Royal Canin: Marking out a New Territory (Part II) (French)

Published 15 Jan 2008
Reference 5121
Topic Strategy
Region Global
Summary

The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand. And this does not result from a classical marketing approach but is rather linked with shared belief across functions and associated learning procedures.

Teaching objectives

The case aims to: 1. Understand how an organizational culture is creating conditions for marketing excellence and great economic performance. 2. Illustrate the beauties, but also the difficulties of being an international niche player. 3. Understand the drivers of extremely powerful branding.

Keywords
  • Strategic consistency
  • Multi-disciplinary
  • Market creation
  • Courage and solidarity
  • Organisational culture
  • Branding
  • International 'niching'
  • Clever globalization