Marketing Maker’s Mark (B): Diluting the Brand?
The case is structured to achieve the following teaching objectives:
- Understand the marketing initiatives adopted by Maker’s Mark over the years and how the brand leveraged social media for marketing communication.
- Analyze the company’s decision to dilute the product, and its response to the consumer backlash that followed.
- Discuss and debate whether the decision of Maker’s Mark was a public relations fiasco or a clever marketing stunt.
- Discuss the implications for brands in this new age, which is marked by a proliferation of social media where consumer reactions can make or mar a brand.
|Past Marketing Initiatives|
|Growing Demand And Product Shortage|
|Decision To Dilute The Brand|
|Reversing The Decision|
|PR Fiasco Or Marking Stunt?|
|The Road Ahead|
New Coke fiasco; Manage demand; Manage shortage; Marketing communication; PR fiasco; Clever PR stunt; Crisis communication; Digital marketing; Loyal customer base; Social media; Brand Management; Branding; Brand differentiators; Bourbon industry