ROOKE CORRELL AND CLOS DU VAL (A): ADVENTURES IN NAPA VALLEY

Market Research

create a survey to solve the problems of the case study attached. (Minimum 20 questions)

UV0742. Rev. Dec.10, 2010
This case was prepared by Gosia Glinska of the Batten Institute and Professor Marian Chapman Moore. It was
written as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative
situation. Copyright ?? 2007 by the University of Virginia Darden School Foundation, Charlottesville, VA. All
rights reserved. To order copies, send an e-mail to [email protected] No part of this publication
may be reproduced, stored in a retrieval system, used in a spreadsh

ROOKE CORRELL AND CLOS DU VAL (A):
ADVENTURES IN NAPA VALLEY
Clos Du Val’s Product Line-Up
Classic Series
Terroir Series
For the exclusive use of D. Hildebrand
This document is authorized for educator review use only by Diogo Hildebrand Grenoble Ecole De Management until August 2015. Copying or posting is an infringement of

copyright.
[email protected] or 617.783.7860
-10- UV0742
Exhibit 4 (continued)
Reserve Series No Series Designation
Carneros Series
Source: Clos Du Val.
For the exclusive use of D. Hildebrand
This document is authorized for educator review use only by Diogo Hildebrand Grenoble Ecole De Management until August 2015. Copying or posting is an infringement of

copyright.
[email protected] or 617.783.7860

Question 1:

Analyse the case Clos du Val and identify:

– Managerial issue(s): Correll gets the job and has six months to gather information and makes recommendations. Please detail what problem she needs to solve.

– Marketing research problem(s): What does Correll needs to know?
Specific components of marketing research problem(s).

Answer:

– When joining the company in 2001, Brooke Correll needed to solve many problems:

?  Firstly, the design of the bottle. When preparing her interview, she entered in a supermarket in Napa and she took a while to spot her favorite Cabernet. Other

wines had flashy labels and were more distinctive. Clos Du Val’s label was old and not recognised. So, should the bottle be redesigned?
? Then, she was  astonished that the price of the bottle was still at $26.99. It remained the same price she paid ten years ago. The competitors sold their wines at

$50 and sometimes even more ($100). Therefore, should the price of the brand be increased?
? Clos du Val’s Cabernet sat next to a much less expensive Cabernet on the shelf which can be confusing. There is clearly a brand’s reputation problem that needs to be

solved. What existing methods can be used to give the brand more credibility?
? Clos du Val has history. How is it possible to underline it when marketing the product?
? Finally, when she arrived in 2001, both press list and website were out of date. There was definitely a management problem. Should the decision makers hire people

and create new departments that will take care of this?

– Before taking any decisions, Brooke Correl needs to know and understand a few aspects:

? Firstly, the marketing research will need to figure out consumer preferences and purchase intentions in terms of design.
? Secondly, analyse the price elasticity of demand and the impact on sales and profits of various levels of price changes.
? Then, in order to improve the brand’s reputation, determine where and how to sell by asking questions to specific consumers.
? Finally, analyse if a website is necessary and if yes, to determine who will go on it and what changes need to be done before releasing it officially.

Question 2:

– How can Correll gather the information she needs to answer the market research problem(s) and solve the managerial issue(s)?

-Given the time constraints, what is the first thing she needs to learn? And the second thing?

Answer:

-According to the identified problems, Brooke Correll can use two types of marketing research designs: exploratory or descriptive.

? The exploratory model formulates and defines a problem more precisely. In this case, as there are problems related to the design and the price, it would be

interesting to discover both advantages and disadvantages of these aspects. A typical research question would be: “what is the benefit of having such a design”? This

would probably solve the managerial question: “what type of design is appealing to consumers”? The method uses secondary data and qualitative research.

? The descriptive method describes the characteristics of relevant groups such as consumers, organisations, marketers, salespeople…This helps to understand the

perceptions of product characteristics and to make specific predictions. As Clos Du Val faces brand’s reputation and design problems, it is an appropriate way to know

what consumers really think. For example, “what’s our brand’s image nowadays?” could respond to the decision making question: “how should our product be redesigned”?

As the company faced distribution and targeting problems, other examples could be: “where will people buy our product”? or “what kind of people will buy our wine”? or

“which consumers are going to buy our products”? Finally, the last advantage to use such a method is that change can be detected by using a longitudinal design. This

means that you will ask the same questions at a different time. This could be interesting for the brand as they are looking to grow in the future.

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