Seagram Co. is well known for its high-end alcohol brands such as Martell and Chivas Regal. In May 2001, Seagram introduced a locally made whiskey, branded ?o30% High’’ in China. The brand name refers to the brand’s 30 percent alcohol content and the alcohol high that comes with whiskey consumption. The target age group is 20–39 who cannot afford Seagram’s more expensive brands such as Chivas. Priced at $4.75 per bottle it is more expensive than baijiu, the spirit made by local manufacturers. More than 100 million cases of baijiu are sold in China’s biggest cities each year, compared to only 650,000 cases of imported spirits. At the launch, Seagram believed that ?~?~30%High’’ would work as it claimed that there was a market for a spirit with a sophisticated but affordable image. What obstacles do you see that Seagram might change with ?~?~30% High??? Presuming that ?~?~30%High’’ proves to be successful, can you think of other potential markets where there might be an opportunity for this new brand?
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