Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Nestle Chocolates
When Nestle launched its new chocolates. The product was alright; the
promotion too was alright. In fact, the promotion won several awards.
But, the new product encountered difficulties on the distribution side.
The company insisted that at the retail outlets, its chocolates should be
stored inside refrigerators: otherwise they would melt. The stipulation
resulted in 2 difficulties at the retail level: First, it meant excluding a
majority of the available outlets, as they did not have refrigerators.
Second, chocolates being an impulse buy, the products are not picked
up, if they are not visible upfront in the retail shops.
Nestle eventually had to reformulate its products in line with channel
requirements.
Pepsis Ruffles
Pepsi had problems with its Ruffles chips.
The company decided that the same distribution system (Pepsi) could be
used both for the soft drink & the chips; the rationale was that both
products were breakable & fragile.
But, in actual practice, the 2 differed while being transported along with
the sturdier bottles. Eventually, Pepsi had to drop the combination
arrangement & go in for an independent distribution system for Ruffles.
The product was well received by the Indian housewife for whom it was
a real help. Sumeet also carried continuous improvements over the
years. One model had a work bowl that could handle dry & wet
grinding, liquidizing & blending in one attachment without changing
blades. Once the product-idea caught up, several me-too brands
entered the market. But, Sumeet remained leader throughout.