics for success Appendices 75 102 119 123 46 53 71 14 26 32 2 4

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Executive summary

Preamble: Introduction to Hall Wines
HALL is a relatively young winery in startup mode. HALL is comprised of two wineries located in St. Helena and Rutherford, Napa Valley, California. In addition to the two wineries, vineyard land is located in other parts of Napa and Sonoma counties. A total of five primary vineyards are owned by HALL. HALL is not yet profitable. Current case production of all HALL Wines approximated 8,500 cases in 2005 with 47,000 cases projected in 2010. Company overview HALL is the dynamic Napa Valley vision of Craig and Kathryn Hall created in 2002 as a showcase for both their exceptional new wines along with their extensive vineyard holdings. The Halls have sought first and foremost to craft wines of uncompromising quality that would stand alongside the finest in the world. As a result they have been quick to capture the attention of connoisseurs and critics alike for their earliest results; alluring wines of enormous character, complexity, balance and grace. Focused exclusively on the classic grape varietals of Bordeaux, HALL currently produces Cabernet Sauvignon, Merlot, Sauvignon Blanc and limited