brand management last version
TRANSCRIPT
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