Product details

This is part of a case series. Part of a case series on marketing innovation, the Nestle Vera is about how Nestle Waters in Italy turned around a declining mineral water business through re-branding and innovation in pricing. The marketing team changed the brand's pricing strategy from frequent discounting to an 'everyday low price' policy. This led to resistance from within and outside the company. Headquarters management had to be convinced about projected investments in a losing business and, at the same time, retailers and distributors had to agree with the new pricing strategy which was seen as competing with their private labels. Neither task was easy. The case describes the brand team's resolve as well as its flexibility to achieve their objectives against the odds.