Michel et Augustin - Brand, strategy and products - August 2014

Michel et Augustin: the adventure
In 9 years, an adventure on solid bases has been developed:
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
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
“Traditional”
Positioning
Bonne Maman
Mamie Nova
“Gourmet, all natural
& fun”
Institutional
Focus on food security, health
and weight loss
Power of the banner
Quality and accesible prices,
non-involving purchase act
All natural and gourmet products
Proximity and authenticity

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
Logistics
Internal
External

Strong and healthy growth since 2007:
more than 50% per year
TOTAL SALES (EUR M)
Innovations = 15% of turnover in 2013
International sales = 10%
Valuation through higher price point
Differenciation
Shoppers loyalty

Key success factors
Best-seller
range
Urban
target
In-store
visibility
Recruting
through
in-store tasting
HM, SM, Proxi
Desserts frais à partager
Vaches à boire
Epicerie
Sucrée
Biscuits apéritifs
Snacking

Own sales force
Be more and more efficient
on the field
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21 sales representatives
1st sales force in Paris
Own sales force
Brand ambassadors
150 shops followed per area
BeNeLux + Switzerland

International
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

Demos and merchandising
Premium and fun demos and sampling.

Food trends
Growth of the “pleasure and gourmet” segments despite
Sales perfomances
+10,3% +9,8% +9,6% +8,5% +16,8% +5,1% +5,0% +4,8% +4,1%
Cookies Foie Gras Spreads Individual Chocolate Appetizers Sweets Chocolate Fresh
Source : Kantarworldpanel
of a gloomy economic context
Pastry confectionery bars desserts
Consumption still remains a prosperity lever

Pleasure as the major motivation of consumption
What are the 5 most important things to do for you in the coming month?
Source Ipsos – Campus TF1 – Mars 2013
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
Food trends

Food trends
Consumers looking for sensations and experiences ;)
Transparency Proximity
TTTTRRRRIIIIPPPPAAAADDDDVVVVIIIISSSSOOOORRRR
Authenticity Delightfulness Always connected

Food trends
Premium brands remain successful and outperform
+8% +50% +10% +15%
Estimated at more than EUR 5 billion, the premium market continues to grow

M&A Adventure, chapter 2
Our bestsellers in 5 different ranges
Salted
crackers
Desserts
to share
Cows
to drink
Food
to go
Sweet
cookies

Food to go range
Cows to drink 250ml
Our delicious yoghurt to drink, 250ml. 6 recipes available: Madagascar Vanilla,
Raspberry, Mango-passion fruit, Blueberry, Banana-guava and hazelnut.
Cows in a small jar 125g
Our yoghurt made of whole milk and cream.
3 recipes available: Lime, Madagascar vanilla,
and Almond milk.

Les desserts frais
Food to go range
The Fantastic cookies 70g ;)
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

Soft-heart Cookies 60g Food to go range
Les desserts frais
Little shortbread 40g
Salted butter Chocolate drops
Milk chocolate and
hazelnut chunks
Cookie suqares 73g
Salted butter and dark chocolate
Salted toffy and milk chocolate
Nougatine and milk chocolate
Dark Almonds and praline chocolate 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
Salted butter and
dark chocolate

New ! Petites baguettes May 2014
Hazelnut inclusions bites
and milk chocolate
Dark chocolate filling
(70%c cocoa)
Caramelized brown sugar
And milk chocolate

The citronnades April 2014
3 recipes, 33cl :
Lime, lemon and mint
Lemon and raspberry
Lemon and pineapple
Water, 25% of fruit, sugar, pulp. And that’s it!

Sweet cookies range
Dark chocolate, pecan nuts and caramel
Praliné and roasted almonds
Puff pastry biscuits
120 et 140g
Vanilla
Caramelized sugar
Chocolate drops
Soft-heart cookies 180g
Milk chocolate and hazelnut chunks
Chocolate and dark chocolate chunks

Sweet cookies range
Petits Cookies from France 150g
Little round and good shortbread 120g
Pecans and chocolate 2 chocolate chunks
Premium cookies in mini size
Cookie diameter : 40 mm vs 33 mm !
Fresh butter
New recipes, more GOURMET with generous chunks
17 petites meringues 80g
Roasted almonds and chocolate
Salted butter

LesS adlteesdscerarctkse rfsr raainsg e
29 small french-licious crackers
120g
Thyme and pink berries
Goat cheese and rosemary
Parmesan and mustard
Sweet chili and grilled onions
Savory puff pastry 80g
Sesame and poppy seeds - emmental cheese and onion – Goat cheese and herbs
33 Petits beurre crackers 100g
Cream and onion
Comté cheese and pepper
Gorgonzola and nuts

LDeasir ydaensds deersstesrt f rraanigse s
Cows to drink 500ml
Our delicious yoghurt
to drink
Madagascar vanilla
Raspberry and mint tears
Mango passion fruit
Blueberry
Banana guava
Hazelnut
Cows in a small jar 2x125g
Set-style yogurt made of whole milk and
cream.
Madagascar vanilla, lime and almond milk
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

Fantastic yoghurt with its fruit coulis June 2014
Yoghurt infused with Madagascar vanilla
On the delicious bed of fruit: blackberry / apricot
To share !

LFeress hd deesssseertrst tso fsrhaaries
Fantastic brownie 180g, delicious chocolate mousse 500ml and rice pudding 400g.
The desserts to share, only the best ingredients. Never frozen! « Cupboard cooking ».

News desserts to share September 2014
Traditional recipe
100% natural
Very tasty : pure chocolate / salted butter caramel / infused Madagascar vanilla

Michel et Augustin - Brand, strategy and products - August 2014

Michel et Augustin - Brand, strategy and products - August 2014

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Michel et Augustin - Brand, strategy and products - August 2014