Penfolds case is designed to help students think through issues of brand positioning and brand portfolio. Penfolds, one of the most famous brands in the world of wine, performs poorly, and a new management team to quickly reverse trends in the business. For this, a new management team must answer key questions such as: What is the positioning of Penfolds? Has extended the brand too far? Penfolds can successfully play in all price segments of the wine industry? What is the best way to grow the brand in the future? "Hide
by Tim Calkins Source: Kellogg School Management 7 pages. Publication Date: May 19, 2011. Prod. #: KEL524-PDF-ENG
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