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Kinsip: Marketing Spirits, Maple Syrup, And Hand Sanitizer
內容大綱
In May 2020, the three cofounders of Kinsip House of Fine Spirits (Kinsip), a craft distillery located on a farm in Prince Edward County, Ontario, Canada, felt a great sense of accomplishment. The distillery had a varied product mix that included light and dark spirits, a broad variety of bitters, and cask-aged maple syrup. However, in March of 2020, the business had retooled to produce hand sanitizer in response to the shortages resulting from the outbreak of the COVID-19 pandemic. As a distillery, Kinsip already produced ethanol for its regular products, which was also a key ingredient in the composition of hand sanitizer, and in combining this with their production and bottling expertise, were able to meet the needs of the community quickly and effectively. Before long, Kinsip had added hand sanitizer to its list of products for sale to the public. Should the cofounders make hand sanitizer a regular Kinsip product offering?
學習目標
This case is suitable for courses in marketing, consumer behaviour, and brand management at the undergraduate and graduate levels. After completion of this case, students will be able to<ul><li>identify and describe a company’s consumer profiles;</li><li>analyze how sensory marketing plays a key role in a craft distillery’s consumer experience;</li><li>assess the opportunities and risks involved in marketing a product that differs from a company’s mainstream offerings; and</li><li>explore possibilities for rebranding a product to gain business advantage.</li></ul>