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\u003C\/div\u003E\n        \n        \u003Cdiv class=\u0022individual-main-block\u0022\u003E\n          \u003Cdiv class=\u0022page-content-tab\u0022\u003E\n                          \n              \u003Cul class=\u0022nav nav-tabs gradient-border-left-right\u0022 id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca data-bs-target=\u0022#home\u0022 data-bs-toggle=\u0022tab\u0022 href=\u0022#home\u0022 class=\u0022nav-link active\u0022\u003EHome\u003C\/a\u003E\u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/33551\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe Michel et Augustin case tells the story of Michel de Rovira and Augustin Paluel-Marmont as they set up their company Michel et Augustin in 2005 to brand and sell sabl\u00e9 cookies. The founders have a vision of creating a brand that can prosper in a competitive market dominated by big players and full of commoditized offerings. Michel and Augustin have few resources or connections to the food industry, so they need to think creatively about their brand design and marketing plan.\u003Cbr \/\u003E\n\u003Cbr\u003E\u003Cbr\u003E\u003Cbr \/\u003E\nTo learn more about Michel et Augustin please visit \u003Ca href=\u0022http:\/\/www.micheletaugustin.com\/\u0022 target=\u0022_blank\u0022\u003Ethe company website\u003C\/a\u003E.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003E\u003Cb\u003EEvaluate the attractiveness of a market.\u003C\/b\u003E Michel et Augustin competes in a market that is large and growing. Is this enough to consider this an attractive market? The case provides an opportunity to discuss the pros and cons of entering a market that has become somewhat commoditized and is dominated by global brands.\u003Cbr \/\u003E\n\u003Cbr\u003E\u003Cbr \/\u003E\n\u003Cb\u003EIllustrate the challenges of brand positioning and design.\u003C\/b\u003E The case provides an opportunity to discuss the issues with designing a brand to compete in a crowded market. It is not enough to design a brand with positive associations. A competitive brand design must have unique and difficult-to-imitate associations. In addition, the case provides a context to discuss the link between brand positioning and the marketing mix.\u003Cbr \/\u003E\n\u003Cbr\u003E\u003Cbr \/\u003E\n\u003Cb\u003EDiscuss the challenges associated with gaining distribution with a new product.\u003C\/b\u003E Students often think that the only challenge to overcome when distributing a new product is getting access to the category managers of the retailers. But the case shows that distribution cannot be analysed without a clear analysis of the pricing decisions. For entrepreneurial firms to survive, pricing has to be linked to the cost structure of the product. In this case, the distribution and the sourcing decisions are linked, highlighting the challenges facing small firms when trying to gain scale.\u003Cbr \/\u003E\n\u003Cbr\u003E\u003Cbr \/\u003E\n\u003Cb\u003EDiscuss unconventional distribution and advertising tactics.\u003C\/b\u003E The early success of the Michel et Augustin brand was driven by creative solutions to distribution and communication tactics. The discussion allows students to think broadly about distribution.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Entrepreneurship\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Food and Drink\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Startup Marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q31314\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               European Competitiveness\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Europe\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-47421\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n                  \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n            \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                              Related Material\n                          \u003C\/span\u003E\n            \u003Chr\u003E\n            \u003Cdiv class=\u0022related-cases-list-block\u0022\u003E\n                              \u003Cdiv class=\u0022field--item\u0022\u003E\n                  \n\n\n\u003Cdiv about=\u0022\/case\/michel-et-augustin-cookies-culinary-adventurers-competing-against-food-industry-giants-french\u0022 class=\u0022node node--type-case-study node--view-mode-teaser-minimal clearfix case-study-teaser-minimal\u0022\u003E\n  \u003Cdiv class=\u0022case-minmal\u0022\u003E\n          \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text text-uppercase\u0022\u003E\u003C\/span\u003E\u0026nbsp;CASE STUDY\u003C\/p\u003E\n        \u003Cdiv\u003E\n                    \u003Cimg class=\u0022lang-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/language_icons\/French.png\u0022 alt=\u0022extra\u0022 title=\u0022French translation\u0022\u003E\n                                  \u003C\/div\u003E\n  \u003C\/div\u003E\n  \u003Cp class=\u0022font-size-16 recently-viewed__title mb-2 green-october-text\u0022\u003E \u003Ca class=\u0022green-october-text\u0022 href=\u0022\/case\/michel-et-augustin-cookies-culinary-adventurers-competing-against-food-industry-giants-french?src=related-case\u0022 rel=\u0022bookmark\u0022\u003E\u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EMichel et Augustin Cookies: Culinary Adventurers Competing against Food Industry Giants (French)\u003C\/span\u003E\n\u003C\/a\u003E\n  \u003C\/p\u003E\n\n      \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text\u0022\u003EBy\u003C\/span\u003E\u0026nbsp;\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/hernan-a-bruno\u0022 hreflang=\u0022en\u0022\u003EHernan A. 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mb-2\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as an Educator \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n              \u003Ca class=\u0022btn green-february-text btn-square green-august\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as a Student \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\n                \u003C\/div\u003E\n                          \u003C\/div\u003E\n          \u003C\/div\u003E\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n   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               \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]