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Case
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Reference no. 9-517-108
Subject category: Marketing
Authors: Silvia Cacho-Elizondo (IPADE Business School); Rohit Deshpande (Harvard Business School); Carlos Castellanos Rodriguez (IPADE Business School); Samantha Rullan (Harvard Business School Latin America Research Center); Fernanda Miguel (Harvard Business School Latin America Research Center)
Published by: Harvard Business Publishing
Originally published in: 2017
Version: 12 February 2018
Revision date: 16-Nov-2018
Length: 11 pages
Data source: Published sources
Topics: Marketing; Marketing strategy; Product positioning
Share a link: https://casecent.re/p/145543
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Abstract

Tequila Patron was one of the most successful tequila marketers in the United States. Patron needed to grow and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patron to conquer the Mexican market? Furthermore, what would expanding in Mexico imply for the company's marketing operations?
Location:
Mexico
Size:
Large
Case
-
Reference no. 9-518-S01
Spanish language
Subject category: Marketing
Authors: Rohit Deshpande (Harvard Business School); Carlos Castellanos Rodriguez (IPADE Business School); Silvia Cacho-Elizondo (IPADE Business School); Samantha Rullan (Harvard Business School Latin America Research Center); Fernanda Miguel (Harvard Business School Latin America Research Center)
Published by: Harvard Business Publishing
Originally published in: 2017
Version: 20 March 2017
Length: 12 pages
Data source: Published sources
Topics: Marketing strategy; Product positioning
View full details

About

Abstract

Tequila Patron was one of the most successful tequila marketers in the United States. Patron needed to grow and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patron to conquer the Mexican market? Furthermore, what would expanding in Mexico imply for the company's marketing operations?

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Location:
Mexico
Size:
Large

Related

Case
-
Reference no. 9-518-S01
Spanish language
Subject category: Marketing
Authors: Rohit Deshpande (Harvard Business School); Carlos Castellanos Rodriguez (IPADE Business School); Silvia Cacho-Elizondo (IPADE Business School); Samantha Rullan (Harvard Business School Latin America Research Center); Fernanda Miguel (Harvard Business School Latin America Research Center)
Published by: Harvard Business Publishing
Originally published in: 2017
Version: 20 March 2017
Length: 12 pages
Data source: Published sources
Topics: Marketing strategy; Product positioning
View full details