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Supplementary Case

Quatro (B): Resultados y Re-Lanzamiento

By Martínez, J.

Marketing

La bebida Quatro fue introducida con éxito por Coca-Cola Co. en el mercado chileno a fines de 1996. Luego del ?boom? del lanzamiento, varios integrantes claves del equipo que lanzó Quatro fueron promovidos, por lo que personas ajenas al proyecto tomaron a su cargo la marca y su desarrollo. El nuevo equipo realizó cambios en el posicionamiento de la marca en los siguientes años, que arrojaron una caída en las ventas. Debido a lo anterior se decidió realizar un re-lanzamiento de Quatro, bajo el nombre de Quatro-Balance.

Collection: ESE (Chile)

Ref: ESE-DC-C-ES-05-005B

Format: PDF

Number of pages: 6

Publication Date: Mar 23, 2006

Language: Spanish

Review date: Jun 9, 2008

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Year: 1996

Geographic Setting: Chile

Quatro (B): Resultados y Re-Lanzamiento

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Quatro (B): Resultados y Re-Lanzamiento

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Quatro (B): Resultados y Re-Lanzamiento

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