Marketing : marque La vache qui rit
Analyse sectorielle : Marketing : marque La vache qui rit. Recherche parmi 298 000+ dissertationsPar Colombo Luc • 17 Novembre 2021 • Analyse sectorielle • 551 Mots (3 Pages) • 370 Vues
Marketing case vache qui rit
IBBA1 – Section ?
Luc Colombo
1-) Les fromages sont particulièrement célèbres pour les portions de collation offertes aux consommateurs, ce que les concurrents n’offrent pas. Cela donne au groupe Bel un avantage concurrentiel en termes de ventes, car ces portions de collations sont facilement transportables et ne nécessitent pas de réfrigération pendant de courtes périodes, ce qui est très pratique pour les consommateurs. En outre, l’entreprise offre une large gamme de produits variations telles que babybel, leerdammeer, kiri, Boursin et évidemment le célèbre cache qui rit. D’où la décision des consommateurs de choisir bel plutôt que leurs concurrents.
Width | Babybel | Leerdammer | La vache qui rit | Kiri | Boursin |
Depth | 7 | 10 | 11 | 8 | 8 |
Consistency | Will keep good consistency thanks to its partnerships with APBO producers | Consistency might be poorer than for the other lines because lee dammer doesn’t have any relevant advertising strategy nor innovating one but they do offer a large range of product although the portions aren’ t really considered as snacks | Will keep a good consistency thanks to it’s advertising campaign and innovation | kiri offers a lot of different range for snack type products which can and will satisfy the consumer’s demand | Same for Boursin although they should expand their range despite the fact they are the only line offering a complete different type of cheese which is in their advantage |
In order to address growing demand for sustainable, healthy nutritional food, the bel group could do multiple changes :
- if checking with yuka, the laughing cow score would be 4/100 because of the high amount of salt and food additives to maintain the texture and consistency. Bel could then improve this score by finding a healthy and organic substitute to food additives which would enhance consumers’ will to buy.
- It is said that the brand has very few organic diary cheese products. Today’s world is developing towards a more and more organic mindset so bel needs to rise up to today’s challenges and it needs to start commercializing organic cheese to satisfy customers’ wants
- Finally bel does not have any non dairy equivalents and that is a huge loss for the company. Indeed nut and plant bases alternatives to dairy based cheeses arte becoming more and more popular especially since following the vegan trend. It is obvious that in the future, the demand for alternative to dairy is going to rise and if bel remains in its current situation, it won’t be able to respond to the customer’s demand no more. All the more, bel would remain competitive on the market since people would be definitely buy its products instead of a less renowned brand.
- Concerning labelling and packaging information, the Bel group could improve by making everything appear clear on the package and by positioning its advantages on the front to catch the customers eyes with a positive change such as « addictive free » the same way the brand Nutella could say « new palm oil free products »
- Finally the brand could innovate in new products. We know that the bel group only produces « paste cheese », it isn’t real cheese since it’s only composed of 16% along with milk powder. In order to fully master the diary market, the bel group could produce its own cheese that would be commercialize alongside the already existing products.
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