Alcohol cooler (baking) market in Canada was already full, but marketing manager Vincor believes that there is still room for new members, if it is sufficiently differentiated. The case provides market research information on which the decision-maker relies develop product positioning. Compromises have to be made between different types of arrangement and cost. It comes to marketing issues in terms of brand manager of new product launches. "Hide
by Niraj Dawar, Eric Singer Source: Richard Ivey School of Business Foundation 21 pages. Publication Date: January 16, 2008. Prod. # 908A02-PDF-ENG
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