The company that manufactures Molson beer simultaneously launched Arctic brand in Ontario and Tornade brand in Quebec with the intention of gaining a share of the rapidly expanding alcoholic lemonade segment of the beverage industry.The separate launch strategies for the products are due to different market conditions in the two Canadian provinces.What type of strategy did Molson use to reach existing markets with its new product?

Question

Quizplus · Accepted Answer

Molson used market penetration strategy as they were introducing their new product in existing markets (Ontario and Quebec) to gain a share of the expanding alcoholic lemonade segment.

The Company That Manufactures Molson Beer Simultaneously Launched Arctic Brand