2. Introduction and overview
 Brown Forman is an independent
publicly traded producer & marketer
of some of the well known wines& spilt
brand in the world.
 Brown Forman combined wines and splits
portfolio is made up of more than 30brands
including 9 that exceeded one million cases per year.

3.  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).

4. 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

5. Location –Head quarters in Louisville, Kentucky.
 In India Gurgaon and Haryana.
 Approximately 1000 employees 3900 total employees
worldwide.

6. INVESTOR RELATIONS
 Brown 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.

7. 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.

8. MANAGEMENT
BIOS
PAUL C. VARGA
Chairman and chief
Executive officer
MARK I.MC CALLUM
EXECUTIVE VICE PRESIDENT
AND CHIEF OPERATIONG
OFFICER

9. JAMES S.WELCH
VICE CHARIMAN
DONALD C.BERG
EXCEUTIVE VICE PRESIDENT CHIEF
FINANCIAL OFFICER

10. Phil Lichtenfels
Senior vice president and chief of staff
Jill Jones
Executive vice president chief
production officer

11. Matthew E.Hamel
Executive vice president
General counsel and secretary
MICHAEL J. KEYES
PRESIODENT NORTH AMERICAN
REGION

12. LISA STENIAR
SENIOR VICE PRESIDENT
GLOBAL HUMAN RESOURCES
KRIS SIRCHIO
EXECUTIVE VICE PRESIDENT
CHIEF MARKETING OFFICER

13. Current product line up
WHISKY
TEQUILA
 Don Eduardo
 Old forester
 El Jimador
 Canadian mist
 Herradura
 Cooling wood
 Pepe lapez
 Early times
 Jack Daniels
 Woodford
reserve

14. VODKA
LIQUEUR
 Chambord
 Chambord
 finlandia
 Southern comfort
 Tuacea

15. U.S Market Share
PERNORD
RICARD 13.20%
BROWN –
FORWAN 20.50%
DIAGEO
23.30%
OTHER
16.40%
FORTUNE
BRANDS (BEAN
INC) 26.60%

16. SWOT OF BROWN-FORMAN

17. The Brown Forman corporation is one
of the American-owned companies in
the sprits and wine business.
STRENGTHS: Established regional retailer in the U.S
 Unique 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

18. OPPURTUNITES: Store expansion
 Private label growth.

Growing demand for healthy foods.
THREATS: Increase labour costs.
 Intense competition.

19. SALES

20. 4 P’s OF MARKETING

22. NEW MISSION STATEMENT
 Builds 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.

23. OBJECTIVES
 Promote 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.

24. Addressing the problem
 Beer is high growth cycle.
 Product diversification.
 Beer is lower cost ,faster cycle market than spirits.
 Lower cost and quicker results.
 Go private.

25. Target Market
 Men 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

26. STRATEGY
 Drink local campaign
 Sales associate team for all
4 breweries
 Beer testing
 Go private
 Purchase 4 regional breweries.
 Implement a drink local,
drink America campaign.
 Leverage trading up/trading
down to capture shifting
markets.

27. 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.

29. 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.

30. 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 COURAGENESS
BE
COLLABORATIVE
BE CREATIVE
BE CHAMPION

31. CONCLUSION
 Brown 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.

32. SUBMITTED BY:-GROUP C
 ANKESH MISHRA
 DEEKSHA MAURYA
 SHALINI SHARMA