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Le Slip Français

In:

Submitted By ArtJonc
Words 2826
Pages 12
Groupe B
Arthur Jean
Jelloul Mostafi
Antoine Mercier
Coralie Le-Huec
Raphaëlle Le-bris
Groupe B
Arthur Jean
Jelloul Mostafi
Antoine Mercier
Coralie Le-Huec
Raphaëlle Le-bris

15/11/2013
15/11/2013
Le slip français
Etude de cas n°5 – Marketing mix
Le slip français
Etude de cas n°5 – Marketing mix

Table des matières I. INTRODUCTION 1 II. ENVIRONNEMENT EXTERNE 1 A. MACRO-ENVIRONNEMENT (basé sur la méthode PESTEL) 1 B. MICRO-ENVIRONNEMENT 2 III. STRATÉGIE MARKETING 3 IV. MARKETING MIX 4 A. ÉLABORATION DE L’OFFRE 4 1.POLITIQUE DE MARQUE 4 2.POLITIQUE DE PRODUIT 5 3.POLITIQUE DE PRIX 5 B. DIFFUSION DE L’OFFRE 6 1.POLITIQUE DE DISTRIBUTION 6 2.POLITIQUE DE COMMUNICATION 7 V. CONCLUSION 9 VI. SOURCES 10

INTRODUCTION
En 2009, Guillaume Gibaut est diplômé de HEC, il travaille pendant 2 ans pour une société Bio c Bon, une chaine de supermarché bio dans Paris. C’est en 2011 que ce dernier créer l’entreprise Le Slip français avec au départ 4 modèles de slips.
Pour lancer son entreprise et faire connaître Le Slip Français parmi ses concurrents déjà implantés sur le marché, Guillaume Gibaut décide de choisir le made in France comme atout concurrentiel. Pour cela il lance une campagne de publicité s’articulant autour du made in France et rappelle à l’ensemble des consommateurs français le plaisir et la qualité proposés par le made in France. Ses produits sont 100% coton et allient qualité et confort. Le produit phare est sans surprise le slip classique proposé en 7 coloris. Autour de ce slip sont apparus d’autres produits tels que des sweat-shirts venus étoffer la gamme et aligner la marque en tant que concurrent direct aux autres grandes enseignes proposant des produits hauts de gamme.
Une gamme qui s’élargit, l’installation de la marque dans de plus en plus de points de ventes, bientôt son propre magasin, et un chiffre d’affaire en hausse - Ce

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