Callaway Vineyard & Winery
Report
Table of Contents
I. Problem Definition 3
II. Research Objectives 3
III. Research Implementation 3
3.1.1 Wine Description Study 5
3.2.1 Wine Terminology Study 5
3.3.1 Wine Label & Price Study 6
IV. Marketing Recommendations 8
V. Consultant Biography 9
VI. Appendix 10
VII. References 14
I. Problem Definition
? Callaway Winery is an established and profitable winery. Recently, Callaway’s profits have steadied, and with many competitors, the company seeks to boost its market position. Callaway Winery’s objective is to maximize their profits while focusing on customer needs, increasing prestige, and determining how to market to their different customers.
? Callaway wants to focus on its customers and their needs. Callaway Winery has a wide range of customers consisting of different income levels, social status, etc. Through research, Callaway’s customers consist of expert wine drinkers, semi-expert wine drinkers, and non-expert wine drinkers.
? Because Callaway is looking to increase its profits, it is focusing on the needs of its target market. In relation to this, Callaway would also like to increase its prestige in the wine community. To fulfill these objectives, specific questions that should be addressed are the following. Should Callaway change the overall terminology of their wine bottles? Should Callaway change the overall description of their wine bottles? Should Callaway change the overall way the label looks on the wine bottle, including color, description, and size of the label?
? Broken down in this objective are the different criteria different customers use in determining which wine to buy ...