The alcohol coolers (refreshments) market in Canada was already crowded, but the marketing manager at Vincor believed it sufficiently individualized still room for a new entrant, provided that it is. The case provides market research information on which the decision-makers need to develop a product positioning. Compromises have to be made between different positioning and costs. The case deals with marketing issues from the perspective of brand manager launching a new product.

The alcohol coolers (refreshments) market in Canada was already crowded, but the marketing manager at Vincor believed it sufficiently individualized still room for a new entrant, provided that it is. The case provides market research information on which the decision-makers need to develop a product positioning. Compromises have to be made between different positioning and costs. The case deals with marketing issues from the perspective of brand manager launching a new product.
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Niraj Dawar,
Eric Singer
Source: Ivey Publishing
21 pages.
Release Date: 16 January 2008. Prod #: 908A02-PDF-ENG
Vincor: Project Twist HBR case solution