La Laitière : Conquering the under-35s!

La Laitière is a brand of the Lactalis Group, or more precisely of the Lactalis-Nestlé Ultra-Frais (LNUF) joint venture, whose mission is to offer French consumers high-quality ultra-fresh dairy products that are ever tastier, healthier and more respectful of the environment. Founded in 1973, La Laitière was re-elected in May 2024 as the French people's preferred brand in the "yoghurts and desserts" category, according to a survey carried out by the OpinionWay panel, and has the 1st largest customer base in this segment.
Today, the brand faces several challenges. Firstly, the inflationary context has globally constrained the ultra-fresh market. In addition, the brand's latest innovations have not met with sufficient success.
Against this backdrop, La Laitière is seeking to increase its penetration through innovation among 18-34-year-olds, a target that has room for improvement not only compared with other age groups, but also with its main competitors in the desserts segment.

Make learners aware of the challenges facing brands in the agri-food sector.
Raise learners' awareness of the challenges faced by product managers, particularly about product innovation.
Collect secondary and primary data.
Carry out a diagnosis of the La Laitière brand in its market.
Develop a marketing strategy and activation plan through innovation.

Product management, Product innovation, Product concept, Marketing strategy, Marketing action plan, Distribution panel, Consumer panel, Ultra-fresh desserts market

Bachelor's and Master's students, initial and continuing training, business school or university.

Wholesale of dairy products, eggs and edible oils and fats

Duration of use: from 3 hours to several sessions, depending on the scenario envisaged. The case is accompanied by a video, two complementary teaching modules and a case debriefing slide show. Multi-Session case study. Examination case

Année de la problématique : 2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 28