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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
- 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)
Time (years)
“Défendre la diversité de la
graine à l'assiette”
-------
"Develop omnichannel accessibility
to the products"
- 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
Marketing Mix
-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.
-make customers aware of the brands
-promotion, advertisements in stores and websites
-publishing healthy recipes or health food trends
-cyclical activities, such as fitness meals, vegetarian meals, summer limited, holiday limited and so on.
- discount activities
-official accounts and websites
-online shopping from the official website
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
Create awareness through
Market development & Diversification
Fit people who eat organic food
Moms who prefer organic products for their baby’s alimentation
→ Older people
→ Generation Z and Millennials
→ eliminate Ose Bio?
€1.000.000
-> €302.000
We want to innovate in order to increase the market share of organic alliance by
We want to modify our relationship with the other brands