The Granola project

Résumé du document

The Lefèvre-Utile Biscuit Co. was a bakery and cookie manufacturer established in Nantes, France in 1846 by Jean-Romain Lefèvre. Today it is known as LU and is a part of Kraft Foods. The name LU comes from Lefèvre and his wife and who was also the first associate, Pauline Utile. Their initials were first utilized by Alfons Mucha for an 1897 calendar ad for the Lefèvre-Utile Biscuit Co. Louis Lefèvre-Utile, the founder's son, took over the family company and eventually it was bought by Generale Biscuit S.A. which in turn was sold to Groupe Danone in 1986. Although an international brand today, the primary market for distribution of Lu is in Western Europe. In November 2007, LU was sold to Kraft Foods. Since its incorporation to the group Krafts Foods, the company has become the world leader in biscuit manufacturing. In 2004, the staff was about 3 300 employees for an annual production of 232 000 tonnes. In 2004, the turnover of the company was 1249 million. In 1998, the figure was 5 billion francs (762 million euros) for the entire range LU including 400 million francs of sales made by the product Prince, the first reference in the range.

Extraits

[...] To developing the marketing strategy we propose to introduce our new product in existing markets the “Product development”, using the prestige of Prince Lu. Granola´s swot Strengths HIGHT QUALITY PRODUCT. BELONG TO PRINCE LU WHICH IS VERY FAMOUS AND CONSITENTLY SUCCESFUL OVER THE YEARS, NOW IT IS AN INCONTROVERTIBLE BENCHMARK OF SELECTION FOR BISCUIT. THE PRODUCT IS HEALTHY. Weakness PRODUCT VERY SIMILAR TO PEPITO CHOCOLATE FROM LU ALSO RISK OF CANNIBALISM. ONLY CHOCOLATE, NO MORE FLAVOURS. NETHERLANDS HAS LOT OF COMPETITORS IN THE BISCUIT MARKET. DIRECT COMPETITORS OF GRANOLA HAVE CHEAPER PRICE THAN GRANOLA. Opportunities BISCUIT MARKET IS GROWING. [...]

[...] - The 39% does not buy LU products. The results about our respondents of more than 60 years are: - The 18% ussually buy LU products. - The 82% does not buy LU products. (Which price could you pay for one box of Granola? The results about our respondents between 14 and 25 years are: - The 28% of our respondents would buy Granola if the price is between - The 24% of our respondents would buy Granola if the price is between - The 60% of our respondents would buy Granola if the price is between The results about our respondents between 25 and 40 years are: - The 16% of our respondents would buy Granola if the price is between - The 40% of our respondents would buy Granola if the price is between - The 44% of our respondents would buy Granola if the price is between The results about our respondents between 40 and 60 years are: - The 18% of our respondents would buy Granola if the price is between - The 20% of our respondents would buy Granola if the price is between - The 62% of our respondents would buy Granola if the price is between The results about our respondents of more than 60 years are: - The 18% of our respondents would buy Granola if the price is between - The 45% of our respondents would buy Granola if the price is between - The 37% of our respondents would buy Granola if the price is between Granola Questionnaire Rotterdam, the 4th of March 2008. [...]

[...] - The 45% of our respondents buy expensive biscuits. The results about our respondents between 25 and 40 years are : - The 52% of our respondents buy cheap biscuits. - The 48% of our respondents buy expensive biscuits. The results about our respondents between 40 and 60 years are : - The 42% of our respondents buy cheap biscuits. - The 58% of our respondents buy expensive biscuits. The results about our respondents of more than 60 years are : - The 31% of our respondents buy cheap biscuits. [...]

[...] The results about our respondents are: - The 54% of our respondents think that the chocolate biscuits are the favorite ones. Biscuits. - The 19% of our respondents think that the vanilla biscuits are the favorite ones. - The 11% of our respondents think that the fruit biscuits are the favorite ones. - The 16% of our respondents think that other biscuits are the favorite ones. Your customers usually buy: The results are: - The 45% of our respondents said that their customers buy own-brand biscuits. - The 55% of our respondents said that their customers buy brand name biscuits. [...]

[...] Focusing on the market sweets market and more specifically in cookies in The Netherlands, I would say that there are clear substitutes for our products, like other famous brands sweets operating here, like Stroopwafels, syrup waffles, chocolate´s tablets, chocomel however these products in the Netherland market will not be really substitute direct, since after analyzing various establishments (Albert Heijn, C1000, Leidel ) only 3 direct competitors which offers similar Granola cookies: CHIPS AHOY, Fontaneda and Kraft, therefore we can say that in The Netherlands we find ourselves with more direct competition, which with different products to replace the our (absence competition indirect, substitute products) The intensity of competitive rivalry Brand loyalty in the sweets market is moderate; people will stick to a brand, like Lu, if they have bought them before and were satisfied. Also some brands might be avoided because of low quality that it offers. But the customers will also look at the prices of products, if a good price will be put on a product that might be of lower quality, it still could be that they take it because of the lower price. [...]