Nestle Italy - The Case Centre

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Case

Reference no. 9-506-S04

Spanish language

Subject category: Marketing

Authors: John A Quelch (Harvard Business School); Michele Costabile (SDA Bocconi School of Management)

Published by: Harvard Business Publishing

Originally published in: 1995

Version: 22 December 1992

Revision date: 24-Apr-2019

Length: 17 pages

Data source: Field research

Topics: Consumer marketing; Advertising; Strategy formulation; Product management; Product positioning

Share a link: https://casecent.re/p/109075

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Abstract

This is a Spanish version. Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent.

Location:

Italy

Industries:

Food; Non-alcoholic beverages

Size:

USD1 billion revenues

Other setting(s):

1989