Micro-marketing strategy: Farah Ait-Kaci and Sabrina Zerouga

Thèmes abordés

Isla delice

Résumé du document

As marketing is largely about differentiation and segmentation, it is only natural for a brand to look for new and relevant differentiation and segmentation criteria. The question posed here is: How big should a population be to justify the launch of a suitable offer ? France is the primary portal of immigration in Europe. We can estimate 12 to 14 million people who are either born abroad or in France to immigrant parents.

6 million is approximately the number of people of North African origin in France (refugees, first and second generation immigrants); this figure represents
a market size interesting in terms of volume. The brand Isla Delice saw this market size as a potential consumer base and decided to launch halal delicatessen products targeted at this segment. In our study, we are going to analyze the micro strategy adopted by this brand to cater to this segment.

Extraits

[...] The historic brands : Dounia, Delight Isla, Isla Mondial, Isla Delice, Jumbo, Medina, Saada, Zakia halal, Heldin, Reghalal, Samia, Tahira and Wassila. They retain their lead and memorial is also progressing on this indicator. Halal market Competitors Some people think the halal market development lead to the communalism. Indeed, in france all immigrants should be integrated by assimilation, it is not at all compatible with this type of marketing. Besides, we recall that statistics on ethnicity of the population are prohibited, which complicates the development of this marketing. [...]

[...] 6millions Young muslim Non-Muslim Intro Halal Market Stragtegy Analysis Marketing Mix Resultat Product : Approximately 80 kind of products. Pre-packed Delicatessen: Sausages Pre-sliced knacks Pies Seasonal products Not pre-packed Delicatessen: Sausages Dry products Caterer: Cordon Bleu Turkish specialties Frozen products: Beef Chiken Asian specialties Isla Delice : Marketing MIX Generally, Products with pork. So not accessible by Muslim customers Price : Isla Delice is middle-range compared to others Halal product. Generally prices are more expensive than non-halal product, beacause of costs production. [...]

[...] Promotion: Isla Delice was the first on using a system of back-lighting for advertising. During Ramadan (relegious celebration) posters visible day reveals an empty table, only covered with a white tablecloth, in respect of the Ramadan fast.(don't eat, d'ont drink during the day) But upon nightfall, when we break the fast, the poster shows a table set with food typically eaten in the evening of Ramadan. Isla Delice made a video of this to wish "Moubourak Ramadan. " (Happy Ramadan) http://www.youtube.com/watch?v=8Iguq9QyeX8 Isla Delice : Marketing MIX Intro Halal Market Stragtegy Analysis Marketing Mix Resultat A succesfull advertising campaign. [...]

[...] Isla Delice : Marketing MIX Proudly halal Promotion: Isla Delice : Marketing MIX This strategy aims to attract every target of the brand (muslim or not). The tagline came as an element of surprise. For years, companies eyeing the halal market feared to loose their actual customers by trying to seduce Muslims customers. By hitting as hard, Isla Delice requires competitors to drop the mask and assume their choice. It's the end of the absence of communication about Halal products. [...]

[...] But, they would like to attract muslim consumers without "offend " the other consumers. That's the reasons they don't communicate much about it. Halal market Intro Halal Market Stragtegy Analysis Marketing Mix Resultat Weaknesses and Threats: The lack of a common certification Strong competitors Brand don't take the risk to communicate about Halal Forces and Opportunities: Halal Market is exploding (growth of 15% and potential target of 6millions) the desire to have choice and variety of products certified halal. A big muslim community in France Strategy Analysis SWOT Thus, the grocery market can no longer ignore this religious cult. [...]