Voss Artesian Water from Norway

Posted: 14 Mar 2012

See all articles by Youngme Moon

Youngme Moon

Harvard Business School - Marketing Unit

Gail McGovern

affiliation not provided to SSRN

Vincent Dessain

Harvard Business School - Finance Unit; European Research Center

Daniela Beyersdorfer

Harvard Business School, Europe Research Center

Date Written: January 23, 2009

Abstract

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.

Suggested Citation

Moon, Youngme and McGovern, Gail and Dessain, Vincent and Beyersdorfer, Daniela, Voss Artesian Water from Norway (January 23, 2009). Harvard Business School Marketing Unit Case No. 509-040. Available at SSRN: https://ssrn.com/abstract=2021086

Youngme Moon (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6981 (Phone)
617-496-5853 (Fax)

Gail McGovern

affiliation not provided to SSRN ( email )

Vincent Dessain

Harvard Business School - Finance Unit; European Research Center ( email )

Boston, MA 02163
United States

Daniela Beyersdorfer

Harvard Business School, Europe Research Center ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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