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Failure Case Study: Carlsberg Beo

  • February 2016
  • 12 pages
  • GlobalData
Report ID: 3605245

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Summary
This study explores how products can fail through a lack of clarity in brand messaging and product positioning. Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns.

Key Findings
- The launch of Beo* highlights how Carlsberg sought to diversify into non-alcoholic beverages using its expertise in beer production methods. Despite this expertise they were unsuccessful in the product positioning and overall brand message to consumers.

- Women remain under-engaged within the beer category, making it difficult to attract them with a product that is unclear in its definition and positioning.

Synopsis
"Failure Case Study: Carlsberg Beo*" is part of Canadean's Successes and Failures research. This case study explores the reasons behind the failure of Carlsberg's Beo* drink.
It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy
- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

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