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Gallina Blanca Star- Africa: To Launch or not to Launch a Bouillon Tablet Enriched with Vitamin A

Reference: M-1238-E
Year: 2007
Number of pages: 22
Geographic Setting: Africa
Publication Date: Jul 1, 2010
Source: IESE (España)
Type of Document: Case

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Description

Since the 1970s Spanish company Gallina Blanca has had a substantial competitive presence in the African market, where it sells Jumbo bouillon tablets, competing mainly with Nestlé's "Maggi" line of products. In October 2007 managers at Gallina Blanca must decide whether or not to launch a JUMBO bouillon tablet fortified with vitamin A in Africa. If they decide to go ahead, they will have to determine the details of the launch plan and the foreseeable commercial and financial results of the operation.

Learning Objective

The case provides scope for analysis of a set of marketing strategy issues in developing countries, with a product aimed at the "base of the pyramid," while also taking corporate social responsibility considerations into account.

Keywords

Base of the Pyramid Consumer goods Emerging markets Innovation International marketing Internationalization Marketing strategy