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Problem
Case Study: Modelo: Finding a Fighting Spirit
A. Should Modelo continue to develop separate campaigns for the Hispanic and general market audiences? What are the advantages and disadvantages of doing so?
B. Given the test results in case Exhibits 5 and 6, how should the brand proceed? Does the brand have a strategic challenge, a creative challenge--or both?
C. What impications does the rise of new entrants from Mexico have on Modelo's own brand and positioning?
What value do the organisation's current products or services provide to these customers? If applicable, describe the value the brands produced by your chosen organisation provide to customers.
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