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Case Study

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

By Goutam Challagalla, Philip Charles Zerrillo and Raghu Batta

13 pages

November 2023

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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

Sustainability, Marketing, Brand Launch, Agriculture, Farming, Ranching, Meat, Good Health, Well-being, Climate Action

Settings

United States of America
Revier Cattle Company, Food Production, Ranching
2018-2021

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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