Laiterie Les Fayes: un rajeunissement de marque pour relancer la croissance et survivre?

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNConference contribution with ISSN or ISBN

Abstract

Created in 1942, the Les Fayes dairy is firmly anchored in Limousin. It collects a high-quality milk from a local area, which allows it to produce excellent products (milk, creams, faisselle, white cheese, fresh cheese ...). In January 2013, it merged with Terra Lacta. Six months later, the decision of this cooperative to initiate a partnership with the dairy group Bongrain in order to face a critical financial situation brewed the cards once again. This new organization was accompanied by drastic restructuring. Excluding the social plan, the dairy Les Fayes nevertheless had the obligation to develop its current ranges and develop new products. Les Fayes brand had to be rejuvenated and supported by a specific, attributable and differentiating visual identity that would drive sales growth in order to boost growth.
Original languageEnglish
Title of host publication2017 Proceedings of the North American Case Research Association
Place of PublicationChicago
PublisherNACRA
Pages0-0
Number of pages1
Publication statusPublished - 1 Jan 2017
Event2017 Proceedings of the North American Case Research Association - Sheraton Chicago O'Hare, Chicago, Illinois, 19–21 October, 2017
Duration: 1 Jan 2017 → …

Conference

Conference2017 Proceedings of the North American Case Research Association
Period1/01/17 → …

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  • Cite this

    Ruaud, S., & Boulocher-Passet, V. (2017). Laiterie Les Fayes: un rajeunissement de marque pour relancer la croissance et survivre? In 2017 Proceedings of the North American Case Research Association (pp. 0-0). NACRA.