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Failure Case Study: Carlsberg Beo

Published By :

Canadean

Published Date : Feb 2016

Category :

Beverages

No. of Pages : 12 Pages


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.

Synopsis

""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.

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