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Published by:
ESSEC Business School (2016)
17 pages
Data source:
Field research


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. 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. An initial case focusing on Michel et Augustin and covering the subject of consumer behaviors is available and centers around the question 'Why do consumers love the Michel et Augustin brand?'. It uses consumer interviews as well as an online consumer survey. A second case in the series deals with an evaluation of the Michel et Augustin’s strategic marketing via an analysis of data stemming from a qualitative and quantitative survey. Since 2004, Michel et Augustin has commercialized various ranges of food products (eg 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.


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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