Imported beers in Kroger store

Students from Principles of Marketing course are working on perceptual map of Kirin beer (a Japanese brand) among other competitive imported beers in U.S. market. When I shopped around in Kroger store near school, I found most brands we covered in the data set for positioning analysis. Sharing some photos in store, and think about how we interpret the FANCY 3D interactive perceptual map into managerial suggestions… How would you help Kirin beer to position themselves?











Country-of-origins of the beers in our case data:

Heineken (Netherlands)
Amstel Light (Netherlands)
Bass (England)
Becks (Germany)
St. Pauli (Germany)
Corona (Mexico)
Dos Equis (Mexico)
Molson (Canada)
Moosehead (Canada)

Sapporo (Japan)
Kirin (Japan)


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