Nescafé Café À La Carte Harvard Case Solution & Analysis

IMD-5-0715 © 2008
Kashini, Kamran; Chung, Rebecca

Part of a case series on marketing initiation, the Nescafe Café a la Carte illustrates turned around its stagnant coffee company that is soluble in one of its key European markets. The advertising team, armed with local consumer research, repeated a successful product launch from another marketplace. Once they attained success here, they created a brand new sub- brand and an innovative packaging to go with it. The sub-brand strategy was vetoed by the top management. But the local marketing team finally beat the direction’s opposition by confidently arguing for their strategy and not taking “no” for an answer. The case depicts a chain of small-step innovations can bring about a large effects. The case can be used alone or with one or more of the other cases in the series on advertising innovation.

Subjects: Marketing innovation; Marketing renovation; Brand management; Innovative marketing solutions; Product launch.

Settings: Holland; Food; Beverages; Coffee; Nestlé 2007 Sales: CHF 107.6 billion; Employees: 276,050; 1990-2006

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