Projet Consulting
Carole BARTHIER, Ching CHEN, Ewa WORON, Chih-Chung YUNG
MISSION
To build the image To define the communication strategy
Étapes de la mission Clarification de la mission Recherches internes et externes Diagnostic de la situation Problématique Recommandations : stratégie de communication
DIAGNOSTIC
SWOT Strength
Weakness
•Foreigner and baby friendly
•Confusing positioning – Image to
•Multi-function store:
build
•An innovative concept
•Low awareness of the shop
•Wild range and multi-cultural
•Incomplete interior design, no clear
products
separation between each activity
•Foreigner and baby friendly
•Lack of coherence in communication
•Warm hosting & friendly atmosphere•Insufficient presentation and •Good advices/tips from the owners
information of the services and the
and shop assistant
products
•Location
•Lack of visibility •No natural light
Opportunity
Threat
•International project: ITER
•Indirect competitors
PROBLEMATIQUE
Problématique Experience of the pointofsale
Innovative project in a traditional region
Confusing positioning
Low awareness
Lack of coherence in communication
How to create an “icon store” on the basis of the concept “melting pot”?
RECOMMANDATIONS
Objectifs de la communication • Communication objectives ‣ To raise the awareness of Petite Planet by 20% within 3
months by the core target. • The AIDA Model
Attentio n Interest Desire Action
OBJECTIFS DE COMMUNICATION
Le triangle de l’image NOTORIETE
IMAGE
IDENTITE
ATTRACTIVITE
Cibles
Mères et enfants Associations Seniors/Grandparents Teenagers
Positionnement voulu Product’s Reality Multifunctional shop Baby and junior oriented
A junior fun concept store for sharing intercultural experience Consumer’s expectations Intercultural experience & integration Intercultural activities for children Introduction of foreign & original products Warm & cosy atmosphere
Competitor’s position Single service Adult oriented
Eléments de différentiation • 1ier Élement de différentiation : JUNIOR ‣ Facile à mettre en place dans le magasin ‣ Demande croissante pour des activités destinées aux enfants ‣ Potentiel de business
• 2nd Elément de différentiation : INTERCULTUREL ‣ Projet ITER à Cadarache, dans les environs de Manosque ‣ Ecole internationale à Manosque
• 3ième Elément de différentiation : CONCEPT STORE ‣ Concept avantgardiste ‣ Opportunités de business
Stratégie de communication • Message: ‣ Petite Planet : a window opens to different cultures for your children
• Slogan: ‣ (FR) Eveillez vos enfants à Petite Planet ‣ (EN) Expose your children to Petite Planet experience
• Baseline: ‣ (FR) Petite Planet : le lieu de vie interculturel des enfants ‣ (EN) Petite Planet : the place to live interculturally for your kids.
Stratégie de communication
• Ton: ‣ Fun & Sharing ‣ Informatif / conceptuel
Outils de communication • Affiche • Flyer • DirectMail & Email • Action événementielle • Point of Sale
experience
Point of Sale experience • Vecteur puissant de l’image de Petite Planet • Faire vivre chaque élément de différentiation pour une
meilleure compréhension
• Cohérence entre la stratégie de communication et l’expérience
dans le magasin
• Moyen pertinent pour communiquer directement avec la cible
marketing, les enfants
• Permet à terme une évaluation de la stratégie de
communication
APPENDIX
Prisme d’image Awareness No awareness
Identity Petite Planet ∀Status : SCOP ∀Women ∀Activities : workshops, international bookshop, tea room, craft shop ∀Nationality : all ∀Age : 7 months ∀Size : 2 associates, 1 shop assistant, associations partners ∀
* Image of Petite Planet *
Proximity ∀Geographic: next to international school and the Iter Project, in the center of Manosque ∀Thanks its products: Come directly from the target’s country ∀Thanks its activities: workshops, café polyglotte, café bébé
Personality ∀Open minded ∀Curious ∀Warm ∀Nice ∀Helpful ∀Attentive to others
Trust ∀In the quality of the products: Come directly from different countries ∀Each members of Petite Planet has an expertise in an activity ∀For the workshop, Petite Planet works closely with associations specialized in a field ∀In price: there is no extreme increase due to foreign products
Matrice des parties prenantes Competito rs Employees
Local population
Local association s Business partners in Manosque
Customers
Petite Planet
Local Governme nt
Suppliers
Internatio nal school
Employees of ITER Project
Matrice des concurrents Multi-service
Single culture/ traditional
Multicultural/ original
associations
Single-service
Affiche
Affiche
Flyer
Flyer
Billboard