Case Study

NIDO Nutrition System (NNS)

5 pages
October 2008
Reference: IMD-5-0719

The Nido Nutrition System (NNS) case study is about how Nestlé re-energized, re-positioned and renovated its brand of baby food NIDO. The re-launch 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.

Learning Objective

This case can be used to 1) show how an innovation can be sparked off by closely tracking a key competitor; 2) bring out the classic problem of well established brands losing profitability once competitors and other me-too products catch up with it; 3) illustrate how brand communication has to be extremely sensitive to local market needs and the need for marketing teams to stay motivated in the face of initial failures; 4) depict the holistic approach to re-energizing an old and established brand through a series of renovations in marketing communication, positioning and developing line extensions. The case can be used alone or in conjunction with one or more of the other cases in the series on marketing innovation.

Keywords
Marketing Innovation, Global Marketing, Line Extension, Marketing Implementation
Settings
Nestlé
1998-2002
Type
Field Research
Copyright
© 2008
Available Languages
English
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