Case Study

Nestlé: Leveraging the hard discounter channel

3 pages
September 2008
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.

Retail, Channel Relationship, Pricing, Competition, Branding, Food
Field Research
© 2008
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