Feyel, a brand of foie gras

The Feyel company is one of France's oldest foie gras producers. A differentiation strategy has helped the company to establish itself on the foie and fine goose and duck specialities market, which is dominated by three large groups: Labeyrie, Delpeyrat and Montfort-Rougié.
The Feyel brand, sold in mass-market retail stores, belongs to the Feyel-Artzner group who also manages the luxury Artzner brand, mainly targeting restaurant professionals and export markets. Despite an overall context of decreasing household purchasing power, foie gras sales in France rose by +5.9% (in volume, from 2011 to 2012).
The students are asked to prepare a marketing-plan for the Feyel brand in supermarket and hypermarket channels: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).
Developed in close collaboration with the general management and marketing department of the Feyel-Artzner company, this case-study presents the marketing plan for the Feyel brand. The case covers detailed information about the Feyel-Artzner company, the Feyel brand and the characteristics of the foie gras market.

To familiarise students with the specific characteristics of the agri-food market.
To make students aware of the structure of a marketing plan by:
- conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
- developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
- elaborating a marketing mix (product, price, distribution, communication).
To valid the coherence between the different parts of the marketing plan.

Briefing case - Exam case - Marketing mix - Action plan - Market analysis - Target - External review - Internal review - Marketing review - Competitive market - Product marketing - Strategic marketing - Mix - product - Mix - promotion / communication - Marketing plan - Brand - Marketing strategy - SWOT - B to C - B2C - Business to Consumer - Operational marketing - Initiation case - Competition - Mix - price - Mix - place / distribution - Brand strategy - Product segmentation - Multi-part case study - Bilingual case study

Business schools and universities (initial and executive education)

Agri-food industry

The case-study also covers a presentation (60 slides) with the solution adopted by the company. It is recommended to show the solution of the company after the presentation (written and/or oral) and discussion of the answers proposed by the students. The teacher can also show the images on the website of the Feyel brand http://www.feyel.com/ so that the students can visualise the commercialised products.

Année de la problématique : 2013

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11

Temps d'utilisation : plus de 3 heures (4 to 8 hours)

Code du secteur d'activité : 15 - Industries alimentaires