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The Laughing Cow Challenge

In: Business and Management

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Bel Brand: The Laughing Cow Challenge

Author Note This paper was prepared for Principles of Marketing Bel Brand: The Laughing Cow Challenge Introduction
Bel Group was established in 1865 by Jules Bel, a French cheese maker, who discovered that melting cheese and butter would significantly extend the shelf life of cheese. Since its establishment in Jura, France, as a subsidiary of Fromageries Bel, the group has successfully expanded its own corporation to 5 continents. 31 countries. It is currently being sold in over 120 countries and continues to enjoy successful growth with 2.7% sales growth in 2013 (http://www.bel-group.com/en/group/key-figures). Bel’s Flagship brand was discovered by Léon Bel in 1865 and was called, “La Vache Qui Rit”, or “The Laughing Cow”. According to bel-group.com “The global success of Bel's brands can be illustrated by the 10 million portions of The Laughing Cow® consumed every day in the world, the equivalent of 1.5 billion square of Kiri® produced and nearly 4 million rounds of Leerdammer® sold in 2012.” Florent Champagnat, a replenishment process manager of Bel Group in 2012, described the Laughing Cow, as “an easy to carry wedged cheese, especially convenient for families with young children.” He also described the brand as “innovative for its time”, and as one of the reasons for its rapid successful rise. The company’s success has extended to other brands, including Babybel/Mini Babybel, Kiri, Leerdammer, and Boursin, to round out the top 5, of its over 30 brands. Today the Bel Group has more than 10,800 employees and sales of $3.32 billion worldwide. Historically, “more than 80% of the Bel Groups sales were generated outside of France.”

Executive Summary The success of a Brand within a given market is determined by its ability to be competitive within that market. Competition and success are achieved...

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