Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 1 April 1981
Length: 32 pages
Data source: Field research
Abstract
Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited resources. An excellent case to force decision making on consumer marketing strategy.
Location:
Industry:
Size:
Small, USD4 million annual sales
Other setting(s):
1979
About
Abstract
Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited resources. An excellent case to force decision making on consumer marketing strategy.
Settings
Location:
Industry:
Size:
Small, USD4 million annual sales
Other setting(s):
1979