Analyse Marketing de l'entreprise Les 2 Vaches (document en anglais)

LES 2 Vaches

Segmentation of the market

Positioning Les 2 Vaches

They already strike the consumers mind through

Bio product label: as everybody knows the

bio product are free from chemicals and very good for health.

• They attract the consumer on basis of environment friendly product, which have no harm to their health.

• Products are high in quality and very nourished; if customer will spend money he or she will get nutrition with best quality.

• Fermented organic milk and organic fruits are use to make it.

• Pricing strategy is also an effective point under positioning because product price should be affordable for customers and les 2 vaches product price is affordable for the customers.

• Through their communication strategy they are educating the consumers about the product and its benefits.

So they already calculated very single nuance before launching the product in the market.

Product:

Les 2 Vaches offers a range of certified organic dairy products in bifidus which includes:

>yogurt nature,

>yogurt with fruit (wild bilberry, raspberry so delicate, very soft fish and lemon)

>vanilla yogurt

>0% yogurt with strawberry

The products are made from fermented milk and organic fruit bios. Milk is collected from farmers near the production area and the fruits are harvested by hand to ensure "quality and the unique taste of yogurt Les 2 Vaches.”

Targeting:

• They are doing segmented marketing instead of mass marketing.

 They are targeting French market with their Organic

Yogourt product which suited to the life style of French

People.

• They targeting each age group according to their product range:

 Vanilla flavor yogourt attracts Childs

 0% strawberry yogourt attracts young people and health

conscious people.

 Natural and other flavor yogourt attracts women,men and

other age group people who preferred to have the mix fruits

yogourt with meal.

Competition:

The main competitor of two cows is true that the brand belongs to Triballat Noval which is positioned on the health segment with soy yogurt and desserts brand Sojasun.

In addition, the mark must also deal with labels (private labels) that have developed strongly in the organic segment by launching brands such as Bio Casino, Acting Carrefour, Monoprix Bio or Auchan or Better Living Village of Leclerc.

2 Cows products are products of farming, for a target sensitive to organic food and are looking for quality product

Mapping of competitive for Les 2 Vaches:

High price

Quality Low Quality

Low Price

Product:

Les 2 Vaches offers a range of certified organic products, the bifidus which includes:

-yogurt nature,

-yogurt with fruit (wild bilberry, raspberry so delicate, very soft fish and lemon)

-vanilla yogurt

-0% yogurt with strawberry

The products are made from fermented milk and organic fruit bios. Milk is collected from farmers near the production area and the fruits are harvested by hand.

Price:

The organic ingredients used to make products cost between 30% and 200% more than the classic ingredients. Indeed, the still small size of organic farming does not allow for economies of scale.

On average, Les 2 Vaches product’s are sold in packs of 4, in hypermarkets and supermarkets:

> € 1.65 euro for yogurt nature,

>2.25 euros for fruit yoghurts,

> 1.80 euro for fruit yoghurts.

Place:

The brand has chosen to market these products in supermarkets and hypermarkets (GMS) as Carrefour

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