Kaviari: Pure Caviar
In September 2015, with the peak of the holiday season only three months away, Karin Nebot, CEO and part owner of the House of Kaviari, is questioning how to sustain the growth of the company. Kaviari, with 26m in annual sales, is a French family business trading and retailing farmed caviars, which means that they import and brand the product, and sell it to fine food stores, chefs, and wholesalers. The caviar market in France is changing in a new way due to the introduction of inexpensive brands and new retail channels for the precious grains. In recent past, major hypermarkets and supermarkets have introduced caviar with a 'downmarket' product. With the high sales season fast approaching, Nebot needs to decide whether Kaviari should maintain its current position, go mainstream and broaden its consumer base, or increase the brand visibility in its traditional luxury segment.