How to build a brand like corona
Products developed in 3 world country
Want to authenticity, but don’t want to pay high price if manufacture in 3 world
Example: People unwilling to buy expensive wine from Chile
Company can come over it
Company: lucky gold star renamed Lg electronics
Work through wholesalers and dealers
(best buy wouldn’t carry at first)
Got into regional chains, did good then moved in to national suppliers (like best buy)
Toyota, at first was hard to sell in US, then focused on the quality brand of Lexus, making Toyota more viable car ownership option in USA
Is there a short way to get the better brand?
Buy another one?
Acquisition – Volvo sold to Geely from Ford
Corona – owned by a Mexican company
In Mexico #1, it is the Budweiser of mexico
They decide to reposition it before selling.
Fun, sun, beach, vacation in a bottle, they repositioned it
Priced with a premium beer, same as Heineken, they have passed them in usa consumption of foreign beer
http://hbr.org/2010/12/why-you-arent-buying-venezuelan-chocolate/ar/1?referral=00060
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