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 12 pages in length and the case teaching package is 24 pages.

Abstract

The Miller Brewing Company's Plank Road Brewery has just completed its market-test of its newest beer, Iguana Light. Sales gains were not obtained for Iguana Light in the test cities of Philadelphia, Newport Beach, and Dallas, causing it to be pulled from those markets. Only in Tulsa had Plank Road run a complete Momentum Test. Dan Solie, Miller's local General Manager, has been asked to file a report on Iguana Light. Customers have given the product mixed reviews but perhaps it can be saved. Is the concept of a mysterious light beer with the unique guarana berry flavoring right or wrong? Could the product be rescued by either reformulating it or by changing its origination? Dan wants to be correct about Iguana Light but the product definitely has problems.

Linkages to Textbooks or Journal Articles/Fit Within a Course

This case has been designed for graduate and undergraduate level marketing management courses and market research courses. It could also be used in a marketing survey course to illustrate the care and complexities associated with creating new products in a mature market.

Study Questions

1. How would you rate the quality of the Momentum Test that was implemented in the Tulsa market? To what degree were the Momentum Test's requirements met? If any shortfalls existed in Miller Brands of Oklahoma's implementation, do you think they severely compromised any conclusions that could be drawn about the viability of Iguana Light?
2. How would you rate the quality of the entire Momentum Test effort mounted by the Plank Road Brewery? To what degree were the Momentum Test's requirements met? If any of the requirements were not met, do you believe these shortfalls invalidated any judgments about what the target customer thought of Iguana Light?
3. Given the various media employed in the Tulsa Momentum Test, do you think the mix that was purchased was appropriate for the consumer being targeted? How useful do you believe the billboard and bus shelter sign locations used in the campaign were for building traffic in the Momentum Test's accounts?
4. Summarize the customer comments that have been collected about Iguana Light from the Philadelphia, Newport Beach, and Dallas Momentum Tests. What are these people saying about the product? Are their comments basically positive or negative? Given these comments, would you bring Iguana Light to market?
5. Based on Dan Solie's statements, is Iguana Light a "Coors fighter"? In your opinion, is Iguana Light's status as a Coors fighter good or bad for the brand?
6. Given Iguana Light is apparently a failure in its present form, do you think the product can be saved? What options are available to Plank Road at this time?

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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