Product details

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Subject category: Entrepreneurship
Authors: Niraj Dawar; Ken Mark
Published by: Ivey Publishing
Originally published in: 1999
Version: 2010-01-13
Length: 12 pages
Data source: Field research

Abstract

The vice president of marketing at Creemore Springs Brewery needs to develop a marketing plan to absorb the doubling of brewing capacity without hurting the brand. According to him, the Creemore brand has been successful and has had such committed and loyal consumers because it was known only to a select few. Its reputation had grown mainly through word of mouth. However, with the brewing capacity increase in progress, Creemore would need to double sales. Would this hurt the brand?
Location:
Size:
Small
Other setting(s):
1999

About

Abstract

The vice president of marketing at Creemore Springs Brewery needs to develop a marketing plan to absorb the doubling of brewing capacity without hurting the brand. According to him, the Creemore brand has been successful and has had such committed and loyal consumers because it was known only to a select few. Its reputation had grown mainly through word of mouth. However, with the brewing capacity increase in progress, Creemore would need to double sales. Would this hurt the brand?

Settings

Location:
Size:
Small
Other setting(s):
1999

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