Présentation réalisée en Master 1 Marketing - Communication - Culture à l'IAE de Lille sur la stratégie marketing de la marque Michel & Augustin. N'hésitez pas à me contacter sur Twitter si vous désirez la présentation.

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What is the common point between a
cow and bananas?

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Do you know these two guys?

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<Michel et Augustin
Clément Damée – Anthony Verbanck
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I/ The company in facts and figures
n Created in 2004
n Product
n Turnover: 10 Millions €
n 7 000 Point of sale
n 45 employees now
n In France, AND abroad !

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II/ Development of the company
n A YOUNG and DYNAMIC company
n In specific point of sale
n Development and partnerships
n A lot of products
n A guerilla Marketing strategy

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III/ The MARKETING Strategy
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ü The target :

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The MARKETING Strategy
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ü Positioning :
Top of the range ?
Authentic and wholesome products
A « personal » and « nice » positioning

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The MARKETING Strategy
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ü 4P :
PRICE : Market Skimming

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The MARKETING Strategy
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ü 4P :
PRODUCTS :

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The COMMUNICATION Strategy
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q To use stars without agreement
ü 4P : PROMOTION

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The COMMUNICATION Strategy
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u Protests against Danone

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The COMMUNICATION Strategy
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ü Street marketing :

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The COMMUNICATION Strategy
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ü Street marketing :

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The COMMUNICATION Strategy
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ü Street marketing

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The COMMUNICATION Strategy
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ü Get yourself talked about :
World of mouth
To target the « Early adopters »
Social Networks

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The COMMUNICATION Strategy
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• Whipping up a storm…

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The COMMUNICATION Strategy
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ü More than a brand?
« Evangelists »
A cause : healthy products
Headquarter greets people! Open days in « La Bananeraie »

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The MARKETING Strategy
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ü 4P :
PLACE :
At the beginning -> ONLY in Paris in Tuck shops
NOW -> Large retailers but not everywhere

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The Future?
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To increase the reputation in :
-> Country Towns in France
-> Abroad
100 Millions of Turnover expected in 4 years
Cow Bars !

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THANK YOU !! J
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