Suntory: Rebranding the Japanese Whisky Highball
By
Philip Sugai
Founded in 1899 by Shinjiro Torii in Osaka, Japan, Suntory Holdings (Suntory) boasted a rich history in Japan’s alcoholic beverage industry. It purchased US-based Beam in 2014 for $16 billion, renamed itself as Beam Suntory, and transformed into one of the world’s largest alcoholic beverage makers, reaching total global revenues of more than 2.5 trillion yen ($23 billion) by the end of fiscal year 2018. Now, in 2020, could the Suntory team pull off a third miracle and successfully bring Japan’s highball culture to the extremely competitive global marketplace?
Collection: Ivey Business School (Canada)
Ref: IVEY-9B20A017-E
Format: PDF
Number of pages: 9
Publication Date: Mar 27, 2020
Language: English
Review date: Mar 27, 2020
What material is included in this case:
Description
Founded in 1899 by Shinjiro Torii in Osaka, Japan, Suntory Holdings (Suntory) boasted a rich history in Japan’s alcoholic beverage industry. It purchased US-based Beam in 2014 for $16 billion, renamed itself as Beam Suntory, and transformed into one of the world’s largest alcoholic beverage makers, reaching total global revenues of more than 2.5 trillion yen ($23 billion) by the end of fiscal year 2018. Now, in 2020, could the Suntory team pull off a third miracle and successfully bring Japan’s highball culture to the extremely competitive global marketplace?
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Year: 2020
Geographic Setting: Japan
Industry Setting: Accommodation & Food Services;
Learning Objective
The case was designed for a graduate-level course on marketing or innovation. The lessons can be applied to any company focused on rebuilding, reviving, or reinvigorating a brand that has gone stale or out of fashion. After working through the case and assignment questions, students will be able to do the following: ·Discover what a “Lightning Rod Target Customer” (LRTC) is, how to identify them, and how to align the capabilities of a company with solving a shared “problem worth solving” for long-term success. ·Analyze how the partnership between companies and their customers can be further developed when co-creating a brand that deeply resonates. ·Explore possible elements of brand equity that companies can implement to spark brand renovation, and examine how these can be received by customers and other stakeholders to revise the brand image of a product and an entire category.
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"Suntory: Rebranding the Japanese Whisky Highball"
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