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Case
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Reference no. 519-0140-1
Subject category: Marketing
Authors: Ian Corns
Published by: INSEEC - Organisation et Développement
Originally published in: 2019
Version: May 2019
Length: 30 pages
Data source: Generalised experience

Abstract

This case deals with the Pomona Company which is a food trading company. Its main activity is the distribution of fruit and vegetables. To face American firms that are very aggressive on the banana market, the managers of the Pomona group decided to react and create a commercial brand based on French production but want to team up with specialists to embark on such an adventure: what kind of brand to create? How to communicate? Which supports?

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Europe
Country:
France

Featured company

Pomona
Type:
Public company
Industry:
Food

About

Abstract

This case deals with the Pomona Company which is a food trading company. Its main activity is the distribution of fruit and vegetables. To face American firms that are very aggressive on the banana market, the managers of the Pomona group decided to react and create a commercial brand based on French production but want to team up with specialists to embark on such an adventure: what kind of brand to create? How to communicate? Which supports?

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Europe
Country:
France

Featured company

Pomona
Type:
Public company
Industry:
Food

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