Michel et Augustin Cookies: Culinary Adventurers Competing Against Food Industry Giants

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Prize winner

Case

Reference no. 514-018-1

Subject category: Marketing

Authors: Hernan Bruno (INSEAD); Hilke Plassmann (INSEAD)

Published by: INSEAD

Originally published in: 2014

Version: 12/2019

Revision date: 6-Jan-2021

Length: 14 pages

Data source: Field research

Topics: Entrepreneurship; Marketing; Food and drink; Start-up marketing

Share a link: https://casecent.re/p/120077

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Abstract

The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin. It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2005.

Geographical setting

Region:

Europe

Country:

France

Featured company

Michel et Augustin

Industry:

Food

Featured protagonists

Michel de Rovira (male), Founding Partner
Augustin Paluel-Marmont (male), Founding Partner