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Subject category: Marketing
Published by: International Institute for Management Development (IMD)
Published in: 1991
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.

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.
Location:
Industry:
Size:
Large
Other setting(s):
1987-1990

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.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1987-1990

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