Case Detail

Case Summary

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

Case Number: 5-210-251, Year Published: 2010, Revision Date: October 21, 2010

HBS Number: KEL502

Request PreviewBuy

Authors: Julie Hennessy; Rebecca Frazzano; Evan Meagher

Key Concepts

Marketing, Branding, Pricing, Alcohol and Spirits Marketing, Asia, Thailand


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.

Learning Objectives

Students will understand how category behavior changes in the context of a different culture.
Students will gain insight into how consumers balance price/value and image in purchasing choices

Number of Pages: 17

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: Thailand

Industry: Alcohol and Spirits

Organization Name: Pernod Ricard

Organization Department: Marketing

Organization Size: Large

Decision Maker Position: Managing Director

Decision Maker Gender: Male

Year of Case: 2007