NIDO Nutrition System (NNS)
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.
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.
1998-2002
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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The (B) case describes the same customer’s follow-up experience in the same exclusive retail outlet. The case invites the participants to further i...
A short (A) describes the experience of a wealthy Chinese customer going to buy an exclusive watch in the retail outlet of a famous Swiss luxury br...
Research Information & Knowledge Hub for additional information on IMD publications
The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save ...
A short (A) describes the experience of a wealthy Chinese customer going to buy an exclusive watch in the retail outlet of a famous Swiss luxury br...
Research Information & Knowledge Hub for additional information on IMD publications
The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save ...
The (B) case describes the same customer’s follow-up experience in the same exclusive retail outlet. The case invites the participants to further i...
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications