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
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. 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. 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. 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 »
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. 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. Black and Fuchsia
Feminist
Glamour
Eccentric
Sophisticated
“ The store of the Madeleine displays
its elitism risk of intimidating the
clients “
CONCEPT STORE
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. 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. Web Site
WEB SITE
5% of turnover from Madeleine Store
Available in French & English
Very colourful & attractive
COMMUNICATION
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. 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
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. « 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
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?
For the co-branding part, we were thinking about organizing a contest between 100 students from different culinary design schools.
We will send a poster with the contest description in every culinary design school in France. (Schools like the Ecole Superieur d’Art et de Design in Reims or The Ecole de Condé in Lyon…). Every student can subscribe to this contest; the subscription is free to offer the possibility to the students to buy good quality products. Every participant has to subscribe online on the Fauchon website, they have to complete a profile including the name of their school, their student’s number and to finish they have to submit the book of their previous realisation.
We will select the 50 best students, the 50 with the best book for the second step of the contest. They will receive an invitation card to make them aware of their qualification for the second round. They will be invite to join the jury to the Café Fauchon in Paris only one month later. Still on the theme, they will have to show a starter, a dish and a dessert made by them and this time only 25 participants will be selected for the final step of the contest. The 25 selected will receive a “FAUCHON-Ticket” to let them access to the Final which will be broadcast on the TV in live.
The final will be presented like a Top-Chef contest, they will have a basket of ingredients imposed by the company, and they will have to make like before a starter, a dish and a dessert. The final step will be broadcast in live. In the end, there will be only one or two or three winners, the jury will select the best starter, the best dish and the best dessert.
and it will take place in the “Galerie des Glaces” in the Versailles Castle. Because a contest of exception needs to be in an exceptional place.
The 3 parts selected will be the new Fauchon’s Meal. The company will offer it to every client who wants to hire Fauchon for a Banquet. And the meal will be on the menu for a year. Obviously the name of the winner(s) will be written and it will be the same for the school’s name. If the contest is a success, it will renew every year with a new theme, maybe new rules and for sure a new place for the finale.