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TABLE OF CONTENT Le Parfait Overview Inspiration Customer Context Competitive Analysis Opportunity The New Product Line Le Parfait Preparer Le Parfait Personelle Le Parfait Promenade Placement Promotion 5 Year Financial Plan

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TODAY’S VALUE PROPOSITION

TOMORROW’S VALUE PROPOSITION

Easy canning and Preserving

day o t From morrow to to

Preserving Tradition

Offer a life lasting jar

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“Preserving your food into your signature EXPERIENCE”


KEY SUCCESS FACTORS ALL NATURAL

HOME-MADE Making something yourself is enjoyable, therapeutic, and brings a special sense of satisfaction

No need to add salt or preservatives

DESIGN

The Le Parfait® container is an iconic design that fits with our desire for trendy “retro” objects

STYLISH ORIGINAL SHAPE

CONVENIENT

that can be instantly and universally recognizable

easy to use, with no need for special instructions

ICONIC

HEALTHY

orange rim that is the trademark symbol of the brand

TRANSPARENT which symbolizes honesty and purity

home-cooking using organic ingredients is a good way to protect our health

ECOLOGICAL glass is the most sustainable packaging material

In today’s home, containers tend to be on show…and with its design, Le Parfait® looks good anywhere

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YESTERDAY Mason and hermetic jars have not changed with time, but have been reinterpreted by many. Yesterday’s canning and preserving was seen as a necessity for food storage and was always taken for granted. Grandmothers and mothers would spend days canning food and using it all year round.

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TODAY Today, Mason and hermetic jars have taken a complete new connotation and have evolved to other uses. These kitchen objects that have always been taken for granted, today are moving from hidden cabinets to luxurious table. They have become a status for healthy and chic living and, for many people, have become an important part of everyday life. 4


CURRENT USER Today our customers are those who are enhancing their cooking passion and are seeking convenience. They are urban dwellers who seek and value healthy and organic eating habits. Our established customers like to take the meaning of cooking to a more sophisticated level using our jars. Our new customers instead are looking for convenience but still believe in healthy habits.

POTENTIAL USER Jack 26 Years old Young city dweller

Susan and Hannah 22 and 24 years old Retail managers “Jar + TV + Sofa = A Perfect Evening�

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David 28 Years old Community Developer

Georgia 31 Years old Gallerist


THE ORGANIC MARKET

US Organic Food Sales in Billions of Dollars, 2002-2010 20

THE US ORGANIC FOOD MARKET Our industry is directly related to the food industry, and there has been a growing trend in the organic food industry. Farming and organic food today are two of the fastest growing industries (9.8% from 2009). People who use our jars also care of where their food comes from and how it is prepared.

15 10 5 0

2005

2002

Direct

2007

2009

2010

Supermarkets

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COMPETITIVE ANALYSIS Le Parfait deals directly with other glass jar manufacturers as their main competitors. Le Parfait has always maintained a firm position in the high-end section, with expensive but life lasting jars. This positioning puts us in a delicate but advantageous area. Having a high-end product could be a risk, especially in today’s market where competition is based on reduction of cost and a lower quality product to meet larger scale targets.

PRICE

$20

0 7

QUALITY


COMPETITIVE ADVANTAGE FORM STORAGE FORM STORAGE STORAGE PROCESS

It is important to understand how Le Parfait can create competitive advantage in relationship to its competitors. By looking at the solutions that our competitors have adopted we can notice a reoccurring trend. The trends that have been adopted can by categorized in: -Form -Storage -Process -Use This leaves open some areas of interest such as utilizing our existing jar to create a Signature Experience and enhance this experience through the addition of new products that live in direct relation to our jar.

USE 8


THE OPPORTUNITY From analyzing our customer’s habits we understand that there is an opportunity that can be fulfilled by our company to enhance our customer’s experience. After analyzing the categories of processes that live between the purchase and the consumption of food, we can see that our brand today occupies the category of preserving food. We realize that it is important to consider all of the processes that live in between the two extremes and try to bridge them to create a unique experience for our customer.

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PURCHASING

ORGANIZING

PREPARING

PRESERVING

CONSUMING


THE SOLUTION PURCHASING

ORGANIZING

BRAND

PREPARING

PRESERVING

CONSUMING

LOVEBRAND

We have so decided to understand the different processes that live in between purchasing and consuming food, and to expand our presence in more areas of this experience. Through engaging also in the preparation and the consumption of food we will help bridge the two extremes, setting our jar at the very center of a signature experience. Encompassing these other areas will help us get closer to our customer, transforming our name from being just a brand to becoming a passion and a necessity, taking a leap into becoming a lovebrand. 10


A SIGNATURE EXPERIENCE In order to satisfy our customer’s needs, we have decided to launch three product lines, directly linked to one another, that live in direct relation to our jars. These product line will help us bridge the gaps between the different processes of cooking and will satisfy our customer by offering a Le Parfait signature Experience. The three lines that we are proposing are: -Le Parfait Preparer -Le Parfait Personnel -Le Parfait Promenade

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BRIDGING THE GAP BETWEEN THE PURCHASE AND PREPARATION OF FOOD


BRIDGING THE GAP BETWEEN THE PREPARATION AND THE PERSONALIZATION OF FOOD

BRIDGING THE GAP BETWEEN THE PREPARATION AND THE TRANSPORTATION OF FOOD

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CUTTING BOARD

STEP 1

STEP 2

STEP 3

Chop your fruits and vegetables in the most efficient way. Use the Le Parfait cutting board to create the perfect slice that will fit in your favorite jar.

After chopping your fruits and vegetables, the cutting board can be used to strain your vegetable without requiring any additional kitchen tools.

Once the fruits and vegetables you have strained, you can pour them into your favorite jar just by folding over the cutting board.

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GRATER KIT

STEP 1

STEP 2

STEP 3

After placing the rubber grater body over the favorite jar, you can select the desired cutting head and slide it into the slot.

By holding to the jar and tacking advantage of the grater’s hand grip, you can start grating fruit and vegetables in the most comfortable and orderly way.

After the grating process is over, you can remove the grating head that can then be easily rinsed and stored away.

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CUTLERY SET

STEP 1

STEP 2

STEP 3

Le Parfait cutlery set is custom made to fit all of your jars so you won’t need excessive pieces of cutlery when using your jar. The cutlery can just be snapped on the front hinge.

Le Parfait cutlery set can be stored anywhere with your jar.

While the jar is in use, the cutlery can be placed on the side of the jar without needed to use any additional resting surfaces.

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LABELING SYSTEM

STEP 1

STEP 2

STEP 3

The small rubber sleeve can be slipped over the jar’s metal hinge and it will add a personal touch to theyour uniwue creation.

The rubber sleeve will live on the metal jar until its next use and will also function as an additional grip when opening the jar.

When multiple jars are stacked, the label will act as a symbol for the different stored recipes.

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JAR DIVIDERS

STEP 1

With Le Parfait divider you can store different recipes at once in a single jar. The divider helps you have more freedom when deciding what to store and serve.

STEP 2

Each divider can be used individually and be used as an independent serving tool.

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PROMOTION Understanding our customers’ habits

EVENTS

Organizing special events with famous chefs

Displayed underneath is the current Le Parfait web site. It is important to understand how our company promotes today. As wee can see there is a large emphasis and creativity that is insisted upon on our web site. Inspired by today’s web site we have decided to expand our promotion plan in the US to cooking blogs and food magazines/ journals.

USER INTERFACE Creating a unique user interface

SUGGESTIONS Giving our customers our most treasured suggestions about preserving

EXCHANGE

Giving our customers the chance to exchange their favorite recipes

SOCIAL NETWORKS Using the most popular social networks

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PODCASTS Creating a podcast that curates the stories of our most valuable customers

DOWNLOADS Our marketing team has focused on creating interactive downloads for our customers


WHY ORGANIC SUPERMARKETS?

A NEW CHANNEL:

ORGANIC SUPERMARKETS Our placement strategy will be based on targeting the highend food retailers. We will begin our strategy in year 1 by targeting smaller percentages of stores and by year 5 reaching at least 50% of all of the food chains listed below.

Use the supermarket’s value proposition to our advantage

None of our direct

COMPETITORS competitors use the same channel of distribution

RETAIL PRICE POINT Cutting Board Grater

N. of stores Area

279 E/W

303 E/W

176 SE

16 NY

165 NE

61 SE

Cutlery

100%

Label

80% 60%

Divider

40% 20% on Li d Fo o

na fo rd H an

Te et er H ar ris

m riu Em po

d

rJ oe ’s

Fo o

e ho l W

Tr ad e

ds

Sleeve

Fo o

0%

$0 $5 $10 $15 $20 26


PLACEMENT Targeting a new and growing market

Our placement strategy will be focused around the food industry, our direct connection to the private preserving and canning industry. We will utilize well-known retail food stores to promote our product.

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From Reims to the US


SLEEVE

STEP 1

The new gasket design offers the possibility of making the famous jar transportable. After having filled up the jar, the new gasket can be inserted, loop across the bottom of the jar and boiled as a whole, becoming the new hermetic seal for the jar.

STEP 2

After boiling the jar with a signature creation, the jars can be easily stacked and grab on the go whenever needed.

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COOKING BLOGS

-500,00 view per month -Advertisement cost: $1,000 per month

FOOD MAGAZINES

-Circulation of 15,000 units -Advertisement cost: $6,500 per month

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5-YEAR FINANCIAL PLAN Making our Signature Experience possible Total first year investment of: $4.800.000

RETURN AFTER YEAR 5 Revenue after 5 year

Oper. Inc.

100%

40% 20% Marketing Expenses

0 -20% -40% -60% -80% -100%

Machinery SGA

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+47%

$25.000.000

80% 60%

COGS

Operating Margin

YEAR 1

YEAR 2

YEAR 3

YEAR 4

YEAR 5


IN MORE DEPTH COST OF ORDER (1 unit per order) Manufacturing

$ 20

Wholesale

$ 38

Retail

$ 65

UNITS PER ORDER Whole Foods

40 Units per order

Trader Joe’s

25 Units per order

Food Emporium

15 Units per order

Harris Teeter

20 Units per order

Hannaford

20 Units per order

Food Lion

15 Units per order

OUR GOAL By Year 5 opening a market of $25 million in North America, focusing our channel distribution through food retailers. Using the well accomplished food retailer chains, we will sell our products on a fixed number of units per order. The order size will vary depending on the size of the chain, the size of the chain’s sales and on the number of stores that we will target each year.

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e r u t a e c Sign n e i Exper

THANK YOU FOR HELPING US CREATE A SIGNATURE EXPERIENCE.


Le Parfait Project Book