Case Teaching Package
A case teaching package is available for the Miller Asks "Wanna Iguana?" cases. It includes strategies for case presentation, key concepts, solutions to the assignment questions in the cases, and suggestions for the most effective ways to work these cases into your course.

Length
This case is 16 pages in length and the case teaching package is 24 pages.

Abstract

Miller Brewing's Plank Road Brewery is about to conduct a Momentum Test of its newest product, Iguana Light. If this beer is successful, it would create an entirely new category as it is caffeinated through the use of the guarana berry. Within Plank Road's modest array of products, it has been designed to take marketshare away from Coors Light and an elaborate sales promotion campaign will accompany Iguana Light's test in four medium- to large-sized American cities.

Linkages to Textbooks or Journal Articles/Fit Within a Course

This case has been designed for use in graduate and undergraduate level courses in marketing management. It is the second in a three-case series on the Plank Road Brewery's Iguana Light product. The first case dealt with the nature of the Plank Road Brewery, Miller Brewing's product portfolio, and the need for such a product as Iguana Light. Miller Asks "Wanna Iguana?" (B) can be used in this series or as a stand-alone case emphasizing field research design and implementation issues, product portfolio strategy, and new product development efforts.

Study Questions

1. What is the nature of the Plank Road Brewery's product portfolio excluding Iguana Light? To what degree do you believe a product such as Iguana Light would be a useful addition to its current portfolio?
2. In creating Iguana Light and its packaging and sales promotion materials the themes of "friendly", "approachable", "easy-going", "off-the-beaten-path", and "original" had to be communicated. The iguana also had to be portrayed as a laid-back and approachable creature surrounded by mystery. To what degree do you believe Leo Burnett's bottle and logotype designs successfully communicated these themes? You may wish to conduct focus group or single-person interviews to help you answer this question.
3. Based on the product profiles presented in the case, to what degree do you believe Iguana Light will be a "Coors fighter"?
4. Plank Road's marketing group wanted a group of test cities that provided a geographical cross-section of its potential 21-27 year-old consumer. To what degree do the cities where Iguana Light was ultimately tested fulfill this desire?
5. How much faith will you have in the data produced by this Momentum Test of Iguana Light? Have there been any compromises in either its design or execution as a scientific way of determining this product's eventual success?
6. Based on the preliminary and fragmentary results already obtained by Rob Olejniczak, do you see any problems for Iguana Light as a new-product entry?

The downloadable file for this case is in Microsoft® Word 97 for Windows®.

If you do not have Microsoft Word, you can download the free Microsoft® Word Viewer 97 right here:   For Windows 3.x   For Windows 95

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