World leader in silicone productsThousands of units World evolution of silicone moulds: Market undergoing continuous growth
Lékué, a pioneer brand in innovationLékué´s new products are the result of a constant commintment in R+D 1995 Rubber brooms and brushes 1999 The first platinum silicone moulds 1990 Bath mats 2006-2009 New 1985 Ice Cube successful products trays in different made of platinum shapes and silicone colours · Lemon squeezer · Suction lids · Steam case 1980 The first · 3D Moulds flexible ice cube - Decopen trays ... (industrial)
NEW POSITIONING• Strategy oriented to consumer.• Constantly search of differentiation.• BE A UNIQUE BRAND
AXIS OF THENEW 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; designthinking• 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 lifethrough 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
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