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.

Keywords
Retail, Channel Relationship, Pricing, Competition, Branding, Food
Settings
Nestlé
2005
Type
Field Research
Copyright
© 2008
Available Languages
English
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This case study is part of a series
  • Nestlé: Leveraging the hard discounter channel
  • Nestlé: The growing retail role of hard discounters like Aldi
  • Tesco: Keeping the hard discounters at bay?
This case study is part of a series
  • Nestlé: Leveraging the hard discounter channel
  • Nestlé: The growing retail role of hard discounters like Aldi
  • Tesco: Keeping the hard discounters at bay?
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Nestlé: The growing retail role of hard discounters like Aldi
By Martin Anselm Koschat Adrian B. Ryans and Stephanie Maria Sequeira
Case reference: IMD-5-0736 ©2008
Summary
This case is best used as part of a three case series designed to explore the implications of the emergence of hard discounters in the retail chann...
Reference IMD-5-0736
Copyright ©2008
Copyright owner IMD Copyright
Organization Nestlé
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications