Les Cavistes, a renowned wine company, seeks to boost sales of its private wine club memberships. With the recent launch of a delivery service capable of reaching any member across Quebec, the company aims to leverage this new feature to attract more members. The project involves analyzing current membership trends, identifying potential barriers to membership growth, and developing a strategic marketing plan to highlight the convenience and exclusivity of the wine club. The goal is to create a compelling value proposition that resonates with potential members, emphasizing the unique benefits of the delivery service. This project will allow learners to apply their marketing and analytical skills to a real-world business challenge, focusing on customer acquisition and retention strategies.

The project deliverables include a comprehensive marketing strategy report and a presentation outlining the proposed plan. The report should detail the analysis of current membership data, insights into customer preferences, and a step-by-step marketing strategy. The presentation will summarize key findings and recommendations, providing Les Cavistes with actionable steps to increase wine club memberships.