Continente: El relanzamiento de los refrescos de marca propia

By Ferrer, Jordi / Nueno, José Luis / Villanueva, Julian

Marketing

El departamento de marcas propias de Continente quiere revitalizar su línea de refrescos, que tiene una bajisima cuota de mercado en la categoría. Lladó, jefe de área de bebidas de marca propia, tiene una oferta interesante de Cott, debe tomar una serie de decisiones acerca de la conveniencia o no del cambio de proveedor y, en cualquiera de los casos, qué "marketing mix" aplicar para la revitalización.

Collection: IESE (España)

Ref: M-1049

Format: PDF

Number of pages: 28

Publication Date: Apr 1, 1998

Language: Spanish, English

Description

Year: 1994

Geographic Setting: España

Continente: El relanzamiento de los refrescos de marca propia

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Continente: El relanzamiento de los refrescos de marca propia

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Continente: El relanzamiento de los refrescos de marca propia

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