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  • May 2019
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Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

By: John A. Quelch and Katherine B. Hartman
  • Format:Print
  • | Language:English
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Abstract

The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product using Jameson® whiskey as a branded ingredient or using a generically branded whiskey. Use of the branded ingredient would involve a licensing agreement with a leading spirits and wine distributor, Pernod Ricard USA (PR-U). Evaluation of the options requires an assessment of the product-company fit, product-market fit, marketing program, licensing agreement, breakeven sales volume, and achievement of the targeted sales goal. The case focuses on evaluating new product opportunities, specifically regarding product-company fit and product-market fit. In addition, the case allows students to discuss the power of branding and entering strategic partnerships to drive revenue. Students must also use their quantitative skills, such as conducting breakeven analyses and understanding the impact of licensing costs on gross profit margins. The case can be used to discuss product strategy, positioning, branding, and partnerships. It is recommended for upper-level undergraduate students or MBA students in courses focused on marketing strategy, product development and management, or branding.

Keywords

Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry

Citation

Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)." Harvard Business School Brief Case 919-521, May 2019.
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About The Author

John A. Quelch

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Related Work

    • May 2019
    • Faculty Research

    Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Teaching Note (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • May 2019
    • Faculty Research

    Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Students (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • May 2019
    • Faculty Research

    Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Instructors (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
Related Work
  • Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Teaching Note (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Students (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Instructors (Brief Case) By: John A. Quelch and Katherine B. Hartman
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