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Copy of Macaron

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by

Seo Hye Park

on 8 December 2013

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Transcript of Copy of Macaron

1.D-2 opening party
2.D-Day
3.Christmas: holiday special
Product
https://www.youtube.com/results?search_query=laduree&sm=3
Salon de the Ladurée
What is Ladurée?
It all began in 1862, when Louis Ernest Ladurée created a bakery at 16 rue Royale in Paris.
The fame of the Ladurée macaron starts in 1930, by first starting to use two macaron shells and joining them with a delicious ganache filling, which is now known as double-decker macarons that we see these days.
Hong Kong
Political: gender equality issues
Economic: growing number of business women
Social: more social gathering with friends & family outside
Technological: wide spread of online social media
Lifestyle: fast pace of life, stressful

Marketing Mix -4 Ps
Salon De thé Ladurée
The Ladurée dream
Objectives
* Enhance and broaden the customer experience

* Deliver elegant, feminine French experience

* Up-scale, Classic French pastries
Consumer Analysis
Market Analysis
SWOT
What is your dream?
STP
Targeting
Positioning
Price
Afternoon Tea:
HK $328 per person
HK $619 per two people

Macaron: $25 for each

Dessert:
Cake/ Tarte: $70
Pastries: $20

Tea: $70

Dinner Set: a la carte
Promotion
Situation Analysis
The Message
“For the Lady Like You"
Advertising
Poster & leaflet
http://www.openrice.com
Big Screen & Billboard
Advertisement on women Magazines
Internet: social media
Sales Promotion
Public Relation
Direct Marketing
Catalog & Invitation to pre-opening party
Indirect
Membership card
Competitor Analysis
Future:
50%
Pierre Hermé
Paul Lafayet
Content
What is Laduree
Hong Kong : PEST
Situation Analysis
Competitive Advantage
SWOT
STP
Marketing Mix
Press Release
Special Events
Pre-Opening Party
Exclusive for members
sponsorship
Special discount
for every 100th people:
Trends
Opportunities
Characteristics
Place
1st Store: Tsim Sha Tsui --> Harbour City

2nd Store: Causeway Bay --> Timesquare

3rd Store: Central --> IFC mall
Threats
quota distributed on
8
by lucky draw
Quality
Product&Service
* High status
* Feminine
Middle-High Income
Women /Female
Age: 20-40
* well-established afternoon tea & dessert lovers
Macarons
Afternoon tea
* Elegance
Co-branding
Segmentation
* Dessert/Pastries Industry

* Afternoon tea Industry
French Style
Gender
Age
Original Product sets
Loyal French Style Experience
Quality
Feature
Design
Service: customer-oriented
Characteristics
Need
Price
Afternoon tea:classical French flavor
Brand Image
multiple cultural background
Emotional association
Seasonal theme
Afternoon tea: High-end, supreme
elegant atmosphere: music & color
favour foreign lifestyle
Service unique and intimate space
Laduree
Le Goûter Bernardaud
high income&
high social status
Agnes B.
TWG
Le Salon de Thé de Joël Robuchon
give&receive sweet treats
High
Low
Price
Reputation
Locations
Brand
Quality
Variety
A place to relax and chat
Delicate food or drinks
Celebrate important events in life
Afternoon tea culture
Relaxing atmosphere
Noble identity
Special themes (Kivela,1997)
For both:
1. Economic instability
2. Selecting customers
French
Flavor
Localization
Competitive Advantages
1. Distinctive Brand Image:
French, Feminine, Classic Atmosphere
Luxury Brand Image
2. High Quality
3. Product Diversification:
24 flavors, cooperation with other Brands
Intangible Value
Economic
Demographic
Technologic
Cultural
For macaron:
:Le Goûter Bernardaud
:Ladurée
STRENGTH
WEAKNESS
1. Geographic difficulty
2. Small amount of stores
3. Not enough awareness
OPPORTUNITY
1. Enter Hong Kong afternoon tea market with authentic French style
2. Focus on brand image establishing by providing good service
THREAT
1. Competition with established British style afternoon tea.
2. Competition with other French style afternoon tea rooms.
3. Economic instability
1. High Brand Image
2. Good Quality
3. Product Diversity
4. Distinct positioning
Direct
President of Laduree, David Holder
"We choose a like-minded partner to introduce the slice of French culture here"
France as...

a fashion driven city
a de luxe place
a pleasurable city
Cooperate with fashion brands

e.g. Dior
Chanel
Saint Laurent
Christian Louboutin
Boucheron
Consumption more than in macaron shops, or
more than in tea salons:
of consumption --> $ in membership card!
$200
$500
5%
Message content: emotional appeal
Two year plan
- Things to start right now:
membership card+advertisement
- Annually/Regularly:
sponsorship+seasonal special
201X Sep.
Press release
201X Oct.
1. posters&leaflets
in the shop
2. post massage on FB&TT
201X Nov.
1.Video on big screen
Poster on billboards
2.Email invitations to VIP
3.Lucky draw on FB&TT
201X Mid Oct.
Video posted
on Youtube&FB&TT
201X Ear Dec.
201Y Feb.
Valentine's day:
holiday special
201Y Apr.-Jun.
Le French May
201Y July 14th
French National Day
201Y Dec.
Christmas: holiday
special
201Z
To be continued...
the second tea salon? more or less promotions?
Things to consider
Raise brand awareness
- main objective of promotion mix
Q & A
"Competitor: ... well-known..."
"Weakness: ...not enough awareness..."
"Opening party: ... exclusive to members..."
"Advertisement: ... not overpublicized..."
Risk: limited customer base leads to loss
Income
Thank you~
First year
Second year
Webpage
Full transcript