Marketing University PIM
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Transcript of Marketing University PIM
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UNIVERSITY FOR BUSINESS ENGINEERING AND MANAGEMENT BANJA LUKA
VS.
November 2007Students: Pejić Dijana 17/06 Mentor: Prof. dr Nenad Brkić Čelebić Andrea 28/06 Teinović - Čolić Vedrana 29/06 Pavle Gajić 49/06
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Introduction
On 30. november 2004. the court in Sarajevo received a law – suit from company Nestlé against the company Doncafè International d.o.o., Sarajevo, for disloyal competition.
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COFFEE
Coffee is one of the most popular beverages worldwide
It was discovered in the highlands of Ethiopia
It came to Balkan in 1522.
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NESTLÉ
The company was founded in 1867 by Henri Nestlé in Switzerland
The biggest food company in the world
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NESTLÉ
Brands:
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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:
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DONCAFÈ Group was established in 1992 as a family company.
In BiH there is Doncafè International d.o.o. Sarajevo
DONCAFÈ now produces many
different types of coffee:
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Prosecution
On 30. 11. 2004. Nestlé sued Doncafè 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.
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DATE OF SUMMONS
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Nestlé`s arguments
The main economic reason for the law – suit is the assumption that Doncafè 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.
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Doncafè`s arguments
Among the consumers the
name Nescafé is a synonym
for instant caffee, not roasted
coffee.
It is a fact that Nescafé and Doncafè are two different products.
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VERDICT
After consideration the court made a decision in favour of:
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APPEAL
On 26. 01.2006. Nestlé delivered to the court an appeal with two new things:
1) Analysis by Boris Tihi 2) A document in which the registration of the brand Doncafè was revoked, in the same law – suit in Serbia and Montenegro.
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Consumer Association of BiH
Consumer Association of BiH is familiar with the law – suit between Doncafè and Nestlé, but they didn`t think it was appropriate to launch an action to protect the consumers in this case.
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Thank you!