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Compact case
Case
-
Reference no. IMD-5-0719
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Susan Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 14.02.2008
Length: 5 pages
Data source: Field research
Topics: Marketing innovation; Revitalising a mature brand; Global marketing; Line extension; Marketing implementation
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Abstract

This is part of a case series. The Nido Nutrition System (NNS) case study is about how Nestle re-energised, re-positioned and renovated its brand of baby food NIDO. The relaunch consisted of a broader product offering under the brand umbrella, in addition to innovative communication and packaging. The marketing team rolled out this value-added product in different markets, sharing learnings across markets and going back to the drawing board when they were confronted with failure. These innovations finally led to a significant impact in the profitability of the brand.
Location:
Asia, Middle East, Africa, South America
Industry:
Food and dairy products, powder milk
Size:
Nestle 2007 sales CHF107.6 billion, employees 276,050
Other setting(s):
1998-2002
Case
-
Reference no. IMD-5-0715
Subject category: Marketing
Authors: Rebecca Chung (International Institute for Management Development (IMD)); Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 14.02.2008
Length: 6 pages
Data source: Field research
Topics: Marketing innovation; Marketing renovation; Brand management; Innovative marketing solutions; Product launch
View full details
Case
-
Reference no. IMD-5-0718
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Susan Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 14.02.2008
Length: 7 pages
Data source: Field research
Topics: Pricing strategy; Consumer price promotion; Brand rejuvenation; Retail distribution; FMCG marketing; Marketing plan implementation
View full details
Case
-
Reference no. IMD-5-0721
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Bryony Jansen (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 18.02.2008
Length: 8 pages
Data source: Field research
Topics: Marketing innovation; Ingredient marketing; Ingredient branding; Global marketing; Marketing implementation
View full details

About

Abstract

This is part of a case series. The Nido Nutrition System (NNS) case study is about how Nestle re-energised, re-positioned and renovated its brand of baby food NIDO. The relaunch consisted of a broader product offering under the brand umbrella, in addition to innovative communication and packaging. The marketing team rolled out this value-added product in different markets, sharing learnings across markets and going back to the drawing board when they were confronted with failure. These innovations finally led to a significant impact in the profitability of the brand.

Settings

Location:
Asia, Middle East, Africa, South America
Industry:
Food and dairy products, powder milk
Size:
Nestle 2007 sales CHF107.6 billion, employees 276,050
Other setting(s):
1998-2002

Related

Case
-
Reference no. IMD-5-0715
Subject category: Marketing
Authors: Rebecca Chung (International Institute for Management Development (IMD)); Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 14.02.2008
Length: 6 pages
Data source: Field research
Topics: Marketing innovation; Marketing renovation; Brand management; Innovative marketing solutions; Product launch
View full details
Case
-
Reference no. IMD-5-0718
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Susan Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 14.02.2008
Length: 7 pages
Data source: Field research
Topics: Pricing strategy; Consumer price promotion; Brand rejuvenation; Retail distribution; FMCG marketing; Marketing plan implementation
View full details
Case
-
Reference no. IMD-5-0721
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Bryony Jansen (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 18.02.2008
Length: 8 pages
Data source: Field research
Topics: Marketing innovation; Ingredient marketing; Ingredient branding; Global marketing; Marketing implementation
View full details