Abstract
As marketing is largely about differentiation and segmentation, it is only natural for a brand to look for new and relevant differentiation and segmentation criteria. The question posed here is: How big should a population be to justify the launch of a suitable offer ? France is the primary portal of immigration in Europe. We can estimate 12 to 14 million people who are either born abroad or in France to immigrant parents.
6 million is approximately the number of people of North African origin in France (refugees, first and second generation immigrants); this figure represents
a market size interesting in terms of volume. The brand Isla Delice saw this market size as a potential consumer base and decided to launch halal delicatessen products targeted at this segment. In our study, we are going to analyze the micro strategy adopted by this brand to cater to this segment.
