Cité Gourmande: Developing it's own brand(s)
Référence :
M2037(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Collection
CCMP
Auteur(s)
Résumé
The case takes place in January 2017. It deals with Cité Gourmande, an SME
belonging to Le Duff Corporation. It initially specialized in the production of frozen
food for private label brands. In 2014, it launched its own brand called Pom Bistro,
with a relevant and effective positioning: potato-based frozen products combining
tradition and innovation. After having operated for three years on a market
dominated by giant competitors, this brand managed to make a little mark and is
improving its performances by gradually increasing its ND and WD. Still, it does not
have a very clear marketing strategy.
The point of the case is thus to recommend a realistic and well-argued strategy
enabling Cité Gourmande to further develop Pom Bistro on the frozen food segment
and potentially to enter other segments with this brand or another, hence the case
subtitle suggesting a reflection on that point with the 's' between brackets.
belonging to Le Duff Corporation. It initially specialized in the production of frozen
food for private label brands. In 2014, it launched its own brand called Pom Bistro,
with a relevant and effective positioning: potato-based frozen products combining
tradition and innovation. After having operated for three years on a market
dominated by giant competitors, this brand managed to make a little mark and is
improving its performances by gradually increasing its ND and WD. Still, it does not
have a very clear marketing strategy.
The point of the case is thus to recommend a realistic and well-argued strategy
enabling Cité Gourmande to further develop Pom Bistro on the frozen food segment
and potentially to enter other segments with this brand or another, hence the case
subtitle suggesting a reflection on that point with the 's' between brackets.
Objectifs pédagogiques
This case is an opportunity for students to:
- Become familiar with the idiosyncrasies of the frozen food market
- Have to analyse a situation, taking into account the specifics of the company
studied and its corporate environment.
The case teaching objectives are the following:
- Offer an illustration to a course dealing with brand- or brand portfolio
management by addressing the following issues from a strategic marketing
perspective:
- Finding a differentiating positioning enabling even an SME with limited resources to gain ground on a very competitive market.
- Choosing between a line extension and a brand extension.
- Choosing the segment to extend onto (frozen vegetables/ organic food), making sure the segment selected is consistent with the initial brand.
- Reflecting on the new brand/ products potentially cannibalising the initial ones.
- Making students familiar with the marketing planning process, by asking them
to:
- Run an internal and external diagnosis (strengths/weaknesses and opportunities/ threats).
- Write a realistic diagnosis focusing on the key issues and disregarding the minor ones
- Devise a marketing strategy (objectives, segmentation, target, positioning) which is distinct from means of action.
- Recommend a marketing plan based on the initial brand's positioning (Pom Bistro) or potentially on the new brand if that is the recommendation Manage a tight budget, which requires prioritizing actions.
- Make sure all elements in the marketing plan are consistent.
- Become familiar with the idiosyncrasies of the frozen food market
- Have to analyse a situation, taking into account the specifics of the company
studied and its corporate environment.
The case teaching objectives are the following:
- Offer an illustration to a course dealing with brand- or brand portfolio
management by addressing the following issues from a strategic marketing
perspective:
- Finding a differentiating positioning enabling even an SME with limited resources to gain ground on a very competitive market.
- Choosing between a line extension and a brand extension.
- Choosing the segment to extend onto (frozen vegetables/ organic food), making sure the segment selected is consistent with the initial brand.
- Reflecting on the new brand/ products potentially cannibalising the initial ones.
- Making students familiar with the marketing planning process, by asking them
to:
- Run an internal and external diagnosis (strengths/weaknesses and opportunities/ threats).
- Write a realistic diagnosis focusing on the key issues and disregarding the minor ones
- Devise a marketing strategy (objectives, segmentation, target, positioning) which is distinct from means of action.
- Recommend a marketing plan based on the initial brand's positioning (Pom Bistro) or potentially on the new brand if that is the recommendation Manage a tight budget, which requires prioritizing actions.
- Make sure all elements in the marketing plan are consistent.
Mots-clés
Marque de distributeur - DN - Distribution numérique - DV - Distribution Valeur - Stratégie de marque - Extension de marque - Segmentation marketing -
Public
L3, M1, M2, Mastères spécialisés, MBA, Executive MS, Cadre.
Secteur d'activité
Industrie alimentaire.
Caractéristiques particulières
- PPT: debriefing ( 64 slides)
|
Année de la problématique :
2017
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
24 avec 35 page(s) annexe(s)
Temps d'utilisation :
de 4 à 6 heures
Code du secteur d'activité :
15 - Industries alimentaires
Note pédagogique :
Oui (9 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...
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M2036
Etude de cas
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Cité Gourmande : vers un développement sous marque(s) propre(s) |
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