Question

Summarize the case study “sleemans notorious brand positioning”

Answer 1

Sleemans Brewery was established in 1834 by John H. Sleeman based on his love for great beers. The tradition was passed down in the family through generations till in 1933 they lost their license in cases related to smuggling beers and a ban of 0 years was imposed on them. Five decades later, in 1984, John W. Sleeman of Oakville, Ontario, great-great grandson of John H. Sleeman, acquired the book of family beer recipes from his aunt Florian and began the production again in 1988. The brewery established itself as a notorious brand and projected itself as the notorious brand which is back. It used its history and legacy of love for beer to establish itself again. It presented a TV ad in which it positioned itself as a notorious brand and has a huge share of a single IPA, i.e. Indian Pale Ale, a hoppy beer. The brand has some strengths such as its legacy, longstanding history, tradition, its huge share in brewing industry and as the largest canadian brewery. The lack of specialization and varieties offered are a few shortcomings for the business. The opportunity for them is that they can introduce an imported taste to their beers retaining the costumers without getting affected due to any threats offered by microbreweries.