title: Baltika Breweries: Product-line Pricing and Brand Positioning (Case Study)
metadata.name: dc.contributor.author
metadata.value: Gladkikh, Igor V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-07-05T13:03:59Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-07-05T13:03:59Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2017-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Gladkikh Igor V. 2017 Baltika Breweries: Product-line Pricing and Brand Positioning (Case Study). Vestnik of Saint Petersburg University. Management, 2017, vol. 16, issue 1, pp. 164–188.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2017.107
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6714
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The case was written for the use in multilevel study programs within the courses “Pricing Strategies” and “Marketing”. The data presented in the case is based on a field research, conducted in the company Baltika Breweries This case is designated to develop skills and experience in developing pricing strategy of companies and should contribute to the in-depth understanding of Product-line pricing and Price positioning Baltika Breweries (Part of the Carlsberg Group) is the biggest beer producer in Russia working at a market with a very big number of brands. Unfavourable trends in the development of the Russian beer market resulted in a sustainable decline in demand and production, a decrease in consumer purchasing power, and an increase in the role of price at purchasing, approximation of prices for products under different brands, acute limitation of opportunities in product promotion and delivery of emotional benefits of the brand to the buyers. Under such circumstances, the problems of Product-line pricing and Price positioning of the brands become particularly relevant.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 16; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: pricing strategies
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: product-line pricing
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: price positioning
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: price-quality positioning of the brands
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: price lines
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand portfolio
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Russian beer market
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Baltika Breweries: Product-line Pricing and Brand Positioning (Case Study)
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 08-Gladkikh.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6714/1/08-Gladkikh.pdf
resources.format: Adobe PDF
resources.size: 456,14 kB