Brand Positioning

2) Brand positioning

“Positioning” may be simply defined in terms of how a brand is positioned in the mind of consumer with respect to the values with which it is differentially associated or which it “owns” [Paul Marsden 2002]. In order to position the brand Michel et Augustin, it is essential to understand the French cookies market first, followed by concluding the features of Michel et Augustin and then deciding our target customers. Worldwide, growth was driven mostly by volume of cookies purchased, whereas growth in the French market was driven by a rising interest in quality and a shift to higher price points. [Bruno, H. A. (2014)] Therefore, one needs to focus on the quality of its products so that the company is able to stand out from the competitive French cookies market. Michel et Augustin is the brand that concentrates on the taste of the cookies. They were, after all, knowledgeable bakers who had created their own recipes through months of experimentation. [Bruno, H. A. (2014)]. Authentic and traditionally made cookies are particularly attractive to French people and this is the reason why Michel et Augustin can be such competitive in the market comparing to other brands. Based on the fact that Children and teenagers in France were by far the greatest “cookie lovers” and average consumption among children under 15 and those aged 15 to 24 was 17g-18g per day (equivalent to two butter cookies) [Bruno, H. A. (2014)], our target customers will be those aged from 15 to 35 in France. There are 2 main types of customers involved in this group. The first is those teenagers who basically buy and eat plenty of cookies on a daily basis and the second is the married couples because they buy and give cookies to their children in the afternoon as snacks. Therefore, for teenagers who are looking for high quality cookies and married couples who are buying cookies for themselves and their children, Michel et Augustin is the only brand among all cookies’ brands that provides fine and ambrosial taste because Michel and Augustin experimented hundreds and thousands of times for creating the unique recipes of cookies. On top of that,

Brand resonance is characterized by strong connections between the consumer and the brand. Brands with strong resonance benefit from increased customer loyalty and decreased vulnerability to competitive marketing actions. [Kevin L. Keller, 2006] In this case, traditional taste cookies made by Michel et Augustin are trying to evoke the memory of staying and eating with grandmother. Achieving the right brand identity involves creating brand salience. [Kevin L. Keller, 2001] Michel et Augustin is a French cookies seller, dedicating in making fine cookies. The fact that hundreds of experiments baking cookies in their student apartments shows the brand positive imagine. There were 3,500 people subscribed to their online newsletter [Bruno, H. A. (2014)] back to days in 2005, which was a great brand response. The brand resonance happens with our target customers who have children and try to create best memories for them. Moreover, young French teenagers who are picky with the taste of cookies will certainly like the Michel et Augustin not only because the taste of cookies is authentic and traditional but also it will recall the childhood memories staying with family. Michel et Augustin cookies offers authentic and traditionally made cookies that even your grandmère would approve of. This is the brand resonance that matches with the brand positioning.