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Abstract
This case is concerned with the problems facing a marketing director in a medium sized brewing company, regarding the product positioning for the company''s lager, subsequent to the conduct of a series of group discussions. Background data on the market are included and the basis of the text is a conversation between the group psychologist, the market research manager and the marketing director.
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Abstract
This case is concerned with the problems facing a marketing director in a medium sized brewing company, regarding the product positioning for the company''s lager, subsequent to the conduct of a series of group discussions. Background data on the market are included and the basis of the text is a conversation between the group psychologist, the market research manager and the marketing director.