* AFM 2021 label for the best practical case in marketing

This case focuses on the strategic relationship between manufacturers and retailers,drawing on two leading companies in their respective sectors in France: Ferrero and E.Leclerc.
Ferrero France is one of the leading manufacturer in France in the FMCG sector with iconic brands such as Nutella, Kinder,etc. E. Leclerc is the French leader in grocery retail sector, with a market share that has been growing steadily for several years.
These two companies have different strategic objectives, but have decided to collaborate in the biscuit category to continue their growth, better satisfy consumers and contribute to the growth of the category as a whole.
The case combines the prisms of the manufacturer and the retailer, to conduct a strategie and then operational reflection of the development of this category.