Langue
Type
Etude de cas
Catégorie
Marketing
Catégorie
Marketing
Evernat Using organic products to attract new consumers
Référence : KEDGE-MA-037(GB)
Résumé
Organic goods have become mission-critical for the Bjorg, Bonneterre & Co group. The company has reacted by offering a large range of organic brands in different distribution channels: mass retail, organic food stores, online.On the specialise retail channel, the company markets a brand called Evernat, which targets young mothers. The brand is in tune with new food expectations, but to perform more effectively, its communication must be improved...
Objectifs pédagogiques
Make learners aware of the organic goods market and its different stakeholders: producers, distributors and consumer segments.
Mots-clés
Marketing and responsible consumerism - Marketing strategy - Marketing mix - Packaging - Digital communication.
Public
Business Schools - Universities - Executive education
Secteur d'activité
Wholesale (intercompany trade) of sundry food
Caractéristiques particulières
-PPT: Debrief for students (27 slides)
- PPT: Debrief with comments for trainers
The case can be used for an examination.
2019
Livraison par lien de téléchargement
33 avec 6 page(s) annexe(s)
plus de 3 heures
