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.