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John Deere Case Summary

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John Deere Case Summary
Q1. What is MMBC considering doing and what factors will have to be aligned to be successful?
MMBC is considering launching a Light version of its beer. In order to be successful, the light version needs to not taint the existing image of its main beer and appeal to the new target audience.

Q2. What had made MMBC successful? * Well-recognized brand, among the ranks of Chevrolet and John Deere * Perception of quality * Brand loyalty * Subjective attributes such as smoothness

What distinguishes it from competitors? * Distinctive bitter flavor and higher alcohol content * Image as a beer for tough working men (81% of males drink it vs. 58% standard) * Local authenticity: family-owned brewery * No other local
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