Harmonie Water: Refreshing the World Naturally

John A. Quelch; John L. Teopaco

Case | HBS Case Collection | June 2017

Harmonie Water: Refreshing the World Naturally

by John A. Quelch and John L. Teopaco

Abstract

The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product attributes are sufficiently important across countries that they can be used for global brand communications. He also must determine the extent of local customization he should allow and the roles of headquarters and country managers in these communications. The case can be used in both introductory marketing classes and elective courses in Brand Management, Global Marketing, Integrated Marketing Communications, in a module on marketing communications in an Advertising class, or the global module of a Marketing Management class.

Keywords: Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry;

Language: English

Format: Print

6 pages

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Citation:

Quelch, John A., and John L. Teopaco. "Harmonie Water: Refreshing the World Naturally." Harvard Business School Brief Case 917-527, June 2017.

Email mking@hbs.edu for a courtesy copy.

The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from a societal, public policy, and firm perspective. A test of the program, costing hundreds of thousands of dollars to implement, increased the proportion of adherent customers by 1.4 percentage points. Students are asked to quantify the system-wide economic benefit of this improvement and draw upon insights from behavioral science to examine approaches for boosting medication adherence.

Case | HBS Case Collection | May 2019

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

John A. Quelch and Katherine B. Hartman

The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product using Jameson® whiskey as a branded ingredient or using a generically branded whiskey. Use of the branded ingredient would involve a licensing agreement with a leading spirits and wine distributor, Pernod Ricard USA (PR-U). Evaluation of the options requires an assessment of the product-company fit, product-market fit, marketing program, licensing agreement, breakeven sales volume, and achievement of the targeted sales goal. The case focuses on evaluating new product opportunities, specifically regarding product-company fit and product-market fit. In addition, the case allows students to discuss the power of branding and entering strategic partnerships to drive revenue. Students must also use their quantitative skills, such as conducting breakeven analyses and understanding the impact of licensing costs on gross profit margins. The case can be used to discuss product strategy, positioning, branding, and partnerships. It is recommended for upper-level undergraduate students or MBA students in courses focused on marketing strategy, product development and management, or branding.

Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry;

Citation:

Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)." Harvard Business School Brief Case 919-521, May 2019. View Details

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Harmonie Water: Refreshing the World Naturally

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