brand management at exki

Hi!Morning talk about

brand management @EXKi

Alexandra D.Master 2 Marketing IÉSEG

2011 2012 2013 2014 2015 2016

BDE

Assistant Operational & Digital Marketing

How to define the brand?

Stories create the emotionalcontext people need to locate

themselves in a brand experience.

EXKi, long story short …

3 friends with a shared passion

and the same entrepreneurial aspiration

Backin1999

Gap in the market

Backin2001

• Feminine fast food restaurant

• Sustainable business

EXKi, long story short …

Now EXKi, long story short …

85 restaurants

4 missions

6 countries

Respect for qualityRespect for health

Respect for others Respect for the environment

Your image is the representation of your

brand identity in consumers’ mind.

Identity- who you are -

Image- how customers see you -

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 »


Level 2

« It’s the place where you can eat salads and sandwiches »

Level 3



Level 2

« It’s the place where you can eat salads and sandwiches »

Level 3


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.

PositioningSlogan

Nature’s Kitchen

Large choice

Product specific

Fast food Fast good

Positioning

The sophisticated oneThe gourmet one The green one

Excitement (trendy, cool)

Sophistication(upper class, charming)

Sincerity(honest, friendly)

Positioning

How to manage your brand to strengthen your

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




Products

CaseFair trade coffee

Organic bread





Products

CaseNo butter no mayonnaise

Bagasse packaging





• Location

• Natural materials

• Plants

• Recycled decoration

PlaceEXKi restaurants

Good for the people

Good for the planet


Reclaimed wood

• Location


• Plants



Up-cycling

• Location


• Plants


Case

Promotion

POS displays

• POS advertising

• Actions linked to environment-related events

• Solidarity actions

• Public relation

Case

Promotion

Earth Day

• POS advertising



• Public relation

Case

Promotion

“La soupe solidaire”

• POS advertising



• Public relation

Case• POS advertising



• 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




“L’oasis urbaine des parisiens”

HealthWell-being

Respect for the environment



Develop the brand awareness on the

Parisian market

The cooking book

Introducing a new product

Hunger Race


Major sponsor of SOS Faim sporting challenge

5 teams of EXKi customers

5 teams of EXKi employees

Hunger Race


Satisfy both customers & employeesAssociate its image with sport, solidarity and team spirit

- Digital branding-An opportunity to promote the brand beyond the scope of the restaurants

How to strengthen the brand positioning using digital tools ?

Communicate your brand personalityCommunicate your brand personality

Engage with your audience

Monitor your e-reputation

CONSISTENCY

OFF

LIN

E ON

LINE

Communicate your brand personality

CONSISTENCY



Right content

Right channel

DIGITAL GUIDELINES

Graphic charter

Right time

Tone of voice


Right content

Right channel

DIGITAL GUIDELINES

Right time


Right content

Right time

Right channel

Same timing

DIGITAL GUIDELINES


Right content

Right time

Right channel

DIGITAL GUIDELINES

Same timingnewsletterEXKi.com

REPEAT


3 LEVELS OF COMMUNICATION

Relay Complete Add

“Don’t push – engage”

Sponsoring a major eventEngage with your audience


1

Start conversations


2

Maintain dialogue


3

Pamper your advocates


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


Monthly report

Report Analyse Share Use

Selected KPI (nb of mentions, brand sentiment,…)Content appreciation, engagement rateCustomer feedbackMarket trends


Monthly report


Comparison with previous monthsUnderstand – try to explain variation


Monthly report


With the marketing team– expose- inform- brainstorm


Monthly report


Adapt your strategy

Q&A

http://socialmediatoday.com

http://www.e-marketing.fr

http://www.mycommunitymanager.fr

https://digitalactive.withgoogle.com/

[email protected]

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