MICHEL AND ANGUSTIN

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1. Presentation

Michel and Augustin is a French company founded in 2004 by two friends: Augustin Paluel-Marmont and Michel de Rovira.

Michel and Augustin is a company specialized in food production premium, distributed in France and abroad.

1. Context and evolution of the company

1. 2004: his arrival on the market of the food

The company has decided to stand out from its competitors already present on the market by offering:[pic 2]

-          products with authentic flavors

-          an original communication

-          natural, without conservative and harvested ingredients on the French territory

-          original packaging

-          videos about the tone of the joke on Facebook and Youtube to get know

1. In 2010, Michel and Augustin won the Phoenix Award

Michel and Augustin present Phoenix Award for innovation and communication by the Union of advertisers, ahead of Evian and McDonald's.

The same year, the French brand saves 40% growth on its turnover, sells yogurt 5.2 million and 3.1 million of biscuits. It receives more than 1.825 applications annually and 832 requests for information from students for BTS case studies and business schools.

1. As early as 2011, Michel and Augustin products are introduced from abroad

Michel and Augustin products are introduced in the United States, in a couple of stores. It is also sold in Belgium, Switzerland, the United Kingdom, Russia, and the Japan.

1. June 2015, a daring communication campaign

Michel and Augustin is exported across the Atlantic. With a sassy communication campaign, her cupcakes are sold in all Starbucks in the country, with more than 7 600 points of sale. It's by a harmless phone call that the conquest of the multinational chain began a Thursday of the month of June 2015. The Assistant to Howard Schultz, its CEO, request for samples to the small French SME: a tasting Committee is convened the following Monday. "Starbucks, we dreamed for 10 years, we had never managed to convince its France teams to meet. So the call was for us an incredible opportunity", insists Charlotte.[pic 3]

1. Even years after its birth, Michel and Augustin want to grow internationally.

Brand, who made last year a turnover of 15 million euros (+ 40%), needs 15 million euros to accelerate its development in France and abroad.

• The goal? Make Michel and Augustin a premium international and urban brand
• To achieve this? Become a 'must' in twelve major cities in France and test, to the United States or Japan, launching large scale abroad.

Michel and Augustine: "our ambition is to make 100 million euros of turnover within the next five to seven years", they entrust.

1. Marketing in France

1. Points of sale

1. Shops

Initially, it comes to shops which customer has concerns facing qualitative products.

1. Large retailers

Shortly after its creation, the products begin to be referenced within the retail, but according to a selective targeting that is supposed to allow the company to take its pricing policy and the choice of quality products for designing.

Michel and Augustin deploy its distribution strategy in stores which customer can both afford a spending above average, and who has a sensitivity to the notion of quality of a product. So, they start to become known brands such as Monoprix, Lafayette Gourmet, and Auchan, Carrefour and other large surfaces.

A large budget is therefore allocated to merchandising and positioning of the product on the shelves (development of furniture dedicated to the brand of panels-stops getting them to differentiate the product, etc.).[pic 4]

1. Differentiation: the key to success

Thanks to a carefully studied strategy, the brand succeeded to create factors strongly differentiated in a saturated market.

In addition, each innovation, the creation of the product meets a need that entrepreneurs have felt themselves: they create for example in 2006 a new range of products based on dairy products: 'To drink cows', some yogurt drink.

In 2013, in the same vein, they invest the Greek yogurt market. Despite some failures, Michel and Augustin seems to make good use of its strategy which essentially is that the price/quality ratio is good.

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