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Subject category: Marketing
Published by: IBS Case Development Center
Published in: 2005

Abstract

Corona, the beer brand of Mexico''s Grupo Modelo Company, has been the number one imported beer in the USA since 1997. The brand''s US importers, Barton Beers and Gambrinus, had played a vital role in making Corona popular and profitable in the country. In early 2004, the changing demographics, competition and retail consolidation posed many a challenge to Corona. However, Carlos Fernandez, Chief Executive Officer of Grupo Modelo, reorganised the company''s marketing strategies and concentrated on the growing Hispanic market through new ads and promotional offers to improve the sales. Still, Grupo Modelo faces a dilemma regarding the distribution strategy to be adopted in the US post-2006, as Grupo Modelo''s contract with Gambrinus is to end in 2006. This case discusses the marketing strategies followed by Grupo Modelo in the USA and the dilemma the company faces regarding the channels of distribution.
Location:
Industry:
Other setting(s):
1992-2005

About

Abstract

Corona, the beer brand of Mexico''s Grupo Modelo Company, has been the number one imported beer in the USA since 1997. The brand''s US importers, Barton Beers and Gambrinus, had played a vital role in making Corona popular and profitable in the country. In early 2004, the changing demographics, competition and retail consolidation posed many a challenge to Corona. However, Carlos Fernandez, Chief Executive Officer of Grupo Modelo, reorganised the company''s marketing strategies and concentrated on the growing Hispanic market through new ads and promotional offers to improve the sales. Still, Grupo Modelo faces a dilemma regarding the distribution strategy to be adopted in the US post-2006, as Grupo Modelo''s contract with Gambrinus is to end in 2006. This case discusses the marketing strategies followed by Grupo Modelo in the USA and the dilemma the company faces regarding the channels of distribution.

Settings

Location:
Industry:
Other setting(s):
1992-2005

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