IMD-5-0764 © 2010
Turpin, Dominique
Plumrose Latinoamericana, a subsidiary of the Danish Group, The East Asiatic Company Ltd A/S (EAC), better known in Venezuela as Plumrose, is the state’s biggest player within the processed meat business. Bent Porsborg, the CEO of Plumrose, was worried that regardless of recurring advertising attempts, Plumrose’s share in the deviled ham category had been stagnating, at less than 10% over the last ten years, while the marketplace leader Underwood, a General Mills brand, appreciated close to 90% market share.
The general administrator of the General Mills Venezuela told Porsborg, at a conference in 2004, that he didn't actually contemplate Plumrose as a competition, to add insult to injury. Subsequent to that conference, Porsborg directly created a special task force to initiate a destructive attack in the deviled ham group. Learning objectives: develop a marketing strategy and How to write a marketing plan.
Plumrose Latinoamericana Relaunching Deviled Ham In Venezuela (A) Case Study Solution
Subjects: Marketing; Marketing strategy; Food industry; Emerging markets; Latin America; Competitors
Settings: Venezuela ; Processed meat; Food ; Sales of US$230 million; 3,400 employees ; 2004-2005
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