J&B Case Analysis
The May 16, 2000 Harvard Business case describes how J&B Scotch has suffered from sluggish sales since the 1970's. Once the best selling whisky in its class, J&B was now losing share and volume in a declining category. The author, Grant McCracken, goes on to say that the long term prospect is grim. Something needed to happen to boost sales for this once thriving brand.
The article introduces you to Michael Stoner, VP and Product Group Director for the Schieffelin & Somerset Co. He was in charge of getting the J&B brand back on track and once again following a profitable path. He believed it came down to a question of figuring out what had gone right in the glory days, what had gone wrong in the 1970's and whether and where there was a chance to revive the brand. He has his work cut out for him.
The Problems Facing the Brand
In the 1970's the typical Scotch drinker was between 40-50 years old. There was a certain stigma that......
Join Now or Login to view the rest of this paper.
Approximate Word Count: 930
Approximate Pages: 4 (260 words per double-spaced page) |