Food Processing: Frozen ready meals - The Marie Case

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Food Processing: Frozen ready meals - The Marie Case

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Abstract

Marie is a food processing company that specializes in fresh ready meals and frozen ready meals. Marie manufactures and commercializes products with the brands Marie, Bocuse, Luang (exotic meals), Weight Watchers (light meals) and also the Uniq group which is a major player of the food processing sector in Europe. Frozen products appeared in 1983 with the brand Marie and in 1985 frozen ready meals were launched. Marie's values are simplicity, trust, respect and enthusiasm. Marie has different customer groups: distribution groups in France (Carrefour, Leclerc, System U, Casino), hard discount sellers, shops specialized in frozen products, catering out of home (collective and commercial), importers and exporters. The turnover was about 435 million Euros in 2007 and Marie sold 83,000 tons of products. There are 1,400 employees in the company. 53% of the products sold are frozen products and 47% are fresh products. 80% of the products are sold to the general public, 10% are sold to catering out of home and 5% of the products are sold to export. The head office is based in Rungis. Innovation is really important in this company and takes place in different ways like new recipes, new concepts, and better flavor to the customer and also better quality of the products. More than 50 new products are launched every year for mass-market retailing,. New products in the market that are less than two years old, contribute to 20% of the turnover. 20 new products are launched per year for catering from home.

Frozen ready meal sector
1. The sector
2. Firms of the ready meal sector
3. French market of frozen ready meals (mass market)
4. Strategies of Marie's main competitors
Short profile of Marie
1. Corporate culture
2. The target
3. The noise
Swot analysis
Communication mix
1. Communication planning
2. Media planning
3. Advertising Media
4. The message
5. Institution Communication
6. Public relations
Future trend

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[...] Thus Marie has to use this type of plan media to win market share , and to be aware the most of people on its frozen ready meals. We choose the “Continuous - Failing” media plan. 3 month period) Quantity of adverts Communication campaigns Wells, Moriarty, Burnett, (2006), Advertising: principles and practice, Pearson International Edition Edition, Chap11, pp.291 to th Marie has to present its new product, it has just to present them at the beginning and make a big advertising. [...]

[...] Service and convenience (container made to be put into the microwave, decrease time to heat frozen products, family size fresh ready) Problem of recycling waste and ENVIRONMENTAL making products with less packaging Label AFPRAL in favour of LEGAL allergic people which guarantees a set of tests the food = competitive advantage for the labelled brands Catering and fresh ready meals Bonduelle traiteur (France) Caugant ( Argoat Le Hir company, French group UNICOPA) Fleury Michon traiteur Marie Frais (Uniq Group Cofigéo Group Jean Stalaven Agis (group LDC Traiteur) Pierre Martinet Sodebo Papillote (group Euralis) Delpeyrat (group Maïsadour) ) Canned food La Belle Chaurienne Conserves de France Raynal et Roquelaure (group Cofigéo) Spanghero Compagnie Générale de Conserves William saurin (group Turenne Lafayette) Frozen ready meals Findus (group Capvest) Bonduelle Picard Thiriet Marie (Uniq group) Owns brands (E.g. [...]

[...] Moreover an example of a TV campaign could be in the same ideology of their website: www.lefrigodemarie.fr, that is to say an interactive and original campaign, taking into account the diversity of their customers (single women, family mothers and single men) www.ifn.asso.fr/adherant/marie-surgeles http://salons.groupemoniteur.fr/salon_des_maires_et_des_collectivites_locales/ FUTURE TREND FACTS - Saturation of the market of frozen products since harsh competition (own brands, specialized stores -Picard) - Big economic crisis - Decrease of the purchasing power customers may concentrate on own brand - Interest in fresh products and health SCENARI: Re-positioning of the activity on fresh ready meals concerning mass market retailing (Carrefour . [...]

[...] B2B Mass Specialized press Electronic Internet8, newsletters Electronic advertising doesn't have a very high price but as the same time it have to be efficient because many newsletters are not reading and this case it is very useless. Paper Brochures Catalogues with products Gimmick Gadgets Goodies and gifts (pens, key holders, stickers ) 8 www.marierestauration.com Gimmick is a real good mean to speak about the brand and it does not cost too much. In fact, it is essential to find a good and original idea to launch a specific range of goodies which is memorable. [...]

[...] Marie will provide the cafeteria with the meals that customers will then eat. This will promote our products in excellent conditions. B2B This time we will focus on the B to B market. Our communication mix will be different because we have to attract a lot more customers. B to B represent of our business. We then really have to focus on this market. To do so, we will use all the 5 techniques of the communication mix. Public Relations Public Relations will have an important part. [...]

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