A reader wrote an interesting comment on one of the Crown Royal postings. The question was:
Why do you think Crown launched Crown Royal Black? I’ve seen a lot of consumer comments comparing Black to Special Reserve (as opposed to the cheaper versions of the brand). Would they be risking cannibalization of their higher end product?
Got me thinking. As some of you know I’m a wannabe playwright and I imagined this totally fictitious scene whereby the decision to introduce the line extension took place.
Messing with the Jewels
Boss, Marketing Maven and Planner
The Boss enters the room and joins the others at a conference table.
OK, what have you got for me?
We’ve got a good idea to help the brand.
Good? Not great?
Just want to manage your expectations, chief.
Look… the brand is slipping. Line extensions haven’t helped. So let’s go back to basics; why are we losing sales? (Pause) How do you intend to fix it?
Well, there are two factors at play among consumers.
And a sales issue.
What kind of sales issue?
Our guys are the best in the business but they don’t understand the brand and what makes it tick…
(Interrupting) Because of those damn line extensions. I don’t get it either.
I’ll get to that in a minute. The other sales problem is that the brand doesn’t get enough focus. There are too many other priorities.
That’s nonsense. Aw, all you marketing guys just want to blame sales. When I want an opinion about sales, I’ll give it to you. I repeat, what’s …