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Case Study

Nestlé: Leveraging the hard discounter channel

By Martin Anselm Koschat, Adrian B. Ryans and Stephanie Maria Sequeira

3 pages

September 2008

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Reference: IMD-5-0738

This case is part of a three case series designed to explore the implications of the emergence of hard discounters in the retail channel. The series explores the relation between hard discounters and traditional retailers on the one hand, and manufacturers and hard discounters on the other hand. Featured firms include ALDI (IMD-5-0736), Tesco (IMD-5-0737) and Nestlé. This case explores the dilemma a manufacturer, namely Nestlé faces in his relationship with a channel that also includes hard discounters.

Learning Objective

The case series is designed to explore the implications of the emergence of a low cost retailer for other retailers as well as manufacturers.

Keywords

Retail, Channel Relationship, Pricing, Competition, Branding, Food

Settings

Nestlé
2005

Type

Field Research

Available Languages

English

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