Capstone – Project

Develop a Partnerships Strategy

A Collaboration Between

Engagement Synopsis

Develop the strategy and approach to establish critical partnerships for RB so that it can create the most valuable business driving relationships in the category. In addition to selling directly to the consumer, there are a number of potential partnerships and corporate approaches that would represent significant volume opportunities, and would also prevent competitors from accessing those sales opportunities. Some of these include:
  • Corporate gifting and incentives
  • Provisioning partners (e.g. AirBnB, timeshares, yacht clubs, etc.)
  • Gifting businesses and platforms (e.g. Touch of Modern, 1 800-Flowers)
  • Real Estate Companies
  • Licensing initiatives for custom products (NFL, NBA, MLB, NCAA, Entertainment properties, musicians, etc.)
  • Kiosk deployment for digital purchases in logical foot-traffic venues
  • Events, conferences, festivals
 

HOST VENUE ADDRESS

  • Either in our office in Ridgefield CT (426 Main St. Ridgefield, CT 06877) or midtown Manhattan

REQUIRED PREREQUISITES

  • Students should have a basic understanding of corporate partnerships and licensing as well as a broad understanding of marketing and promotion
  • Students should review www.reservebar.com and on-demand alcohol eCommerce such as www.drizly.com and www.minibarddelivery.com and have a basic understanding of the eCommerce beverage alcohol space.

LEARNING OBJECTIVES

  • A better understanding of how companies can partner in order to achieve objectives for both
  • Affiliate marketing, content marketing, digital marketing, segmentation, direct response marketing
  • Analytics and reporting
  • How licensing arrangements work
  • Strategy and presentation development for pitching companies
  • Understanding how to deconstruct a business and understand various aspects of brand positioning, consumer needs and customer journeys/experience, profitability, operations and execution complexity, and more in order to develop cogent strategies

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