Aguas Danone de Argentina (ADA) faced an undesirable case scenario. Argentina was experiencing its worst financial crisis in history, and bottled water sales were declining (replaced by utility network running water). The corporation desired to boost its earnings through brand new, advanced, more value-added product development. Argentina showed an important interest in fitness.
New merchandise launches were designed to aim that section. This case describes the decisions needed to formulate and pursue a strategy for brand extension and new product launching in scenarios that are adverse and the dilemmas. More specifically, this case provides the opportunity to discuss how a brand new product category may be created to deal with market declines. This case depicts events that took place in 2002. Research interviews were commenced in 2004, but the case was published in 2009-12, because Danone delayed its disclosure permission for tactical and competitive reasons. On account of its abundance and initial contents, the authors decided to write the case despite this delay. This case is also obtainable in Portuguese and Spanish.
Product Innovation at Aguas Danone, Portuguese Version Case Study Solution
PUBLICATION DATE: December 01, 2012 PRODUCT #: NAP190-HCB-POR
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
How Facts Change Everything (If You Let Them)
Brooke Correll and Clos Du Val: Adventures in Napa Valley (C)
Marks and Spencer Enters China
Auto-Graphics, Inc. and the Library-Automation Industry-the New Technology Frontier
McDonald’s: Profile on Its Rise, Descent, and Return
Online Marketing at Big Skinny
Zucamor S.A.: Global Competition in Argentina, Spanish Version
Dwyane Wade
Godiva Japan: Think Local, Scale Global
Canopy Growth Corp.: Product Messaging for Recreational Cannabis
