Case Name :      Neilson International in Mexico (A)

Authors :           Paul W. Beamish, C. Bud Johnston, Gayle Duncan, Shari Ann Wortel

Source :             Ivey Publishing

Case ID :            95G003

Discipline :        Business & Government Relations

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Examines a proposed marketing joint venture that would introduce Neilson brand chocolate bars to Mexican consumers. Pepsico Foods’ Mexican subsidiary–already servicing 450,000 retail stores–has suggested a joint branding agreement. Alternative distribution arrangements were available that would allow Neilson to maintain greater control over its name, at the cost of slower market access.