Implementation of Halal delight

Thèmes abordés

Halal delight - National brands - Isla Delice, Fleury Michon - Carrefour

Résumé du document

In Arabic means permitted or lawful. HALAL FOOD:Foods allowed under Islamic dietary guidelines, from the Koran.HARAM, prohibited food:- pork- animals that were dead prior to slaughtering- animals not slaughtered properly or not slaughtered in the name of Allah- blood and blood by products- alcohol

Market growing 10% annually. Halal food is boosted by the young people: 56,3% of Halal buyers are under 40 !

Retail stores: Halal references increased of 23.1% in 2011

Higher than traditional brands of Ready meals
Specific way of slaughtering
Control of Halal certification

Plate of 300g: 2,50€

Competitors Halal food:
National brands
Isla Delice, Fleury Michon
Store brands: cheaper !
Casino (create own Halal brand Wassila), Carrefour

Extraits

[...] < number > Impact of Halal food image -Political reactions: accusation from far right & right parties of promoting communitarianism and trying to impose a particular way of life to the local population. Example of Quick: trial for discrimination against local French people -Halal certification scam No national standardization loss of credibility for Halal products THREATS SWOT analysis Political reactions: accusation from far right & right parties of promoting communitarianism and trying to impose a particular way of life to all of the local population: u know its France the presidential elections will be next month, and the halal food is a very tricky subject during the campaign Thats convey a bad image for the halal food. [...]

[...] Indeed 60 catégories alimentaires sont présentes en halal mais 7 se distinguent tout particulièrement avec des parts de marché supérieures à 2%.A elles seules, ces 7 catégories représentent 70% de l'activité halal en produits frais < number > Categorization Halal market is divided into 60 categories of products but 7 lead the market 22,9% MARKETING MIX HOW TO REACH MY TARGET ? PRODUCT Packaging Green : paradise for the Muslims Yellow: sun Content: 300 g For one person Slogan: Proudly Halal Label: certified Halal Microwaveable plate Ready to use Heat in two minutes 260x260-1297389746-f7ef317ad4.jpgLabel-Halal.jpg < number > MARKETING MIX HOW TO REACH MY TARGET ? II. [...]

[...] . Marketing strategy Implementation of HALAL DELIGHT Implementation of a new product < number > http://www.oeildelabib.fr/wp-content/uploads/2011/11/carre-blanc.gif In Arabic means permitted or lawful. HALAL FOOD: Foods allowed under Islamic dietary guidelines, from the Koran. HARAM, prohibited food: - pork - animals that were dead prior to slaughtering - animals not slaughtered properly or not slaughtered in the name of Allah - blood and blood by products - alcohol My product has to follow these rites What is Halal ? [...]

[...] < number > Market segment: quality halal food Ready meals : Paella, couscous . Presented in a microwaveable dish Ready to use and to heat in 2 min Canning technology: preserve food out of fridge during 18 months Values: - high quality food - practicality - variety of recipes Based in the France market Niche market 260x260-1297389746-f7ef317ad4.jpg Halal delight range I choose the segment of the rady meals coz I think it matches with the new way of life of urban people , who dont have much time for their lunch or dinner. [...]

[...] PRICE Higher than traditional brands of Ready meals Specific way of slaughtering Control of Halal certification Plate of 300g: 2,50€ Competitors Halal food: National brands Isla Delice, Fleury Michon Store brands: cheaper Casino (create own Halal brand Wassila), Carrefour 260x260-1297389746-f7ef317ad4.jpgPLATS+CUISINES+HALAL.jpg http://halal.services-carrefour.fr/images/produitcrfhalal-20.jpg < number > MARKETING MIX HOW TO REACH MY TARGET ? III. PROMOTION Variability of sales: 17% of total sales during the one month duration of Ramadan Sales increasing of 60% during this fasting period Medias Billboards in the 20 biggest cities of France Internet: banners on mektoub.fr or halal.fr Fair: The euro Halal market the unique world halal trade fair and forum in Europe 260x260-1297389746-f7ef317ad4.jpgeuro-halal-market-bruxelles-2011.jpg Something specific about the Halal market is the variability of the sales < number > MARKETING MIX HOW TO REACH MY TARGET ? [...]