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Supporting video
Reference no. IMD-5-0604-V
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2003)
41 minutes
Data source:
Field research


This video is to accompany the case. There are 5 sections of interviews with key managers and a major international customer. Section A, follows a discussion of case (A) and provides an overview of Tetra Pak strategy vis-a-vis the milk market, in addition to a manager's reactions to an ill-fated customer strategy in Italy. Section B follows a discussion of case (B) and contains interviews on what happened in Italy and also on the newly adopted customer satisfaction initiative. Section C follows a discussion of case (C) and provides information on the win-back and key account management Initiatives. Section D could be used as a follow up to case (D) (or, alternatively as a substitute for case (D); it contains interviews on what Tetra Pak has achieved since the time of case (A) and what lessons in customer intimacy there are for other companies. Section E consists of a final set of interviews which provide more in-depth perspectives on Tetra Pak's key account management initiative. It could be used for a focused discussion on key account management as a subsidiary topic.


Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
EUR7 billion, 22,000 employees
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