Silhouette Active development process

Résumé du document

Foreign exports and subsidiary companies account for 15% in the activity of the group that's means a turnover of 405 million € in 2008
The Sodiaal company is constituted by five subsidiary companies: Candia, CFR: Which is the most important producer of raclette cheese and camembert in France. Nutribio: it is specialized in the production and marketing of infantile powder milks. Beuralia, Regilait, Yoplait :Yoplait is the world's second-ranking brand in ultra-fresh products. The group is established in approximately 50 countries. The Yoplait product range consists of some 2,500 references marketed worldwide.

Number one in its market, Candia also spends the most money on advertising. Since its creation, Candia, the French milk market leader (1.5 billion litres of milk sold per year)In over 30 years, Candia has managed to make its name as one of the major brands on the French market.Through television, billboards and press, Candia reaches all kinds of consumers: those who "help their young ones grow" with Croissance, the little greedy eaters of Candy'Up, those thirsty for vitamins with Viva, those who are watching their weight with Silhouette active, those who live a 100% natural lifestyle with Biolait etc. And all those who are just looking for a good fresh or long-life milk. Five Billion liters of milk including 300 million in export using the foreign subsidiary companies- 1.174 million Euros of turnover including 12% on the international view- 1090 employees in France- 7 industrial sites in France

Extraits

[...] Buyers who believe in fat or in “Sugarless” products The “obsessed”, who are an extreme behavior and only believe in alleged products, giving them moiré than 1/3 of their expenses on that universe. But they don't have any problem of obesity. Buyers who consume alleged products essentially for their health benefit. The “ready-to-consume “family”, which is different by its high consumption of alleged freeze cooked food. They are looking for ease of use while watching their silhouette. [...]

[...] Nevertheless Active Silhouette is very effective and propose many advantages. < number > Commercialization and distribution You can find Silhouette Active at the milk shelf in all the large chains of distribution: It is also possible to buy Silhouette active online: Untitled-2.JPG You can find Silhouette Active at the milk shelf in all the large chains of distribution: Carrefour, Auchan, Intermarché, Leclerc, Casino, Super Cora, Match It is also possible to buy Silhouette active online: On the web sites of Télémarket and Ooshop < number > S.W.O.T STRENGHTS Promises of an alleged product Important communication Distribution network Attractive packaging - Easier to digest than conventional milk - Fabuless WEAKNESSES High prices Labelling of an alleged product High investments Soja milk taste - Efficient on the short term only OPPORTUNITIES A trend phenomenon Market growth Trends of consumption : fitness, pleasure and easy of using New behaviors of consumption of French Willing to lose weight - Support campaign of the government THREATS Competitors of the sector and new entrants Substitution market : bio products, cosmetic food Distributors brands and hard discount Distrust of the consumer toward the industrialists Bad economic situation : decline of purchasing power, unemployment Untitled-2.JPG < number > Slim 10 / 10 This product naturally helps you to reduce your daily consumption of calories Exclusive product Olibra®: water, extracted from oats and palm oils Market product: pharmacy and parapharmacy Competitors Untitled-2.JPG This product proposes a relatively high offer. [...]

[...] < number > POG Unpleasant taste of losing-weight products Difficult to follow a diet No efficient product to cut the hungry sensation You often need to create yourself your own mix and to drink then Untitled-2.JPG Unpleasant taste of losing-weight products Difficult to follow a diet No efficient product to cut the hungry sensation You often need to create yourself your own mix and to drink then Solution : Silhouette Active < number > WHAT IS CONCRETELY SILHOUETTE ACTIVE ? Active ingredient of origin is 100% natural Be satiated faster Acts in 4 to 8 hours Silhouette Active is clinically proven Silhouette Active consumed at a rate of 1-2 carton per day can reduce 20% your next intake in calories moejlrf.jpgUntitled-2.JPG Silhouette Active is a delicious milk drink, which contains a revolutionary active ingredient that helps you eat less at the next meal. A lactose-reduced, Silhouette Active is easier to digest than conventional milk. [...]

[...] By long term, the active constituent of Silhouette Active helps not to re take weight after a diet 5. That the active constituent in Active Silhouette acts by activating a mechanism regulating food intake < number > MARKETING PLAN Segmentation Women having weight concerns 20 -50 years Women having active lifestyles Positioning and branding Feminine, Healthy Easy snack Untitled-2.JPG Marketing plan: Segmentation Women having weight concerns 20 -50 years Women having active lifestyles Positioning and branding Feminine, Healthy Easy snack < number > silhouette_active1 - Copie.jpg PACKAGING: A REVOLUTIONARY CARTON A dynamic look A light carton and ultra-resistant A mobile use for consumption at any time of day A stretch straw that easily pierces the lid A fair dose Untitled-2.JPG For Silhouette Active, Candia has chosen an ideal packaging: * A dynamic look (pink for ladies) * A light carton and ultra-resistant * A mobile use for consumption at any time of day(perfect for the on the go consumers who want to regulate food intake without interrupting their lifestyles) * A stretch straw that easily pierces the lid * A fair dose: a carton of Silhouette Active is the right amount for a bowl of cereal < number > Price Premium pricing strategy 4,85€ for 6 cartons of 20 cl for the natural taste 4,55€ for 6 cartons of 20 cl for the chocolate taste Candia recommends 1 or to 2 bricks per day which would go to 9,70 € per week (9,10 € for the chocolate taste) Product addressed to women having good revenues 00917639-t0.jpgUntitled-2.JPG Premium pricing strategy 4,85€ for 6 cartons of 20 cl for the natural taste 4,55€ for 6 cartons of 20 cl for the chocolate taste Relatively high price because of many advantages of the product : loss of weight natural product produced cut hunger good with the taste Product which is addressed to the active women between 20 and 50 years having of good revenues. [...]

[...] < number > THE CANDIA PRODUCT LINE g1.jpgg2.jpgg3.jpgUntitled-2.JPG On each market, Candia offers a specific range of products in line with the traditional milk drinking habits and consumer expectations < number > THE LINE IN DETAIL Fresh milk: The soft pasteurization of GrandLait Frais makes it possible to preserve the good taste of milk Nature: A milk of quality produced in the respect of the environment fresh milk.jpgnature.jpgUntitled-2.JPG < number > THE LINE IN DETAIL For children: Aware with children's need , Candia proposes a broad product range which are intended to them Babette cream: children.jpgcream.jpgUntitled-2.JPG < number > THE LINE IN DETAIL Health : Candia is always worried about our health and proposes Silhouette, the ideal partner of all the women health.jpgUntitled-2.JPG < number > CANDIA STRATEGY Promote research work on the subject of "Calcium in milk and health" R&D research Being based on posting, Candia brings to its positioning a will: to support the small producers Candia.jpgUntitled-2.JPG The Candia Institute and its initiatives : created in 1990 Its main objective : to deepen and heighten awareness of milk and how it can be beneficial to health. R&D : innovative policy concerning the products' quality. The brand is continuing with its marketing strategy which aims to eliminate the banal and this has become its hallmark Take part in the safeguarding of the economic life in rural environment < number > POTENTIAL OF THE MARKET Problems of obesity and overweight Awareness of the importance of sugar and fat The senior market Untitled-2.JPG The market of alleged products is exploding since 2003. [...]