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商品編號： IN1594 出版日期： 2019/06/28 作者姓名： Niessing, Joerg;Carrick, Anne-Marie;Baumer, Carla 商品類別： Marketing 商品規格： 14p 再版日期： 2022/02/27 地域： 產業： Food and beverage sector 個案年度： -
商品敘述：
INSEAD alumnus Martin Murray is the inventor of waterdrop , a cube made up of natural aromas, superfood extracts and vitamins that encourages people to drink more water by adding flavour. Although he initially builds a business on a lean budget, he knows that creating a unique brand is key for the success of his innovation. Not only is waterdrop in a category of its own - ''a microdrink'' - but, unlike most drinks, the cubes can be sold online. With a product positioning ''drink more water'', he tests the brand on his native Austrian market. The case follows Martin from the initial idea (prompted by the limited drinks range on-board a flight to Singapore) to recruiting a small team to launch what he believes will be a game-changer in the non-alcoholic beverage industry.
涵蓋領域：
Manufacturing processes;Branding;B2B marketing;Customer experience;Disruptive innovation;Entrepreneurship;Health and behavioral science;Environmental sustainability
相關資料：
, (IN1595), 34p, by Joerg Niessing, Anne-Marie Carrick, Carla Baumer
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