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French language
Subject category: Marketing
Published by:
ESSEC Business School (2016)
7 pages
Data source:
Field research


This is a French version. This is part of a case series. This case study addresses the subject of brand strategy through the example of the French brand Michel et Augustin and is part of the 'Michel et Augustin' series comprising a total of 4 cases. Since 2014, Michel et Augustin has commercialized various ranges of food products (ex cookies, yoghurt drinks, chocolate mousse, etc) bearing the name of the 2 founders who incarnate this entrepreneurial adventure. The brand is both characterized by the food-loving gourmand aspect of its products and also the zany side to its communication, having a strong proximity to the consumer community. The case is composed of 2 parts: 1) Diagnostic of the current situation of the Michel et Augustin brand on the French yoghurt drinks market 2) Define a marketing strategy for the Michel et Augustin brand on the yoghurt drinks market. The 'Brand Strategy' case is aimed at participants and students in executive education or full-time studies within the context of a Fundamentals of marketing course. No prerequisites are required.


Brand strategy; Marketing diagnostic; SWOT analysis; PESTEL; Michel et Augustin; Brand launch; Brand development; Brand consolidation; Sales and marketing; Sales development; Market definition; Brand macroeconomic environment; Competitor analysis

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