Failure Case Study: Carlsberg Beo

Publisher     :
Canadean
Published     :
February 2016
Delivery Method     :
By product vendor
Format     :
pdf
Product Code     :
CS0004SF
Pages     :
12
Price :   £ 754.00

Summary
" The launch of Beo* highlights how Carlsberg sought to diversify into non-alcoholic beverages using its expertise in beer production methods. Despite this expertise they were unsuccessful in the product positioning and overall brand message to consumers.

" Women remain under-engaged within the beer category, making it difficult to attract them with a product that is unclear in its definition and positioning.

Synopsis
This study explores how products can fail through a lack of clarity in brand messaging and product positioning. Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns.

Reason to buy
" Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

" Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

" Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

" Access valuable strategic take-outs to help direct future decision-making and inform new product development.