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
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six
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12
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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
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twenty-four
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24
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dua puluh enam
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twenty-seven
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twenty-eight
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35
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thirty-one
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forty five
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forty one
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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...