Sixtine BOULARD Lylya DJENANE Cédric LANCRY

History

SWOT Analysis

Positioning & Mapping

Identity Brand

Mix Marketing

Communication

International Development

Coherence : Brand & Customers

Fauchon in the future

Co – Branding

Auguste Fauchon

1856-1939

French Native

1886, Founding Maison

Fauchon

HISTORY

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

First Shop 1886

« 8 Place de La Madeleine, Paris »

HISTORY

Fauchon’s Children

1945-1952

Joseph Pilosof

1952-1998

Michel Ducroc

Since 1998

LA MAISON FAUCHON

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

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

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

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 »

Advertisement

Packaging- Snacking – Retail -Advertisement- Internet –

Internationalisation

MAPPING

INNOVATION

PRESTIGE

GOOD VALUE

FOR MONEY

TRADITION

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

Repositioning as a brand of

prestige

Recreation, modernism

Earn the trust and desire of

clients

Due to

bePersonality

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

Black and Fuchsia

Feminist

Glamour

Eccentric

Sophisticated

“ The store of the Madeleine displays its elitism risk of intimidating the

clients “

CONCEPT STORE

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

4 P Description

PRODUCTS

Delicateness

Fresh deli

Chocolate and sweet

Tea

Macarons and pastry

Fois gras and caviar

Wine and spirit

PRICEHigh

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

Web Site

WEB SITE

5% of turnover from Madeleine Store

Available in French & English

Very colourful & attractive

COMMUNICATION

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)

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

Implementation worldwide

Urban vision, sensual and glamorous preserving the values of

quality, pleasure and gastronomy

Image

Franchise & Sale Point

International Development

60 Fauchon shops

present in 42 country

Japan has 23

Fauchon stores

Sales revenue :

80% of the group's

activity

Last Location

• Saudi Arabia

• Korea

• Oman

• Turkey

The "Istanbul Café Fauchon" is the largest in the

world

Fauchon in the future

Fauchon plans to

reach 100 POS in

2017

FAUCHON CONTEST

School of Art

Student creating a new, creative, modern and young product using

culinary arts

The Concept

Student goal: new products becoming

famous thanks to Fauchon

« 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

The Subject

The 100 fastest

students which

are coming from

different culinary

art schools

How does the selection work?

PORTFOLIO

The First Contest

Who will

design the

new

Fauchon

meal?

1 theme:

« Sweet & Sour, it is Trendy! »

Subscription & informations

on: www.fauchon.com

Congratulation, you

have been selected to

participate to the next

step of the Fauchon

Contest.

We will attend you at

Café Fauchon, in

Paris, on the 25th

March 2015 at 9am

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?

Where ?

“Café FAUCHON”

Paris

Come with your creativity !

Invitation

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?

Finale

“Galerie desGlaces”

VERSAILLES

What is next ?