Expert case by Francesco

MBB 1st Round Case - Hazella Light

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Case Prompt

Our client is an Italian multinational manufacturer of branded chocolate and confectionery products. One of their most popular products is Hazella, a hazelnut spread.

Despite its worldwide popularity, Hazella is considered to be high in calories by some customers. For this reason, our client has developed a new version of the spread, Hazella Light, and is assessing whether they should launch it in the Italian market.

Part 1 - Case Opening

Part 2 - Product Characteristics

Part 3 - Market Sizing

Part 4 - Pricing

Part 5 - Recommendation

Final Remarks

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