* AFM's award 2015.
"We hope this merger will enable our PDO cheese sales to develop since a large part of the dairy production in our region depends on them, reacted Patrick Bénézit, the president of the Cantal Farmer Union. We expect this new company, which will further enhance its leadership on the PDO cheese market, will fully play its role as a leader.
3A might strengthen the cheese branch, which is more profitable than milk production, but it does not bridge the gap between the new company and the top three European producers: the French Lactalis, the Dutch Friesland Campina and the Dane Aral Foods.
Sodiaal now has to implement a marketing strategy enabling to offer a streamlined and consistent brand portfolio to prevail on the strategic cheese market.
You are an outside consultant specialised in branding strategies. SODIAAL's CEO calls on you to work on the marketing strategy to implement to reorganise the brand portfolio due to the merger, keeping in mind that his objective is to position the merged company as the leader on the Protected Designation of Origin cheese segment in France.
You are asked to help the company devise an optimal branding strategy and to suggest an adequate marketing plan, which should take into account the market constraints and the performances of the existing brands.