brand management at exki
Post on 22-Jan-2018
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Alexandra D.Master 2 Marketing IÉSEG
2011 2012 2013 2014 2015 2016
BDE
Assistant Operational & Digital Marketing
EXKi, long story short …
3 friends with a shared passion
and the same entrepreneurial aspiration
Backin1999
Gap in the market
Now EXKi, long story short …
85 restaurants
4 missions
6 countries
Respect for qualityRespect for health
Respect for others Respect for the environment
Identity- who you are -
Image- how customers see you -
Food OrganicNatureVeggiesGreen
CookingHealthyFriendly
AuthenticHonest
The challenge :from brand image to brand personality
Level 3
« It’s the green logo with the carrot »
The challenge :from brand image to brand personality
Level 2
« It’s the place where you can eat salads and sandwiches »
Level 3
« It’s the green logo with the carrot »
The challenge :from brand image to brand personality
Level 2
« It’s the place where you can eat salads and sandwiches »
Level 3
« It’s the green logo with the carrot »
Level 1
« It’s healthy, natural and friendly »
PositioningPositioning statement
EXKi cooks healthy and tasty meals in their friendly and nature-themed restaurants for city dwellers looking for
a balanced diet and a fast service.
The sophisticated oneThe gourmet one The green one
Excitement (trendy, cool)
Sophistication(upper class, charming)
Sincerity(honest, friendly)
Positioning
Products
Case• Seasonal & local ingredients
• Organic products
• Less fat, less sugar
• Eco-friendly packaging
Good for the people
Good for the planet
Products
Case
Belgian Quinoa
• Seasonal & local ingredients
• Organic products
• Less fat, less sugar
• Eco-friendly packaging
Products
CaseFair trade coffee
Organic bread
• Seasonal & local ingredients
• Organic products
• Less fat, less sugar
• Eco-friendly packaging
Products
CaseNo butter no mayonnaise
Bagasse packaging
• Seasonal & local ingredients
• Organic products
• Less fat, less sugar
• Eco-friendly packaging
• Location
• Natural materials
• Plants
• Recycled decoration
PlaceEXKi restaurants
Good for the people
Good for the planet
Case
Promotion
POS displays
• POS advertising
• Actions linked to environment-related events
• Solidarity actions
• Public relation
Case
Promotion
Earth Day
• POS advertising
• Actions linked to environment-related events
• Solidarity actions
• Public relation
Case
Promotion
“La soupe solidaire”
• POS advertising
• Actions linked to environment-related events
• Solidarity actions
• Public relation
Case• POS advertising
• Actions linked to environment-related events
• Solidarity actions
• Public relation
Promotion
Lunch press
Examples of marketing tactics used to develop the brand
Partnering with another brand
Introducing a new product
Sponsoring a major event
La maison Vélib’EXKi
Partnering with another brand
“L’oasis urbaine des parisiens”
HealthWell-being
Respect for the environment
La maison Vélib’EXKi
Partnering with another brand
Develop the brand awareness on the
Parisian market
Hunger Race
Sponsoring a major event
Major sponsor of SOS Faim sporting challenge
5 teams of EXKi customers
5 teams of EXKi employees
Hunger Race
Sponsoring a major event
Satisfy both customers & employeesAssociate its image with sport, solidarity and team spirit
How to strengthen the brand positioning using digital tools ?
Communicate your brand personalityCommunicate your brand personality
Engage with your audience
Monitor your e-reputation
Communicate your brand personality
Right content
Right channel
DIGITAL GUIDELINES
Graphic charter
Right time
Tone of voice
Communicate your brand personality
Right content
Right time
Right channel
Same timing
DIGITAL GUIDELINES
Communicate your brand personality
Right content
Right time
Right channel
DIGITAL GUIDELINES
Same timingnewsletterEXKi.com
Monitor your e-reputation
Daily checklist
q Search for #EXKi q Look through your mentions @EXKiq Respond to commentsq Like/Favorite/Save positive UGCq Respond to private messageq Respond to visitors posts and reviews on FBq Report and save customers’ complaints
q Look at competitors’ and influencers’ activities
Monitor your e-reputation
Monthly report
Report Analyse Share Use
Selected KPI (nb of mentions, brand sentiment,…)Content appreciation, engagement rateCustomer feedbackMarket trends
Monitor your e-reputation
Monthly report
Report Analyse Share Use
Comparison with previous monthsUnderstand – try to explain variation
Monitor your e-reputation
Monthly report
Report Analyse Share Use
With the marketing team– expose- inform- brainstorm
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