Caprai has a website (recently reformulated) in which general public and
clients can find the history, projects, products, research, and make
purchases. At the website, there is also a page dedicated to the B2B.
winery also has a page at Facebook where the company promote products,
events, promotions, and accomplishments, like its profile at Instagram.
customer service at the company represents the value proposal of the company,
more than a great wine the public can taste the experience.
tour of approximately 30 minutes the consumers can go along the vineyards and
it continues to the production process (barrels and bottling). After that, the company’s
enoteca offers a taste of the most representative labels of the winery in a
well-organized environment filled with products, prizes won and advertising.
Additionally, they promote a daily wine tasting there.
Channels of Communication and Management
Facebook, Instagram, Twitter (less active), and press releases.
isn’t a segmented digital communication for B2B beyond the page for customers
they already have
Logistics (location, target
company operates in foreign markets through representatives and occasionally performing
What costs are involved in delivering that value?
comprehend constantly research and development of new techniques to use the
blend of the grapes and to manage all the production; to acquire all raw
material needed (like energy, bottles); the maintenance of the barrels and
other installations; production works; salesforce; marketing and
Where are the revenues coming from?
the most part of revenues coming from the long-term businesses with the
luxury wines distributors, as wall from restaurants, hotels, clubs and other
establishments that have a high purchasing power.
If you suggest
changes to the current business model – what would they be?
My suggestion for them is showing more clearly
where the customers can find their
products in addition to the company’s headquarter
or website. Even if the sales model does not give too much attention to direct
B2C channels, retail customers could be able to find the closest restaurant of
reseller with Sagrantino wine
What would you anticipate the effect of the above changes to be? Ie
benefits, targets etc.
Doing, the company would increase the power of penetration in markets of
high purchasing power of end-users as well, complementing the B2B businesses.