Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. UVA-M-0704
Subject category: Marketing
Published by: Darden Business Publishing
Published in: 1999

Abstract

In January 2002, Anheuser-Busch is preparing to launch Bacardi Silver, a new premium malt beverage. Marlene Coulis, director of new products for Anheuser-Busch, must decide what steps she should take to ensure a successful new product launch. In particular, she must decide how much money to invest in the launch.

About

Abstract

In January 2002, Anheuser-Busch is preparing to launch Bacardi Silver, a new premium malt beverage. Marlene Coulis, director of new products for Anheuser-Busch, must decide what steps she should take to ensure a successful new product launch. In particular, she must decide how much money to invest in the launch.

Related