Le Petit Marseillais was initially a small company from
Dijon before being owned by the Laboratoire Garnier. In 2006, the american
group Johnson & Johnson bought the company.
This purchase have been very important for the company. Indeed, it permits to Le Petit Marseillais to have more substantial budgets to launch new products or to conquer new markets. The marketing budgets have been increase by 40% between 2006 and 2007.
This purchase have been very important for the company. Indeed, it permits to Le Petit Marseillais to have more substantial budgets to launch new products or to conquer new markets. The marketing budgets have been increase by 40% between 2006 and 2007.
Since 2008, Le Petit Marseillais is the leader on the french
shower gels market.
This is the result from a marketing strategy positioned on
the « made in France » ideology. The brand organized event on the TGV
Paris-Marseille, in markets in the south of France, or in the motorway rest
area. This events goal is to create proximity between the brand and the consumer.
All the Le Petit Marseillais brand strategy is based on the
Mediterranean aspect of the product. To improve this mediterranean aspect, the
first strong of the brand is its name. The brand use the Provencal universe for
its advertising and use scents from Provence for its product.
Le Petit Marseillais is very attached to its brand value
that are simplicity, natural and Mediterranean. The brand does not want to make
its shower gels enter the cosmetics products category as most competitors do.
Le Petit Marseillais aims for a very large target attached to
his natural image.
Le Petit Marseillais strategy is a success, the brand is the leader on the french market, since 2008. This is only two years after
Johnson & Johnson bought Le Petit Marseillais.
Have a good shower!
Alexandre
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