Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Length: 10 minutes
Data source: Field research
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Abstract
This video is to accompany the case. 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? This video supplements the case, Heineken Buckler Non-Alcoholic Beer.
About
Abstract
This video is to accompany the case. 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? This video supplements the case, Heineken Buckler Non-Alcoholic Beer.