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Love & Green (baby hygiene): strengthening an eco-responsible marketing strategy

M1916(GB)
Résumé
Since Procter & Gamble launched them in 1956, disposable diapers have become a standard on the baby hygiene market. The baby diaper market represented ¤750 million in 2011 and is growing both in volume and value (+3%). Three actors are fiercely competing (50% of the sales are on promotion): Pampers (47% value MS), Huggies (16%) the challenger, and finally PLBs (36%).
Faced with this behemoth competition, Love & Green enters the market early 2011 with an eco-friendly offer, a segment recently initiated by Naty. Love & Green complements that positioning with the « Made in France » attribute. The company combines online sales with mass retailing penetration via Leclerc. How can it strengthen its promising debut without huge marketing support?
Objectifs pédagogiques
-      Learning new information on the diaper market
-      Acquisition of new skills: implementing theoretical concepts learnt in class (case study method, targeting, positioning, strategic reflection, and developing a realistic marketing mix).
-      Ability to analyse and summarise the information supplied
-      Ability to make strategic decisions in a limited time (if used in an exam) or in looking for a compromise (if tackled in groups in a tutorial)
-      Ability to adapt marketing and e-marketing classes to the specific context of a very small company.
Mots-clés
Strategic marketing ; Very small companies ; e-marketing/e-commerce ; diaper market
Public
This cas is mostly targeting L2 or L3 students
Secteur d'activité
Baby diapers
Caractéristiques particulières
Case examen

A set of slides is provided to animate the case (33 slides)
2011
Livraison par lien de téléchargement
35
plus de 3 heures
52 - Commerce de détail et réparation d'articles domestiques
Oui (5 pages) - incluse

Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.

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