Introduction and overview Brown Forman is an independent

publicly traded producer & marketerof some of the well known wines& spiltbrand in the world.

Brown Forman combined wines and splitsportfolio is made up of more than 30brands including 9 that exceeded one million cases per year.

Brown Forman has two greatest assets are “our brands and our people”.

Brown Forman offers along with competitive salary and benefits.

Though a last month it announced plans to build a new plant in Decatur Ala (once it’s up and running the new cooperage will employ 200 people).

COMPANY PROFILE

Information:- Industry- Distilled beverage wines

Founded-1870

Headquarters- Louisville, Kentucky,U.S

Key people- Paul C. Varga Chairmen and CEO

Employees -3900(2011)

Website-www.brown -forman.com

Location –Head quarters in Louisville, Kentucky.

In India Gurgaon and Haryana.

Approximately 1000 employees 3900 total employees worldwide.

INVESTOR RELATIONSBrown Forman corporation was founded in 1870 by

George Garvin brown a young pharmaceuticals salesman in Louisville Kentucky who had the novel idea of selling top grade whisky in sealed glass bottles.

History

1870-Founded as jys Brown and Bro.

Distillery by Georde Garvin brown a pharmaceutical salesman, and his half –brother.

Brown has an idea to bottle and sell whisky in sealed glass bottles.

Old forester 1890 George Forman becomes business partner name, changed to Brown Forman

1902 Brown family buys all Forman's stake in the business.

MANAGEMENT BIOS

PAUL C. VARGAChairman and chief

Executive officer

MARK I.MC CALLUMEXECUTIVE VICE PRESIDENT AND CHIEF OPERATIONG OFFICER

JAMES S.WELCHVICE CHARIMAN

DONALD C.BERGEXCEUTIVE VICE PRESIDENT CHIEF FINANCIAL OFFICER

Phil LichtenfelsSenior vice president and chief of staff

Jill JonesExecutive vice president chief production officer

Matthew E.HamelExecutive vice president

General counsel and secretary

MICHAEL J. KEYESPRESIODENT NORTH AMERICAN REGION

LISA STENIAR SENIOR VICE PRESIDENT

GLOBAL HUMAN RESOURCES

KRIS SIRCHIOEXECUTIVE VICE PRESIDENT

CHIEF MARKETING OFFICER

Current product line upWHISKY TEQUILA

Old forester

Canadian mist

Cooling wood

Early times

Jack Daniels

Woodford reserve

Don Eduardo

El Jimador

Herradura

Pepe lapez

VODKA LIQUEUR

Chambord

finlandia

Chambord

Southern comfort

Tuacea

U.S Market Share

BROWN –FORWAN 20.50%

OTHER 16.40%

FORTUNE BRANDS (BEAN

INC) 26.60%

DIAGEO 23.30%

PERNORD RICARD 13.20%

SWOT OF BROWN-FORMAN

The Brown Forman corporation is one of the American-owned companies in the sprits and wine business.STRENGTHS:-

Established regional retailer in the U.SUnique business structure & ESOPs (employee stock

ownership program) structure.Low pricing increases market share during down economy

while higher price grocery competitors struggle for share.

WEAKNESS:- Limited exposure to opportunities In ability to raise capital due to private ownership. Large stores up appealing to some consumer

OPPURTUNITES:- Store expansion

Private label growth.

Growing demand for healthy foods.

THREATS:- Increase labour costs.

Intense competition.

SALES

4 P’s OF MARKETING

NEW MISSION STATEMENTBuilds off corporate slogan “Building Forever”.

Our highest purpose is to enrich the experience of life by creating a growing family of brands that encompasses every adult in a world wide community of responsible drinkers.

OBJECTIVESPromote a community of responsible

drinkers.

Build a family of brands that encompasses

every kind of drinker

Capture tradionally neglected markets.

Create a sense in every sip.

Addressing the problemBeer is high growth cycle.

Product diversification.

Beer is lower cost ,faster cycle market than spirits.

Lower cost and quicker results.

Go private.

Target MarketMen and woman ages21-35

college educated

35k or more a year income

People who are wanting to trade up with regards to beer of choice

STRATEGYDrink local campaignSales associate team for all

4 breweriesBeer testingGo privatePurchase 4 regional breweries. Implement a drink local,

drink America campaign.Leverage trading up/trading

down to capture shifting markets.

VALUES

Brown Forman the time honored values:-

Integrity

Respect

Trust

Teamwork

Excellence

remain real &relevant today guidening in conduct of our day to day business.

VISSION:-

We enrich the experience of life in our own way by

responsibility building beverage alcohol brands that thrive & endure for generations.

our vision is to build forever starting with our 10 year strategy B-F 150,which directs our efforts toward 2020,the year of our company 150th

anniversary.

ENRICHING-LIFE

Purpose-we enrich the experience of life in our own way by responsibility building beverage alcohol brands that thrive &endure generations.

BE CURIOUS BE COURAGENESSBE

COLLABORATIVEBE CREATIVE BE CHAMPION

CONCLUSIONBrown Forman is 142 years old known that is the best

known for producing,marketing,selling.It has best known beer brands.

Brown Forman also work Ashai in Australia ,as its owns the Schweppes company that serves as co packer for the company RTD brands.

Mark MC. Callum chief operating officer(coo) of Brown Forman said that our Jack Daniel &early times brands are two of largest selling international whiskey brands.

SUBMITTED BY:-GROUP CANKESH MISHRA

DEEKSHA MAURYA

SHALINI SHARMA