Condi

: from spices to powder desserts

Abstract

Condi is an established Portuguese brand in the powder dessert category, with a twenty-year history. It offers a portfolio comprising many product categories and overall the company produces and imports around 500 different product references. Condi has been focusing on differentiating the flavours and creating a product portfolio that best fits the needs of retailers and consumers. This case study presents an overview of the company as well as an analysis of the consumer trends and the powder dessert industry in Portugal. On the one hand, it is an industry where there are opportunities to innovate in new products in specific categories. On the other hand, the economic instability in the country, the power of multinational brands and the rise of a few private labels may compromise Condi’s performance and growth in its domestic market. The purpose of this case is to give the information necessary so that the reader may be able to make a decision about the path the company should take in the near future, within three possible choices. Firstly, it has been diversifying its product portfolio but focusing in one particular category, the powder mix for desserts. Should it continue this strategy or should it prioritize other categories? Secondly, should the company focus on increasing its market share within the main retailers? Finally, should Condi’s priority be the internationalization, investing in a more committed international mode (considering it exports since 1992) and/or extending the sale to other foreign markets?

Date of Award	14 Jul 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Paulo Simão Pires (Supervisor)