Samenvatting

This is a thesis written for the owners of Zomerliefde. Zomerliefde is a wine especially for festivals. The wine is available in a plastic bottle, so at festivals the wine can be sold by bottle. This report and research has been executed, because Zomerliefde is a new company that wants to know how they can sell more bottles of wine.
Problem definition: What are the needs of the festival visitors and the festival organizations when it comes to wine at festivals?
Hypotheses The current positioning of Zomerliefde is consistent with the needs of the consumers.The current positioning of Zomerliefde is consistent with the needs of the festivalorganizations.Zomerliefde is a company that offers a lot of benefits to the festival organizations incomparison to the other competitors.
Structure of the research
There were two different types of research, desk research and field research. The desk research was to find out about the wine and festival market, the competitors and about the current position of Zomerliefde.
The field research can be divided in to three different researches. The first was a qualitative research in the form of interviews with the current clients. This was to find out what they think about Zomerliefde and if they have needs that Zomerliefde not yet satisfies. The second was a qualitative research in the form of interviews with potential clients. This was to find out more about their purchasing behavior and their regarding wine at their festivals. The third was a quantitative research in the form of an online survey. This was to find out how the consumers feel about the current wines at festivals and to find out their opinion of the concept of Zomerliefde.
Conclusions
The festival market is a big one. There were 837 festivals and 681 festival organizations in 2015 in Holland. There is a lot of competition when it comes to wine at festivals. Zomerliefde has to compete with regular suppliers of drinks, wine suppliers and the wine suppliers that also sell wine in a plastic bottle. There are three different suppliers that offer wine to festivals in a plastic bottle.
To enter the festival market as a wine brand, you need to have quite some money to spend. Most of the festival organizations request a wine supplier to sponsor their festival. This can be in the form of money or free product. The festival organizations make it even harder to enter the market, because they do not want to pay more than €3,50 in average for a liter of wine.
The brand of the wine does not really matter to the festival organizations, unless the brand is a partner of the festival. Until there is a partnership only the price and taste of a wine matter. That is why Zomerliefde has to put their focus on partnership with the festival organizations. Zomerliefde is a more expensive wine, which cannot win from the competition when it comes to pricing. When there is a partnership the festival organizations prefer creative promotion activities at their festival.
The current clients of Zomerliefde are all very positive about the brand. The service is great and the plastic bottle offers a lot of opportunities and comfort. The current clients all share the opinion that Zomerliefde has a great concept and a great corporate identity.

The festival visitors find the taste of wine is more important than the price at a festival. They do not mind paying a bit more for a wine as long as it tastes good. 25 percent of the festival visitors would like to buy a bottle of Zomerliefde. They are willing to pay €20,26 for a bottle of Zomerliefde wine.
Advice and implementation
There are two options how Zomerliefde can attract more clients. The first option is the use of factsheet about the target group of the festivals. The research amongst the festival visitors produced a lot of useful information. That information has been used to make three different factsheets about: The festival visitors, the wine drinkers at music festivals and the wine drinkers at food festivals. The factsheets show the need for better wine at festivals, but also show that the target group has a need to buy wine per bottle. It also shows that the target group wants to pay a little extra for better wine at a festival. The factsheets should convince the festival organizations to choose Zomerliefde.
The second option applies to the need for partnership the festival organizations have. It is a Zomerliefde menu that contains all the products and services Zomerliefde can offer. Instead of just selling wine, Zomerliefde sells an experience.
The menu contains the following choices: Zomerliefde wine, Zomerliefde cups, Zomerliefde wine coolers, Zomerliefde bar, Zomerliefde bartender, Zomerliefde signage, Zomerliefde heaters, Special dinner (people can buy or win a bottle of Zomerliefde, a bite and a romantic place to eat), Roses are red (a path of real roseleaves to the place where Zomerliefde is sold), Polaroid (Polaroid pictures made by a photographer with Zomerliefde logo), The lovers (guys and girls with a belly bucket full of Zomerliefde sell bottles of wine to the festival visitors all over the festival ground).
The Zomerliefde menu should apply to all the needs of the different festival organizations. It also enacts to the need for partnership the festival organizations have. The festival organizations can choose how they want the partnership to look like from the menu. A festival organization can also choose to just buy the Zomerliefde wine. This makes Zomerliefde a fit choice for every festival.