Kirin Beer

Kirin Beer

Kirin is a robust case involving multiple models.  Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them.  Kirin is contemplating introducing new products to boost sales but must determine 1) the target markets and 2) the product attributes that will appeal to each market segment.

KEY FACTS

Models Segmentation, Conjoint, Positioning
Target Audience
Context
Complexity
Link

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