June 2013 Hadrien Gremaud h.gremaud@gmail.com
LADURﾃ右 STRATEGY I. Brand Analysis II. Brand Extension project
I. Brand Analysis International Licensing & Brand Extensions
BRAND ANALYSIS History according to three men
1862
1950 - 1960
1993
Louis Ernest Ladurée create a bakery
Pierre Desfontaines invents Le Macaron Ladurée
David Holder Starts up Ladurée
16 rue Royale, Paris
It’s the main product of the brand
Holder Group promotes and extends Ladurée in Paris and around the world
Ladurée’s wife combine cake shop and café
Born in Europe in Middle Age Macaron has hundreds of recipes
It’s one of the first tearoom
Second Empire
Early XXth century
The 50s - 60s
The 90s
Napoleon III and Hausmann build a prestigious Paris
Women in Paris abandon litterature’s salons
After war is over quality food (butter) is back
Luxe industry create a real boom
Café are more and more numerous and luxurious
They are going with men to exihitions and tearooms
Cooks and pastery cooks reinvents recipes
Marketing and strategie increase value
BRAND ANALYSIS 15 years of extension
Shops today
2013 2012 2011 2010 2009 2008 2007 2006 2005 2002 1997 1862
Total
48 Paris
8 Japan
6 UK
4
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Australia, Belgium, Singapour, Monaco, Maroco, Corea, Brasil, China…
BRAND ANALYSIS Competitors
Shops
31
Shops
34
Shops
39
France
14
France
10
France
20
Japan
12
Japan
10
Japan
16
UK
2
Hong Kong
5
Germany
2
BRAND ANALYSIS Visual identity : old roots
Second Empire Style
1850s - 1920s Great Success among the Bourgeoisie
L’Ange Pâtissier
1871 Ceiling of 16, rue Royale painted by Jules Chéret
BRAND ANALYSIS Visual identity : Packaging
Pleasure to Open the Box
L’Ange Pâtissier
Pleasure to make Gifts
BRAND ANALYSIS Visual identity : Architecture
Second Empire Style
BRAND ANALYSIS Visual identity : outside
1. See & Recognise
2. Identify quality food
3. Desire for tasting
3. Get in
Green and Gold
Typical 19th French shop
Magical products presentation
Great entrance
BRAND ANALYSIS Visual identity : Long Counter
1. Visual choice
2. Efficent Service
Anywhere the same feeling to be in Ladurée
Showcase for smalls and talls
Cakes as jewels
New York … shop
BRAND ANALYSIS Visual identity : tearoom
1. Get in an other time
2. Read the Menu
3. Enjoy
Salon Second Empire Style
Elegant book
Refined Crockery
BRAND VALUE Coherence : « Fabricant de douceurs » (sweets maker)
CORE BUSINESS : Food Macaron Cakes Tearoom Épicerie fine Restaurant Receptions
EXTENSION : Women Home : perfumed candles Accesories : bags Book : cuisine Clothes : Tshirts Beauty : maquillage
BRAND VALUE Differentiation : Strong identity
Excellence Handmade Work
19th French style
PRODUCT VALUE Production : Handmade quality Every day in every Ladurée
Parisian’s Lab
Food is cook with fresh products
50 000 macarons per day 80 000 macarons per day (Chrismas time)
BRAND ANALYSIS Occasion of use : Core Business
Event + 1,000 ! Restaurant Private use + 150 !
Products - Gift 45 - 150 !
Restaurant 30 - 45 !
Tearoom 12 - 18 ! Macarons - Cakes 1,5 - 6 !
BRAND ANALYSIS Occasion of use
Macarons - Cakes 1,5 - 6 !
BRAND ANALYSIS Occasion of use
Tearoom 12 - 18 !
BRAND ANALYSIS Occasion of use
Restaurant 30 - 45 !
BRAND ANALYSIS Occasion of use
Products - Gift 45 - 150 !
BRAND ANALYSIS Occasion of use
Restaurant Private use + 150 !
BRAND ANALYSIS Occasion of use Event + 1,000 !
BRAND EXTENSION News products
Merchandising
Books
Home
Maquillage
2001
2006
2007
2008
Clothes
2010
BRAND EXTENSION Co-Branding : communication
Fashion
Kids
LANVIN LOUBOUTIN TSUMORI CHISATO MATHEW WILLIAMSON JOHN GALIANO …
DISNEY HELLO KITTY DOG …
+
BRAND EXTENSION Co-Branding Sephora
Why Sephora ? Selective distribution of perfume and cosmetics Created in France in 1973, impressive developpement since 1997 (LVMH group)
What ? Beauty products Bath, perfume, make up‌
+
BRAND EXTENSION Co-Branding Uniqlo
Why Uniqlo ? Unique Clothing : Unisex casual wear store Created in Japan in 1985, conception, fabrication and distribution
What ? Clothes T-shirts, accessories‌
BRAND EXTENSION Distribution
Food
Pastry, chocolate, restaurant…
Make up
Clothes
Bath, perfume, make up…
T-shirts, accessories…
Others… Total
48
Total
1k
Resellers
68
Total
1k
Paris
8
Europe
640
France
26
Japan
794
Japan
6
North America
240
Italy
7
China
177
UK
4
Chine
60
USA
6
South Corea
90
BRAND EXTENSION Targated consumer : Women
WOMEN seduced by : Femine pleasures Cakes and sweets Cute atmosphere Making gifts Events organisation Idealistic woman Trendy Parisian Carefull mother Sofiscated gourmet
PRODUCT VALUE Fashion Communication
Fashion Magazine
Plastik 2012
Fashion Ad
Louboutin 2009
PRODUCT VALUE Soft Communication
Cinema Product Visibility
TV Product Visibility
Event Special Edition
Sofia Copolla’s Marie-Antoinette 2006
Gossip girls 2009
Royal Wedding : Monaco 2011
PRODUCT VALUE Communication : Message
Happyness
Paris
Excellence
&
II. Brand Extension Project
* home in french
BRAND EXTENSION PROJECT Trend : fashion to home design
Ralph Lauren
Kenzo
Armani
1983
1991
2000
BRAND EXTENSION PROJECT Trend : Interior market developpement
Coccooning
Decoration
People spend more and more time home
People spend more and more money for their home
BRAND EXTENSION PROJECT Partner analysis : Core business
Global Interior Designer
Fabrics and wall paper
Furniture
Lifestyle products
BRAND EXTENSION PROJECT Partner analysis : co-branding
The Royal Collection
Ralph Lauren
Christan Lacroix
William Yeoward
Pillow : 140 - 180 US$
Pillow : 220 - 380 US$
Pillow : 140 - 190 US$
Pillow : 90 - 140 US$
BRAND EXTENSION PROJECT Partner analysis : diffusion Resellers trought 23 countries
AMERICA Canada USA Mexico Brasil Argentina Chile
EUROPE UK & Eire France Belgium Italy Spain Portugal
Germany Austria Netherland Poland Turkey Russia
ASIA India Singapour China Australia
BRAND EXTENSION PROJECT Joint venture co-branding
Provides : French Second Empire Style Graphics and colors Brand Value : Luxury
Provides : Coherent interior collection High quality products Luxurious positionning International distribution
Interior design Know-How International Distribution Network
BRAND EXTENSION PROJECT Product value : development
Products Design
Production
&
Distribution
Interior Design
Installation
Showrooms & Resellers
Ladurée Architects network Custumer’s architect
Ladurée workers network Architect’s workers
Second Empire Style
Quality raw materials
International network
Architect as a partner
Workers as partners
Graphics and colors
Quality control
Reputation established
Quality interior
Quality finishing details
Coherent identity
Cost saving
Efficient stock managing
Lifestyle products
Long term interior
Great and luxurious interior a Ladurée interior can be selected by Ladurée for their Ad campaigns Ladurée’s gifts can motivate custumers and architects
BRAND EXTENSION PROJECT Targeted consumer
Upper class consumers
Interior Resellers
Architects and interior designers
Seduced by :
Seduced by :
Seduced by :
Luxurious and harmonious interiors
Complete interior to sell with progressive prices
Easy interior conception global design with many options
Time savings Fast stock delivery Network of professionals
Time savings Online tools of selection products Network of professionals
High quality product Unique interior Fast Installation Service
BRAND EXTENSION PROJECT Communication
Fashion and lifestyle magazines
Professional magazines
LadurĂŠe shops as a showcase and brochures
Interior resellers : highlight spot
Profesionnal events : design weeks Differentiation with food and home collection Profesional network : Architects certified LadurĂŠe
Internet : photos as inspirations find trought sharring and blogging
Upper class consumers
Internet : photos as inspirations find trought sharring and blogging
Interior Resellers
Architects and interior designers
BRAND EXTENSION PROJECT Final considerations
Two worldwide brands adding value to each other
Differentiation with strong atmosphere and identity
Deep knowledge of quality products and interior’s market
Visibility in main cities around the world
Distribution established in 25 countries
People are charmed by Ladurée interiors Ladurée’s style has an important commercial value