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Organic Alliance

Ilaria, Emma, Alice, Marine,

Estrella, Yawen

Outline

Outline

I. Organic Alliance and its market

II. Strategic marketing process

- 5C’s

- 4P’s

- Current strategy

III. 1 year’s plan

- Budget allocation

IV. Conclusion

Organic Alliance and

its market

Organic Alliance

and

its market

French organic market analysis

French organic

market

- Around 9 billion euros revenue per year

- Since 2007 : +278%

- Around 60 000 distributors

- 6 % of the french agricultural land

→ --> 11 million hectares

- 9 out of 10 French people consume organic food in one year

→--> Lucrative market = creation and development of specialized brands.

Evolution of the turnover

(in billions of euros)

The organic market

in France

Time (years)

Organic Alliance

Mission

Organic

Alliance

“Défendre la diversité de la

graine à l'assiette”

-------

"Develop omnichannel accessibility

to the products"

Organic Alliance

Organic

Alliance

- B2B and B2C brands

- 255 million euros turnover (2017)

- 17 locations, 1500 producers, 3000 references

→ Specialized organic stores, hypermarkets, supermarkets, out of home products

- Steady growth: +15,7% (2018)

→ Intermediary between producers and shops: adds value in supply chain in the logistic domain

Strategic marketing process

Strategic marketing

process

5 C’s marketing analysis

5 C’s

Marketing Mix

4 P's

Current strategy

  • Push strategy
  • Brands
  • Packaging

-big logos

-concise

-clear mark

-variety of brands

-meat, dairy products, dried fruits and fresh fruits and vegetables

- stores in hypermarkets or their specific stores.

Current

strategy

-make customers aware of the brands

-promotion, advertisements in stores and websites

Current strategy

  • Magazines
  • Cycle time/promotion

-publishing healthy recipes or health food trends

-cyclical activities, such as fitness meals, vegetarian meals, summer limited, holiday limited and so on.

- discount activities

  • Platforms

-official accounts and websites

-online shopping from the official website

Current

strategy

1 year’s plan

5 plan actions:

Action 1: open Organic Alliance store

Action 2: seasonal products

Action 3: new market segment

Action 4: strengthen medias

Action 5: some issues to solve

1 year plan

Open Organic Alliance store

ACTION 1

Added value :

  • Catering service
  • Lunch formula

Store

Create awareness through

Seasonal products

ACTION 2

  • Easter eggs → launch in April → find a new brand or ask to ‘’A’ table’’ (chocolate) if they can meet the demand

  • Wine → launch in November → research of a collaborator + Free taste

  • Turkey for Christmas → launch in December → find a new brand or ask to ‘’Bonval’’ (meat) if they can meet the demand

New market

segments

Market development & Diversification

ACTION 3

Fit people who eat organic food

Moms who prefer organic products for their baby’s alimentation

Strengthen medias

ACTION 4

  • Facebook campaign

→ Older people

  • Instagram campaign

→ Generation Z and Millennials

  • Influencers → Highlight products

  • Magazines with countries recipes and baby&fit recipes

Some issues

to solve

ACTION 5

  • Instagram enhancement

  • Too many B2C brands

  • OséBio offers dairy products and meat already offered by Lait Plaisirs and Bonval respectively

→ eliminate Ose Bio?

  • Merge multiple brands

PLAN

€1.000.000

Budget

allocation

Budget

  • Social media -> €71.300
  • Other media actions = Advertising -> €90.000
  • In store actions -> €10.000
  • Out of store actions -> €50.000
  • Organic Alliance store opening

-> €302.000

  • Safety margin-> €576.700

Conclusion

Conclusion

We want to innovate in order to increase the market share of organic alliance by

  • New offerings (baby products, BIOVIN)
  • New experiences (Organic Alliance special store, Catering service,seasonal products(Biojeaulais))
  • New customers (new target market: baby food market and fit people)

We want to modify our relationship with the other brands

  • Eliminate OséBio brand
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