Using the How Not to Tap the Bottled Water Market Case Study
There are many ways in which you could use this case study and many topics for which it could provide a useful springboard for learning. We suggest some of them here. This is not a prescriptive list but obvious areas would be:
• The dangers of making assumptions.
• Marketing and market research.
• Public relations.
• Strategic thinking.

Notes:
This case study looks at Coca Cola’s disastrous attempt to launch its bottled water product, Dasani, in the UK.

Activity Example:
The following questions could be discussed in small teams. These could also form the basis of a written assignment or be used to spark a whole group discussion.
• What went wrong with Coca Cola’s launch of Dasani in the UK?
• What would have mitigated or prevented the mistakes?
• How would you successfully launch a bottled tap water product in the UK?

Other Areas for Learning:
You could also use the case study to allow participants to practice many techniques or to learn about specific theories and approaches. For example:
• Strategic Thinking.
• Sales and Marketing.
• Disaster Recovery.
• Public Relations.