Vincor: Project Twist
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.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B08A002-E
Format: PDF
Number of pages: 22
Publication Date: Jan 31, 2008
Language: English
Review date: Dec 2, 2015
What material is included in this case:
Description
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.
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Year: 2006
Geographic Setting: Canada
Industry Setting: Manufacturing;
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