This document outlines a marketing research project for a local startup distillery called Wigle Whiskey. Students will work in small groups to develop a strategic plan to help Wigle expand into the Philadelphia market in 2014. Deliverables will include a 15-minute presentation with recommendations for defining Wigle's target market, identifying opportunities to reach them, and developing a survey. Students will also submit a written report following the marketing research framework discussed in class. The project aims to provide practical experience applying marketing research concepts to help a real client achieve their business goals.

1. Marketing Research - Fall 2013 (BMGT 311)
Strategic Marketing Research Project Group Project
Background
Students will use ideas discussed in the course to develop a strategic marketing
recommendation using the marketing research process we will learn throughout the
semester. The goal is to apply the Marketing Research Process to help a real local
company achieve their short and long term goals supported by marketing research.
Partner Company 2013
This semester, we have partnered with Wigle Whiskey. Wigle is a startup up urban
distillery that launched in Pittsburgh’s strip district in 2013. The company is on the
bleeding edge of the craft spirit industry, quality and local spirit makers look to appeal to
a new age of consumers who are explorers and adventurous - and demand more than a
mass produced whiskey. The model of craft spirits follows the success of the craft beer
industry, which is currently 5-7% of the overall beer market. The craft spirit industry is
30 years behind craft beer - with a lot of opportunity to grow.
The company has received a variety of press for their launch including:
http://www.post-gazette.com/stories/sectionfront/life/wigle-distillery-offers-tours-of-their-
strip-district-operation-214207/
http://online.wsj.com/article/
SB10001424052702304058404577494831891177526.html?mod=googlenews_wsj
Products
Wigle Whiskey currently is focused on a few key core products:
• Organic White Rye Whiskey
• Organic White Wheat
• Wigle's Organic Ginever (Dutch Style Gin)
• Special Small Batches

2. Target Market
Part of this project will be to further define Wigle’s primary and secondary target
markets. Students will use both demographic and psychographics tools to refine the
target market listed below:
• Men and Women aged 25-45
• Urban
• Explorers (Like discovery aspect of trying new things)
Distribution System
Currently Wigle Whiskey operated one retail location in the Strip at 2401 Smallman
Street. Wigle is also available to order by the drink at a variety of key restaurants in the
Pittsburgh area.
In 2014 - a key goal if Wigle will be to expand distribution throughout the state of
Pennsylvania through the states online wine and spirit store:
https://www.finewineandgoodspirits.com/webapp/wcs/stores/servlet/
StoreCatalogDisplay?storeId=10051&catalogId=10051
While Wigle’s products will be available throughout PA - they want to focus on the
Philadelphia market in 2014 as it is the largest and will provide the largest opportunity
for Wigle’s growth in 2014. Plans for this support will begin in 2014.
Marketing Research Project Background
The objective of this marketing research project is to provide the owners of Wigle
Whiskey with a strategic go to market approach to create online demand in the
Philadelphia markets. Students will use a variety of secondary research to develop this
go to market strategy using methods and resources discussed in class like the US
Census Bureau, Prizm Psychographics Profiles, etc.
The overall goal is to recommend:
• A further defined target market
• Demographic
• Psychographics
• Identify key geographic regions to focus effort on based on opportunity
• Identify experiential opportunities (media and non media) to reach and
educate the target market about Wigle Whiskey
• Development of a survey Wigle can use as they continue to grow outside of
Pittsburgh

3. Deliverables
This project is a small group project. Groups of 2 - 3 will be accepted. This project will
be presented to the client - so professional attire and presentations will be part of your
final grade. In addition, we will use peer assessments to ensure everyone participates
in the project.
Key Deliverables:
• A 15 minute visual presentation of recommendations delivered on site to the
client (Date TBD):
• CREATIVE, CONCISE, ACCURATE, MEMORABLE
• Saved via Prezi or SlideShare for easy sharing with client
• A written report that delivers on the Marketing Research framework discussed
in class:
1. Establish need for marketing research - why do you feel it needs to be
completed what questions will it answer
2. Define the problem
3. Establish research objectives
4. Determine research design
5. Identify information types and sources
6. Determine methods of accessing data
7. Design data collection forms (Develop questionnaire)
8. Determine recommended sample size
9. Collect Data
10. Analyze data
11. Prepare and present final research report along with recommendations
Grading:
• The Marketing Research Project is worth a total of 75 points
• Presentation: 25 points
• Written Report: 25 points
• Participation/peer assessments: 25 points
• The report should be visual, with supporting graphs and illustrations
• The final plan should be concise and professional, as a marketing research consultant
would deliver to a real client
• This plan and presentation will help you market yourself as you enter a very
demanding job market