Failure Case Study: Carlsberg Beo

Date: 2016-02

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.

Key Findings
– 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.

“”Failure Case Study: Carlsberg Beo*”” is part of Canadean’s Successes and Failures research. This case study explores the reasons behind the failure of Carlsberg’s Beo* drink.
It delivers the critical “”what?””, “”why?””, and “”so what?”” analysis to teach you crucial lessons that increase your chances of launching successful products.

– 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.

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