Download - Brand management last version
![Page 1: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/1.jpg)
BRAND MANAGEMENTLatoya MARESCHAL
Leslie NOGUERON
Lisa MUKUBVU
Diana GUAVITA
Nikola JOVANIC
Raphael CHIQUET
YEAR 2014
![Page 2: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/2.jpg)
Question 1What is the brand identity of Paul A Chocolate today in the UK?
![Page 3: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/3.jpg)
Physical productChocolate
PersonalityLuxury, Organic,Handmade
CultureBritish, Artisan,Innovative
Self-ImageCreative, original flavours providers and ‘chocolate experience’ providers
ReflectionFresh British chocolate,Strong work ethicOrganic ingredients and Organic growth of company
RelationSpecial customer Relationship as chocolate providers and teachers in tasting and making chocolate
BRAND IDENTITY PRISM
![Page 4: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/4.jpg)
THE THREE LEVELS OF BRAND IDENTITY
Figurative elements
Narrative articulation
Brand Core
• Fine chocolate
• Innovative combination of flavours
• Experience centred;
• Experience of trying new flavours
• Experience of learning to make new flavours
• Vision Organic Luxury Chocolate
• Mission Provide high quality, novel chocolate
• Ethic Artisan
• Skills Diplomas and expertise
• Values Personal touch
![Page 5: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/5.jpg)
Paul is the USP
• Creative alchemist • Only artisan chocolatier in London
• Recurring face on TV
• Won the World’s Best Chocolate Book at the Gourmand Cookbook Awards in Paris
![Page 6: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/6.jpg)
BRAND POSITIONNING STATEMENT
‘Fine chocolates’ that are ‘creative’, ‘inspired’ ‘fresh’ and ‘organic’
![Page 7: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/7.jpg)
CURRENT REVENUE MODEL
• Chocolate club
• 4 brick and mortar shops
• E-commerce - partnership with Craved
• Chocolate tasting and/or making events
• Competitions eg. Best kept advent village competition
![Page 8: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/8.jpg)
Question 2How would you describe the Brand Sustainability strategy?
![Page 9: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/9.jpg)
Is Paul A. Young Sustainable?
Mix of attributes Fare, viable and livable
Environment
EconomySocial
![Page 10: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/10.jpg)
Is Paul A. Young Sustainable? ARCHITECTURAL
STRATEGY
Created the strategy from the scratch
Aligned sustainability since the foundation
Natural products
Coherency with Paul image
Consumers education
Innovate production
![Page 11: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/11.jpg)
ADVANTAGES & DISADVANTAGES
ADVANTAGES
o Long term strategy o Hard to imitate o Strong Connection to
customers o Centre of excellence
DISAVANTAGES
o Seasonal products
o Suppliers availability
o Strong investment
o Is based on a physical person.
![Page 12: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/12.jpg)
Paul as a sustainable brand image
o Paul A. Young has become a brand image.
o His reputation is directly linked with his company
o Shares values with his company
o It is completely dependent on critics and reputation.
![Page 13: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/13.jpg)
Question 3What would be the challenges the brand would face whilst expanding on the French market?
![Page 14: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/14.jpg)
MACRO-ENVIRONMENTAL FACTORS
Macro factors
Economic and policyThe economic crisis has reduced the consumer purchasing power. Increase in the cost of cocoa and
transportation.
Demographic The rising importance of low fat
products to prevent obesity.
SocioculturalApparition of kitchen sets
kits with cookbooks + equipment
Technology Chocolate precut and pre-
measured for baking.
Legal and Regulatory Revenue, corporation, wealth taxes
higher than in England. Employer contributions and wages
costs more expensive in France.
![Page 15: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/15.jpg)
MAIN ACTORS
• Customers:
• Requests for delightful chocolates • Single-origin products • Simplicity and quality
• Supply chain:
• French chocolatiers seek differentiation by controlling the production of chocolate• Sustainability programs ensure that beans meet their needs
• While, Paul A Young all chocolates’ are made of finest brands: Valrhona cocoa, Amedei and Michel Cluizel
![Page 16: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/16.jpg)
MAIN ACTORS
Competitors:
• Intense competition• 8 major chocolatiers have an e-commerce
website • French chocolates are less expensive than
Paul A Young ones • Innovation: new formats ( individual),
packaging, colors, logos and recyclable packagings
![Page 17: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/17.jpg)
COST & BENEFITSof a sustainability program for a French artisan
chocolatier
![Page 18: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/18.jpg)
BENCHMARKPaul A Young vs Major French Chocolatiers
![Page 19: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/19.jpg)
INTERCURTURAL MANAGEMENT CHALENGES
France hierarchy is part of the French business culture.
Cross cultural misunderstanding
Less efficiency of the
production process
![Page 20: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/20.jpg)
Question 4As it considers a launch on the French market, should or how should Paul A Chocolate adapt the Brand as it crosses the Channel?
![Page 21: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/21.jpg)
BRANDING MIX
Promotions, TV, magazines
![Page 22: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/22.jpg)
DISTRIBUTION
![Page 23: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/23.jpg)
PRODUCT AND PRICE
![Page 24: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/24.jpg)
Question 5What would be your brand development strategy?
![Page 25: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/25.jpg)
THE BRAND STRATEGY The positioning in the French market
Providers of new, surprising, unique flavors of fine and exclusive chocolate that share
their knowledge and expertise.
![Page 26: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/26.jpg)
Means
- Fine products- Educating customer relationship- Exclusive Brand
THE BRAND STRATEGY – Tactical implementation
Goals
• Develop a sustainable architecture• Acquire loyal customers• Develop brand association with:
discovery fine products proximity
![Page 27: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/27.jpg)
THE DIGITAL STRATEGY
How will we use the web strategy with the global strategy of the brand and maintain the
same brand identity ?
Carry out an enriched digital ad campaign Provide enriched brand experience
![Page 28: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/28.jpg)
DIGITAL STRATEGYAdvertisement campaign
AddsPatnerships
![Page 29: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/29.jpg)
DIGITAL STRATEGYEnriched experience
![Page 30: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/30.jpg)
DIGITAL STRATEGY - Enriched experience
Use the app to drive customers to the stores and
add value to products and
workshop
Use products and drive you on
the app and gives it value
![Page 31: Brand management last version](https://reader038.vdocument.in/reader038/viewer/2022102701/55c42da9bb61eb33478b464e/html5/thumbnails/31.jpg)
THANK YOU FOR LISTENING
YEAR 2014