Corona Beer

Case Solution

Rohit Deshpande
Harvard Business School ()

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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