Rohit Deshpande
Harvard Business School (502023-PDF-ENG)
November 29, 2001
In early June 1997, the CEO and Vice President of Grupo Modelo reviewed the performance of Corona beer in the US market. Despite a significantly higher growth rate in sales volume, Corona was still behind Heineken, the No. 1 imported beer brand in the US market. Could Corona outperform Heineken, and if so, what changes should be made to the marketing strategy? Including color exposures.
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