PETIT NAVIRE fish steaks: innovation in the canned fish department

In March 2013, the Petit Navire (i.e."Small Ship") brand launches a new range of products in the room-temperature-foods section. It consists of a range of 5 fish steaks without side-vegetables, ready to heat in the microwave, and meant to be savored as a main dish.
It is a new market that opens interesting perspectives for the brand. Restricted by the seasonality of its star product, tuna, and by the decreasing interest of French consumers in starters as part of their meal, Petit Navire is looking for alternate growth drivers. Its leading position grants it a definite head start compared to its main competitors: "Saupiquet" and "Le Connétable". But every marketing launch entails risks, and it is necessary to consider future actions in order to strengthen what has been accomplished.

The objectives consist of:
- Teaching the students how an innovation development unfolds over time, and how it is launched in the food-processing industry
- Making them think about how to implement the necessary research studies that will enable the project to be improved and validated.
- Leading them to put together a marketing plan that will help maintain the success

In detail the students must:
- Carry out an internal and external diagnosis (strengths/weaknesses, opportunities/threats)
- Find out what the launch steps of the "Fish steaks" innovation were
- Suggest a marketing plan (Product, Price, Distribution, Communication)

Briefing case - Exam case - Marketing mix - Qualitative analysis - Quantitative analysis - Business plan - Target - External review - Internal review - Innovation - Product launch - Mix - product - Mix - promotion / communication - Marketing plan - Market analysis - Marketing strategy - Marketing survey - SWOT - Mix - price - Mix - place / distribution - Multi-part case study

Bachelor students in business school/executive education

Transformation and preservation of fishs

A case-study with a débriefing: 44 slides.
French version is also available: M1833.

Année de la problématique : 2013

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11 avec 1 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (4h00)

Code du secteur d'activité : 15 - Industries alimentaires