Case | HBS Case Collection | February 1980 (Revised April 1981)

Poland Spring Bottling Corp.

by Benson P. Shapiro

Abstract

Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited resources. An excellent case to force decision making on consumer marketing strategy.

Keywords: Product Marketing; Product Positioning; Competition; Globalized Markets and Industries; Food and Beverage Industry; Distribution Industry; United States;

Citation:

Shapiro, Benson P. "Poland Spring Bottling Corp." Harvard Business School Case 580-108, February 1980. (Revised April 1981.)