Marketing Decision Making

Kirin Assignment Please answer the following questions (marking breakdown indicated on the right) 1. What is Kirin’s situation and marketing challenge(s)? (5%) 2. Use the segmentation analysis output(s) to determine if the import beer market can be segmented in a useful way. Describe the segments that emerge from this analysis. Are any segments appropriate for Kirin to target? Support your decision with analysis and discussion. (25%) 3. Interpret and discuss the perceptual map of the beer market. What does the map tell you about the positioning strategies of the different brands? (10%) 4. Use the conjoint analysis outputs. Try to identify a product that will enable Kirin to sell sufficient incremental cases. Discuss the product designs considered and outline the process you followed to identify your chosen product. What market share (in real terms) can this product achieve? Are sales targets met? (25%) 5. Assess for potential cannibalisation, i.e. check if there is substantial loss in market share for the original Kirin product as a result of introducing the new Kirin product. Discuss any implications. (10%) 6. Based on the case, your overall analysis and findings, what would your overall recommendation(s) be to Kirin’s management? (20%) 7. Laboratory notes summary (please attach as appendix) (5%) Perceptual Data Average score each brand achieves on each attribute from your sample of respondents. Attributes / Brands Amstel Light Bass Becks Corona Dos Equis Heineken Kirin Molson Moosehd Sapporo St. Pauli Rich full-bodied taste 3.1 3.8 3.7 3.3 3.8 3.5 3.6 2.8 3.5 3.4 3.1 Good taste 3.5 3.9 3.8 3.5 3.9 3.5 3.6 2.9 3.7 3.5 3.2 No aftertaste 3.3 2.3 2.8 3.2 2.8 2.9 2.7 2.6 3.1 2.9 2.8 Refreshing 3.5 2.8 3.5 3.6 3.6 3.3 3.3 2.8 3.6 3 3.1 Light 3.6 1.3 2 2.6 1.8 1.8 2.3 2.2 2.6 1.9 2.2 Lower price 2.1 1.6 1.7 2 2.2 2.2 1.8 1.9 2.1 1.4 1.8 Good value for money 2.8 2.7 2.6 2.7 3.4 2 2.6 2.4 2.9 2 2.5 Prestigious-popular 3.4 2.5 3.3 3.1 2.6 3.1 3.1 2.5 3.4 3 2.6 Masculine 2.5 3.9 3.1 2.9 2.9 3.3 3 2.3 2.8 2.4 2.3 Country with brewing tradition 3.5 3.3 3.8 2.3 2.7 2.3 3.5 2.4 3.1 2.9 2.5 For young people 2.8 1.8 2.1 2.6 2.4 2.1 2.4 2.2 2.6 3.1 2.3 Gives buzz 2.4 3.1 2.9 2.5 2.5 2.9 2.8 2.4 2.8 3.1 2.5 Drink at picnics & outings 3.3 2.4 3.1 3.3 3.5 3.3 3.1 2.5 3.4 3.3 2.6 Drink at bar 3.5 3.7 3.5 3.5 3.3 3.1 3.4 2.6 3.4 3.4 2.7 Drink with friends 3.5 3.5 3.6 3.5 3.7 3.5 3.5 2.8 3.5 3.5 3.1 For home after work 3.2 3.8 3.4 3.5 3.4 3.2 3.5 2.7 3.5 3.5 3 To serve guests at home 3.6 3.1 3.6 3.2 3.5 3 3.5 2.8 3.6 3.5 3.1 Conjoint Study Design Attributes and attribute levels of the Conjoint study. Attributes / Levels Level 1 Level 2 Level 3 Origin European Canadian Japanese Price 6.19 5.49 4.79 Body Rich full bodied Regular Crisp and clear Aftertaste Strong Mild Very mild Calories Full Regular Low Packaging Six 12Oz Large Six 12Oz Small Four 16Oz Glass Green Label Brown Label Brown Painted Market Share Simulations Market share predictions for different scenarios, using the First-Choice Rule. Scenario / Product profiles Heinekin+ Becks Bass/Guiness Amstel Light Molson Corona+ Sapporo Current Kirin Product Predicted market shares 13% 12% 14% 14% 3% 39% 2% 2% ¦with Optimal Product 4 Modified 8% 9% 10% 5% 3% 18% 1% 1% Existing Product Profiles Labels and attribute levels for each existing product profile that already exists in the market. Attributes / Existing Product Profiles Heinekin+ Becks Bass/Guiness Amstel Light Molson Corona+ Sapporo Current Kirin Product Origin European European European European Canadian Canadian Japanese Japanese Price 5.49 6.19 6.19 6.19 5.49 5.49 5.49 5.49 Body Rich full bodied Rich full bodied Rich full bodied Regular Regular Crisp and clear Regular Regular Aftertaste Mild Strong Strong Mild Mild Mild Mild Mild Calories Regular Regular Full Low Regular Regular Regular Regular Packaging Six 12Oz Small Six 12Oz Large Six 12Oz Small Six 12Oz Small Six 12Oz Small Six 12Oz Large Six 12Oz Small Six 12Oz Small Glass Green Label Green Label Brown Label Brown Label Green Label Brown Painted Brown Label Brown Label New Product Profiles Labels and attribute levels for each new product profile that you consider introducing into this market. Attributes / New Product Profiles Optimal Product 4 Modified Origin Japanese Price 5.49 Body Crisp and clear Aftertaste Mild Calories Low Packaging Six 12Oz Large Glass Brown Painted

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