Aguas Danone Argentina (ADA) faces an unfavorable scenario. Argentina suffered its worst economic crisis in history, and bottled water sales have dropped (replaced by the network service running water). The company needed to increase revenue through further development of new, innovative products of value. Argentina showed a strong interest in fitness. Through several market studies, the ADA was able to identify a segment whose needs were not being met by existing products and brands. New product launches are planned to cater to this segment. This case describes the dilemmas faced by ADA and decisions needed to formulate and implement a strategy to launch new products and brand extensions in adverse scenarios. More specifically, this case provides an opportunity to discuss how a new product category can be created to address market downturns. This case describes the events that took place in 2002. research interviews began in 2004, but the case was published in 2009-12 due to delayed disclosure Danone permission strategic and competitive reasons. Because of its richness and original content, the authors decided to write the case, despite the delay. This case is also available in Portuguese and Spanish
by
Javier Jorge Silva
Fernando Zerboni,
Andrés Chehtman,
Maria Alonso
Source: Case Research Association of North America (NACRA)
31 pages.
Publication Date: December 1, 2012. Prod #: NA0190-PDF-ENG
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