Le Petite Marseillais

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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

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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 Presentation and texture
2.3.3.3 The French market
2.3.3.4 Brands present in the market
2.3.4 COMMUNICATION
2.3.4.1 From guilt to seduction
2.3.4.2 Advertising investment in 1993
2.4 HAIR PRODUCTS
2.4.1 TRENDS IN THE HAIR PRODUCTS MARKET
2.4.2 THE SHAMPOOS AND CONDITIONERS MARKET
2.4.2.1 What consumers expect from a shampoo
2.4.2.2 Forces acting on the shampoos market
2.4.3 NEW PRODUCTS IN THE MARKET
2.4.3.1 2 in 1 products
2.4.3.2 Kids too
2.4.3.3 Styling gels : the impact of hairdressers' brands
2.4.3.4 Hair colouring : the battle of the tones

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3

Case study

1st part : The company

Bruno GODEY
Chantal LAI

Laboratoires Vendôme …

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1.1

In brief

Laboratoires Vendôme is a French SME, created in 1981, independent, with family capital, which, in 1999, made a turnover of 75.7 million Euros (530 million Francs), in France and abroad. It is the leader in body wash products in France (solid soaps, shower and bath gels and liquid soaps)

At Laboratoires Vendôme, 85 people create, develop and sell products, including :  18 people in the Marketing Department,
 50 people in the sales team,
 5 pharmacists who carry out research and development in our facility at Quetigny, near Dijon, which employs 230 people.
 1 master soap maker who prepares, mixes and moulds our soaps in our two solid soap production units, at Gémenos and Volx, in Provence, which employ 2 2 people.  1 warehouse at Nuits Saint Georges.

Laboratoires Vendôme's business is creating, developing and retailing brands which can be found in large-scale retailers. Research and development activities are focused on body wash products, skincare and para-pharmacy. These products feature the use of simple, natural ingredients, which have been used in this kind of product, sometimes, for thousands of years ! The Laboratoires Vendôme portfolio is built around three...
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