Blédina: Preliminary study of a hypothetic new product launch on baby food in order to rise the segmentation of the brand

Extraits

[...] Gross profit : EUR billion (2007) Main competitive brands for baby food : La laitière / Yoco : brands for the milk products (Yoco = yoghourts designed for baby food market) Lactel : brand for milk partially designed for children (Lactel Eveil/ Lactel Jour après Jour) I.3 Main competitive brands Sodiaal : first french milk cooperative in size. Gross profit : EUR billion (2006) Main competitve brands for baby food : Yoplait : brands for premium yoghourts Candia : milk partially designed for baby food Régilait : powder milk partly designed for baby food with child milks I.3 Main competitive brands HIPP : German company (created in 1899) specialized in bio kid food Bio cooperative, first distibutor of bio products worldwide Main competitive brands : HIPP Biologique : brand of ready-to-use kid meals for children from 4 to 18 months old Hipp Croissance : milk brand for children from 4 to 10 months I.3 Main competitive brands Retailers store brands : In France, Carrefour and Auchan as main store brands Baby Auchan : 15 references of products designed for kids from 4 to 18+ months Carrefour P'tit Gourmand : brands of 15 references, from kids meal up to deserts designed for the same age I.4. [...]

[...] Blédina : Preliminary study of a hypothetic new product launch on baby food in order to rise the segmentation of the brand Created on July 2009 Part I : Analysis of the brand and its market I.1. Presentation of the brand Historic facts : Bledina  founded by Léon Jacquemaire in 1881 under the name of the Bledine Co. Bought by BSN (former name of Danone) in 1970 Since then part of the Child Alimentation division of Danone – 16% of the organization's gross profit (2004) Danone : 2nd leader of the food industry worldwide. [...]

[...] Gross profit : CHF (EUR billion) (2007) Main competitive brands for baby food : Nidal : brand for milk especially designed for babies. Nestlé : segment of the company brand especially designed for children food. Main competitive brand of Blédina. Naturnes : brand for babyfood. I.3. Main competitive brands Lactalis : 2nd largest food company in France. [...]

[...] EUR billion (2006) in volume (2006) ; in volume (2007) Market traditionnaly led by industrial companies (Danone, Nestle in France), but growing presence of retailers store brands (Baby Auchan, Carrefour P'Tit Gourmand) Significant presence of medium-sized competitors (HIPP, Lactalis, Sodiaal) High sanitary norms as main limit for new commers in the market. I.2. Market Main companies market shares on the baby food market : Nestlé Danone Other I.3. Main competitive brands Nestlé : largest competitor. Leader of the food industry worldwide. [...]