Take Action

Home | Faculty & Research Overview | Research

Research Details

Tartans in Thailand: Pernod Ricard's Thai Whiskey War of 2007

Abstract

The case examines a competitive situation in the market for Scotch whisky in Thailand. Two multinationals fight for market share with a complex portfolio of products under the Chivas Regal, Johnnie Walker, and Ballantine brand names. Students must understand a broad array of branding, consumer behavior, pricing, and regulatory issues in order to arrive at recommendations for Chivas Regal to defend against recent gains of Johnnie Walker. The case can be taught with a focus on the Chivas Regal 12 Year product and recommendations for its growth, but also can be taught as a broader portfolio case, with students aligning a portfolio of Chivas and Ballantine products at different quality levels to maximize sales and profit.

Type

Case

Author(s)

Julie Hennessy, Rebecca Frazzano, Evan Meagher

Date Published

07/14/2016

Citations

Hennessy, Julie, Rebecca Frazzano, and Evan Meagher. Tartans in Thailand: Pernod Ricard's Thai Whiskey War of 2007. Case 5-210-251 (KEL502).

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action