Title: 'Crimson Nectar' blows-up in boardroom: a case of building marketing policy of a new generation product

Authors: Rajagopal

Addresses: Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education, ITESM, Mexico City Campus, 222, Calle del Puente, Tlalpan, DF 14380 Mexico

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.

Keywords: 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.

DOI: 10.1504/IJTCS.2009.031056

International Journal of Teaching and Case Studies, 2009 Vol.2 No.2, pp.115 - 129

Available online: 19 Jan 2010 *

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