Voss Artesian Water from Norway
Posted: 14 Mar 2012
Date Written: January 23, 2009
VOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS' high-end brand presence is strongest in on-premise locations - specifically, top-of-the-line restaurants, hotels, and clubs. The brand has only recently begun penetrating the off-premise channel. In June 2007, Ole Christian Sandberg, VOSS' founder and Head of U.S. Operations is considering how to grow the brand. The key question is whether VOSS should increase its distribution in the off-premise channel: Will this diminish VOSS' high-end brand cachet? A related question is whether VOSS should begin expanding its portfolio by offering, for example, flavored water for the rapidly-evolving U.S. bottled water market.
Learning Objective: (1) To understand how it is possible for a niche brand to successfully penetrate a highly-competitive, mature market, despite the existence of powerful market incumbents. (2) To examine the role of channel management in high-end brand management. (3) To explore the relationship between product portfolio management and brand-building.
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