Kronenbourg Breweries: Regaining the lead

In the face of the sharp decline in consumption of luxury beer, Brewers are required to turn to both segments growing: special beers and specialty beers. The breweries Kronenbourg, highly focused on luxury beers, have lost their leadership in value on the specialty beer fell behind Heineken (Desperados) on the modern beers and ABInbev (Leffe) sub-segment of traditional beers of Abbey.
It is therefore needed to analyze the segmentation of the market, the positioning of the brands of Brasseries Kronenbourg to conclude that the company must launch a modern specialty beer, clearly differentiated from the Desperados. This was the case with the Skoll, launched in March 2013.

- Verify the acquisition of the concepts of segmentation, positioning and differentiation.
- Understand the complexity of managing a brand portfolio without cannibalisation.
- Discover the analysis of panel data from distributors.
- Work on the launch of a new product under a new brand.

Positioning - Segmentation - Product launch - Brand portfolio management - Differentiation

L3, M2, Specialized Masters
Executive Education: MBA

Brewers

- PPT : debriefing (57 slides)

Année de la problématique : 2013

Livraison : Livraison par lien de téléchargement

Nombre de pages : 14 avec 25 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (3h to 6h)

Code du secteur d'activité : 15 - Industries alimentaires