The top ten zip codes of consumers in Hell’s Kitchen proved to be a bit surprising. There was an equal amount of consumers from Hell’s Kitchen as there were from other Manhattan zip codes. All Manhattan zip codes were on the West Side of Manhattan stretching all the way to the George Washington Bridge, bypassing the Upper West Side completely and areas below 42nd Street. There was also a portion of consumers from Northern New Jersey, which we can attribute to various Hudson River ferry services which are located in Hell’s Kitchen.
Knowing the top zip codes for both competitive wine shops, Veritas can focus marketing efforts within Hell’s Kitchen, with the exception of the New Jersey residents. Veritas should continue with their current marketing efforts through flyers and posters, but also give consideration to advertising locally to help build better awareness throughout the entire Hell’s Kitchen area.
Since wine is a very personal thing to many wine consumers, Veritas should also consider hosting an event with local businesses, like large apartment complexes, fitness clubs, beauty salons, and craft studios, to build relationships with the customers of those businesses. This will provide a benefit to the businesses they partner with and their customers, but also expose a new group of residents to the Veritas brand. As for the consumers from Northern New Jersey, Veritas should look at expanding its marketing efforts to include NY Waterway, NY Water Taxi and Midtown West Ferry Service, all located just blocks from Veritas Studio Wines.