Taillefine Fiz in Lebanon, 2009

Résumé du document

I will set up a marketing plan to establish the Brand Taillefine Fiz in Lebanon. I have chosen Lebanon because Lebanese girls are very interested in diet and health care products. Thus it is a good way to introduce this brand in the Middle East in order to conquer the Middle East market. Nowadays, the health and diet sector has seen huge development. Food processing industries launch new products each year without fat or calories. Obesity and junk food are the two main problems of the 21st century. New consumption modes led to the consumption of fatty and sweetened food, which is liked by young people. Hence governments, citizens, scientists and food processing industries have tackled the problem head on. This is why Danone has launched several products such as yoghurt, light biscuits and soft light soft drinks like Taillefine Fiz. The health market is more and more present in our consumption behavior because nowadays, everybody wants to take pleasure in eating while taking care of their weight. Taillefine is part of the group Danone. Danone is a world leader in health food. The group recorded a turnover of $22.700 billion in 2008(2). Danone is: - The world leader in dairy products; the second position in water; the second position in baby food; and the world leader in health food. This huge group is very sensitive in health and social business. The R&D department is one of the most important departments of this firm. Danone invested $310 million in R&D in 2008. Health innovations are very important for this group. Danone is present in several countries but in the Middle East, it is only present in Saudi Arabia and United Arab Emirates. This is thus a good opportunity to get into this region and to oust Nestle from its position.

Extraits

[...] A Street marketing campaign and a point of sale promotion are good ways to be known and to entry the market (these campaigns will be explain in the 3rd part of the assignment). We will also make a TV advertisement campaign. Lebanese Advertising campaigns are cheaper than European or American campaigns, but they do not have to save money on this point because it could be disaster for the product. The slogan must be appropriate to the women like “Slimwaister, the real women soda”. The place: It must be distribute in malls, stores. [...]

[...] The marketing mix : 4P's 7. The budget III. Creative elements 1. Point of sale promotions 2. Street marketing Conclusion Introduction I will set up a marketing plan to establish the Brand Taillefine Fiz in Lebanon. I have chosen Lebanon because Lebanon girls are very interested in light and health care products. So it is a good way to introduce this brand in the Middle East in order to conquer the Middle East market. Nowadays, the health and diet sector has known a huge development. [...]

[...] The filling effect with the page loading is ludic. When we are on the web site we can see several links (the products, the greedy moments, a page with trainings This page is very feminine with purple and white color. They have insisted on the diet means with fruits. On all the other pages, there are some advices and some ideas to lose weight by taking pleasure. This website targets women because we can see diet product and a complete set of advices for women (cocktails, food, training To conclude we can say that this website is appropriate to Taillefine target. [...]

[...] They want product without calorie, innovating product . Taillefine Fiz is a really good product because it is cheaper than plastic surgery, it helps you every day and it has several tastes in order to be adapted to the consumers. This product has to be sold in malls and in the street (stores on order to be easily seen and bought. The objective is to be with the customer (in her bag, or in her hand) everyday so the distribution is very important and customer has to buy it easily (like a Pepsi can). [...]

[...] Taillefine has to be present daily with women. They will have to drink it at every moment of the day like water. Lebanon is the best place to introduce this sort of product in Middle East. The main objective is to replace the little water bottle by a Taillefine Fiz bottle. If Taillefine Fiz succeed, we will be able to launch it Saudi Arabia and in United Arab Emirates The target We target women from 25 to 50 years old. [...]