Modelo : finding a fighting spirit / Derek Rucker and Ann Legan.

Format:

Book

Author/Creator:

Rucker, Derek D., 1977- author.

Legan, Ann, author.

Series:

SAGE Business Cases.

SAGE business cases

Language:

English

Subjects (All):

Grupo Modelo--Case studies.

Grupo Modelo.

Corporations--Growth--Case studies.

Corporations.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Kellogg School of Management, 2022.

Summary:

In 2015, Modelo was tasked with growing sales from 50 million cases to 100 million cases within five years. Imported from Tacuba, Mexico, the brand had a solid and loyal following of Hispanic beer drinkers. To achieve more than double sales growth, however, the brand needed a broader target. The brand aimed to grow by targeting a more general market around the idea that the product was associated with a "fighting spirit." In 2016 the brand ran two campaigns, one directed at the general market and one at the Hispanic market. The results were encouraging, but the brand felt it needed to dig deeper and find a more robust insight to achieve further growth.

Notes:

Description based on XML content.

ISBN:

1-0719-2658-6

9781071926581

OCLC:

1389574991