Michel et Augustin Essay

In 1978, Ben Cohen and Jerry Greenfield launched Ben & Jerrys, an ice-cream strike out made from take out results and 100% ingrained ingredients. Two new students, Augustin Paluel-Marmont and Michel de Rovira have unflinching to take example from this mythical shuffling (as healthful as Innocent), and launch their k like a shotledge chump of biscuits Michel et AugustinThe invention of their brand construct is sincerely a successful adventure, which gives by the style a whole signification and a bulky capital of generosity to their brands, what the ii friends atomic number 18 furthest from hiding, on the contrary They wanted to recreate the voluptuous biscuits of their grandma by gathering both(prenominal) the silk hat and natural ingredients. But their lieu is not only well-nigh usance and nostalgia, on the contrary. Admittedly, they use souvenirs as Proust and its celebrated Madeleines to hit their target the 18-25 years centenarian living in city just want to go beyond tradition. then they claim a return of quality, tho in a modern, passkey and to a greater extent often nauseated way value & Identity a hot way of defining itself => put comfort of carriage and fun at prove corporate value Michel et Augustin have created a new way of claiming determine, which contributes totally to their original brand identity, which could seem not in truth serious at first sight. The brand value corresponds fundamentally to both friends values. And no need to try to understand them, if you do not know the story of these two young entrepreneurs. Michel was consultant in dodging and Augustin was in Air France Marketing.The both young men were on tracks to seduce a great carg nonpareilr. But they decided to drift everything to make their breathing ins come received, to live their stimulate passion Indeed, they did not recognize themselves in the traditional corporate value. They wanted something more(prenominal), something different, smidgen less constraints and more joy of life Then, they launched in 2004 their own brand of biscuits and milk products, surrounded by those unconventional values, meet to one motto, one mutual dream Make the world grinning. And those values, incarnated in the good mood are far from macrocosm only a selling converse.Beyond their headquarter which is called the Bananeraie, their slogan Les trublions du bon gout and their crazy and unexpected case, the atmosphere of the firm is truly defined by this central value. both co-directors claim the same value, as simplicity, revel life, solidarity, sense of the effort, in their communication than in the place of work. Thus, the 31 workers of the Bananeraie form the tribu, Michel is the calife, Augustin the Vizir, and Nicolas, the accountancy manager, the conteur de bonnes nouvelles.Good news is announced by ringing the bell in the delegacy In short, Michel et Augstin advocates new values, based on sincerity and fun, wh ich are totally conveyed inwardly their management. Their website conveys as well their will of differentiation. As example (below), they denounce on their website the commonplace cliche on food product benefits. Instead of giving these controversial and common reasons to like their products, they put forward the simplest and some basic reason to like them because they are good and fun And all this sociable values are aimed to one quarry build a deep and true relationship with their customer.Make the world smile is then far easier when the values are supported by the brand and the employees themselves Events, website and packaging become next the ambassadors of those values among the customers sensation question remains, is it practical to claim fun, in communication as well as in workplace while being serious in his job? Indeed, as they are facing an increasing growth, with all responsibilities and issues coming by, it will be more and more complicated to keep such a feel of work box => An instrumental way to convey their valuesThey do not play the sweep up of nostalgia, on the contrary The brand wants to build a great complicity with its customers, in a fun and simple way, without any hypocrisy. Then, the allude Michel et Augustin and the logo (drawn in a caricature style) are made to convey an zealous impression, far away from usual institutional statements. Thus, for more interactivity, they go until giving their telecommunicate addresses and their recall number on the thorn pack of products We can then say, without exaggerating, that the 4 criteria of a good packaging are fulfilled.Indeed, their packaging is fully Attractive give thanks to its strong originality (story of the brand told in a fun way on the hindquarters pack, attractive colors which are well standing out in ledge with the violet for example ) * Functional, really behind to open, does not take too much(prenominal) place * Easy to produce and meretricious * Coheren t with the brand value (cf. the phone number, best example of the brand sense of humor and the will of nearness with its customers) Communication => a street Marketing aligned with their spirit The art of the story telling they focal point so much is obviously one of their priorities in their marketing strategy.Although this brand counts from now one among strong and solid nourishing firms, it can really not struggle with Danone or Nestle from a communication budget point of view. Indeed, it is not possible for this launching brand to dispense cock-a-hoop amoung in TV advertising, or huge communication campaign. It has to be clever about it, and find creative and cheap way to become famous. And Michel et Augustin has precisely found the counterbalance way to do so, by cultivating this story telling art, mixed with their crazy and bluffing behavior.The both creators acknowledge that their product packaging is their best weapon to reach and target the customers. Yet, they did conform to to create the buzz with unexpected events. For example, they benefited from the huge media retransmission for the Entrepreneurs Salon by putting their yogurt bottle at the Bill render table. Thanks to its initiative, they were exposed in introductory of the whole world, as the bottle with the daunt was filmed with Gates drinking it outdo inexpensive advertising ever