Brasserie Duyck

Résumé du document

This article is about studying the case of the Duyck breweries, a company that is four generations old and that is leading the tradition relentlessly free on the French beer Market. The Duyck brewery is one of the remaining independent local breweries that try to survive at the end of the 20th century. Indeed, the tendency during this century has been the drastic reduction of the number of breweries in France, due to the apparition of international companies that have a completely different strategy, trying to acquire the different leading brands in the significant markets. There were 2827 breweries in France in 1910 according to appendix 1, 23 in 1976. Recently, an explosion of the microbreweries raised this number to more than 100. In this context, Duyck has to compete aggressively, proposing constantly new ways of promoting its products.

Extraits

[...] They are possessing 85% of the market in 1999. Looking at the appendix it appears that the average annual consumption in France is 39 litres, which is very low compared to neighbour countries like Spain ( 77.1 Germany ( 130.6 or Belgium ( 99.2 Duyck obviously doesn't care about these figures, given its size. But these enormous differences can be an advantage. In fact, considering these figures, people from the three leading companies are probably projecting to establish an advertisement campaign that will benefit to the market in general. [...]

[...] Recently, an explosion of the microbreweries raised this number to more than 100. In this context, Duyck has to compete aggressively, proposing constantly new ways of promoting its products. As a consultant for this company, I am given a strategic mission: to consider the launch of a new product on the premium beer market, and to prepare an introductory campaign if judicious. I am going to analyse the different aspect of the case, to note he main aspects and to establish a SWOT analysis. [...]

[...] The package should have a special gadget for the launch, for example a paper enrolled around the pack, explaining that the product is new d'alcool de savoir faire. Nouvelle premium des brasseries Jeulain. Before launching this Blanche de Jeulain, it's highly important to make the study of the public need for this new product. This launch is very risky for the company because of the possible image destruction, and Duck has to be sure of what will be the consumer perception of the new product and the new package. Bibliography Art of Case Analysis: A Guide to the Diagnosis of Business Situations par Robert Ronstadt Ed. [...]

[...] It has to be considered as feminine. The brand name would Blanche de Jeulain. o PRICE: The price will be 2.9 euros for 6 bottles off trade, and will depend for the bars. The launch campaign will not change the prices. People mustn't consider this new beer as a cheap and bad one. o PLACE: This product is mainly created for off trade. However, it has to be present in the faithful Jenlain bars. An association with another brand has to be found to facilitate the promotion (like for cacolac). [...]

[...] The product line Duck produces three different types of craft beers and 2 seasonal bears. One of the three craft beers is an organic one, in order to compete in this category which is small but significant. Looking at the appendix 15, we can notice that of the sales are for Jenlain! This number is very high, and shows that the impact of the name Jenlain on the consumer is much more important than the impact of Sebourg or Fraiche de l'Aunelle. [...]