In year 2001, Yellow Tail brand of wines, launched in partnership with the Casella Wines in Australia, achieved considerable success in the US marketplace, despite intense competition from Italian Californian, along with Chilean wines.
Yellow Tail Wines Breakaway Product Positioning Case Solution
Nevertheless, eventhough Yellow Tail's initial years were marked by particular increase-early batches sold out so fast that additional bottles had to be shipped by plane-sales began to slow by the end of the decade. Should Yellow Tail alter its strategy? And should it consider investing in other products, or even merchandise classes? In this scenario, students assess how a brand like Yellow Tail can regain its momentum.
PUBLICATION DATE: June 22, 2012 PRODUCT #: CU42-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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