From Festival to Year-Round Brand
growth strategy
What this case is about
Your client is Mellune, a popular independent music festival held annually at one location. The organizers want to grow the brand beyond the annual event and build a sustainable, year-round business. What strategies should they explore, and how would you prioritize them?
Objective
Recommend a prioritized growth plan that strengthens the flagship festival while creating viable ways to engage audiences and earn revenue throughout the year.
Skills this case tests
Structuring the problem
Judgement and recommendation
Communicating clearly
This is an interview practice scenario. Figures in the brief are case inputs, not current market research.