4. How viable was Fortina's "enriched milk" solution? Why did Pontero reject it?

The Fortina's proposal regarding the extending of the Pontero's product portfolio is
based on 

the negative development of the milk market and the current problems with the
decreasing 

market share and margins. The results of the analysis are definitely logical, but it
does not fit 

to the philosophy of the Pontero's company together. Pontero does not accept an
"artificial 

milk" as own product. Pontero would like to stay by natural quality of milk without
any addi-

tional ingredients. 

Pontero was so disappointed, because after the long year relationship Tetra Pak
should know 

the philosophy and product line of the key customer. If Pontero started an adds in TV
against 

the