Ivey Publishing
Vincor: Project Twist
Product Number:
9B08A002
Publication Date:
01/31/2008
Revised Date:
12/02/2015
Length:
22 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The alcohol cooler (refreshment) market in Canada was already crowded, but the marketing manager at Vincor believed there was still room for a new entrant, provided it was sufficiently differentiated. The case provides market research information on which the decision-maker relies to develop a product positioning. Trade-offs need to be made between various positioning options and costs. The case deals with marketing issues from the perspective of the brand manager launching a new product.
Issues:
Disciplines:
Marketing
Industries:
Manufacturing
Setting:
Canada, Large, 2006
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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