Case Study

Plumrose Latinoamericana: Relaunching deviled ham in Venezuela (A)

15 pages
August 2010
Reference: IMD-5-0764

Plumrose Latinoamericana, a subsidiary of the Danish Group, The East Asiatic Company Ltd A/S (EAC), better known in Venezuela as Plumrose, is the country’s largest player within the processed meat industry. Bent Porsborg, CEO of Plumrose, was concerned that despite repeated marketing efforts, Plumrose’s share in the deviled ham category had been stagnating, at less than 10% over the last 10 years, while the market leader Underwood, a General Mills brand, enjoyed close to 90% market share. To add insult to injury, the general manager of General Mills Venezuela told Porsborg, at a meeting in 2004, that he did not really consider Plumrose as a competitor. Following that meeting, Porsborg immediately created a special task force to launch an aggressive attack in the deviled ham category.

Learning Objective

How to write a marketing plan and develop a marketing strategy.

Marketing Strategy, Food
Consumer Goods, Food and Beverage
Field Research
© 2010
Available Languages
Related material
Teaching note, Video
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