Michel et Augustin Essay

In 1978, Ben Cohen and Jerry Greenfield launched Ben & Jerrys, an ice-cream stigmatize made from milk products and 100% natural ingredients. Two young students, Augustin Paluel-Marmont and Michel de Rovira have decided to take example from this mythical brand (as well as Innocent), and launch their own brand of biscuits Michel et AugustinThe narration of their brand building is truly a successful adventure, which gives by the course a satisfying meaning and a huge capital of sympathy to their brands, what the two friends are far from hiding, on the contrary They wanted to recreate the delicious biscuits of their grandma by gathering all the best and natural ingredients. But their positioning is non only about tradition and nostalgia, on the contrary. Admittedly, they use souvenirs as Proust and its famous Madeleines to dissipate their target the 18-25 years old living in city merely want to go beyond tradition.Indeed they claim a return of quality, but in a modern, original and more often crazy way Values & Identity a new way of defining itself = put satisfaction of life and fun at base corporate value Michel et Augustin have created a new way of claiming values, which contributes totally to their original brand identity, which could seem not really serious at first sight. The brand value corresponds fundamentally to both friends values. And no need to try to understand them, if you do not get laid the story of these two young entrepreneurs. Michel was consultant in strategy and Augustin was in Air France Marketing.The both young men were on tracks to build a broad career. But they decided to drop everything to make their dreams come true, to live their own passion Indeed, they did not recognize themselves in the traditional corporate value. They wanted something more, something different, jot less constraints and more joy of life Then, they launched in 2004 their own brand of biscuits and milk products, surrounded by those unconventional values, c onverging to one motto, one shared dream Make the world smile. And those values, incarnated in the good mood are far from being only a marketing discourse.Beyond their headquarter which is called the Bananeraie, their guideword Les trublions du bon gout and their crazy and unlooked-for packaging, the atmosphere of the firm is truly defined by this central value. Both co-directors claim the same value, as simplicity, enjoy life, solidarity, mavin of the effort, in their communication than in the place of work. Thus, the 31 workers of the Bananeraie form the tribu, Michel is the calife, Augustin the Vizir, and Nicolas, the accounting manager, the conteur de bonnes nouvelles.Good news is announced by ringing the bell in the powerfulness In short, Michel et Augstin advocates new values, based on sincerity and fun, which are totally conveyed within their management. Their website conveys as well their will of differentiation. As example (below), they denounce on their website the u sual cliche on food product benefits. Instead of giving these controversial and usual undercoats to like their products, they put forward the simplest and most basic reason to like them because they are good and fun And all this convivial values are aimed to one objective build a deep and true kind with their customer.Make the world smile is and then far easier when the values are supported by the brand and the employees themselves Events, website and packaging become next the ambassadors of those values among the customers bingle question remains, is it possible to claim fun, in communication as well as in workplace while being serious in his patronage? Indeed, as they are facing an increasing growth, with all responsibilities and issues coming by, it will be more and more complicated to keep such a record of work Packaging = An instrumental way to convey their valuesThey do not play the cart of nostalgia, on the contrary The brand wants to build a great complicity with its c ustomers, in a fun and simple way, without any hypocrisy. Then, the name Michel et Augustin and the logo (drawn in a caricature style) are made to convey an animated impression, far away from usual institutional statements. Thus, for more interactivity, they go until giving their email addresses and their phone number on the back pack of products We can then say, without exaggerating, that the four criteria of a good packaging are fulfilled.Indeed, their packaging is fully Attractive thanks to its strong originality (story of the brand told in a fun way on the back pack, attractive colors which are well standing out in shelf with the violet for example ) * Functional, really easy to open, does not take too much place * Easy to produce and inexpensive * Coherent with the brand value (cf. the phone number, best example of the brand witticism and the will of nearness with its customers) Communication = a street Marketing aligned with their spirit The art of the story telling they s tress so much is patently one of their priorities in their marketing strategy.Although this brand counts from now one among strong and solid alimentary firms, it can really not compete with Danone or come on from a communication budget point of view. Indeed, it is not possible for this launching brand to dispense large amoung in TV advertising, or huge communication campaign. It has to be clever about it, and find creative and cheap way to become famous. And Michel et Augustin has precisely found the right way to do so, by cultivating this story telling art, mixed with their crazy and bluffing behavior.The both creators acknowledge that their product packaging is their best weapon to reach and target the customers. Yet, they did succeed to create the buzz with unexpected events. For example, they benefited from the huge media retransmission for the Entrepreneurs Salon by putting their yoghourt bottle at the Bill Gates table. Thanks to its initiative, they were exposed in front of the whole world, as the bottle with the cow was filmed with Gates drinking it Best inexpensive advertising ever