Marketing Campaign designed for Prince de lu

1. Sepideh RAYEGAN, Amel BENDAHBIA
BACK TO CHILDHOOD

2. Market Summary
Prince is one of the flagship brands of the French biscuit production company LU,
belonging to Mondelez International.
 Brand number 1 in the French biscuit market
 10% market share in the world of cereal biscuits
 Penetration rate: 54% of households with
children
 98% awareness rate among 7-14 year olds
 125 million packages sold per year
 60 biscuits are sold every second in France

3. Back To Childhood
Prince Is already well-known among children (new packaging and
marketing strategies helped the process).
Children of 3 decades ago are now Adults!
They still kept the memory of prince!
Why not fill the gap and change the focus of the brand by proposing a
new product, flavor, packaging, price, and marketing strategy and take
them to their childhood once again?

4. MAP
Producers
• LU’HARMONY
Transportation
• TRUCKS
Distributors
• CARREFOUR
Marketing
Finance
Sales
Purchasing
HR
R & D

5. Step of creation of the biscuits
Delivery of the ingredients
average 65% of
biscuits and
35% of filling
Preparation
during 4 min
30 at 230°C Creation of the
filling and
assembly
Molding
Baking
Creation

6. PRODUCT PRESENTATION
Rounded Biscuits
Mixed flavor Mango & Chocolate
(Exotic and different)

7. PACKAGING
To fulfill the purpose we designed two type of packaging with the same
prince pictures of 3 decades ago:
1- a box of 5 packages of 2 Biscuits (for home use)
2- pocket packages of 2 Biscuits

8. PRICE
Compared to other brands Prince is believed to be expensive,
By this strategy we are able to make it more affordable to everyone.
10 Biscuit packs: 1.89 Euro
2 Biscuit Packs: 0.5 Euro

9. PLACE
Our Distribution Channels Would be:
• Wholesalers
• Supermarkets and neighbor Shops
• service stations
• automatic distributors
• cafes
• cafeterias
• Hypermarkets: carrefour, auchan, G20 , U stores, Monoprix, Casino, Leclerc

10. Carrefour
Chosen
Hypermarket
SHELVING :
middle of the shelves(Horizontal)
signposts
DISTRIUTION :
to restock on Saturdays and
Wednesdays (days of extra
shopping in France)

11. PROMOTION
 Advertising:
- TV Commercials related to nostalgia and old memory of prince shown only in
the times which our targets usually watch TV during most popular TV series
 Direct Marketing:
- In distributors catalogs (1st page on the right side)
- SMS to subscribers of Carrefour 1 package with 50% discount
- have a special section in Carrefour dedicated to our new prince biscuit during
one week.

12. PROMOTION
 Celebrity Marketing
- big event to start the launch of the product : « Prince back to childhood
premiere » in LE CHATEAU DE BONAGUIL in the region of Lot et Garonne with
special famous stars aged between 18-35 years old
 social networks
- Advertisement and campaigns through all Channels (Facebook, Instagram
#PrinceBackToChildhood, YouTube,…)
- A photography contest with the theme of the nostalgia and the new product in
order to win a weekend in a castle in France (tombola)

13. PROMOTION
 Street Marketing and Gamification
- give us their oldest memory of an ad of Prince
- repeat the slogan « back to childhood « as faster as they can during
20seconds
- hide the eyes of people on the street and make them guess the taste of
the product
 Sponsorship:
- Being present in scholar events and conferences

14. RETROPLANNING
 August – December 2017:
Creation of the conception of the product and its trade marketing strategy
Do some business plan and simulations
 December - February 2018 :
- Internal communication (all departments) of the project to create a new product
 March- May 2018 :
- Test phases of the biscuit (feedbacks)
- Do we keep going or stop

15. RETROPLANNING
 June – November 2018
- Start the marketing campaign: creation of the packaging, logo, advertisement,
partnerships -> prepare the launch
- Negotiating with the channels of distribution especially Carrefour
 December 2018 :
- Events for the pre launch of the product
- Distribution of the products
- Launch of the product : shows , gammification , advertisement