AGENDA

1. History

2. Strategic model

3. Results

4. Designing our society?

HISTORY

World leader in silicone products

World evolution of silicone moulds: Market undergoing continuous growth

Thousands of units

1985 Ice Cube trays in different shapes and colours

Lékué´s new products are the result of a constant commintment in R+D

1995 Rubber brooms and brushes

1980 The first flexible ice cube trays (industrial)

2006-2009 New successful products made of platinum silicone· Lemon squeezer· Suction lids· Steam case· 3D Moulds- Decopen...

Lékué, a pioneer brand in innovation

1990 Bath mats

1999 The first platinum silicone moulds

NEW POSITIONING

NEW POSITIONING

• Strategy oriented to consumer.

• Constantly search of differentiation.

• BE A UNIQUE BRAND

AXIS OF THE NEW STRATEGY

AXIS OF THE NEW STRATEGY

• Guidance to margin

• Lékué is not a factory. IT IS A BRAND.

• Launch of new products every year.

• Increase the number of customers worldwide

Challenges of the new strategy

• How to surprise our customers?

• How to generate enough WOW new products?

• How to make our fans smile?

HOW DID WE ACHIVEVE IT?

• Simple models

• Emotioning and with imagination

• First VISUALIZING, PROTOTYPING and later ACTING

ACTIONS TAKEN

• We have created our own system to generate ideas; design

thinking

• We designed and launched more than 200 new products.

• We renewed our company

TURNOVER

• Sales evolution €

WHERE DO WE GO?

•Co-Creation experience

• We use antropology as the basis of observation

• Worlwide cooking shows

• Worldwide friendly stores

• Web and Blogs to communicate with our consumers

RESOURCES

• Team work…eclectic, different, feminine

• Passion, enthusiasm: Lékué makes you smile!

• 5 internal designers, 4 external team

• 9 Marketing people!

A NEW GREAT CAUSE

• Lékué improves the overall life

through food

HOW?

• We have designed a new strategic planning.

• We developed with over 25 people of the company

• We destroyed walls and refocused the way of working

• We have merged marketing and R+D departments

• We have organized ourselves the consumer’s environment

COM?

•

COM?

•

WHAT DID WE LEARN?

• To separate the wheat from the chaff

• To dream on a more beautiful and promising future

• To fall in love

• To be simple, ckear and funny

• To leader and communicate is easier if beautiful

THANK YOU!!!