Short Report with Memo format: Scenario:

You are the general manager of the Red and White wine division of Wine Folly Inc. Your company has developed a new wine version. In taste tests, your target consumers - men and women aged 24 to 49 - say that they love the drink, which they find has a brilliant look, astringent taste and more aromatic than other wines.

 

George Bernard, Wine Folly's president of marketing, believes the drink will be a best-seller - if you can come up with a strong brand name that will stand out from the crowd, grab the imagination of its consumers, and catch the unique character of the drink. At his request, you and your marketing team have come up with three candidates: "Ok Vino", "Naked Grape!", and "Red Lips". 

 

A survey of 2,000 target consumers, conducted in January by Market Research Inc., shows the following preferences:

 

                                                      Men                     Women

                                                      Age 24-49             Age 24-49

 

         Ok Vino                                          20%                       20%

         Naked Grape!                                    40                        60

         Red Lips                                           50                        30

 

(Half your target consumers are male, and half are female.)

 

Your lawyers, David, Solomons & Partners, have given you a preliminary opinion that none of these names will infringe on any existing trademarks, but caution that an extensive trademark search must be done before Wine Folly can register and use any of the names.

 

Instruction

 

Write a short report individually in proper memo format to Mr. Bernard recommending which name wine folly should adopt. Please start the report with a short Executive summary as per the discussion in class. (Refer to short report slide) The report will give reasons based on your own opinion as to which is the strongest name, and why; the lawyers' advice; and on the research results.