Autre Publication Scientifique Centrale de cas et de médias pédagogiques Année : 2024

Which growth strategy for Les Petites Pousses? Focus on the plant-based, ultra-fresh market or diversify into the snacking market?

Sabine Ruaud
Véronique Boulocher-Passet
  • Fonction : Auteur
  • PersonId : 1092643

Résumé

Les Petites Pousses, launched in 2017 by Stéphanie Rome, is a pioneering brand of 100% plant-based, soya-free, organic French yoghurt. It is facing stiff competition from the major international food industry groups and private labels in the ultra-fresh, plant-based market. The launch of Wonder Pea in 2023 (the very first range of spread-like, vegan-friendly desserts made from an unusual product, i.e. organic pea juice from France) prompted Stéphanie to ask herself what development strategy she should adopt to give her business a new impetus: should Wonder Pea be marketed in the plant-based, ultra-fresh, dairy market, which is well known to the company; or should it venture into the snacking market to attract new consumers? If snacking seems to be a relevant source of growth, how can Wonder Pea adapt to successfully enter this competitive market? Based on a file containing all the necessary information, you will have to take the necessary decisions for Les Petites Pousses, i.e. define a marketing strategy and propose an action plan. You will then have to formulate recommendations to help the founder better communicate the responsible and sustainable dimension of her products.

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Dates et versions

hal-04631130 , version 1 (01-07-2024)

Identifiants

  • HAL Id : hal-04631130 , version 1

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Sabine Ruaud, Véronique Boulocher-Passet, Peter Daly. Which growth strategy for Les Petites Pousses? Focus on the plant-based, ultra-fresh market or diversify into the snacking market?. 2024. ⟨hal-04631130⟩
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