Chopp (A)

Published 01 Jan 1984
Reference 1993
Topic Marketing
Region Europe
Summary

Discusses the product launch of an alcoholic beverage and deals with the marketing strategy (target segments and positioning) and the marketing mix.

Teaching objectives

To illustrate the development of segmentation and positioning strategy in a new market, and the formulation of a marketing mix; to analyse the internal consistency of decisions on the target segment, positioning and marketing mix; to assess plus and minus factors of the market entry of the product as number two.

Keywords
  • PRODUCT
  • LAUNCH
  • ALCOHOLIC BEVERAGE
  • MARKETING STRATEGY
  • MARKETING MIX
  • AR1984