Abstract
"Au bon Moulin" was created in 2000 in France by Dubois' family. This familial bakery opened its doors with a new concept for the bakery industry. Indeed, Dubois' family wanted to make "green bread" with raw materials produced ecologically and make their bread in ecological bakery. So, the first bakery was built with ecological materials: wood, solar panels for electricity, ecological machines and packaging for products are in recycled paper too. Also, the company works with local producers for the raw materials to be sure they are ecological and reduce cost for consumers. So, prices are almost equal to other companies.
This concept was created to respond better to consumers' needs. Indeed, for 10 years, more people consume "green products" because it's a trend and they want eat better. They don't want any more industrial and chemical products which destroy and pollute the environment. Also, they think about their health and their well-being, which have a big importance in their life. The company makes several products: different breads (baguette, cereals bread, polka), special bread (filled bread, perfumed bread), pastries, and buns.
The first shop opened in Paris, and today, there are 10 bakeries around France (Bordeaux, Marseille, Lille, Lyon, Strasbourg). Today, there are 150 employees and the turnover reached almost 20 million. So, the company decided to open new stores around the world. The company chose to open the first shop in San Francisco because it's a potential market was especially for the sourdough bread. And today, the market is divided between only three companies. So, the market is concentrated but these companies are just traditional and they don't innovate. They don't develop their industries on "green market". So "Au bon Moulin" can easily develop its concept there because there are lots of people who composed their target, the "green consumers". Also, the French bread is known around the world as the best and American people love French bread.
Extract
[...] Their domestic economy is saying: it's the economy that promotes the right use for the family, which is useful for the family with a very definite purpose. The economic crisis is an opportunity for them to review their lifestyle and behavior. For them to consume green products gives them a personal benefit. It's also a financial interest and a benefit to their health. - Liberals: they are over 45 years and they have succeeded in their lives and they have incorporated the potential of green growth. [...]
[...] Choice of Medias: - Public relation : it creates a proximity with customer and helps the notoriety of the product - Sales promotion: boost sales and increase the notoriety - Outdoor (billboard): reinforce the image of the product, selectivity regional - Regional newspaper: build and reinforce the image; target precisely - Food magazines: touch our target - Internet (spot video): cheaper media and increase the notoriety - Street marketing: increase the notoriety and show a dynamic and modern company - Bike advertising: increase the notoriety and show our ecological values IV) Regulatory issues The company will not have lot of regulatory to sell its bread in San Francisco. Indeed, it's the "Food and Drug Administration" which regulates packaging, labeling, and manufacturing of food and drug products. So, it's generally to inspect the hygiene of the company and of the production of bread. Also, this organization examines if the company is in good standing to join the different green labels. [...]
[...] Street marketing: bread sculpture around San Francisco The shop will open in July 2011 in San Francisco. So, the advertising campaign will start with the billboard campaign one month before the opening of the shop, and the corporate website will operate in the same time. Two weeks before the opening, the company will start the print advertising (food magazines), the banner on Chronicle website will be broadcasted, and the Facebook page and Twitter will be operating too. The opening day is scheduled for the 11 July 2011, and the open house bakery is scheduled for one week after this date, so the 18 July 2011, but there will be one open house each month during 4 months. [...]
[...] The Trendy bread will associate the authentic taste of bread with ecological values. It will allow to consumers to eat bread which respects the environment. They will discover the real flavors of ecologic products. STRENGHTS WEAKNESSES - Trendy bread responds to consumers' needs: the authentic taste and good for the health - Drives French values - Quality bread - The brand and the product are unknown in San Francisco - More expensive than competitors OPPORTUNITIES THREATS - The green consumption grows more and more - Consumers are ready to pay for good products - Any competitor in the market in San Francisco - Competitors can copy the product - United states law - Competitors are known and have notoriety Smart objective: Achieve a profit of 100,000 euros in 2011. [...]
[...] STRENGHTS WEAKNESSES - This company is known to make bread and have a big notoriety without advertising - None advertising, none website: today it's obligatory to expand and work more and more CONCLUSION This new green product will be certainly a real success in San Francisco. Indeed, more and more people, especially American people, take care about the environment and change their behavior to integrate the green products in their consumption. They want to be well in their body and want a good health, and a good quality of life. So, they are ready to consume green product and pay for these kind of product. Also, they like green companies which take their responsibilities to reduce their pollution. [...]
