24.08.2019
 Le Small Marseillais Article

Importante École System

2nd 12 months – Semester 4

2012-2013

MARKETING STRATEGY

Program 3

Example

Strategic segmentation and the plug-ins of

the 'Le Petit Marseillais' company

(1994-2005)

Educating Department:

PROMOTING

Course Movie director:

Bruno GODEY

Authors:

Bruno GODEY & Chantal STROPHE

Doc. Ref. N°:

© Copyright Groupe eponyme ESC Rouen. Tous droits d'utilisation ainsi que de reproduction réservés.

JOB TO BE DONE

1st component

Based on the info provided, you will carry out a great analysis with the situation in the 'Le Ecourte Marseillais' company in 1993:

Exterior analysis,

Internal analysis,

Analysis of the 'Le Petit Marseillais' product collection, using a BCG type matrix,

Analysis.

2nd part

Based on the information provided, you will make your advice concerning an extension of the 'Le Petit Marseillais' brand, justifying your choice. 

You will select two likely categories of file format,

You can expect to compare these two options in the cost/advantage point of view,

You can expect to specify; for the option chosen:

o the objectives with regards to market share (years 1, 2 and 3), o the proposed range,

o the targeted selling sale value,

o the advertising and promotion means planned.

'Le Petit Marseillais' case

1ST PART: THE COMPANY

1 . you IN BRIEF

1 . 2 THROUGH ITS BRANDS

1 . a few THE 'LE PETIT MARSEILLAIS' RANGE

1 ) 4 CONDITION IN 93

1 . four. 1 GROWTH IN LABORATOIRES VENDÔME YIELD

1 . 4. 2 SITUATION OF VOTRE PETIT MARSEILLAIS

1 . 4. 3 THE CHARACTERISTICS OF THE BRAND

4

5

six

8

12

12

13

17

SUBSEQUENT PART: THE SEVERAL POSSIBILITIES INTENDED FOR EXTENDING THE MANUFACTURER 2 . one particular CONTEXT

installment payments on your 2 DIFFERENT MARKETS

2 . 2 . 1 PERSONAL HEALTH

2 . installment payments on your 2 ORAL HYGIENE

2 . 2 . several COSMETICS

installment payments on your 2 . 5 SKINCARE

installment payments on your 3 RELATING TO DEODORANTS

2 . 3. 1 THE FUNCTIONS OF DEODORANTS

2 . a few. 1 . you Consumer anticipations

2 . a few. 1 . a couple of How deodorants fulfill targets

2 . 3. 2 THE VARIOUS TYPES OF GOODS

2 . 3. 3 MAKE UP

2 . several. 3. one particular Active agents

2 . 3. a few. 2 Presentation and texture

2 . 3. 3. three or more The French marketplace

2 . a few. 3. four Brands within the market

2 . 3. 4 COMMUNICATION

installment payments on your 3. some. 1 Via guilt to seduction

2 . 3. 5. 2 Promoting investment in 1993

2 . 4 CURLY HAIR PRODUCTS

installment payments on your 4. you TRENDS IN THE HAIR GOODS MARKET

installment payments on your 4. 2 THE SHAMPOOS AND CONDITIONERS MARKET

2 . 4. 2 . 1 What consumers anticipate from a shampoo

installment payments on your 4. 2 . 2 Makes acting on the shampoos market

2 . four. 3 NEW ITEMS IN THE MARKET

installment payments on your 4. several. 1 two in you products

2 . 4. three or more. 2 Youngsters too

installment payments on your 4. 3. 3 Style gels: the effect of hairdressers' brands

2 . 4. 3. 4 Locks colouring: the battle in the tones

20

22

twenty-four

24

24

25

dua puluh enam

27

twenty-seven

27

twenty-eight

28

35

30

thirty-one

33

36

38

38

38

40

40

forty five

41

forty one

44

44

45

46

47

three or more

Case study

1st part: The company

Bruno GODEY

Chantal LAI

Laboratoires Vendôme …

1

1 . 1

In brief

Laboratoires Vendôme is actually a French SME, created in 1981, independent, with family members capital, which usually, in 1999, manufactured a proceeds of 75. 7 mil Euros (530 million Francs), in England and overseas. It is the innovator in body wash items in Italy (solid soaps, shower and bath gel and water soaps)

For Laboratoires Vendôme, 85 people create, develop and sell goods, including:  18 people in the Advertising Department,

 50 people in the sales crew,

 five pharmacists who have carry out research and development in our facility at Quetigny, near Dijon, which uses 230 people.

 one particular master cleansing soap maker who prepares, integrates and adjusts our cleansers in our two solid soap production devices, at Gémenos and Volx, in Provence, which use 2 2 people.  1 stockroom at Nuits Saint Georges.

Laboratoires Vendôme's business is definitely creating, expanding and selling brands which can be found in large-scale retailers. R and d activities are focused on body rinse products, cosmetic and para-pharmacy. These products feature the use of basic, natural ingredients, which has been used in this kind of product, occasionally, for thousands of years! The Laboratoires Vendôme portfolio is made around three...