In January 2010, the Lustucru Sélection brand (Panzani Group) launched a new product called "Lunch Box". These are ready-made pasta meals packed in boxes and ready to eat after two minutes in the microwave oven. With this launch, the leader in the fresh pasta sector is attempting to develop on the snack market.
After the notable launch of the Lunch Box, the Lustucru Sélection brand intends to become a leader in the market of 'boxes', which has shown a spectacular success with consumers. The issues at stake are significant, as this is a booming market with interesting profit prospects. However, the objective seems difficult to achieve in regard to numerous competitors (Sodeb'O, Marie, Fleury Michon, Weight Watchers, Herta, etc.) that multiply their marketing actions in order to increase their market share.
Prepared in close cooperation with the general management and marketing teams of the Lustucru Frais company and the Panzani group, this case-study presents the marketing plan for the Lunch Box of Lustucru Sélection. It covers detailed information about the Lustucru Sélection brand and the Panzani group, the launch of the Lunch Box, and the snack market (consumer trends and competition).
The students are asked to prepare a marketing-plan for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).