Relaunching The Alpina Brand: High Precison Watches Since 1883 Harvard Case Solution & Analysis

IMD-5-0713 © 2006
Turpin, Dominique

Aletta and Peter Stas; founders of Frédérique Constant S.A.; one of the leading watch makers based in Geneva; Switzerland; had called a meeting with their board of advisers to discuss the next steps of the relaunch of Alpina; the second brand of their business. Peter and Aletta firmly believed that Alpina had real potential for growth but were still uncertain about the viability of its new positioning and the rest of its marketing strategy.

Relaunching The Alpina Brand High Precison Watches Since 1883 Case Study Solution

In particular; they faced two critical challenges: What should be the appropriate communication strategy of Alpina what should be the appropriate distribution channels for the brand and given the limited resources of the firm? Learning objective: Brand management; brand positioning; brand portfolio management; communications; buzz marketing

Subjects: Marketing; Brand positioning; Communications; Distribution; Buzz marketing
Settings: World; Watch; Medium Sized company; 2006

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