Stratégie de développement pour la marque Eraclea (produits alimentaires de haute qualité) dans les hôtels, cafés et restaurants

Étude de cas Marketing & marques Marketing produit

Date de publication :

21/03/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

43 pages

Niveau :

expert

Consulté :

3 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Understanding the company
1. History
2. Activity
3. Lavazza products
4. Eraclea products
Evaluation of the market
1. Characteristics
2. Needs
3. Size
4. Potential
5. Behaviors of the market
6. Strategic analysis tools, swot and pest
Understanding of competition in the market
1. Other companies and competing technologies
2. Their relative advantages and positioning
Buying behaviors and priorities of customers
1. Needs, expectations of the HoReCa sector
2. The motivations
3. The limits of Eraclea
Market position of Eraclea and perception of the brand in the market
1. Market position of Eraclea
2. Final consumers' trends
Analyze the market for sectors and the appropriate targeting
1. The penetration strategy: partnership with breweries
2. The skimming strategy: restaurants referenced in the ?guide Michelin? and luxurious hotels
Creation of the appropriate commercial strategy and plan of action for building market perception and preference for Eraclea
Recommendations

Résumé :

We are proud to present you our final report, accompanied with a presentation. Through our motivation, we won the opportunity to work and carry out a strategic project concerning Deotto Espresso System business. They are about to sign a contract with a famous Italian company eraclea, which produces and distributes (directly to final consumers and indirectly to hôtels-restaurants-cafés) a wide range of high quality products such as for example hot/cold drinking chocolate, ice-creams and teas, following the new trends of market consumption ; that is flavoured tastes and original presentation oriented.

We first began by organizing our team to work and communicate effectively. To launch the project, we assessed the market of professional Ho-Re-Ca and chocolate fabrication and distribution in France. Evaluating the internal and external situation of DES and eraclea, defining the market, explaining the political, economical and social macro environmental factors, understanding the competition were the first steps of the project. Our interlocutors, Laurence Thébaut, marketing responsible of DES, and Giorgio Guerra, sales manager, gave us information needed by providing us data, brochures and confidential corporate documents in order to well understand their needs and expectations from us. So, we met our client 1 time per month in the headquarters.
The second part of the report is the most important one; it reflects the real need of DES.
As eraclea is going to penetrate the French professional market of Ho-Re-Ca, they contracted with DES to benefit of the national distribution network it is using and the existing and potential clients who buy Lavazza capsules and machines (Remind that DES is the exclusive importer of Lavazza capsules and machines). The big challenge was to develop the Italian brand, build recognition and identity, in the minds of French professional who are behavioring differently as Italian ones. We explained the buying behaviours of the 3 types of businesses related to the end users new tendencies (expectations of original tastes and quality but also attraction for "light" & "bio" products). Then we focused on the commercial and marketing strategy by proposing several options with advantages, risks and issues. The next step was to create the marketing and communication mix and to budget those actions. To finalize, we recommended several things, such as create a French web site, specific events according to the season and region eraclea will be provided, make partnerships with Hotels groups to better target 3 stars and luxurious Hotels. We planned that the brand will be highly accepted by professional consumers from March 2009.