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Product cover image for Nutrinest: Extending A New Sustainable Product Line

Nutrinest: Extending A New Sustainable Product Line

Nguyen Quynh Phuong, Bikramjit Rishi, Sundar Venkatesh

Product #:W34211
Supplier:Ivey
Discipline:Marketing, Sustainability
Setting:Vietnam, 2020
Details:Case (PDF) • 10 pages • 2023-12-07

Subjects:

Sales and marketingLeadership and managing peopleMarketingManagement

Industries:

Goods, trade, and consumer services

Geography:

AsiaVietnam
Your Price:$9.71

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NutriNest, founded by Le Danh Hoang, was the first company to introduce farmed bird's nest products in Vietnam. In January 2018, the company launched a sustainable product line under a new brand called the Green Bird. The Green Bird product line was positioned to meet consumers’ sustainability and health concerns, and quickly became the company’s best-selling products. To continue to grow NutriNest, Hoang was facing a crucial decision. Should he focus on the current portfolio of the Green Bird line or add new products? If he chooses to introduce new products, how should he ensure that these products will attract new segments of customers and increase sales?

Learning Objectives

An instructor may use this case in marketing management courses within a graduate/master’s in business administration program to teach product line extension. The case study can also be used in a sustainable management/ sustainable marketing course to teach product management. This case study will help students understand business dilemmas in introducing new sustainable products and how to create differentiation. After working through the case and assignment questions, students will be able to do the following:
  • Understand how a company’s sustainable product launch meets the customer needs.
  • Analyze mapping the new sustainable product with the customer segments.
  • Discuss adding a new sustainable product to the existing product line.
  • Analyze the new sustainable product’s contribution to the competitive advantage.
  • Deliberate the complexities of offering a new sustainable product in a competitive market.
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Case Study: Nutrinest: Extending A New Sustainable Product Line (English version) | Ivey Publishing