Michel and Augustin Cookies Culinary Adventurers Competing against Food Industry Giants Case Solution

1. How should they position the brand? What were the key brand associations that could serve as points of difference? 

Brand positioning strategy  

Brand positioning is the strategy by which a company sets its unique association with customers. During the start of the business, Michel and Augustin used their names to maintain a strong brand position, but there are various aspects and key associations with a brand that can help Michel and Augustin to make a strong brand position. The strategy is; they should position their brand by serving some points of difference as compared to other companies of the same products. To maintain a unique brand position, it is crucial to understand some key market trends.  

The positioning 

Due to the competition between national and international brands in the French market, Michel and Augustin should position their products as premium, standard and discounted. There is strong competition in the industry for cookie producers, so Michel and Augustin should make variations in their existing products to attract customers. They can change the proportions of ingredients like egg and butter, re-shaping the cookies and packaging. To develop a strong brand position, Michel and Augustin should produce organic and ethical products because, in the cookie aisles of French supermarkets, organic products have become very popular. 

Segmentation 

Michel and Augustin should follow behavioral segmentation because it defines; looking for customer behaviors. Therefore, Michel and Augustin should produce organic products at discount prices but at a low price as compared to other famous brands, German Bahlsen GmbH & Co and LU. 

2. What should the product look like? Should they focus on a small pack of 6 cookies, or should they shift to the family pack with 15 cookies? At what price?

Product packaging

They should focus on the packaging of products in different types of packaging like LU. It should emphasize the mentioning of ingredients on packaging like LU. It includes mentioning fruit and wholegrain ingredients and nutritional and calorie intake. For example, Leibniz, a Bahlsen brand, has transformed its ingredients by adding 30 percent less sugar for customers. Likewise, LU has emphasized calcium content for customers. This type of cookie will be better for children. Michel and Augustin can produce organic products by focusing on ingredients that are customer demands, such as fruits and calcium. Moreover, with time, people are becoming well aware of the advantages of natural products.