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Case
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Reference no. 593-061-1
Subject category: Marketing
Authors: Barra O'Cinneide (Kemmy Business School, University of Limerick)
Published in: 1993

Abstract

In 1984 Showerings (Ireland) Ltd attempted to find a new product opportunity in the Irish market. The case describes in detail the new product development process involved in creating a new brand, ''Ritz'', geared at the female drinker. The subject''s attractiveness to female students is a feature of the ''Ritz'' study. The case emphasises the priority given to marketing research, eg analysis of perceptions and preferences of the target market relating to age, socio-economic groupings and residence, ie urban vs rural. Concept development and testing was an integral part of the Showerings'' project. Long before development of the physical product was attempted, clear ideas had emerged of the product formulation (perry based), branding and packaging required. The case describes the essential role played by advertising in the product launch and it identifies the close liaison developed between Showerings'' marketing team and the agents, Young Advertising in Dublin. Similarly, the distribution plan, to compete with major Irish drink manufacturers like Guinness, is discussed.
Location:
Industry:
Size:
200 employees
Other setting(s):
1984-1987

About

Abstract

In 1984 Showerings (Ireland) Ltd attempted to find a new product opportunity in the Irish market. The case describes in detail the new product development process involved in creating a new brand, ''Ritz'', geared at the female drinker. The subject''s attractiveness to female students is a feature of the ''Ritz'' study. The case emphasises the priority given to marketing research, eg analysis of perceptions and preferences of the target market relating to age, socio-economic groupings and residence, ie urban vs rural. Concept development and testing was an integral part of the Showerings'' project. Long before development of the physical product was attempted, clear ideas had emerged of the product formulation (perry based), branding and packaging required. The case describes the essential role played by advertising in the product launch and it identifies the close liaison developed between Showerings'' marketing team and the agents, Young Advertising in Dublin. Similarly, the distribution plan, to compete with major Irish drink manufacturers like Guinness, is discussed.

Settings

Location:
Industry:
Size:
200 employees
Other setting(s):
1984-1987

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