Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 5 pages
Data source: Published sources
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Abstract
In 2002, C&C, Ireland''s biggest manufacturer of cider, adopted a strategy to reposition Bulmers from a low cost cider to a premium luxury drink. The company increased the price of Bulmers and reduced its alcohol content to change its image of being a hard drink. After launching Bulmers in Ireland with its new image, C&C introduced it in the UK under the brand name Magners. This case, while highlighting the successful repositioning of Bulmers in Ireland, offers scope to discuss whether C&C would be able to repeat the success, through Magners, in the UK.
Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 5 pages
Data source: Published sources
About
Abstract
In 2002, C&C, Ireland''s biggest manufacturer of cider, adopted a strategy to reposition Bulmers from a low cost cider to a premium luxury drink. The company increased the price of Bulmers and reduced its alcohol content to change its image of being a hard drink. After launching Bulmers in Ireland with its new image, C&C introduced it in the UK under the brand name Magners. This case, while highlighting the successful repositioning of Bulmers in Ireland, offers scope to discuss whether C&C would be able to repeat the success, through Magners, in the UK.
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Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 5 pages
Data source: Published sources