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Atelier 3 : Innovation et marques de pays             Partenariat public / privé          pour la sortie d’un coffret cade...
Coffret Gourmand Restaurants du TerroirPrésentation générale                                                Montage économ...
Restaurants du Terroir :une marque de pays bretonne      Label géré par la FRPAT Bretagne             Label créé en 1997  ...
Restaurants du Terroir : une marque de pays bretonne              OBJECTIFS DU LABEL   •       Faire découvrir et promouv...
Restaurants du Terroir : une marque de pays bretonne          UNE DEMARCHE QUALITE   •   Audit réalisé par un cabinet ext...
COFFRET GOURMAND  RESTAURANTS DU TERROIRUn projet fédérateur et un outil de         communication
      COFFRET GOURMAND : PRESENTATIONCoffret cadeau contenant :•         Un livret de recettes présentant chaque restaura...
       COFFRET GOURMAND : LE CONTEXTE•   Initiative du CDT Morbihan en 2008Pôle promotion commerciale – Morbihan RésaPour...
       COFFRET GOURMAND : LE CONTEXTEBilan des ventes : sur les 1000 coffrets•   200 spécimens réservés à la promotion et...
       COFFRET GOURMAND : UN PROJET D’ENVERGURE REGIONALEProjet régional motivé par :       La forte demande des restaur...
        COFFRET GOURMAND : UN PROJET D’ENVERGURE REGIONALEProjet soutenu et expliqué par le CDT56 auprès des partenaires ...
       COFFRET GOURMAND : OBJECTIFS DE L’OPERATIONObjectifs pour le réseau :•   Promouvoir le réseau Rest. du Terroir à t...
      COFFRET GOURMAND : LES ACTEURS DU PROJET Porté par l’Association bretonne des Restaurants du Terroir   En partenar...
      COFFRET GOURMAND : MONTAGE TECHNIQUEConception : travail avec une agence de communication•   Coffret cadeau / livre...
      COFFRET GOURMAND : MONTAGE TECHNIQUEEdition pour immatriculation /suivi administratif :•   convention avec une agen...
       COFFRET GOURMAND : MONTAGE TECHNIQUEDistribution – commercialisation : 2 canaux de distribution•   En agence de vo...
     COFFRET GOURMAND : MONTAGE ECONOMIQUE                    PRIX PUBLIC                        75€COMMISSION           ...
COFFRET GOURMAND : BILAN DE LA MISE EN ŒUVRE DU PROJET•   Objectif de visibilité du produit   recherche canaux de distribu...
Merci de votre attention     Marie Languillemarie.languille@frpatb.com    FRPAT Bretagne
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Intervention Marie Languille - Innovation et Marques de Pays - NTERPATT 2012

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Rencontres INTERPATT 2012 - Atelier n°3 : Innovation et marques de pays - Coffret gourmand Restaurants du Terroir

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Intervention Marie Languille - Innovation et Marques de Pays - NTERPATT 2012

  1. 1. Atelier 3 : Innovation et marques de pays Partenariat public / privé pour la sortie d’un coffret cadeau avec les Restaurants du Terroir Marie Languille Chargée de mission Marques de Pays Fédération régionale des Pays Touristiques Bretagne
  2. 2. Coffret Gourmand Restaurants du TerroirPrésentation générale Montage économique du labelRestaurants du Terroir et technique du projet Présentation du Porteur de projet coffret gourmand et partenaires Contexte de création Objectifs de l’opération
  3. 3. Restaurants du Terroir :une marque de pays bretonne Label géré par la FRPAT Bretagne Label créé en 1997 Accompagnement local des Pays TouristiquesAssociation bretonne des Restaurants du Terroir Création en 2007
  4. 4. Restaurants du Terroir : une marque de pays bretonne  OBJECTIFS DU LABEL • Faire découvrir et promouvoir le patrimoine culinaire breton • Fédérer des restaurateurs, ambassadeurs de la cuisine bretonne et des produits du terroir • Valoriser les économies de proximité
  5. 5. Restaurants du Terroir : une marque de pays bretonne  UNE DEMARCHE QUALITE • Audit réalisé par un cabinet extérieur • Référencée au plan Qualité Tourisme • Sur démarche volontaire du professionnel
  6. 6. COFFRET GOURMAND RESTAURANTS DU TERROIRUn projet fédérateur et un outil de communication
  7. 7.  COFFRET GOURMAND : PRESENTATIONCoffret cadeau contenant :• Un livret de recettes présentant chaque restaurant• Un chèque cadeau bon pour 2 menus dans un des 33 Restaurants du Terroir participant à l’opérationValidité : juin 2013 – édité à 1500 exemplaires
  8. 8.  COFFRET GOURMAND : LE CONTEXTE• Initiative du CDT Morbihan en 2008Pôle promotion commerciale – Morbihan RésaPour accompagner le label dans une démarche decommunication et de commercialisation.Dans le cadre d’un des axes du schéma départ. touristiquela valorisation de la gastronomie, des savoir-faire locauxet de la professionnalisation des acteurs
  9. 9.  COFFRET GOURMAND : LE CONTEXTEBilan des ventes : sur les 1000 coffrets• 200 spécimens réservés à la promotion et relations presse• 630 coffrets vendus sur 800 (450 consommés)Frein majeur à la distribution du coffret :• Vente en agences de voyage : réticence des AV face à l’échelle départementale• Projet d’étendre l’opération à toute la Bretagne
  10. 10.  COFFRET GOURMAND : UN PROJET D’ENVERGURE REGIONALEProjet régional motivé par :  La forte demande des restaurateurs, au vu de l’expérience morbihannaise  La plus forte cohérence de l’échelle régionale  L’expérience et les acquis du CDT56 pour mener le projet régional
  11. 11.  COFFRET GOURMAND : UN PROJET D’ENVERGURE REGIONALEProjet soutenu et expliqué par le CDT56 auprès des partenaires du tourisme breton :( sensibilisation, argumentation)- Le Comité Régional du Tourisme- La FRPAT- Les CDT / ADT- et auprès des Restaurants du Terroir
  12. 12.  COFFRET GOURMAND : OBJECTIFS DE L’OPERATIONObjectifs pour le réseau :• Promouvoir le réseau Rest. du Terroir à travers un outil de commercialisation• Fédérer le réseau et les partenaires du tourisme breton autour du projetObjectifs par restaurant :• Accroître sa visibilité grâce aux outils promotionnels de l’opération (PLV avec les noms des restaurants, communiqué de presse et spécimens presse),• Capter une nouvelle clientèle
  13. 13.  COFFRET GOURMAND : LES ACTEURS DU PROJET Porté par l’Association bretonne des Restaurants du Terroir En partenariat avec :  Réunions de travail  Signature d’une convention de partenariat  Définition d’un budget global  Expérience d’un précédent coffret cadeau régional
  14. 14.  COFFRET GOURMAND : MONTAGE TECHNIQUEConception : travail avec une agence de communication• Coffret cadeau / livret descriptif / chèque cadeau sécurisé• Supports de promotion pour points de vente (PLV)
  15. 15.  COFFRET GOURMAND : MONTAGE TECHNIQUEEdition pour immatriculation /suivi administratif :• convention avec une agence réceptive, Haute-Bretagne Vacances (35)
  16. 16.  COFFRET GOURMAND : MONTAGE TECHNIQUEDistribution – commercialisation : 2 canaux de distribution• En agence de voyage• Via le réseau breton de distribution Coop Breizh (29)
  17. 17.  COFFRET GOURMAND : MONTAGE ECONOMIQUE PRIX PUBLIC 75€COMMISSION AV : 10% / Réseau Coop Breizh : 28%DISTRIBUTEURCOMMISSION 2,50 € par dossier traité EDITEUR 50€ Soit 2 menus complets pour pour le RT un prix de revient de 25 € / menu
  18. 18. COFFRET GOURMAND : BILAN DE LA MISE EN ŒUVRE DU PROJET• Objectif de visibilité du produit recherche canaux de distributionEn conséquence : un modèle économique à expliquer / argumenter auprès du réseau• Importante coordination / animation du réseau, des partenaires
  19. 19. Merci de votre attention Marie Languillemarie.languille@frpatb.com FRPAT Bretagne

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