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FRESCORYL : de l'univers pharmaceutique à celui de la grande consommation

Author

Listed:
  • Armelle Glérant-Glikson

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Sandrine Cadenat

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Frescoryl, est le premier dentifrice en comprimé sans eau ni brosse commercialisé sur le marché français de l'hygiène bucco-dentaire. Le produit est référencé sur le marché pharmaceutique (3 000 pharmacies) en 2006 sous la marque Frescoral. En 2007, la filiale PharmMatt dont la vocation est de s'adresser aux circuits de distribution HORECA et Grande Distribution sous la marque Frescoryl est créée. A date, Frescoryl Pro reste exclusif au marché pharmaceutique et Frescoryl est dédié aux autres marchés. Après 5 années d'activité, au gré desquelles la société PharmMatt a saisi les opportunités qui s'offraient à elle, il devient nécessaire d'avoir une approche plus stratégique du développement du marché.

Suggested Citation

  • Armelle Glérant-Glikson & Sandrine Cadenat, 2010. "FRESCORYL : de l'univers pharmaceutique à celui de la grande consommation," Post-Print hal-01136185, HAL.
    • Handle: RePEc:hal:journl:hal-01136185
    as

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