Poland Spring is a small local bottler of mineral water trying to get into a rapidly growing market against Perrier, the dominant brand, and compete with 20 other national and international waters. The management has to decide how to position and promote the product with limited resources. An excellent case to force decision on consumer-marketing strategy.

Poland Spring is a small local bottler of mineral water trying to get into a rapidly growing market against Perrier, the dominant brand, and compete with 20 other national and international waters. The management has to decide how to position and promote the product with limited resources. An excellent case to force decision on consumer-marketing strategy.
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from
Benson P. Shapiro,
Jeffrey J. Sherman
Source: Harvard Business School
27 pages.
Release date: 01 February, 1980. Prod #: 580108-PDF-ENG
Poland Spring Bottling Corp. HBR case solution

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