Objective: To streamline the process of evaluating and onboarding new wine and spirits brands for T. Edward, ensuring that each proposal undergoes a comprehensive analysis, including a SWOT analysis, to make informed decisions that align with the company's goals and market strategy.

Procedure:

Submission of New Brand Proposal:

• All new brand proposals must be submitted electronically to the designated department.
• The proposal should include detailed information on the brand, its products, its pricing, the target customers, and its positioning in the market.

Initial Screening:

• The brand council team will conduct an initial review of the proposal to ensure it meets required basic criteria.
• Proposals that meet the initial criteria will proceed to the next phase.

SWOT Analysis:

Ideally most of these points should be addressed in the brand proposal by the PM, regardless the brand council will conduct and file the analysis below.

• Strengths:
• Assess the unique selling points of the brand.
• Evaluate the quality of the wines, brand reputation, and any competitive advantages.
• Weaknesses:
• Identify any potential drawbacks or challenges associated with the brand.
• Consider factors such as limited market presence, production issues, or negative industry trends.
• Opportunities:
• Analyze potential market opportunities for the brand.
• Evaluate trends, consumer preferences, and any gaps in the current product portfolio that the brand can address.
• Threats:
• Identify external factors that may pose a threat to the success of the brand.
• Consider competition, economic factors, and industry trends that could negatively impact the brand.

Brand Council Team Review:

• The SWOT analysis, along with the complete proposal, will be reviewed by Brand Council Team.
• Each team member will provide input based on their expertise.

Decision-Making:

• The team will make a collective decision on whether to proceed with the new brand.
• Factors such as market fit, profitability, and alignment with the company's overall strategy will be considered.
• The team will advise the executive team on whether or not the brand should be considered as a portfolio addition.

Feedback and Communication:

• Provide feedback to the PM, regardless of the decision.
• If approved, initiate the onboarding process, and collaborate on marketing and distribution plans.

Direct Responsibilities:

Initial Screening: John, Anthony, Paul

SWOT Analysis: Anthony + Brand Council input

Communication to PM’s: Paul