Le Petite Marseillais

Grande École Programme
2nd year – Semester 4
2012-2013

MARKETING STRATEGY
Session 3
Case study
Strategic segmentation and the extensions of the 'Le Petit Marseillais' brand
(1994-2005)

Teaching Department :

MARKETING

Course Director :

Bruno GODEY

Authors :

Bruno GODEY & Chantal LAI

Doc. Ref. N° :

© Copyright Groupe ESC Rouen. Tous droits d’utilisation et de reproduction réservés.

WORK TO BE DONE
1st part
Based on the information provided, you will carry out an analysis of the situation of the 'Le
Petit Marseillais' brand in 1993:


External analysis,



Internal analysis,



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



Diagnosis.

2nd part
Based on the information provided, you will make your recommendation concerning an extension of the 'Le Petit Marseillais' brand, justifying your choice.


You will choose two possible categories of extension,



You will compare these two options from the cost/advantage point of view,



You will specify; for the option chosen : o the objectives in terms of market share (years 1, 2 and 3), o the proposed range, o the targeted retail sale price, o the advertising and promotion means planned.

'Le Petit Marseillais' case
1ST PART : THE COMPANY
1.1 IN BRIEF
1.2 THROUGH ITS BRANDS
1.3 THE 'LE PETIT MARSEILLAIS' RANGE
1.4 SITUATION IN 1993
1.4.1 GROWTH IN LABORATOIRES VENDÔME TURNOVER
1.4.2 SITUATION OF LE PETIT MARSEILLAIS
1.4.3 THE CHARACTERISTICS OF THE BRAND

4
5
6
8
12
12
13
17

2ND PART : THE DIFFERENT POSSIBILITIES FOR EXTENDING THE BRAND
2.1 CONTEXT
2.2 THE DIFFERENT MARKETS
2.2.1 PERSONAL HYGIENE
2.2.2 ORAL HYGIENE
2.2.3 COSMETICS
2.2.4 SKINCARE
2.3 CONCERNING DEODORANTS
2.3.1 THE FUNCTIONS OF DEODORANTS
2.3.1.1 Consumer expectations
2.3.1.2 How deodorants fulfill expectations
2.3.2 THE DIFFERENT TYPES OF PRODUCTS
2.3.3 COMPOSITION
2.3.3.1 Active agents
2.3.3.2