Dodot: The Introduction of a Basic Line in the Iberian Peninsula
The Dodot brand of Arbora & Ausonia (A&A) is suffering significant market share decline in the diaper division in Spain and Portugal at the hands of lower priced private label products. The case presents an A&A dual proposal to launch a new economy (basic) line of diapers to combat these rivals and to reposition its top-of-the-line product.
Collection: IESE (España)
Ref: M-1298-E
Format: PDF
Number of pages: 8
Publication Date: Nov 15, 2012
Review date: Feb 15, 2013
What material is included in this case:
Description
The Dodot brand of Arbora & Ausonia (A&A) is suffering significant market share decline in the diaper division in Spain and Portugal at the hands of lower priced private label products. The case presents an A&A dual proposal to launch a new economy (basic) line of diapers to combat these rivals and to reposition its top-of-the-line product.
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Year: 2009
Geographic Setting: Portugal, Spain
Learning Objective
To allow participants to consider issues of market segmentation, positioning and pricing as mechanisms for dealing with the declining differentiation of goods in a mature industry, as a way to explore alternatives for how to fight a price war.
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