Marketing plan for dried crusts «Allez-croquer», страница 9

Marketing strategy

In this section we will present marketing mix for new on French market product – dried crusts “Allez croquer”.

Product

In order to make dried crusts successful on the French market some adaptations need to be done. Firstly, due to the fact that French people are lovers of white bread, dried crusts “Allez croquer” will be made only of white bread. Secondly, dried crusts will be baked in the form of baguette (famous and popular form of bread in France). Finally, because of French rising awareness of different health issues the product will include only healthy tastes (tomatoes, basil, parsley, etc.) so as to respond to the market trend.

Our product is suitable for B2C and B2B customers. B2C segment is presented by busy people who are concerned with health issues. We called this segment “On-The-Go” segment. In B2B segment we have 2 customers: producers of canned soup and HoReCa. The product can be used differently depending on the type of customers.

On-The-Go segment (B2C) can consume “Allez croquer” separately from other meal or add it in homemade dishes (for example, salads or soups).

Also we intent on cooperation with producers of canned soup in order to attach the pack of dried crusts to can of soup. Moreover, when dried crusts “Allez croquer” become popular and consumers get used to complement their food with dried crusts, the HoReCa will understand the success of dishes with dried crusts and increase demand for it. Therefore in the future if the dried crusts reach success we intent on supplying “Allez croquer” to HoReCa so that they can use it as complementary product to main dishes.

On the following scheme you can see product usage depending on type of customer:

  Price

The price for dried crusts sold in B2C segment will be almost on the same level as the price for a pack of crisps or chips. Therefore the price for the pack of dried crusts will be established on the level of 0,5 euro.

For B2B segment the price should be less than price of their own production of dried crusts. This can be explained by the fact that producers of canned soups or HoReCa can start their own production of dried crusts so there won`t be a need in our product. However, we will point the lower price which will be reached by economy of scope.

Place

According to Euromonitor, in France store-based retailers have the highest sales compare to non-store-based retailers. Therefore dried crusts will be sold through hypermarkets, supermarkets, discounters (ex. Carrefour, ITM Enterprises, Galec – Centre, Auchan France, etc.). The figures supporting our view are presented further:

Sales in Retailing by Sector

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources.

Sales in Store-Based Retailing by Sector

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources.

Promotion