LE PETIT MARSEILLAIS: Maintaining the leadership on a mature market

The shower gel market has been stable in spite of the innovations repeatedly launched by the multinational companies operating on this market, who develop colossal advertising and promotional resources to support their products.
Le Petit Marseillais is the leading brand on this huge market and wishes to maintain this position.
The student, as an assistant product manager, is to supply the decision-makers with recommendations helping the brand stand its ground against competitors to further dominate this constantly evolving market.

- Run an external and internal analysis/ a diagnosis of an evolving market.
- Build a double SWOT diagnosis.
- Develop a justified recommendation for evolving sales operations , while identifying Key Success Factors.
- Define quantified strategic marketing objectives.
- Devise a marketing plan (product/price/place/promotion/physical environment/process/ people/productivity-quality).
- Cost the marketing plan and devise a schedule for the recommended actions.

Market analysis - Strategic diagnosis - Marketing strategy - Growth and development strategy - Marketing mix - Brand leader - Brand development, competitors

Students in L3, Masters and Advanced Masters students

Production of perfumes and toilettries (2042Z)

PPT: Debriefing (55 slides)

Année de la problématique : 2019

Livraison : Livraison par lien de téléchargement

Nombre de pages : 31 avec 21 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 24 - Industrie chimique, pharmaceutique, parapharmaceutique