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Case | HBS Case Collection | June 2017

Harmonie Water: Refreshing the World Naturally

by John A. Quelch and John L. Teopaco

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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 EducatorsPurchase

Citation:

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

About the Author

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John A. Quelch
Charles Edward Wilson Professor of Business Administration, Emeritus

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More from the Author

  • Case | HBS Case Collection | November 2018

    Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

    John A. Quelch and Katherine B. Hartman

    Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by mass marketing to the general population. A more conservative approach would use targeted communications and promotions. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The possibilities for growth include market penetration, product development, and/or market development. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. It can also be used in a course on international marketing.

    Keywords: Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning;

    Citation:

    Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)." Harvard Business School Brief Case 919-513, November 2018.  View Details
    CiteView DetailsEducatorsPurchase Related
  • Supplement | HBS Case Collection | November 2018

    Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case)

    John A. Quelch and Katherine B. Hartman

    Citation:

    Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 919-516, November 2018.  View Details
    CiteView DetailsPurchase Related
  • Supplement | HBS Case Collection | November 2018

    Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Students (Brief Case)

    John A. Quelch and Katherine B. Hartman

    Citation:

    Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 919-515, November 2018.  View Details
    CiteView DetailsPurchase Related
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