Franklin

Baltika Breweries [electronic resource] : product-line pricing and brand positioning / Igor Gladkikh, Sergey A. Starov.

Author/Creator:
Gladkikh, Igor, author.
Publication:
London : Graduate School of Management, St. Petersburg State University, 2017.
Format/Description:
Book
1 online resource : illustrations.
Series:
SAGE Knowledge. Cases.
SAGE Knowledge. Cases.
SAGE Knowledge. Cases
Status/Location:
Loading...

Options
Location Notes Your Loan Policy

Details

Subjects:
Beer -- Prices -- Russia -- Case studies.
Beer industry -- Prices -- Russia -- Case studies.
Branding (Marketing) -- Russia -- Case studies.
Product lines -- Russia -- Case studies.
Baltica Breweries -- Management.
Carlsberg bryggerierne -- Management.
Summary:
Baltika Breweries (part of the Carlsberg Group) is the biggest producer of beer in Russia and competes with a number of other brands for market share. Unfavourable trends in the Russian beer market between 2014 and 2015 resulted in a decline in demand and production of beer. The shrinking Russian beer market led to a decrease in consumer purchasing power and an increase in the role of price at purchasing. The decline in demand also resulted in limited opportunities for product promotion and the delivery of emotional benefits of the brand to buyers. Under such circumstances, the problems of product line pricing and price positioning of the brands become particularly relevant. The case allows students understanding the problems of price positioning and developing analytical abilities of students during development of product line pricing strategy.
Notes:
Originally Published InGladkikh, I., & Starov, S. A. (2017). Baltika Breweries: Product-line pricing and brand positioning. St. Petersburg, Russia: Graduate School of Management, St. Petersburg State University.
Description based on XML content.
Contributor:
Starov, Sergei, author.
ISBN:
9781526465351 (ebook) :
OCLC:
1089148005
Access Restriction:
Restricted for use by site license.