B to B marketing

Thèmes abordés

B to B, B to C, Groupe Stalaven, Euralis, plat cuisiné, plat préparé, RHD, restauration hors domicile, Le traiteur, Marie, LDC

Résumé du document

In the context of the B to B group project we have chosen to study the company Jean Stalaven. We can justify this choice because it is a company often not very known by the consumers; nevertheless it is an important actor of the mass retail market. Indeed, they are often the producer of the ready-made meal that you can find at the catering shelves or stands in the hypermarket. Moreover it is a local actor because the head office is based in St-Brieuc and Jean Stalaven is a Breton. Nowadays it is a part of a giant of the French food-processing industry: Euralis. All of these reasons lead us to do a study about their marketing strategy.

That's why after a brief historical and a brief presentation of the company. We have studied the market of ready-made meal, and its trends. Then we are going to analyse the marketing mix of Jean Stalaven. To finish we are going to show the BtoB strategy of the company, with the value that they want to transmit, and the ways used to do that.

Within the framework of the restructuring of its Food pole, Euralis announces the closure of two Breton factories of Stalaven: the site of Saint-Agathon (salads caterer) will be closed at the end of 2012 and that of Saint-Brieuc (delicatessen) in 2014. The production of both sites will be transferred in Yffiniac, which will benefit from a 7 million euros of investment. However, Jean Stalaven wants to keep his image of familial group and authenticity with the quality of the product.

Extraits

[...] Indeed, we are far away of the delicatessen of the beginning in Corlay. With 1500 employees and a turnover of 238 million Euros, it is easy to see the big evolution of the company. Besides, Jean Stalaven is now part of the Euralis group that is a leader in the food- processing industry in France. Stalaven employed persons on 3 logistic platforms and 7 industrial sites in 2010, among which 2 are dedicated to the elaboration of fresh ready-made meal, Dunkerque ( 59 ) and Roye ( 80 The group exports its products in about ten countries, mainly in the Western Europe. [...]

[...] Communication Advertisement To finish we wanted to talk a little about the communication. This point is also an important way for a company to transmit its values to its professional and final customers. Moreover, a good brand image and recognition is another good argument in a B2B relationship. Even if the ready to cook brand of Stalaven do not exists anymore, the company continue to promote its products: . On the point of sale as we said, Stalaven gives support to its customers in order to promote its products (promotional displays, new packaging etc.) . [...]

[...] But the quality is not sufficient to justify a price that is globally higher than some of its competitors. We will focus in this part on the global offer of Stalaven. (We include in “customers” all different kind of customers, giving some specification where needed). A “global turnkey package”: many extra services More than product supply, the offer of Stalaven is a wide range of value adding services appreciated by customers. o Marketing services good market awareness Stalaven performs different studies about final consumers and its professional customers in order to conclude on the best solutions for them (sensorial studies, comparison studies, qualitatively and quantitatively based). [...]

[...] It prefers to use direct marketing to promote his activity with direct selected media. The company is present on many fairs, in specialised magazine, poster campaign is specific area. What is important to the company is to communicate directly through their targets. The merchandising in the point of sales is very important to promote well the product. Price About the price we cannot explain all prices of Stalaven products, in fact there are 1,500 references. Nevertheless, we can try to explain the global strategy of company's pricing strategy. [...]

[...] We found also some negative opinions about the price level. (We are conscious that consumers' opinions on the internet can be subjective; we cannot be sure about the reliability of these opinions. Nevertheless we took care to select the most detailed consumer reports and well appreciated from others community members. In the same way opinions about final consumers gave by Stalaven managers have also to be understood with caution.) - Professional customers This is definitely the most important part, because it is a B2B report, but also because Stalaven stopped its own brand to produce only store brands and products to independent local shops, butchers etc. [...]