Caso Brisa

* FEMSA  is a Mexican company founded in Monterrey, Mexico. It is the largest beverage company in Latin America and the second largest Coca-Cola system in the world.
Business Units
*FEMSA divides its business into the following segments.

* Coca-Cola FEMSA
*  FEMSA trade
*  FEMSA beer
*  FEMSA Strategic
*  Strategic Procurement, which is divided into:
 - Logistics  -Packing
* In 1979 Cerveceria Cuauhtémoc launched the first Mexican light beer with the name of Brisa. This mark was unsuccessful and was withdrawn several years later.
The problem according tosome testers, was that the company didn’t make a pre-market research and that the company ahead of the time.
* Market research: Market research is one of the functions of marketing that isresponsible of obtaining and providing data and information like consumers needs or desires exist in a given market, or who are or may be customers or clients potential.
* What aspects were not takeninto account in the market research conducted prior to the introduction of the product?
At the time of conducting market research to consider lack of women. Today, light beer is partof brewery products consumed by women.
As advertising campaigns should have been done better analysis as not only a slogan but also the projected images were not adequate
* How do you rate Brisa Beer, asa discontinuous innovation, dynamically continuous or continuous
* continued: it is which causes minimal changes in consumption patterns

discontinuous innovation: is one that is a completely newproduct with a new function and therefore different patterns of consumption

continuous dynamic: when a new product really creates great disruption to consumers so that their development requiresconsiderable engineering and its production requires more coordination.
* It is therefore the Brisa Beer would be classified as a continuous dynamic as fall within the same classification as their...