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The Laughing Cow Case

The document discusses how to balance global and local needs when marketing a brand. It refers to determining a target market and developing consumer insights to guide positioning and communications for an unspecified brand. The decision to be made is how to address inconsistent product placement in grocery stores between deli and dairy sections.

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Waleed Ali
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212 views2 pages

The Laughing Cow Case

The document discusses how to balance global and local needs when marketing a brand. It refers to determining a target market and developing consumer insights to guide positioning and communications for an unspecified brand. The decision to be made is how to address inconsistent product placement in grocery stores between deli and dairy sections.

Uploaded by

Waleed Ali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1.

How would you balance leveraging global brand equities and leverage with staying true
to local market needs and dynamics?
2. How would you determine the target? What consumer insights could you develop to
drive the positioning and communication?

Who are we in this case and what is the decision we are trying to make?
 
Strengths: Weaknesses:
- Global presence with stores in US, - Undefined target market and low
Canada, UK & Germany market share
- Diversified product range with nearly - This inconsistency and lack of a
80 new products to meet consumers’ coherent strategy and unclear brand
growing expectations and this can positioning can cause cognitive
also explain their global success dissonance within consumers. In
because different markets and some cases it’s promoted as a
different ethnicities might enjoy healthy, low calorie snack and in
different flavours and types of cheese other cases it’s being promoted to
- Bel family owns 60 percent share of suburban mature moms
the La Carbonique which is the
holding company for the Bel brand
so this helps reduce the risk for the
shareholders, limits their liability and
reduces the risk of takeovers by
competitors
- French food has a perception of being
high-quality, tasty, and nutritious. So
The Laughing Cow being a French
product capitalizes on France’s
cultural image
- Innovative advertising: Leon Bel was
always ahead of his time in terms of
choosing advertising channels and
using innovative ways to get his brand
out there (questionnaires and tasting
groups)
- If you capture the children market,
you will capture the entire family

Opportunities: Threats:
- Can negotiate/ give more incentives
to retailers for better positioning
1. How would you respond to the differing representations of the product in grocery stores
(i.e. in delis vs. dairy sections)?
I believe that the executives should focus on placing the cheese solely in the dairy section as it
would better align with their European heritage as a family staple strongly associated with
children’s needs

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