The "Madeleines de Liverdun": How to Develop the Brand while keeping its Traditional Values *
Référence :
ICN-MA-023(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Collection
ICN Business School
Auteur(s)
Résumé
* Peer-reviewed NACRA French Track 2016, October
This case, devised in collaboration with the company's management, was presented and validated during the North American Case Research Association (NACRA) Conference held in Las Vegas on October 2016.
The 'Madeleines de Liverdun' (Liverdun Madeleines) company is a monument in the gastronomic heritage of the Lorraine region in the north-east of France. For over a century, it has been baking 'home-made' madeleine cakes. The company was acquired in February 2015 by Vincent Ferry, the CEO of Clair de Lorraine, a company which specialises in making and distributing regional products. The Director is only too aware of the current issues. The brand faces regional and national competition, although there are also favourable prospects, due to changes in the sector of traditional pastries, and the emergence of new consumer trends.
In this context, the new company owner has to think about new growth opportunities, whilst continuing to emphasize the brand's established values.
This case, devised in collaboration with the company's management, was presented and validated during the North American Case Research Association (NACRA) Conference held in Las Vegas on October 2016.
The 'Madeleines de Liverdun' (Liverdun Madeleines) company is a monument in the gastronomic heritage of the Lorraine region in the north-east of France. For over a century, it has been baking 'home-made' madeleine cakes. The company was acquired in February 2015 by Vincent Ferry, the CEO of Clair de Lorraine, a company which specialises in making and distributing regional products. The Director is only too aware of the current issues. The brand faces regional and national competition, although there are also favourable prospects, due to changes in the sector of traditional pastries, and the emergence of new consumer trends.
In this context, the new company owner has to think about new growth opportunities, whilst continuing to emphasize the brand's established values.
Objectifs pédagogiques
- Understanding a marketing diagnosis.
- Appreciating the need for coherence between the diagnosis and the (strategic or operational) recommendations.
- Analysing a marketing strategy (segmentation, targeting, and positioning) and its repercussions on operational marketing.
- Formulating tactical recommendations in terms of managing products on sale: managing product ranges, packaging design and pricing policy.
- Being creative in their recommendations (new products or services, visual identity, etc.).
- Understanding the problems of managing a brand, particularly making strategic choices in terms of extending the brand vs. extending the range."
- Appreciating the need for coherence between the diagnosis and the (strategic or operational) recommendations.
- Analysing a marketing strategy (segmentation, targeting, and positioning) and its repercussions on operational marketing.
- Formulating tactical recommendations in terms of managing products on sale: managing product ranges, packaging design and pricing policy.
- Being creative in their recommendations (new products or services, visual identity, etc.).
- Understanding the problems of managing a brand, particularly making strategic choices in terms of extending the brand vs. extending the range."
Mots-clés
Marketing strategy - SWOT - PESTEL - PORTER - ANSOFF - Positioning - Brand management - Range extension - Brand extension - Marketing mix - Packaging - Visual identity and logo - Regional brand.
Public
The case study is aimed at undergraduate or post-experience learners, from management schools or universities.
Secteur d'activité
Product marketing in the food production
Caractéristiques particulières
- VIDEO : a teaching video presenting the case (1:55)
- PPT : a debriefing PowerPoint providing the complete case solution (63 slides) with references to the basics of marketing strategy and brand management
- PPT : a debriefing PowerPoint providing the complete case solution (63 slides) with references to the basics of marketing strategy and brand management
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Année de la problématique :
2016
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
16 avec 10 page(s) annexe(s)
Temps d'utilisation :
3h00 (3 different parts from 1h30 to 3h)
Code du secteur d'activité :
15 - Industries alimentaires
Note pédagogique :
Oui (24 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...
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ICN-MA-023
Etude de cas
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Les Madeleines de Liverdun : développer la marque en conservant ses valeurs patrimoniales * |
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