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Proposal – Marketing Problem Background Brown-Forman Corporation is one of the largest American companies in the wind and spirits industry, Fetzer Vineyards is their largest winemaker. Revenue and gross profit for the beverage segment of Brown-Forman were up 11% and 14%, respectively, in fiscal 2004. However, the growth was driven by the premium spirits brands, and the gross profit from the company’s wine brands declined due to a drop in volume for both Fetzer and Bolla wines. There are many symptoms for why this decline has occurred. Health consciousness is a rising trend among Americans of all ages and the latest crazes are the low-carbohydrate diets. Recently, Fetzer has introduced into the market two new low-carbohydrate wines, a chardonnay and a merlot. Their premium spirits brands have not been affected by the new diets because bourbon, whiskey, rum, gin, and vodka all contain no carbohydrates. However, most mixers used to accompany these spirits usually contain a significant amount of carbohydrates. Introducing these new wines could offer a new choice, but not a substitute, for many dieters and at the same time give Brown-Forman the lead in this new market. In 2003, Brown-Forman announced that they were going to begin using organically grown grapes to make their wine. Fetzer Vineyards plans to have nearly all the grapes used in its four major labels grown organically by the end of 2010. According to Marc Jonna, buyer for the Whole Foods Market, â€Å"demand for organic wine is small, but a move by a major player like Fetzer could change that.† Women already perceive wine as a healthier alternative to other alcoholic beverages. This health conscious image will allow Brown-Forman to direct their marketing efforts in response to this cultural trend and penetrate the market by providing information through advertising about their new wine ingredients. Another symptom of the decrease in wine sales is due to the... Free Essays on Marketing Research Free Essays on Marketing Research Marketing requires good knowledge of what is supplied and what is demanded by the public. The definition of marketing is â€Å"all the activities which begin at the producer, and end at the consumer. According to Stanford University Career Development Center, marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. In other words, the goals of marketing are to create supply and demand for a certain product or service. People are affected by marketing everyday of their lives, whether it is looking at TV commercials, billboards, or even receiving junk mail. Marketing is broken down into thirteen different areas: product marketing, brand management, marketing research, internet marketing, product support, strategic planning, advertising, public relations, promotions, corporate communication, physical distribution, sales, and retailing. All of these areas are tied into the activities of the producer, which is also known as the manufacturer of the product, the whole seller, which buys the products from the producer, and sells to the retailer, whom makes the sales to the consumer. Marketers must know how people think, and what their interests are. That’s why many marketing divisions will target certain individuals. An example of this would be an internet survey of what your favorite type of car is. This strategy is known as marketing research. Marketing research can help marketers be more persistent in selecting potential customers to buying their product or service. A major strategy of mass-marketing is the use of TV advertisements. This is probably the most effective way to target a large amount of people, in a short amount of time. A business gets fifteen seconds, on average, to prove that its product or service will benefit the viewers. This is how most TV stations make the... Free Essays on Marketing Research Product Manager Product manager is playing the main role in controlling the product management system. The product management system is designed to support capable product, which maintain a steady and proactive focus on the individual product. One of the most important features of the product management system is the existence of dedicated management personnel who take care of all aspects of the product. Product managers differ in authority, knowledge, and experience from organization to organization. Their titles may vary; these professionals may also be called "product group manager," "brand manager," or "product market manager." Main roles of product manager are as follows 1. Coordinating roles Product managers are responsible for coordinating home office, field, and international product activities; encouraging practical, integrative, and strategic solutions to business problems; and engendering a profit-, customer-, and opportunity-oriented management culture. 2.development of product Product manager plays a crucial role in the development of product. Better development of product increases the competitiveness, quality, customer satisfaction, and profitability. 3. Develops other managers In addition to more efficiently providing resources to the company’s individual products and markets, the product manager also develops a cohort of capable, experienced managers. Later on called to assume new corporate roles as general managers, regional officers, department heads, change agents, or task force leaders, they would develop the skills required to lead market-savvy activities, coordinate the efforts of a variety of departments, develop strategy, and perform planning activities. 4.main role in ensuring the product goal product manager has a high degree of responsibility for ensuring that product goals are met. 5. Leadership role They are assigned primarily administrative tasks which focus on op... Free Essays on Marketing Research Proposal – Marketing Problem Background Brown-Forman Corporation is one of the largest American companies in the wind and spirits industry, Fetzer Vineyards is their largest winemaker. Revenue and gross profit for the beverage segment of Brown-Forman were up 11% and 14%, respectively, in fiscal 2004. However, the growth was driven by the premium spirits brands, and the gross profit from the company’s wine brands declined due to a drop in volume for both Fetzer and Bolla wines. There are many symptoms for why this decline has occurred. Health consciousness is a rising trend among Americans of all ages and the latest crazes are the low-carbohydrate diets. Recently, Fetzer has introduced into the market two new low-carbohydrate wines, a chardonnay and a merlot. Their premium spirits brands have not been affected by the new diets because bourbon, whiskey, rum, gin, and vodka all contain no carbohydrates. However, most mixers used to accompany these spirits usually contain a significant amount of carbohydrates. Introducing these new wines could offer a new choice, but not a substitute, for many dieters and at the same time give Brown-Forman the lead in this new market. In 2003, Brown-Forman announced that they were going to begin using organically grown grapes to make their wine. Fetzer Vineyards plans to have nearly all the grapes used in its four major labels grown organically by the end of 2010. According to Marc Jonna, buyer for the Whole Foods Market, â€Å"demand for organic wine is small, but a move by a major player like Fetzer could change that.† Women already perceive wine as a healthier alternative to other alcoholic beverages. This health conscious image will allow Brown-Forman to direct their marketing efforts in response to this cultural trend and penetrate the market by providing information through advertising about their new wine ingredients. Another symptom of the decrease in wine sales is due to the...