Michel & Augustin

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Summary

The compagny        2

The competitors        2

SWOT        2

Marketing strategy        2

Geography segmentation        2

The sociodemography segmentation        2

Behavioral segmentation        2

Target        2

The positioning        2

Marketing Mix        3

Price        3

Products        3

Promotion        4

Communication strategy        4

Place        4

Conclusion        4

The compagny

The competitors

SWOT

Marketing strategy

Geography segmentation

For Michel & Augustin, at the beginning of their history in 2004, they chose to set up shop in Paris, in a bakery in the 18th arrondissement, and then in trendy snacks as well as The small neighborhood grocery stores to end up with the Monoprix stores and then the large retailers in general.

The sociodemography segmentation

As far as age is concerned, Michel and Augustin are placed on an age range from 15 to 35 years, they are made in terms of life cycle placed on the segment starting from adolescence to age adult.

They bet on a high-end segmentation of people, people willing to put money to afford a healthy and quality product.

Behavioral segmentation

The consumers of Michel and Augustin are people who are relatively well informed about it because they have learned or have heard about it through Word of mouth. Also people who are interests by its originality.

Target

M & A focuses on the healthy and good market. Michel and Augustin built a reputation 100% natural and a clientele rather loyal and fond of their adventures.

Clients are then made up of people under the age of 35 and ideally those between the ages of 15 and 25. These consumers are looking for organic products, the most natural and quality, so they are willing to put the price.

They set up ties of closeness and play on the chord of nostalgia (to recall childhood and carefree) in order to be able to touch their target more easily.

The positioning

• Concept: "good and round" shortbread biscuits.
• Distinctive element: Gives the flavor of the cookies of yesteryear, based on healthy and natural ingredients.
• Target market: People wanting to have fun and make fun.
• Need covered: Food, healthy product, no additives, gourmand, sweet, tasteful products

Marketing Mix

The Marketing Mix refers to a coherent set of decisions within the framework of a company or a brand in the following four areas: product policy, pricing policy, distribution and communication policy.

Price

The pricing policy refers to a set of decisions and actions taken to determine the structure and level of pricing of Goods and Services offered to Clients acquired or to be conquered.

Michel & Augustin uses a policy of skimming: that is, he sets a high price to have a high unit margin at the expense of sales volume. By instituting a high price the brand has all wanted to differentiate itself from the competition. It justifies this choice by the quality of the raw materials. This is the guarantee for customers of a 100% natural and good product.

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