44th Annual Society for Case Research & Global Jesuit Case Series Summer Workshop

Experience level: 
Intended Audience: 
Vijay Mehrotra

BevZ: Selecting a Product Rollout Plan

A consumer products company has completed an initial round of test marketing, which has produced a great deal of potentially valuable information. Although there had been an initial plan for the next wave of the phased rollout, the product team is considering an updated plan that features a slightly higher level of investment. Based on the available data, should the company stick with initial plan or switch to the updated one?