Client: Cooper's Hawk Winery & Restaurant

 

Tools: SPSS

 

Project Scope: 

• Cooper’s Hawk has been providing premium wine as well as restaurant service since 2005. It has become one of the country’s biggest wine clubs with 28 locations by the end of 2017.

 

Business model

• Subscription-based Wine Club Membership with two Levels (1 Bottle and 2 Bottles)

• Restaurant Service

 

They are seeking ways to segment their current customer subscriptions base to better understand their consumer and improve their revenue. 

 

 

Our Approach:

• Used fixed-basis segmentation to examine wine club members’ wine purchasing and restaurant behaviors
• Identified two target segments and determined behavioral and mental objectives to devise an appropriate marketing strategy for each targeted segment
• Projected financial Impact on restaurant revenue  

 

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