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Published on November 29, 2007

Author: Dixy

Source: slideshare.net

Description

Case Study Nestle vs. Doncafe, marketing University for business engineering and management

UNIVERSITY FOR BUSINESS ENGINEERING AND MANAGEMENT BANJA LUKA VS. Novemb e r 2007 Student s : Pejić Dijana 17/06 Mentor: Prof . dr Nenad Brkić Čelebić Andrea 28/06 Teinović - Čolić Vedrana 29/06 Pavle Gajić 49/06

Introduction On 30. november 2004. the court in Sarajevo received a law – suit from company Nestl é against the company Doncaf è International d.o.o., Sarajevo , for disloyal competition.

On 30. november 2004. the court in Sarajevo received a law – suit from company Nestl é against the company Doncaf è International d.o.o., Sarajevo , for disloyal competition.

COFFEE C offee is one of the most popular beverages worldwide I t was discovered in the highlands of Ethiopia It came to Balkan in 1522.

C offee is one of the most popular beverages worldwide

I t was discovered in the highlands of Ethiopia

It came to Balkan in 1522.

NESTL É The company was founded in 186 7 by Henri Nestlé in Switzerland The biggest food company in the world

The company was founded in 186 7 by Henri Nestlé in Switzerland

The biggest food company in the world

NESTL É Brands :

Brands :

NESCAFÉ was first introduced in Switzerland, on April 1st, 1938. By the 1950s, coffee had become the beverage of choice for teenagers NESCAFÉ now produces many different types of coffee :

NESCAFÉ was first introduced in Switzerland, on April 1st, 1938.

By the 1950s, coffee had become the beverage of choice for teenagers

NESCAFÉ now produces many

different types of coffee :

DONCAFÈ Group was established in 1992 as a family company. In BiH there is Doncaf è International d.o.o. Sarajevo DON CAF È now produces many different types of coffee :

DONCAFÈ Group was established in 1992 as a family company.

In BiH there is Doncaf è International d.o.o. Sarajevo

DON CAF È now produces many

different types of coffee :

Prosecution On 30. 11. 2004. Nestl é sued Doncaf è International d.o.o. for disloyal competition. The law – suit contained the proposal for determining the court measure of insurance, and the proposal for determining the temporary measure.

On 30. 11. 2004. Nestl é sued Doncaf è International d.o.o. for disloyal competition.

The law – suit contained the proposal for determining the court measure of insurance, and the proposal for determining the temporary measure.

DATE OF SUMMONS

Nestl é`s arguments The main economic reason for the law – suit is the assumption that Doncaf è International d.o.o. didn`t have to invest in design nor wait for decades to built the tradition and quality which would attract the customers.

The main economic reason for the law – suit is the assumption that Doncaf è International d.o.o. didn`t have to invest in design nor wait for decades to built the tradition and quality which would attract the customers.

Doncaf è`s arguments Among the c onsumers the name Nescaf é is a synonym for instant caffee, not roasted coffee. It is a fact that Nescafé and Doncafè are two different products.

Among the c onsumers the

name Nescaf é is a synonym

for instant caffee, not roasted

coffee.

It is a fact that Nescafé and Doncafè are two different products.

VERDICT After consideration the court made a decision in favour of:

After consideration the court made a decision in favour of:

APPEAL On 26. 01.2006. Nestl é delivered to the court an appeal with two new things : 1) Analysis by Boris Tih i 2) A document in which the registration of the brand Doncaf è was revoked, in the same law – suit in Serbia and Montenegro.

On 26. 01.2006. Nestl é delivered to the court an appeal with two new things :

1) Analysis by Boris Tih i

2) A document in which the

registration of the brand Doncaf è was revoked,

in the same law – suit in Serbia and Montenegro.

Consumer Association of BiH Consumer Association of BiH is familiar with the law – suit between Doncaf è and Nestl é , but they didn ` t think it was appropriate to launch an action to protect the c onsumer s in this case.

Consumer Association of BiH is familiar with the law – suit between Doncaf è and Nestl é , but they didn ` t think it was appropriate to launch an action to protect the c onsumer s in this case.

Thank you!

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