Workshops
On Sunday, 31 July the Wine Marketing Research Group will present the following workshops.
Workshop 1 by Mr Cullen Habel
Morning (8:30am - 12.00pm): Measuring Brand Performance
The unit of management for a winery is the brand, yet most wineries merely look at sales and margin to assess their brands' performance. This workshop will explain and provide several tools for measuring brand performance that can be used by both large and small wineries using off the shelf programs, like Excel. Maintaining performance measures for brands allows wineries to predict future performance, when faced with new competition or cannibalization from their own range extensions. These measures are also useful for monitoring the performance of distributors, retailers, and salespeople.
Workshop 2 by Associate Professor Tony Spawton and Professor Larry Lockshin
Afternoon (1:00pm - 4:30pm): Negotiating with Buyers
Increased competition has made it more and more difficult to get space, whether it is in the books of a distributor, the list in a restaurant or a retail shelf. This workshop uses a role-playing exercise to teach the basics of negotiation strategy in a wine industry setting. Participants will first have a lesson in negotiation strategy and then work in small groups to plan and then negotiate a wine placement contract with another group acting as the retailer. A discussion and debriefing session will conclude the workshop.