Business Case Studies, Going Global Case Study, Marketing Strategies Case Study, Coca-Cola, Dasani, Nestle, Global bottled water industry, Group Danone, Coke, Pepsi, Aquafina, Evian, Perrier, Spring water, Morgan Stanley, Coca-Cola light, Europe, France

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Case Title:

Dasani’s European Misadventure

Publication Year : 2004

Authors: Hansa Iyengar & Sumit Kumar Chaudhuri

Industry: Beverages

Region:Europe

Case Code: GGL0004

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Having been described as 'purified tap water’, the Dasani brand of Coca Cola (Coke) faced problems in the UK. In early 2004, Coke had to withdraw its entire stock of Dasani from the market after unacceptable levels of bromate was detected in the water. In the light of such events, Coke's successful entry into the German and French markets, and its success in Europe at large seemed far-fetched.

Pedagogical Objectives:

  • To discuss the competitive scenario in the global bottled water market
  • To discuss the problems faced by Dasani in the UK market and the steps taken by Coke to overcome the problems.

Contents:

  • Introduction
  • The global market for Bottled Water
  • Dasani's perils in UK

Keywords : Coca-Cola, Dasani, Nestle, Global bottled water industry, Group Danone, Coke, Pepsi, Aquafina, Evian, Perrier, Spring water, Marketing Strategies Case Study, Morgan Stanley, Coca-Cola light, Europe, France

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