Publications
Publications
- February 1980 (Revised April 1981)
- HBS Case Collection
Poland Spring Bottling Corp.
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.)
