Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 25.02.2003
Length: 25 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract
Buckler Beer was Heineken's first attempt at launching a pan-European non-alcoholic brand. The company was concerned about how to organise its efforts and how to react to local competition. Should the company drop its prices locally and risk parallel importing or does it change the taste of the beer, which was enjoyed in all other parts of Europe? There is a French translation available (F591-007-1) and a Spanish translation (E591-007-1). A video 'IMD-5-0377-V' is available to accompany the case. This case was previously numbered 591-007-1.
Teaching and learning
This item is suitable for postgraduate courses.Time period
The events covered by this case took place in 1987-1990.Geographical setting
Region:
Europe
Featured company
Heineken
Industry:
Beer
Featured protagonist
- Hans Brinker (male), Regional Marketing Manager
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 28.03.2003
Length: 6 pages
Data source: Field research
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Length: 10 minutes
Data source: Field research
Notes: We recommend that you view the inspection copy before purchasing this video. File size 767.8MB. Click for more information.
About
Abstract
Buckler Beer was Heineken's first attempt at launching a pan-European non-alcoholic brand. The company was concerned about how to organise its efforts and how to react to local competition. Should the company drop its prices locally and risk parallel importing or does it change the taste of the beer, which was enjoyed in all other parts of Europe? There is a French translation available (F591-007-1) and a Spanish translation (E591-007-1). A video 'IMD-5-0377-V' is available to accompany the case. This case was previously numbered 591-007-1.
Teaching and learning
This item is suitable for postgraduate courses.Settings
Time period
The events covered by this case took place in 1987-1990.Geographical setting
Region:
Europe
Featured company
Heineken
Industry:
Beer
Featured protagonist
- Hans Brinker (male), Regional Marketing Manager
Related
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 28.03.2003
Length: 6 pages
Data source: Field research
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Length: 10 minutes
Data source: Field research
Notes: We recommend that you view the inspection copy before purchasing this video. File size 767.8MB. Click for more information.