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Book Reports
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4 / 884 |
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How has Corona managed to sustain growth despite serious threats to its brand image in the late 1980s and early 1990s?
Corona able to sustain growth through consistent and reliable pricing, consistent advertising message, excellent sales fieldwork, good point-of-sale promotions and fresh product:-
- In late 80s, rumors include Corona being contaminated with urine (spread by Miller and Heineken wholesaler), high calories of 400-500 per bottle, and cancer causing have caused Corona sales to drop as much as 30%
- Corona sustained growth by emphasizing on in-store and on-premise promotion & and these point-of-sale programs has slowly helped re-position the brand and re-establish the quality image...
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What reactions should Corona expect from Heineken? Can Corona competitor-proof its marketing strategy?
Heineken to improve on its responsiveness to its distributor, friendlier to customers and become a humble organization. Heineken to work on new brand identity & personality – build in homour into advertisement and heavy promotions...
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