Case Solution & Analysis for Crown Distilleries: Multi-Brand Extension by Anagha Shukre, Asheesh S. Kedia.
Complete Case details are given below :
Case Name : Crown Distilleries: Multi-Brand Extension
Authors : Anagha Shukre, Asheesh S. Kedia
Source : Ivey Publishing
Case ID : 9B16A043 / W16592
Discipline : Marketing
Case Length : 08 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
The chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown’s well-established brand. Crown added new brands to its portfolio in response to its competitors’ activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segment or continue to add new names to its product portfolio? How would the company develop an action plan to beat competitors, choose a brand name for its new product, and build strong brand equity?
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