Revenge Revenge: Case Study Of Kelly's Revenge
As the prices of the brands Stamps and Nottage Hill gradually increased to £4.49, £4.99 and £5.49, Carson believed there was an opportunity for the release of a new low-end Australian brand. But at the time Carson was fully occupied with the Chilean and Italian projects, so he thought he was unable to develop a new Australian brand himself. Therefore he agreed to hire a new Australian marketing manager, Paul Browne, who was responsible for export marketing for the United States and Oceania, reporting to the president of BRL Hardy USA. Browne was convinced that there was an opportunity to come up with a new brand priced at £3.99 that also could be promoted at £3.49: Kelly’s Revenge.
But meanwhile, BRLH in Australia was developing a brand new product in the same price category that was launched in Australia in 1996: Banrock Station. Blended Banrock Station wines started at £4.95, but existing premium varietals could be priced at £7.95. Convinced of Banrock Station’s potential as a global brand, Davies and Millar urged BRLH companies in Europe and North America to fully support this project.
The problem that emerged was that in the United Kingdom Banrock Station would be a direct competitor of Kelly’s Revenge, which would lead to conflicting proposals to decide what brand had to be launched.
Conflicting Brand Image
Browne was convinced that the wine market was ready for a new fun, existing brand which would attract younger consumers who would later evolve to Stamps- and
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