August 2008 (Revised June 2010)
Case
HBS Case Collection

Concha y Toro

By: Rohit Deshpande, Gustavo A. Herrero and Ezequiel Reficco

Format:Print
| Pages:24

Abstract

Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because "Made in Chile" connotes great value and low price.

Keywords

Price; Brands and Branding; Product Positioning; Value; Food and Beverage Industry; Chile

Citation

Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, August 2008. (Revised June 2010.)

About The Author

Rohit Deshpande

General Management

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