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Case Study- Be as detailed and creative as possible

The Scenario:

Joe’s Bar has had a rough start to the year. His total alcohol beverage sales are down -10% and his traffic is down -15%. Joe wants to pull his bar’s only American Light Lager, Miller Lite, off draught in hopes of attracting craft consumers that will spend more money. With football right around the corner and Miller Lite being the official sponsor of the Chicago Bears, this would be a great time to capitalize on sports at Joe’s bar. How would you convince Joe that he should keep Miller Lite on draught?

The Facts:

American Light Lager drinkers are 2 times more loyal to their light lager brand than craft beer drinkers are to theirs

American Light Lager drinkers stay an average of 19 minutes longer in an account versus the craft drinker

26% of craft beer drinkers prefer light lagers while watching sports.

55% of the time, American Light Lager drinkers will not return to the account is their favorite brand is not available in their favorite package.

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Operation Management, Management Studies

Category:- Operation Management
Reference No.:- M92277107

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