'Crimson Nectar' blows-up in boardroom: a case of building marketing policy of a new generation product. (20th January 2010)

• Record Type: Journal Article
• Is Part Of: International journal of teaching and case studies. Volume 2:Number 2(2009)
• Page Start: 115
• Page End: 129
• Publication Date: 2010-01-20
• Subjects: new product positioning -- competitive pricing -- consumer behaviour -- substitute management -- retailing -- marketing strategy -- market competition -- brand management -- cash flow management -- customer value -- brewery -- exotic fruit drinks -- non-alcoholic drinks -- simulation -- boardroom behaviour -- marketing policies; Teaching -- Periodicals; 371.10205
• Languages: English
• ISSNs: 1749-9151

Abstract

This case presents an approach of a brewery that tries to market the new generation non-alcoholic exotic fruit drinks made of fresh cherries under the brand name Crimson Nectar in the Latin American market in dramatically changing consumer behaviour. This case has been developed as a simulation exercise to demonstrate the boardroom intricacies in formulating the marketing policies for new products. The discussion is presented in a narrative way to demonstrate board meetings in a company. The case also focuses the conflicts faced by companies in developing marketing strategies in a competitive market environment.