Page 20 - Chase Distillery Teaching Note Flip 2022
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Integrate – ensure that everything – production, NPD (New
Product Development), technology development, sales,
marketing, distribution – is aligned to serve the brand
ambition. It is often claimed that the yardstick of company
success is money or profitability. In this respect Chase has
been successful in integrating the functions of his business.
However, it is necessary to question the efficiency and
effectiveness of the business, has he achieved its full
potential? The short answer was that he had probably taken
the business as far as he could within the confines of the
structures he had developed. To go further, with a strong
global reach required more resources than he commanded.
Clarify – let customers and consumers know what the brand
can do for them.
Setting the Scene
Setting the Scene – Reposition the Brand
When Chase left Tyrrells, he lost the right to use the name
Tyrrells Vodka. The result was the introduction of the Chase
Vodka brand aimed at the premier sector of the market.
