Wine Case Study

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4.1 OBJECTIVES OF THE STUDY: As we all know that the wine industry is one of the oldest industries in the world. Now days there are many countries that are producing wines like: (a) Old world wine producers ( France, Italy, Spain, Portugal, Germany, Hungary, Romania) (b) New world wine producers ( USA, Australia, New Zealand, Chile, Argentina, S Africa) The objectives of the studies are as follows; (1) Primary Objective: The wine market is very saturated and is a very successful high status symbol in the society. Despite the high profile of many international wine luxury brands, little is known about the processes by which these brands are created and maintained the main objective of the study is to understand the marketing practices in the wines industries/wineries and how these wine industries/wineries develop the brand equity of premium luxury wine brands. (2) Secondary Objective: Brand awareness, brand positioning, brand image, brand association, brand perceived quality are one of the most important tool marketing. The secondary objective is to know how these industries/wineries apply their marketing and what their strategies are in order to make a wine brand successful. 4.2 RESEARCH DESIGN: 4.2.1 TYPE OF RESEARCH: Exploratory/Qualitative research approach is used in this study. Exploratory/Qualitative research approach is to investigate the point of view of organization, wineries/ wine companies, restaurants, government agencies, and consultant. There are various research methods that already been discussed in the methodology of research techniques. This dissection required mostly qualitative method to meet its objectives. In this project qualitative research techniques is used to identify possible brand assoc... ... middle of paper ... ...ractical information, search & visit vineyard.  Limitation of time is also the biggest challenge for me to do the study.  It is not possible for me to collect primary data, because Lucknow is not the main source of collection the primary data. Doing this study in metro cities would be the better advantage in completing the study.  Another limitation of the study is India is not a wine producing country of premium wines; countries like France, Australia, Germany, Italy, S-Africa…etc would be the better source of collecting data, where the premium wine belongs.  To understand & continue study the material provided in the books are not sufficient enough.  Collecting various secondaries information regarding to topic: “Building brand equity of premium wine brands” is not easily awailable.  More practical & professional knowledge in wines needed to do this study.

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