SMRUTI THAKKAR | MBA IN LUXURY BRAND MANAGEMENT
Index Brand Concept Brand Products Brand's Sales strategy Brand's Online presence SWOT Analysis PESTEL Analysis Brand's Target Persona Key Competitors Marketing Mix 5 Key Recommendations Execution (of each recommendation) Conclusion
ABOUT BRAND
Brand Concept Bon Appétit Box is started by two high school friends i.e. Zoé & Bertrand, born and raised in the south of France. Their idea is to create aesthetically pleasing, and tasty gift basket options. Zoé & Bertrand are expert in French gourmet food, so they select the best products from their homeland of France and also work with with French and US artisans to bring their delicious products into the spotlight. They started this business 5 years ago.
Products
Brand's Products
Bon Appétit Box provides products like cheese from France, Jam , Vegetable paste, waffles, pesto, chocolates, hazelnut spread, madeleine, mints, cookies, crackers and other authentic French gourmet food..
Single Boxes
Brand's Sales Strategy
SINGLE BOX?
Brand's Sales Strategy
Bon Appétit Box offers gourmet boxes each varying in theme like sweet & savory, Apéritif, Café gourmand, holiday, French breakfast, etc. representing a unique french custom. Their price range varies from $35-$195.
SUBSCRIPTION BOX? Bon Appétit Box offers monthly subscription plan through which you can select which boxes you would like to experience – savory, sweet, or both. They provide subscription from 2 months to 6 months and price varies from $89-$494.
CUSTOMISATION? Bon Appétit Box provides customisation feature, through which you can choose different products and custom your Bon Appétit Box.
CORPORATE GIFTING? Bon Appétit Box offers customised box with customised logo with custom products. They provide custom boxes in hotels & corporate events.
Brand's Online Presence
Brand's Online Presence
Website Bon Appétit do not possess any stores, they are only present online. In their website, they have information about all the products & about all their artisans from France & USA. They also publish blogs related to french cuisine, french sweets, what to do in paris?, Places to discover in France, Different Recipes, How to eat?, etc. on their Website.
Brand's Online Presence
Social media Bon Appétit is present on social media i.e. Instagram, Facebook & Pinterest. They do not post regularly on social media & they only have 852 followers. Their post engagement is very low.
SWOT ANALYSIS
SWOT Analysis Strengths French Uniqueness French Artisans Variety of Subscription & boxes French know-how High quality Blogs & product informations
Opportunities
Weaknesses
S
W
O
T
Low Brand awareness Lack of social media expertise No Distribution partners Limited only to United States
Threats
Social Media exposure Expanding to Canada & south of America Physical store
Lack of social media presence Lack of knowledge of french gourmet food High competition
Expanding from gourmet boxes to teaching culnary New Collaborations
Low Brand awareness
PESTEL ANALYSIS
PESTEL Politics Stable Political climate Advance Infrastructure Tax Policies Fiscal Policies
Technology
Economics High GDP/ high Tax rate Diverse Economy Inflation Unemployment
Environment
Leading Research & development institutes Great opportunities for entrepreneurs &
Variable weather Recycling Waste management
startups Progress of Technological field Advanced Internet Infrastructure
Sustainability awareness
Social Population Demographic Progressed health care system Population growth High education level
Legal Consumer protection Progressed health care system Intellectual property rights
Target Personas
Finances: Household Income $85K Prefers to use debit card Spends alot on social events & giftings Online Behaviour: Active on Instagram, facebook, LinkedIn & pinterest Looks for coupons & special deals on fashion products Obtains information on google before buying anything Searches for good cafes & restaurants A day in Venessa's life: Early mornings & late night describes her daily routine. She works all day in a hectic environment. She has plants & a cat that keeps her grounded with a sense of responsibility. She has her own car as a mode of transportation. Background: 32 years old About to get married Lives in Chicago Full-time Computer engineer
What she is looking for? : Artisanal Food Good location & atmosphere for fine dining Variety of desserts New Experience Different cuisines Worries & Fears: Getting stuck about managing everything together Health conscious Gifting to collegues, friends & husband Hosting parties & family gatherings
Finances: Annual Turnover $25.9M Employees 100-150 Prefers to use debit /credit card Investment Spends alot on social events & gifting to staff Online Behaviour: Active on LinkedIn & Twitter Reads online articles on business & Investment watches youtube videos on positivity & spirituality Checks share market A day in John's life: Early Mornings & late night describes his daily routine Hectic/busy day Always on phone & meeting spends evening with his wife & 2 daughters Reads Newspaper everyday Background: 55 years old Marries & 2 children Lives in San Francisco CEO of an IT firm
What he is looking for? : New Experience Artisanal Food Good location & atmosphere for fine dining Different cuisines Worries & Fears: Finding right balance between work & pleasure Health conscious Maintaining status of the company Bonus & gifts for employees & potential client Hosting parties & family gatherings
Finances: Income from parents $45K Prefers to use debit/credit card Spends alot on desserts & artisanal food Online Behaviour: Active on Instagram, facebook, LinkedIn & pinterest Looks for coupons & special deals on fashion products Youtube : DIY for fashion, cooking tutorials, explores new recipies Always looking out for fine & healthy food A day in Ashley's life: Morning person Does most of her research in morning Reads BOF & WGSN and a lot of fashion magazines She has a sweettooth
Background: 22 years old Single Lives in Newyork Student of Fashion Business
What she is looking for? : Artisanal Food Chic & trendy cafes Variety of desserts New Experience Worries & Fears: Over spending habits Health conscious Gifting for Birthdays Maintaining instagram contents
Based in : USA ( more than 32 properties in United States ) Provides: Luxurious Stay Comfortable living New Experience Artisanal Food Fine Dining
Worries & Fears: Customer Satisfaction Healthy Food High Quality Creating new experience for guests Planning complimentaries for Birthdays, anniversary & special guests Maintaining Hygiene
Key Competitors
Gourmetfoodstore.com
Gourmet Food store is the biggest chain for gourmet food in United states. They not only provide French gourmet box but also other international flavour gourmet box like Spanish, Italian & Greek. They provide all the types of gourmet food and also provide Gifting boxes. Gourmet food store also provides different recipies & blogs on their website. They are not so active on social media. They have other two line i.e Gourmet Food World foringredients & spices and S&G for steaks & meat lovers. Their price range for boxes varies from $82-$162.
MOUTH.COM
Mouth provides unique handcurated gifting boxes of gourmet food for different occassions. They creates gourmet food from authentic artisans in USA. They provides gift boxes for almost all ocassions & also provides different subscription box. They have subscription for cocktails, snacks, pickles etc. They also have customisation feature through which you can create your gourmet box. The price range varies from $64-$151.
Marketing Mix
Marketing Mix Price
Product French gourmet sweets & savory Variety of Subscription & boxes
Promotion Daily posting on social media Creating tutorial videos on recipies Collaboration with bloggers Organising events for tasting & worrkshop for cooking Advertising in food magazines
P
P
P
P
Single Box varies from $39-$194 Subscription Box varies from $89-$494 Price depends on number of products & designing of box, added in customisation.
Place All social media platform: Instagram, Facebook, Pinterest Youtube channel Company's Website Hotels & Institutions
Marketing Strategies
CREATING RICH CONTENT
Active on Social Media
Posting about product, where they are from, who made them & whats inside the product. Posts regarding holidays & festivals curated box. Insta Reels related to making & packaging of products. IGTV Video featuring short brief by Artisans, Making of product. Tutorial Recipies of jam, cookies & other interesting recipies on Bon Appétit Youtube channel. Collaboration with food & nutritions bloggers & influencers.
Coming Soon! Events & Workshops
Participating in Food Events To create brand awareness & create buzz in social media, Bon Appétit Box needs to participate in various urban Food Festivals& events like The Food Network South Beach Wine & Food Festival, Los Angeles Food and Wine Festival or Taste of Chicago.
Cooking Workshop For awareness of French gourmet food, organising cooking workshop or competition to create brand awareness. Cooking workshop specially conducted by French Artisan for famous french recipes with the use of products by Bon Appétit Box.
Advertisement in Food Magazine To expand its reach to different types of customers, Bon Appétit should advertise through Food magazines. Bon appétit and Food&Wine are one of the best food magazines in United States. This magazines are general all purpose magazines for all the foodies. The Magazine is heavy on advertising & feature good recipes & articles on travel & entertainement.
Key Recommendation for next 3 Years
Hiring Professional Photographer Alena is a talented food photographer from Belarus, but currently based in Philadelphia.She has more than 5 years of experience with food photography and styling. Currently their Instagram post are very poor with low engagement, so it is very important to create aesthetically pleasant post. By hiring professional photographer to picture all the products, boxes & contents will help us to create rich content for social media & website.
Addition of new products from France & Expansion from product boxes to meal boxes
To engage more customers & clients, there should be addition of products from France to the box . After analysing competitors, only provides french products are not enough. So, Bon Appétit should start curating french meals to keep up in the competition.
Expanding Distribution channel Partnering with uber eats & doordash for the delivery of meals & boxes will help the company to get visibility with other food brands. And will help to cover more area & customers.
Partnering with new Hotels Bon Appétit Box have already worked with luxury hotels like Hyatt Regency, Double Tree by Hilton, Marriot, Westin Hotels&Resorts, The RitzCarlton, Sheraton etc. Four Seasons Hotels & Resorts have catered to business and luxury travelers for more than 50 years. The Four Seasons portfolio comprises more than 100 properties across 46 countries, and the company continues to grow out of which 35 are located in USA.
Creating beautiful physical space/café to get visiblity & social buzz in the industry
Online Survey
Thank you