Readers Response to Diageo case study
BT receives many responses to its case studies. Below is the best one on Diageo (November 25, 2012).
BT receives many responses to its case studies. Below is the best one on Diageo (November 25, 2012).
Susmita Somjit, Group Business Director at IMRB International, wrote:
Opportunities abound in emerging markets given their growing population, rising incomes and aspirations. Diageo could succeed in an emerging market such as Kenya by gathering an intimate understanding of the market, responding to those market needs and reinventing itself. To address the need for a safe, highquality yet affordable product, Diageo created a new brand - Senator Keg - and did not just resort to minor tweaking of its existing brands. It aligned the sourcing and manufacturing operations with sales and distribution to meet the objectives. The master stroke was to smartly exploit the existing distribution channels but with some calculated reworks. Training of retail outlet staff and redesigning packaging were innovative steps. This, coupled with a focus on point-of-purchase advertising, and relevant promotions helped build customer loyalty. To reduce the product's price, lobbying with the government to reduce taxes by demonstrating the health benefits was a smart move.
Somjit wins a copy of Marketing as Strategy by Nirmalya Kumar
Susmita Somjit, Group Business Director at IMRB International, wrote:
Opportunities abound in emerging markets given their growing population, rising incomes and aspirations. Diageo could succeed in an emerging market such as Kenya by gathering an intimate understanding of the market, responding to those market needs and reinventing itself. To address the need for a safe, highquality yet affordable product, Diageo created a new brand - Senator Keg - and did not just resort to minor tweaking of its existing brands. It aligned the sourcing and manufacturing operations with sales and distribution to meet the objectives. The master stroke was to smartly exploit the existing distribution channels but with some calculated reworks. Training of retail outlet staff and redesigning packaging were innovative steps. This, coupled with a focus on point-of-purchase advertising, and relevant promotions helped build customer loyalty. To reduce the product's price, lobbying with the government to reduce taxes by demonstrating the health benefits was a smart move.
Somjit wins a copy of Marketing as Strategy by Nirmalya Kumar
