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Vincor: Project Twist
- 商品編號：9B08A002
- 商品分類：Case (Field)
- 長度：22頁
- 出版日期：2008-01-31
- 再版日期：2015-02-12
- 學門：
The alcohol cooler (refreshment) market in Canada was already crowded, but the marketing manager at Vincor believed there was still room for a new entrant, provided it was sufficiently differentiated. The case provides market research information on which the decision-maker relies to develop a product positioning. Trade-offs need to be made between various positioning options and costs. The case deals with marketing issues from the perspective of the brand manager launching a new product.