Return to results
Published cases (2005), ESSEC Business School

Buffer Biac Acidifiers: Competitive Product Positioning

FAUCHER Hubert , Doulle B.

Bio Indus features a European player in the bio industries producing top quality ingredients, among which, a range on acidifiers sold under the brand name ‘BiAc’. To move away from the commodity business, the company sets out to develop a new ‘specialty’ ingredient to replace a partly outdated product, named ‘Buffer BiAc’. Based on a real marketing situation, the case offers a unique opportunity to work on product competitive positioning. A complete scenario is provided, with quantitative data and other marketing information on the company, products and competitors. Link to the article

FAUCHER, H. and DOULLE, B. (2005). Buffer Biac Acidifiers: Competitive Product Positioning. ESSEC Business School.

Keywords : #Marketing, #Business-to-business-(B-to-B), #Industrial-marketing, #Food, #Agri, #food, #Ingredient, #Competitive-positioning, #Competitive-analysis, #Acidifiers, #Industrial-inputs, #Bio-industries, #Competition, #Marketing