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

Solution Id Length Case Author Case Publisher
2757 1504 Words (7 Pages) Hernan A Bruno, Hilke Plassmann INSEAD : INS358
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Michel and Augustin were friends and they decided to launch their own brand with their names. They like to do baking as they have a strong passion and talent for baking. Therefore, they decided to start a small business by making sables as their first product in a home kitchen. Then they moved to sell cookies in the market (French market); the French people use cookies in their breakfast or as a snack. Consumers in France are chocolate lovers therefore, Michel and Augustin should think about certain market patterns and techniques to understand customer behaviors and key market trends. Michel and Augustin can adopt marketing tactics of famous companies like LU to expand their product, for example, the packaging of LU. It means Michel and Augustin need to make some strategy and marketing plans to improve its positioning and brand image. It will help Michel and Augustin to reach a large pool of customers in the French market. Michel and Augustin, thereby, can compete with international and local players. This study provides some marketing tactics or plans for Michel and Augustin. It is providing some suggestions to Michel and Augustin. These suggestions include marketing strategy for brand positioning, segmentation, product packaging, advertising and improving brand awareness to customers; by locating products in large chains of stores and supermarkets. All these suggestions will surely help Michel and Augustin to improve its brand on a very large scale.

Following questions are answered in this case study solution

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

  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? 

  3. How would their sablés reach the consumer? Should they try to keep pushing the distribution through small shops, or try to gain access to big chains of convenience stores and supermarkets? 

  4. How could consumers learn about the product when they didn’t have a big advertising budget? The website was growing, but would it be enough?

Case Analysis for 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.

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