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Fottle - the foldable bottle entry into the French market of liquid milk

Author: Dawar, Niraj ; Mobayed, CarloINSEAD Area: Economics and Political SciencePublisher: Fontainebleau : INSEAD, 1995.Language: EnglishDescription: 18 p.Type of document: INSEAD CaseAbstract: Düring AG, a Swiss design company had invented the Fottle, a foldable plastic bottle which has successfully been used as a refill pack for detergents. Now Düring AG would like to target the larger potentially more lucrative market for non-carbonated beverages. It is considering using the milk market in France as an entry pointPedagogical Objectives: To introduce participants to the importance of defining the product offering in the context of the target market. Segmentation, positioning and pricing decisions are registered.
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To introduce participants to the importance of defining the product offering in the context of the target market. Segmentation, positioning and pricing decisions are registered.

Düring AG, a Swiss design company had invented the Fottle, a foldable plastic bottle which has successfully been used as a refill pack for detergents. Now Düring AG would like to target the larger potentially more lucrative market for non-carbonated beverages. It is considering using the milk market in France as an entry point

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