Marketing Management
Analyze the relevance of the branding strategies adopted by beer manufacturers
Case Studies
CASE STUDY (20 Marks)
This case study, while providing a landscape of the beer industry, offers scope to discuss the factors behind the declining market share of beer. In the light of this, the case also enables a discussion on the relevance of Heineken’s concept of branded beer bars at
international airports. Apart from that the case also explores the challenges that Heineken would face in bringing the Starbucks experience to beer given the fact that coffee and beer are similar and dissimilar in many ways. Globally, as beer is regarded as a homogenous product, breweries have long been adopting unique ways to differentiate and create consumer preferences. However since the 1990s, the most preferred drink – Beer is being viewed as ordinary and oldfashioned. Beer manufacturers failed to create
consumer demand and lost market share to wine and other liquors. To counter this, the world’s top brewers adopted many techniques. Among others, Heineken, one of the world’s most recognized beer brands launched branded beer bars at Hong Kong’s International Airport in March 2007. The idea was to win back customers by providing them with a unique experience. Sounds familiar? The idea is taken from Starbucks, the world’s leading retailer, roaster, and brand of specialty coffee that successfully made coffee synonymous with itself.
Answer the following question.
Q1. Analyze the relevance of the branding strategies adopted by beer manufacturers
Q2. Explore and discuss the feasibility of a branded beer bar
CASE STUDY (20 Marks)
Portugal, (the Portuguese Republic officially) one of the oldest countries of Europe located at Southwest of Europe started attracting investors and foreign tourists through its liberalization policies and economic reforms after its independence. But, due to its negative image among the European countries following safety issues, the tourist flow and the Foreign Direct Investments (FDI) were decreasing considerably. The low cost producer countries from central Europe and Asia further aggravated this situation by
providing stiff competition to Portugal in attracting FDI. In 2007, a coalition government decided to launch a new promotional campaign called ‘West Coast of Europe’ to rebuild its brand image among investing community and tourists. The case discusses whether such an image rebuilding campaign would help countries to attract investors and foreign tourists.
Answer the following question.
Q1. Discuss the brand rebuilding and positioning strategies of Portugal.
Q2. Debate the challenges faced by Portugal while implementing new image rebuilding campaign.
CASE STUDY (20Marks)
“Interested in reducing that ‘extra flab’ on your body in a matter of hours? Would you like to grow hair on that balding pate of yours in just a few days? All you need to do is watch the television (TV) and order the ‘miraculous’ products being advertised through the phone.” Welcome to the world of teleshopping networks, a phenomenon that had become a part of the lives of Indian TV viewers by early 2000. Day in and day out, customers were swamped with images of models showing off their ‘fabulous flat abdomens,’ ‘blemishfree skins,’ selling diseasecuring teas, wondrous kitchen and household equipment, on almost every TV channel. Though teleshopping networks became operational in the mid1990s in the country, their presence was never felt as strongly as it was during the early 21st century. A majority of these infomercials1 were dubbed versions of English (or other foreign languages). Many consumers found it extremely amusing to see foreigners mouthing chaste Hindi (and other regional Indian languages) while advertising these products. owever, it was the nature of the products being offered by these networks that attracted the maximum attention. Most of the infomercials featured products that claimed to provide miraculous results. There were products, which could help one reduce weight and get into shape without exercise or dieting. There were other products that promised to make people giveup smoking and improve body posture. The range of products included creams, potions, solutions, toys etc. Analysts questioned the reliability of such personal care products that claimed to beautify and tone up the body in a matter of days. They considered these infomercials, which depicted common people using the product and explaining its effectiveness, a farce. They argued that, these people were paid to speak well about products. Analysts criticized the teleshopping networks for trying to deceive the viewers into buying products with the belief that those people had actually used them. Despite these allegations, teleshopping as a concept was gaining popularity in India and more and more customers were showing readiness to try innovative product
Answer the following question.
Q1. Give the reasons for the success of teleshopping in India
Q2. Discuss the process of marketing for teleshopping.
CASE STUDY (20Marks)
Retro models seem to be the car industry’s hot favorites. BMW came out with MINI and Volkswagen with the New Beetle. Both were cult cars in their initial run and their new avatars did not do anything less. Fiat also flirted with this trend, by launching its 1950’s Fiat 500 afresh, half a century down. Through this relaunch, Fiat wants to consolidate its recent recovery ratcheted up by its CEO, Sergio Marchioness and work towards an upmarket image. This case study outlines the car industry trends and helps analyze the success of the MINI and the New Beetle. The case enables a discussion on the targeting, positioning and marketing techniques of carmakers, especially those of Fiat. It triggers discussion on how Fiat while cashing in on the retro nostalgia has to ensure young drivers are not left out. Spotlight is also on Fiat’s tradeoff between maintaining the car’s retroimage and making it thoroughly modern.
Answer the following question.
Q1. Analyze the essential elements for the relaunch of retro models and those of the relaunched MINI and the New Beetle
Q2. Discuss the concept of targeting and positioning, with respect to the re+
launch of MINI and the New Beetle.
Q3. Explain the concept of marketing mix.
Q4. Give an overview of the case.
Analyze the relevance of the branding strategies adopted by beer manufacturers
Assignment Solutions, Case study Answer sheets
Project Report and Thesis – Contact
www.mbacasestudyanswers.com
ARAVIND – 09901366442 – 09902787224
