Limiano, the cheese that is part of the family

• Autor(a) principal: Carvalho, Maria Mafalda Martins da Cunha Nobre de
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/9744

This case study is based on a Portuguese company, which has been leader in the Flamengo cheese market for more than 50 years. Besides having high rates of notoriety, Limiano and its family values are cherished by all Portuguese. The students will undoubtedly identify quickly with the problems of the company and hence take more pleasure solving this case. This teaching case is intended to undergraduate and graduate level attending marketing related courses at a beginners’ level. It tries to recreate the day-to-day life of a junior marketer full of unexpected decisions and dilemmas. By putting themselves in his shoes, students can understand the main responsibilities of the marketing and sales departments, the different subjects these are in charge and the existent interactions in the industry, with other companies or departments. This case can definitely help students decide on their future studies or even career path. Finally, this case retraces a real and very up-to-date challenge faced by most of companies in the consumer goods sector: the increase of private labels in the distribution channels and the strategies to fight them. In 2010, Limiano implemented a couple of successful strategies that allowed them to recover their lost market share against the distributor brands’. The approach used by Limiano, a customer-obsessed company, can be transposed to other corporations facing the same defiance in the Fast Moving Consumer Goods sector.