II/ Analysis at the brand level: 1) Filter segment:

* The filter segment is part of the roasted segment. * The roasted segment is a very important segment in terms of hot drinks market because it generates more than €1 billion in mass retail revenues. * Since 2002, Arabica dominates the French market instead of robusta. * The roasted coffee market is dominated by:

* Kraft Jacobs Suchard (KJS) * Douwe Egberts (Sara Lee coffee and tea – Maison du Café) * L’Or from Maison du café is represented by perfection of taste and sensuality through the slogan. * All brands extended their range of products from “classic roast” such as l’OR to create capsules. * The Pépites project was launched by Sara Lee to offer the consumers a new way to drink their coffee. It was designed to those who don’t want to buy capsules. The Pépite is a roasted coffee that can be used in a filtered machine but served individually (more practical) with an increase in taste (because of the compression effect) and a less bitter taste.

2) Attractivness :
The Pépites project was launched by Sara Lee to offer the consumers a new way to drink their coffee. It was designed to those who don’t want to buy capsules. The Pépite is a roasted coffee that can be used in a filtered machine but served individually, with an increase in taste (because of the compression effect) and a less bitter taste.
Maison du Café occupy the second position of the Classic Roasted Coffee Segment with 10,9% of the market share. The company is aiming for the 1st position. To increase there attractivness, they focus on some aspects of their New Products :
- The taste : a Blind test performed on a sample of 300 consumers reveal that the New Product is considered as « better » (Good flavor, not too bitter, fruity) than L’Or the roasted coffee from Maison du Café and even better than the main competitor’s roasted coffee Carte noire.
It is an important step since the