Fauchon - Brand Identity & Co-Branding
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FAUCHON BRAND IDENTITY & CO-BRANDING
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Fauchon - Brand Identity & Co-Branding
- 1. Sixtine BOULARD Lylya DJENANE Cédric LANCRY
- 2. History SWOT Analysis Positioning & Mapping Identity Brand Mix Marketing Communication International Development Coherence : Brand & Customers Fauchon in the future Co – Branding
- 3. Auguste Fauchon 1856-1939 French Native 1886, Founding Maison Fauchon HISTORY
- 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. First Shop 1886 « 8 Place de La Madeleine, Paris » HISTORY
- 6. Fauchon’s Children 1945-1952 Joseph Pilosof 1952-1998 Michel Ducroc Since 1998 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 »
- 11. Advertisement Packaging- Snacking – Retail -Advertisement- Internet –
- 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
- 21. Implementation worldwide Urban vision, sensual and glamorous preserving the values of quality, pleasure and gastronomy Image Franchise & Sale Point
- 22. International Development 60 Fauchon shops present in 42 country Japan has 23 Fauchon stores Sales revenue : 80% of the group's activity
- 23. Last Location • Saudi Arabia • Korea • Oman • Turkey The "Istanbul Café Fauchon" is the largest in the world
- 24. Fauchon in the future Fauchon plans to reach 100 POS in 2017
- 25. FAUCHON CONTEST School of Art
- 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
- 28. The Subject
- 29. The 100 fastest students which are coming from different culinary art schools How does the selection work? PORTFOLIO
- 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. Congratulation, you have been selected to participate to the next step of the Fauchon Contest. We will attend you at Café Fauchon, in
- 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?
- 34. Come with your creativity ! Invitation
- 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?
- 37. What is next ?
Editor's Notes
- 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.