IMD-5-0713 © 2006
Turpin, Dominique
Aletta and Peter Stas; founders of Frédérique Constant S.A.; one of the leading watch makers based in Geneva; Switzerland; had called a meeting with their board of advisers to discuss the next steps of the relaunch of Alpina; the second brand of their business. Peter and Aletta firmly believed that Alpina had real potential for growth but were still uncertain about the viability of its new positioning and the rest of its marketing strategy.
Relaunching The Alpina Brand High Precison Watches Since 1883 Case Study Solution
In particular; they faced two critical challenges: What should be the appropriate communication strategy of Alpina what should be the appropriate distribution channels for the brand and given the limited resources of the firm? Learning objective: Brand management; brand positioning; brand portfolio management; communications; buzz marketing
Subjects: Marketing; Brand positioning; Communications; Distribution; Buzz marketing
Settings: World; Watch; Medium Sized company; 2006
Related Case Solutions & Analyses:
California Pizza Kitchen
Mall of America (A)
Saito Solar – Discounted Cash Flow Valuation
Deutsch Bank
A Project Dilemma at Canadian Shield Insurance
Customer Intelligence Advantage: Module 2 Assignment
GUIDESlines: Benchmark Values for the GUIDES Framework
Red Hen Baking Company
Saito Solar—Discounted Cash Flow Valuation
Fullerton: Risk Analytics and Business Strategy
