MARKETING IN FRANCE, EMEA GROUP COBRA GALERIES LAFAYETTE
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
MARKETING IN FRANCE, EMEA GROUP COBRA
GALERIES LAFAYETTE
One Person, One Cup and One Neighbourhood at a time…
11 yearsIN FRANCE
21,000+STORES
SINCE1971 COUNTRIES
78STORES
66
DIVERSITÉ=…
HUMAN RELATIONS AND MANAGEMENT
IMPARTIALITY AND JUSTICE
FACILITY OF USE AND ABSENCE OF BARRIERS
INCLUSION
ACCESSIBILITÉ
ÉQUITÉ
OUR VALUE
COMPETITIVE ADVANTAGE
FOCUSED LOCAL FRIENDLY
FOOD
FRIENDLY SERVICE VALUED EMPLOYEES FEEL RIGHT AT HOME
SERVICE
ENVIRONMENTAL ADAPTABLE ATTRACTIVE COFFEE AROMA AMPLE LEISURE SPACE AND AMENITIES
LOCATION
CHIC DESIGN FAIR TRADE GLOBAL
IMAGE
COMPETITOR
TARGET AUDIENCE
URBANITES
TRAVELLERS
YOUNG ADULTS
123
U.S
YOUNG ADULTS URBANITES
TOURISTS
TARGET CUSTOMER COMPOSITION
URBANITES (25 - 40) HIGH INCOME PROFESSIONAL FASHIONABLE FRENCH CULTURE (SIT, SIP, AND CHAT) AMERICAN EXPERIENCE ESPRESSO ONLY
1
YOUNG ADULTS (18 - 24) COLLEGE STUDENTS HANG OUT, STUDY “COOL” IMAGE (SNS, TECHNOLOGY, CELEBRITIES) READY FOR DIFFERENCE “OVER-THE-TOP” DRINK
2
SOCIALLY APPROVED
3 TOURISTS, INTERNATIONAL STUDENTS (AMERICAN, ASIAN) CITY MUGS COLLECTORS GRAB & GO WI-FI; BATHROOM CONSISTENCY; COMFORT FROM HOME LOCAL EUROPEAN DRINKS: ESPRESSO, CAPPUCCINO, ETC.
FRANCE
YOUNG ADULTS
URBANITES
TOURISTS
U.S
YOUNG ADULTS URBANITES
TOURISTS
CURRENT CUSTOMER COMPOSITION
IMPROPER SEGMENTATIONS UNREASONABLE PRICING NOT CONSIDERED PREMIUM LACK OF “GOOD” ADVERTISING NO SMOKING
WEAKNESS
LOCAL FOOD ITEMS ARTISANAL ENVIRONMENT PREMIUM COFFEE BEANS ADVERTISING IN THE STREETS
SOLUTION
SATISFACTION
AMERICAN CUSTOMER SATISFACTION INDEX ( 2006 - 2014)
ACSI
Sco
re
75
76.25
77.5
78.75
80
2006 2007 2008 2009 2010 2011 2012 2013 2014
STRATEGY
ESSENCE OF DESIGN
LOYALTY AND CUSTOMER REBATE
INNOVATION
ADAPTATION
EFFORTS
CONCLUSION
Related Documents
