個案資料
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Slane Irish Whiskey: Strategic Marketing for a New Brand
內容大綱
In 2021, the Irish whiskey segment was the fastest growing whiskey segment in the United States. US-based Brown-Forman Corporation had acquired the Slane brand in 2015 after purchasing all shares in the Slane Castle Irish Whiskey company and agreeing to invest in building a new Irish whiskey distillery and visitor centre on the historic Slane Castle Estate. Slane Distillery filled its first barrel of Irish whiskey in 2018, and the company then quickly began targeting key markets in Europe and North America.<br><br>The challenge now for Brown-Forman in the United States was building the Slane brand from scratch. The company's brand marketing team had to first identify overarching strategies that would accelerate awareness and trial for the Slane Irish Whiskey brand in the United States. Key goals included determining a point of differentiation for the Slane Irish Whiskey brand among the alternatives, and fostering a connection between the Slane Irish Whiskey brand and the North American consumer.
學習目標
This case can be used in strategic marketing, marketing management, and international business courses/modules at the graduate and executive education level.<br><br>After working through the case and assignment questions, students will be able to do the following:<ul><li>Describe customer value.</li><li>Understand the strategic significance of target segmentation and brand positioning and write a brand positioning statement.</li><li>Compose a TOWS (threats, opportunities, weaknesses, strengths) matrix for generating strategic ideas.</li><li>Propose appropriate marketing tactics for implementing the recommended strategies.</li></ul>