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Marketing Research of Welch's

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Marketing Research of Welch's
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Netra Shetty
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Marketing Research of Welch's - April 9th, 2011

Welch Foods Inc. (Welch's) is an American company, headquartered in Concord, Massachusetts. It is owned by the National Grape Cooperative Association, a co-op of grape growers.[1]
Founded in Vineland, New Jersey in 1869, by Thomas Bramwell Welch, a Methodist, Welch's is the food processing and marketing arm of the National Grape Cooperative Association, which comprises 1,300 grape growers located in Michigan, New York, Ohio, Pennsylvania, Washington and Ontario, Canada. The oldest extant structure associated with the company is Welch Factory Building No. 1, located at Westfield, New York, and listed on the National Register of Historic Places in 1983.[2]
Welch's is particularly known for its grape juices, jams and jellies made from dark Concord grapes[3] and its white Niagara grape juice. The company also manufactures and markets an array of other products, including refrigerated juices, frozen and shelf-stable concentrates, organic grape juice and dried fruit. Welch's has also licensed its name for a line of grape-flavored soft drinks since 1974. Welch's grape and strawberry soda flavors are currently licensed to the Dr Pepper Snapple Group.[4] Other popular products that use the Welch's name are the fruit snacks made by The Promotion In Motion Companies, Inc.
The inter-relationship is enabled by the creation of trust in an electronic environment (Chadwick, 2001) from where better IMC process and relationship marketing is being recognize and business operations is most effective when marketing is of strength beyond what the three issues can give to make business worthwhile. Aside, as indicated by Allan and Chudry (2000, p. 82), that the Internet is an excellent channel for communicating with customers on an individual basis because of its immediate and direct interaction capability.

Henceforth, the integration of the issues in marketing is as important in electronic marketing as it is in the non-virtual world. The ultimate role of direct marketing is to gain effective response. The Internet has the advantage of being able to solicit such responses in real time and enables providers to interact with potential and actual consumers as well as enabling intra-customer communications. This interaction has sparked further debate on the possibility of one on one marketing (Caccavale, 2000) with view to developing strong and lasting relationships with loyal customers (Agrawal et al., 2001). Hence, interactive information-giving is essential as precursor to the transaction and be logical to suppose that the individualized and tailored messages/offers which are made possible by the Internet (Peppers and Rogers, 1993), the facility for better and stronger inter-relationship building. Chadwick (2001) suggests that the human factor in e-commerce is present in such communications from which trust can be gained, going as far as saying that “if consumers think they see signs of trust on e-marketing web sites, they will likely reciprocate with trust” (p. 657). Furthermore, people who wish to purchase using electronic marketing exhibit similar purchase behaviour to those who purchase in traditional environments. Having established a need, they search for information on products to satisfy that need. In today's environment, the trend is towards information excess, which can aid consumer's decision-making processes. Customers may use the Internet pre-purchase in an attempt to find unbiased information about their prospective purchase as found from company sponsored web pages. Like, information relating to the variety of products available, their relative quality and stock levels are important determinants in stimulating product and/or brand awareness (Luk et al., 2002). Indeed, most of the market-driven companies need to mine the data they obtain from customers as form of marketing research to better determine customer needs respectively. They also need to use click-stream data to learn how customers use their sites and why sales are abandoned and analyze the effectiveness of individual promotions.
adinat Al Arab will feature resorts, retail, commercial spaces, public spaces, a broad mix of residencies and an integrated transport system including light rail and a sophisticated road network. Other key zones include Al Ras Corniche, The Riviera,The Palm Boulevard, The Peninsula, Uptown, Downtown, Boulevard, and The Exchange. It will also feature 250 planned communities both on and offshore and is valued at US$50 billion.

Dubai Marina:

The marina is entirely man-made and has been developed by the real estate development firm Emaar Properties. The marina will contain over 200 high-rise buildings and some supertall skyscrapers, Dubai Marina Towers, The Torch Dubai Marina, Infinity Tower, The Princess Tower, Number One Dubai Marina, Marina Terrace, Le Reve and Horizon Tower to name a few and also include the 40 residential and hotel towers of the Jumeirah Beach Residence. Upon completion, it is claimed to be the world's largest man-made marina.

Dubai Fesitval City:

Named as a "city-within-a-city", Festival City is the Middle East's largest mixed-use development: all elements for work, living, and leisure to be contained within the project. Once completed Festival City will comprise of a series of residential communities, numerous hotels, malls, a golf course and other entertainment sites, and a full suite of public services, including schools.Developed by the Al Futtaim Group, the total development time estimated for completition is 12 years.

The Burj Dubai Tower:

The Burj Dubai is as supertall skyscraper currently under construction in the New Downtown of Dubai. Skidmore, Owings & Merrill LLP (SOM) is the lead architect, structural engineer and mechanical engineer of the Burj. Its final height is officially being kept a secret due to competition.

The US$20 billion Downtown Burj Dubai city is Emaar’s flagship project and is to be the centrepiece of a large-scale, mixed-use development that will include 30,000 homes, nine hotels such as the Burj Dubai Lake Hotel & Services Apartments, 2.5 hectares (6 acres) of parkland, at least 19 residential towers, the Dubai Mall, and the 12 hectare Burj Dubai Lake. Other components include The Old Town Island, Burj Views, Burj Dubai Boulevard, The Residences, The Lofts and Loft Towers, 8 Boulevard Walk, South Ridge, Burj Views and Burj Dubai Lake Hotel and Serviced Apartments.


Dubailand part of Duabi Holding, is an entertainment complex under development in Dubai. Construction of Dubailand has been divided into four phases. Developed by Tatweer, the project is to include 45 mega projects and 200 sub projects. The six zones planned at Dubailand include attractions & experience world such as theme parks and water parks, retail and entertainment world which will have world trade park and factory outlets. The themed leisure and vacation world will house the desert kingdom and andalusian resort and spa. Desert safari, sand dune hotel and desert camps will be in eco-tourism world. The sports and outdoor world will have the Dubai sports city, plantation equestrian and polo club and Dubai Autodrome. The Dubai golf city, mall of arabia and the great dubai wheel will be in the Downtown zone. In May 2007, Tatweer announced the opening of the Universal Studios at Dubailand. Spread over 6.5 million square feet, this project is set to be completed in 2010.

Dubai HealthCare City:

The Dubai Healthcare City (DHCC) is one of the numerous specialised 'cities -within-a-city' in Dubai targeted at the healthcare and the pharmaceutical industries. Owned and developed by Dubai Holding, this US$1.8 billion development consists of a collection of medical teaching institutions, private hospitals and clinics, pharmaceutical offices and research centres, and spas and rehabilitation centres. It also includes some residential villas, apartments, and 5- star hotels surrounding an artificial lake, and is desgined to promote medical tourism. Overall, there are 17 hospitals planned for DHCC with a total of 780 beds to be available by the end of 2008.

The teaching hospital and post-graduate medical training centre is affiliated with Harvard Medical School. The academic centre will have a Life Sciences research centre, a 300-seat auditorium, and the Al Maktoum Medical Library, which promises to have the most comprehensive medical reference collection in the country. The University Teaching Hospital is expected to be ready by the end of 2008. A nursing school will accomodate 200 students, offering basic and masters level training. DHCC is currently partially functional, with a staff of 760+, including 130+ physicians. Phase I&II are under onstruction, and it is expected that it will be fully operational by 2010.

The hospitals annouced include Harvard Medical School University Hospital, Mayo Clinic Middle East, Dr. Sulaiman Al Habib Medical Center, The City Hospital (Welcare, Varkey Group,The Creek Hospital Dubai (Welcare, Varkey Group), American Academy of Cosmetic Surgery Hospital, American University of Beirut Medical Centre, Eleva Women's Hospital and London Great Ormonde Street Hospital Dubai Office. Pharmaceutical companies like Astra, Zeneca, Novo Nordisk, Johnson & Johnson and Wyeth Pharmaceuticals have established offices/labs in DHCC


Bawadi is a project announced by the Government of the United Arab Emirates and other investors on the 1st of May 2006. Its aim is to double the amount of rooms in the city of Dubai by 2016 to 29,000 rooms. The investment in the mega hospitality and leisure project is to be doubled to US$54.4 billion.In May, 2007 a 40m sqft retail zone was announced for the project. This increase in investment will see the number of hotels increase from 31 to 51, with the total number of rooms jumping from 29,000 to 60,000; the decision to expand Bawadi is in line with Dubai’s Strategic Plan, unveiled earlier this year.

Business Bay:

Business Bay is central business district under construction in Downtown Dubai. The project features numerous skyscrapers located in an area where the Dubai Creek has been dredged and extended. The Business Bay will have more than 230 buildings attracting commercial and residential developments. Business Bay is a development of Dubai Properties.

Al Raha:

Al Raha Beach Development is a beachfront project being built in Abu Dhabi, along the Abu Dhabi-Dubai highway and will be located opposite to Al Raha Gardens. The US$ 14.7 billion development is being built on reclaimed land at Al Raha Beach complex occupying an area of 6.8 million square meters.

Al Raha Beach Development will be a new city district that will serve as the new gateway to Abu Dhabi city and accommodate 120,000 residents with its arrangement of 60-storey towers to low-rise developments. It is being built in eight residential and commercial districts, each with their own distinct personality and appeal. The districts are Khor Al Raha, Al Bandar, Al Seef, Al Wateed, Al Rumaila, Al Lissaily, Al Nakhel, and Al Razeen. The Al Raha Beach Project Sub developments include Dolphin Towers, will contain 400 one, two, and three bedroom condominiums as well as 10 townhouses located at the east end of the development and is being built by Damac Properties, to be completed by the end of 2008.

Saadiyat Island:

Saadiyat Island is an island 500 meters of the coast of Abu Dhabi island. A US$ 27 billion mixed commercial, residential, and leisure project is currently under construction on the island, expected to be completed in 2018. According to government officials, Saadiyat Island is expected to become Abu Dhabi’s cultural centre . The Saadiyat Island will have the Al Marina which will have berthing for over 1000 boats, boutique hotels luxury apartments, mediatheque and oceanarium. The cultural district will house the maritime museum, national museum, modern art museum, classical museum, luxury town homes and apartments.

Waterside living and Equestrian centre will be housed in the Saadiyat Park while the Saadiyat Beach will offer 9 kilometers of natural beaches, five-star hotels and resorts, beach clubs and and championship golf course with luxury residential properties. The South Beach will be designed to be a family resort with dynamic beach lifestyle, boardwalks with restaurants and cafes. The Wetlands will offer championship golf course with luxury residential, boutique eco hotels, waterside living and eco centre. A major development initiative from the Tourism Development & Investment Company (TDIC), Saadiyat Island will also have Guggenheim Abu Dhabi Museum and a performing arts center along the grand scale of the Sydney Opera House.

Al Reem Island:

Al Reem Island is a residential, commercial and business project on Al Reem Isle, a natural island off the coast of Abu Dhabi island. Al Reem Island will cover an area of 633 hectares (68 million square feet) and is being built by three developers-Tamouh Investments (60%), Sorouh (20%) and Al Reem Investments (20%).

The development will be overseen by an independent third-party facilities management company known as Bayt Al Khidma, who will ensure all three Reem Island developers meet high standards of construction. The island is estimated to accommodate 280,000 residents and will include important amenities like schools, medical clinics, shopping malls, restaurants, a 27-hole golf course, hotels, resorts, spas, gardens, and beaches. The island includes the Pearl of the Emirates, whose first phase is estimated at US$ 545 million and includes 15 towers and a 5-star hotel, Al Shams Abu Dhabi, which is a residential development by Sorouh covering 14.2 million square feet (1.32 million square meters) to be completed by 2011 and Najmat Abu Dhabi (The Star of Abu Dhabi)-which is a US$ 8 billion urban waterside community development by Al Reem Investments is to be completed by 2012.

Last edited by netrashetty; April 9th, 2011 at 03:41 PM..
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