Product details

This is part of a case series. The case describes the launch of a commemorative Nescafe Classic coffee tin to mark the 75th anniversary of the brand. Despite positive feedback on the launch idea from all internal and external stakeholders, the launch completely fails in the market. The A case explores the events leading up to the launch as well as its immediate aftermath. There is significant pressure to move the tins from unhappy trade customers and frustrated Nestle warehouse managers. The case protagonist must decide what to do to transform the launch into a success. The B case describes efforts to sell the commemorative tins, most of which were unsuccessful. The case then concludes with the challenge of what to do next to move the hundreds of thousands of remaining units.