Marketing

- Discover the tools of operational marketing: analyze and understand development opportunities in agri-food markets by studying consumer behavior, understand the different levers of marketing action to develop a brand according to the opportunities identified (marketing mix).
- Understand the interaction within a company between the different marketing, sales and production departments, and the constraints weighing on each of them.

Consumer research
The product and the brand

Product positioning
The brand: its functions, tools for measuring brand equity (awareness, penetration, loyalty).
Managing a product range
Innovation: innovation process, launch stages, key success factors.
Packaging: definition, role, keys to good packaging.


Pricing

Pricing objectives
Prices and costs
Pricing methods


Distribution

The role of distributors
Distribution strategies
Supplier-distributor relations and legislation
Major distribution trends : development of private labels


Communication

Sales promotion: the different promotional tools and their marketing objectives
Advertising: the different media and their marketing objectives
Other forms of communication (press relations, direct marketing, events, etc.).)


Professional presentation (6 slots, 8h)

Hélène Bérille, Danone

Business, Trade and Culture

LENDREVIE, Mercator - Editions DALLOZ / KOTLER, DUBOIS, Marketing Management, Publi-Union / LINDON, JALLAT, Le marketing, DUNOD