Which growth Strategy for LOTUS Original Speculoos on the French market: focusing on the core market or diversifying into new one?

Lilliputian on the French biscuit market, Lotus Bakeries has acquired a nationwide exposure thanks to its strong personality. In fact, this SME, which is only a crumb on the market as opposed to su ...

Author(s):

Sabine Flambard-Ruaud

EDHEC Business School

Peter Daly

EDHEC Business School

Lilliputian on the French biscuit market, Lotus Bakeries has acquired a nationwide exposure thanks to its strong personality. In fact, this SME, which is only a crumb on the market as opposed to such giants as Kraft Foods (LU, Oreo) or United Biscuits (BN, Delacre, etc.) has succeeded in imposing itself and has appropriated a nice and growing niche, i.e the speculoos market.
For ten years now, the rise in popularity of speculoos can be described as dazzling: it has gone beyond its original territory and its solely festive use to become the biscuit that best accompanies coffee. With its modern rectangular shape, it has conquered bars and restaurants, traditional Flemmish taverns (estaminets) and high class restaurants all over the world, where it is considered as an ingredient in its own right.
At the end of 2011, with increasingly active competitors and the development of own-brands, the SME Lotus Bakeries, which has built its reputation and gained its leadership position with its flagship product - Original Speculoos - is wondering about the development strategy they should undertake to revive its products and promote the taste of Original Speculoos in order to maintain their current customer base and recruit new consumers.
The Marketing Director is wondering about the strategy he should promote.

Type: Case Study
Date: le 01/02/2012

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