brand management last version

BRAND MANAGEMENTLatoya MARESCHAL

Leslie NOGUERON

Lisa MUKUBVU

Diana GUAVITA

Nikola JOVANIC

Raphael CHIQUET

YEAR 2014

Question 1What is the brand identity of Paul A Chocolate today in the UK?

Physical productChocolate

PersonalityLuxury, Organic,Handmade

CultureBritish, Artisan,Innovative

Self-ImageCreative, original flavours providers and ‘chocolate experience’ providers

ReflectionFresh British chocolate,Strong work ethicOrganic ingredients and Organic growth of company

RelationSpecial customer Relationship as chocolate providers and teachers in tasting and making chocolate

BRAND IDENTITY PRISM

THE THREE LEVELS OF BRAND IDENTITY

Figurative elements

Narrative articulation

Brand Core

• Fine chocolate

• Innovative combination of flavours

• Experience centred;

• Experience of trying new flavours

• Experience of learning to make new flavours

• Vision Organic Luxury Chocolate

• Mission Provide high quality, novel chocolate

• Ethic Artisan

• Skills Diplomas and expertise

• Values Personal touch

Paul is the USP

• Creative alchemist • Only artisan chocolatier in London

• Recurring face on TV

• Won the World’s Best Chocolate Book at the Gourmand Cookbook Awards in Paris

BRAND POSITIONNING STATEMENT

‘Fine chocolates’ that are ‘creative’, ‘inspired’ ‘fresh’ and ‘organic’

CURRENT REVENUE MODEL

• Chocolate club

• 4 brick and mortar shops

• E-commerce - partnership with Craved

• Chocolate tasting and/or making events

• Competitions eg. Best kept advent village competition

Question 2How would you describe the Brand Sustainability strategy?

Is Paul A. Young Sustainable?

Mix of attributes Fare, viable and livable

Environment

EconomySocial

Is Paul A. Young Sustainable? ARCHITECTURAL

STRATEGY

Created the strategy from the scratch

Aligned sustainability since the foundation

Natural products

Coherency with Paul image

Consumers education

Innovate production

ADVANTAGES & DISADVANTAGES

ADVANTAGES

o Long term strategy o Hard to imitate o Strong Connection to

customers o Centre of excellence

DISAVANTAGES

o Seasonal products

o Suppliers availability

o Strong investment

o Is based on a physical person.

Paul as a sustainable brand image

o Paul A. Young has become a brand image.

o His reputation is directly linked with his company

o Shares values with his company

o It is completely dependent on critics and reputation.

Question 3What would be the challenges the brand would face whilst expanding on the French market?

MACRO-ENVIRONMENTAL FACTORS

Macro factors

Economic and policyThe economic crisis has reduced the consumer purchasing power. Increase in the cost of cocoa and

transportation.

Demographic The rising importance of low fat

products to prevent obesity.

SocioculturalApparition of kitchen sets

kits with cookbooks + equipment

Technology Chocolate precut and pre-

measured for baking.

Legal and Regulatory Revenue, corporation, wealth taxes

higher than in England. Employer contributions and wages

costs more expensive in France.

MAIN ACTORS

• Customers:

• Requests for delightful chocolates • Single-origin products • Simplicity and quality

• Supply chain:

• French chocolatiers seek differentiation by controlling the production of chocolate• Sustainability programs ensure that beans meet their needs

• While, Paul A Young all chocolates’ are made of finest brands: Valrhona cocoa, Amedei and Michel Cluizel

MAIN ACTORS

Competitors:

• Intense competition• 8 major chocolatiers have an e-commerce

website • French chocolates are less expensive than

Paul A Young ones • Innovation: new formats ( individual),

packaging, colors, logos and recyclable packagings

COST & BENEFITSof a sustainability program for a French artisan

chocolatier

BENCHMARKPaul A Young vs Major French Chocolatiers

INTERCURTURAL MANAGEMENT CHALENGES

France hierarchy is part of the French business culture.

Cross cultural misunderstanding

Less efficiency of the

production process

Question 4As it considers a launch on the French market, should or how should Paul A Chocolate adapt the Brand as it crosses the Channel?

BRANDING MIX

Promotions, TV, magazines

DISTRIBUTION

PRODUCT AND PRICE

Question 5What would be your brand development strategy?

THE BRAND STRATEGY The positioning in the French market

Providers of new, surprising, unique flavors of fine and exclusive chocolate that share

their knowledge and expertise.

Means

- Fine products- Educating customer relationship- Exclusive Brand

THE BRAND STRATEGY – Tactical implementation

Goals

• Develop a sustainable architecture• Acquire loyal customers• Develop brand association with:

discovery fine products proximity

THE DIGITAL STRATEGY

How will we use the web strategy with the global strategy of the brand and maintain the

same brand identity ?

Carry out an enriched digital ad campaign Provide enriched brand experience

DIGITAL STRATEGYAdvertisement campaign

AddsPatnerships

DIGITAL STRATEGYEnriched experience

DIGITAL STRATEGY - Enriched experience

Use the app to drive customers to the stores and

add value to products and

workshop

Use products and drive you on

the app and gives it value

THANK YOU FOR LISTENING

YEAR 2014