Pure Blonde Case Study

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1. How could shifting or refining the market strengthen Pure Blonde’s current competitive advantage? Discuss the advantages/disadvantages of redefining its market as low-carbohydrate instead of premium. This case study looked at 3 distinct target markets, the Premium Peter, Larkin Larry and Premium Clooney. By refining the market Pure Blonde can further its market scope to target more customers. It also keeps the product to seem fresh and new, which is a title several brands would like. However there are advantages and disadvantages to this refining especially in the sense of focusing on Pure Blonde’s low-carbohydrates aspects instead of its premium qualities. The advantage of redefining its market as low-carbohydrate is that it taps into the strong consumer focus on diet stable alcoholic beverages. Of the 3 distinct target markets each had a focus on body image and how low carbohydrate intake is a strong seller point to match this attribute of the three target markets. However the disadvantage of redefining itself as as a low-carbohydrate beers instead of premium, is it may tarnish the brands image as a quality, strong tasting beer. This is due to the common perception by consumers that low-carb beers sacrifice taste. Also from the three distinct markets the value of a good tasting beer is held in higher regard than carbohydrate intake. Pure Blonde wants the best of of both worlds, a premium and low carb beer, but it must take in special consideration to not tarnish its reputation as a strong beer (a stronger selling point), than a low carb beer(a lesser important selling point). 2.You are the Pure Blonde Brand Manager. Develop a phantom customer profile for the female segment that appear to be emerging. What do you believe are the two keys aspects they are interested in with regard to beer? Use this information to develop a perceptual map.

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