Fiche de présentation : Buffer BiAc Acidifiers: Competitive Product Positioning (French Version)

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Fiche de présentation

Buffer BiAc Acidifiers: Competitive Product Positioning (French Version)

Ref : ESSEC_M_014_1

Auteur(s) : H. Faucher, B. Doulle

Type de produit : Graduate students (Masters levels, executives students)

Bio Indus features a European player in the bio industries producing top quality ingredients, among which, a range on acidifiers sold under the brand name 'BiAc'. To move away from the commodity business, the company sets out to develop a new 'specialty' ingredient to replace a partly outdated product, named 'Buffer BiAc'. Based on a real marketing situation, the case offers a unique opportunity to work on product competitive positioning. A complete scenario is provided, with quantitative data and other marketing information on the company, products and competitors. Also introduced is the 'competitive positioning analysis' (CPA) matrix, a powerful tool widely used in industrial marketing. The case comes with a quantitative data set in electronic format aimed at the students to facilitate analysis. It is made of a series of 15 tables, the last of which features the CPA matrix tool to be used in the case. For proper use, the students should have access to this file - the file is provided on the teaching note supplement CD-ROM. After briefly summarizing the case, the teaching note introduces the authors, sets up the teaching objectives and proposes a teaching scenario. It then describes the CPA matrix tool, and gradually follows the analysis of the case. This case is the first in a series of five case studies on agri-food business-to-business marketing co-authored by Professor H Faucher and corporate executives, published at ecch, 'Fruit Prep', 'Olymp'ia Flavors, B To B Market Segmentation' - Parts A and B and 'Toutatis Sunflower Seeds: Farm Input Distribution Strategy'.

Case also available in 'licence établissement': see CCMP case collection for more details.

Mots-clés : Marketing; Business-to-business; B-to-B; B2B; Industrial marketing; Food; Agri-food; Ingredients; Competitive positioning; Competitive analysis; Acidifiers; Industrial inputs; Bio industries; Bio industry;

Public : Graduate students (Masters levels, executives students)

Secteur d'activité : Food ingredients; Large industrial group

22 page(s)

Note pédagogique disponible

Date de situation : 2003