Case Study

Revier Brand Group, LLC: Will its “sustainability and consistency” brand positioning pay off?

13 pages
November 2023
Reference: IMD-7-2170

The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He and his partner Paul Hillen are considering whether they should launch a branded differentiated product in the market, and if so, how they should position this offering. The product has definite advantages in taste, texture and consistency due to the consistent farming techniques. Although taste may be important for some segments of the market, there may be an opportunity to showcase the sustainability characteristics of the company’s livestock care and handling and its humane and environmentally friendly aspects. The case delves into the end-to-end value chain to understand the opportunities and challenges in taking a brand to market.

Learning Objective
  • Why and when should a company launch a new brand?
  • How to choose a brand positioning
  • How to play the sustainability game
  • How to align the value chain and the difficulties in doing so
Keywords
Brand Launch, Agriculture, Farming, Meat, Good Health, Well-being, Climate Action
Settings
United States of America
Revier Cattle Company, Food Production, Ranching
2018-2021
Type
Field Research
Copyright
© 2023
Available Languages
English
Related material
Teaching note, Video
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