Wine Cellar: A Business Proposal for Personalized Drink Service

This document outlines a business pitch for the "Wine Cellar," a concept designed to revolutionize the customer experience in wine and alcoholic establishments. The core idea leverages facial recognition technology to personalize drink orders, addressing the common issue of lack of customization. The pitch details the problems encountered by customers, the proposed solutions, and the unique value proposition of enhancing guest experience and improving customer retention. It also outlines the target customer segments, channels for promotion, and cost structure. The project aims to create a more satisfying and efficient ordering process, enhancing customer loyalty and driving business growth within the hospitality sector. The project incorporates references to academic literature on customer behavior and marketing, and it addresses the assignment brief's requirements for a MICE event concept proposal, focusing on originality and feasibility within the next five years.

Introduction
As stated by Silva et al. (2017), an important issue that the different customers commonly
encounter with the different wine and alcoholic establishments can be attributed to the lack of
customer preference customization within the same. Giacalone and Jaeger (2016) are of the
viewpoint that the majority of the customers within the bars or the alcoholic establishments often
order the same drinks yet they have to clearly mention the kind of liquor or the brand that they
want to drink. This in turn had adversely affected the satisfaction of the customers and thereby
enhanced the brand switch tendency displayed by them (Bruwer & McCutcheon, 2017). It is to
resolve this particular issue that the idea of the Wine Cellar had been formulated which will take
the help of the disruptive technology of facial recognition for identifying the alcoholic drink that
the customer normally drinks and thereby offer the same to the customer without him or her
having to do the same. Thus, the purpose of this business idea is to resolve the issues faced by
the customers within the alcoholic or wine establishments related to the ordering of drinks which
in turn had reduced their satisfaction level through the usage of the technology of facial
recognition. This would also substantially improve the experience of the customers within the
bar and thereby would help the venture to earn their satisfaction as well as loyalty which in turn
would facilitate the growth of the venture.

References
Bruwer, J., & McCutcheon, E. (2017). Marketing implications from a behaviourism perspective
of consumption dynamics and socio-demographics of wine consumers. Asia Pacific
Journal of Marketing and Logistics. Retrieved from
https://www.emerald.com/insight/content/doi/10.1108/APJML-06-2016-0095/full/html
Giacalone, D., & Jaeger, S. R. (2016). Better the devil you know? How product familiarity
affects usage versatility of foods and beverages. Journal of Economic Psychology, 55,
120-138. Retrieved from
https://www.sciencedirect.com/science/article/abs/pii/S0167487016000180
Silva, A. P., Jager, G., Voss, H. P., van Zyl, H., Hogg, T., Pintado, M., & de Graaf, C. (2017).
What’s in a name? The effect of congruent and incongruent product names on liking and
emotions when consuming beer or non-alcoholic beer in a bar. Food quality and
preference, 55, 58-66. Retrieved from
https://www.sciencedirect.com/science/article/abs/pii/S0950329316301707