michel et augustin - brand, strategy and products - august 2014
DESCRIPTION
Michel et Augustin - Brand, strategy and products - August 2014TRANSCRIPT
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
80 enthusiast and highly involved tribe members
5 categories
More than 80 SKUs
Sales reached 25 M€ in 2013. 35 m€ targeted in 2014.
More than 90 000 Facebook fans
About 100 000 subscribers to our newsletter
Distributed in more than 6 000 points of sales in France and abroad
In 9 years, an adventure on solid bases has been developed:
Michel et Augustin: the adventure
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Unique Positioning : gourmet, all natural and fun
“Big national brands”
Positioning
Danone
Lactalis-Nestlé
Yoplait
Private label
Reflets de France
Eco +
Monoprix Gourmet
Positioning
“Gourmet, all natural
& fun”
“Traditional”
Positioning
Bonne Maman
Mamie Nova
Power of the banner
Quality and accesible prices,
non-involving purchase act
Institutional
Focus on food security, health
and weight loss
All natural and gourmet products
Proximity and authenticity
Michel et Augustin: the adventure
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Our business model relies on combined talents of marketing, production, communication and sales
• Creation of new products and packaging• Elaboration of our proper recipes • Definition of the strict specifications (ingredients, recipes, process etc…)
• Choice and following up of partnerships • Purchase of raw material and production by the partners• Delivery to the central storage point
• Definition, driving and implementation of brand strategy
- Positioning and image
- Development of communication strategies (advertisement,
partnerships, etc…,) and sales promotion
• Key accounting• Sales force on the field
• Delivery to warehouses and points of sale• Logistics support by the internal « Operation » team
Research and
Development
Production
Marketing
Sales
LogisticsInternal
External
Michel et Augustin: the adventure
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
TOTAL SALES (EUR M)
Strong and healthy growth since 2007: more than 50% per year
Innovations = 15% of turnover in 2013
International sales = 10%
Valuation through higher price point
Differenciation
Shoppers loyalty
Michel et Augustin: the adventure
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Key success factorsBest-seller
rangeUrbantarget
In-storevisibility
Recrutingthrough
in-store tasting
HM, SM, Proxi
Desserts frais à partager
Vaches à boire
EpicerieSucrée
Biscuits apéritifs
Snacking
Michel et Augustin: the adventure
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Be more and more efficienton the field
21 sales representatives
1st sales force in Paris
Own sales force
Brand ambassadors
150 shops followed per area
BeNeLux + Switzerland
FRANCEFRANCEFRANCEFRANCE
Own sales force
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
We have already entered the following markets :
Switzerland
BeNeLux
Sweden
Norway
Finland
UAE (Dubai)
Hong Kong
China
Singapore
Japan
South Korea
Canada
La Reunion
French West Indies
International
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Premium and fun demos and sampling.
Demos and merchandising
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)Source : Kantarworldpanel
Growth of the “pleasure and gourmet” segments despite of a gloomy economic context
Consumption still remains a prosperity lever
Cookies Foie Gras Spreads Individual Chocolate Appetizers Sweets Chocolate Fresh
Pastry confectionery bars desserts
Sales perfomances
+10,3% +9,8% +9,6% +8,5% +5,1% +5,0% +4,8% +4,1%+16,8%
Food trends
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)Source Ipsos – Campus TF1 – Mars 2013
Pleasure as the major motivation of consumption
43
36
36
32
28
22
20
17
17
16
16
13
12
12
11
10
8
To buy the products that make me happy first of all
To buy high quality products
To buy Made in France products
To buy local products
To buy eco-friendly products
To buy the products under promotion
To buy the products that help to save time
To buy organic products
To buy products expressing your personality
To buy the cheapest possible products
To buy nice looking products
To buy famous brands
To buy the simplest possible products
To buy luxury products
To buy ethical products, equitable trade
To exchange products instead of buying
To buy second hand products
What are the 5 most important things to do for you in the coming month?
Food trends
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Consumers looking for sensations and experiences ;)Transparency Proximity
Always connectedDelightfulnessAuthenticity
TRIPADVISORTRIPADVISORTRIPADVISORTRIPADVISOR
Food trends
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Premium brands remain successful and outperform
Estimated at more than EUR 5 billion, the premium market continues to grow
Food trends
+50% +10% +15%+8%
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Our bestsellers in 5 different rangesSalted
crackersDessertsto share
Cows to drink
Food to go
Sweetcookies
M&A Adventure, chapter 2
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Food to go range
Our delicious yoghurt to drink, 250ml. 6 recipes available: Madagascar Vanilla,
Raspberry, Mango-passion fruit, Blueberry, Banana-guava and hazelnut.
Cows to drink 250ml
Our yoghurt made of whole milk and cream.
3 recipes available: Lime, Madagascar vanilla,
and Almond milk.
Cows in a small jar 125g
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Our fresh dessert, never frozen, with fresh butter and enormous chocolate chunks !
Big dark chocolate chunks
Big hazelnut and milk chocolate chunks
Pecan and caramel chunks
Dark chocolate with almond and caramel chunks
Big white chocolate chunks
Les desserts frais
The Fantastic cookies 70g ;)
Food to go range
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Les desserts frais
Little shortbread 40g
Salted butter and dark chocolate
Salted toffy and milk chocolate
Nougatine and milk chocolate
Salted butter Chocolate dropsMilk chocolate and
hazelnut chunks
4 cookie squares 33,6g
Salted butter and dark chocolate
Salted caramel and milk chocolate
Raspberry and pistaches
Lemon and meringue
Little square 8,4g. Individually wrapped
Cookie suqares 73g
Soft-heart Cookies 60gFood to go range
Salted butter and
dark chocolate
Dark chocolate chunksAlmonds and praline
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
New ! Petites baguettes May 2014
Hazelnut inclusions bites
and milk chocolate Dark chocolate filling
(70%c cocoa)
Caramelized brown sugar
And milk chocolate
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
April 2014The citronnades
3 recipes, 33cl :
Lime, lemon and mint
Lemon and raspberry
Lemon and pineapple
Water, 25% of fruit, sugar, pulp. And that’s it!
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Sweet cookies range
Puff pastry biscuits 120 et 140gVanilla
Caramelized sugar
Chocolate drops
Soft-heart cookies 180g
Milk chocolate and hazelnut chunks
Chocolate and dark chocolate chunks
Dark chocolate, pecan nuts and caramel
Praliné and roasted almonds
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Premium cookies in mini size
Cookie diameter : 40 mm vs 33 mm !
Fresh butter
New recipes, more GOURMET with generous chunks
2 chocolate chunksPecans and chocolate
Sweet cookies range
Petits Cookies from France 150g
17 petites meringues 80g
Roasted almonds and chocolate
Little round and good shortbread 120g
Salted butter
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Les desserts frais Salted crackers range
Thyme and pink berries
Goat cheese and rosemary
Parmesan and mustard
Sweet chili and grilled onions
29 small french-licious crackers 120g
Savory puff pastry 80g
Sesame and poppy seeds - emmental cheese and onion – Goat cheese and herbs
33 Petits beurre crackers 100gCream and onion
Comté cheese and pepper
Gorgonzola and nuts
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Les desserts frais Dairy and dessert ranges
Cows to drink 500ml
Our delicious yoghurt
to drink
Madagascar vanilla
Raspberry and mint tears
Mango passion fruit
Blueberry
Banana guava
Hazelnut
Stirred yoghurt made of whole milk and
cream.
Madagascar vanilla, raspberry blueberry,
hazelnut and mango passion fruit.
Cows in a big jar, 500g or 1kg
Cows in a small jar 2x125g
Set-style yogurt made of whole milk and
cream.
Madagascar vanilla, lime and almond milk
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Yoghurt infused with Madagascar vanilla
On the delicious bed of fruit: blackberry / apricot
To share !
Fantastic yoghurt with its fruit coulis June 2014
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
Les desserts frais Fresh desserts to share
Fantastic brownie 180g, delicious chocolate mousse 500ml and rice pudding 400g.
The desserts to share, only the best ingredients. Never frozen! « Cupboard cooking ».
Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)
News desserts to share September 2014Traditional recipe
100% natural
Very tasty : pure chocolate / salted butter caramel / infused Madagascar vanilla