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FAUCHON BRAND IDENTITY & CO-BRANDING

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FAUCHON BRAND IDENTITY & CO-BRANDING

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FAUCHON BRAND IDENTITY & CO-BRANDING

  1. 1. Sixtine BOULARD Lylya DJENANE Cédric LANCRY
  2. 2.  History  SWOT Analysis  Positioning & Mapping  Identity Brand  Mix Marketing  Communication  International Development  Coherence : Brand & Customers  Fauchon in the future  Co – Branding
  3. 3. Auguste Fauchon  1856-1939 French Native 1886, Founding Maison Fauchon HISTORY
  4. 4. 1886 : Auguste Fauchon opened his shop Fauchon He combined all its “Know How” and his spirit continues today to offer us collections of gorgeous and irresistible refined products. LA MAISON FAUCHON
  5. 5. First Shop 1886 « 8 Place de La Madeleine, Paris » HISTORY
  6. 6.  Fauchon’s Children 1945-1952  Joseph Pilosof 1952-1998  Michel Ducroc Since 1998 LA MAISON FAUCHON
  7. 7. SWOT ANALYSIS STRENGHTS WEAKNESSES - 95% of the shares own by Michel Ducroc - Internationalization (75%) - Exclusive partners - Multi-specialist - Staff trained in France - French market (20-25%) - Very feminine - Turnover of employees - Poor communication with the client
  8. 8. OPPORTUNITIES THREATS - Hediard bankrupt (2014) - Expansion of Luxury and gastronomic market - Involved in sustainable development - Male’s consummation is growing - Competences - Crises - Expensive prices SWOT ANALYSIS
  9. 9. SINCE 2004 : RADICAL STRATEGY  Expert with the « Well-Know Brand »  Re-Positioning  Choice : Modernity Her Vision of the brand : « Luxury Brand that wants to be Leader » ISABELLE CAPRON Michel Ducros
  10. 10. THE NEW FAUCHON IDENTITY THE MODERN LEADER OF FRENCH LUXURY FOOD  French Luxury Gastronomy  Place and Product Modern  Creative Design  International Brand Fauchon, « A Luxury & Prestige Brand »
  11. 11. Advertisement Packaging- Snacking – Retail -Advertisement- Internet –
  12. 12. MAPPING INNOVATION PRESTIGE GOOD VALUE FOR MONEY TRADITION
  13. 13. KAPFERER PRISM Physical elements Black & Fushia, the purse, Colors, flowers, mouth Relationship Proximity & Seduction Reflect Creative & trendy Culture French (Edoniste, sophisticated) Mentalisation Esthete, elitism, Gastronomic excellence Personality Sophisticated modernity, Refined, elegant, know-how
  14. 14. Repositioning as a brand of prestige Recreation, modernism Earn the trust and desire of clients Due to be Personality Non stop innovation Creativity, Sophistication Craftsmanship Partners Relationship Legend Values Creation of a range of chocolate with Pascale Caffet Union between how to know and excellence. - Audacious and authentic - Very strong rootedness with France - Promote the excellence of the French gastronomy - Sophisticated, elegant, - how to know, creativity - prestige, esthetical Auguste fauchon : Merchant in wine and alcohol. Delicatessen open place de la Madeleine Creation of a great tea room that will become the favourite place of the largest fortunes and crowned heads (Duchess Windsor) Become the biggest French provider - Real relationship with customers - Facebook Page : Games Questions- Answers Clients post pictures and comments about the products. - Fauchon takes idea and recipes from his customers - Clients identify themselves to the brand - Real coherence (brand and customers) BLAZON MICHON
  15. 15.  Black and Fuchsia  Feminist  Glamour  Eccentric  Sophisticated “ The store of the Madeleine displays its elitism risk of intimidating the clients “ CONCEPT STORE
  16. 16. Key values of Fauchon  Modernity  Elegant  Crazy  Creative  Extraordinary pastries • @ Accessory The bag of Fauchon become a real accessory, we can think Fauchon was inspired by Kelly bag of Hermès VALUES OF FAUCHON
  17. 17. 4 P Description PRODUCTS Delicateness Fresh deli Chocolate and sweet Tea Macarons and pastry Fois gras and caviar Wine and spirit PRICE High Ex : Eclair 6€ PROMOTIONS Concetp store Website and social network (Facebook page) Events PLACES Stores Website Private sales Tastings spaces Delivery meal trays Mix-Marketing
  18. 18. Web Site WEB SITE  5% of turnover from Madeleine Store  Available in French & English  Very colourful & attractive COMMUNICATION
  19. 19. Internet is Modernity Internet has enabled to find modernity and coherence with their mode of communication It has become the first point of contact with the brand (= window)
  20. 20. Coherence : Brand and Customers Internet • Real pillar for the company • Social Networking • Interaction with customers (form of Games) • Takers ideas: ideas for new products, food, recipes • Fans regularly posting product images
  21. 21. Implementation worldwide Urban vision, sensual and glamorous preserving the values of quality, pleasure and gastronomy Image Franchise & Sale Point
  22. 22. International Development  60 Fauchon shops present in 42 country  Japan has 23 Fauchon stores Sales revenue : 80% of the group's activity
  23. 23. Last Location • Saudi Arabia • Korea • Oman • Turkey The "Istanbul Café Fauchon" is the largest in the world
  24. 24. Fauchon in the future  Fauchon plans to reach 100 POS in 2017
  25. 25. FAUCHON CONTEST School of Art
  26. 26. Student creating a new, creative, modern and young product using culinary arts The Concept  Student goal: new products becoming famous thanks to Fauchon
  27. 27. « Ecole supérieure d’Art et de Design » which is in REIMS « Ecole Duperré » which is in PARIS « Ecole de Condé » which is in LYON Examples of schools in the game
  28. 28. The Subject
  29. 29.  The 100 fastest students which are coming from different culinary art schools How does the selection work? PORTFOLIO
  30. 30. The First Contest Who will design the new Fauchon meal? 1 theme: « Sweet & Sour, it is Trendy! » Subscription & informations on: www.fauchon.com
  31. 31. Congratulation, you have been selected to participate to the next step of the Fauchon Contest. We will attend you at Café Fauchon, in
  32. 32.  50 students will be selected thanks to their book & profile, then will be able to start the first cook selection How does the selection work?
  33. 33. Where ? “Café FAUCHON” Paris
  34. 34. Come with your creativity ! Invitation
  35. 35.  Then, 25 will be selected to go to the last event: the final.  The jury will at this time, select the best entry, the best dish and the best dessert  A new full meal proposed by FAUCHON in banquets How does the selection work?
  36. 36. Finale “Galerie desGlaces” VERSAILLES
  37. 37. What is next ?

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