KELLER'S BRAND RESONANCE PYRAMID : THE MALONGO MODEL

Step 1: SALIENCE Brand identity - who are you?

Who are the Malongo's customers? It is a large target. Thanks to a study done by Malongo we can say that the usual client is a 35 years old girl, living in small town, issued from CSP+. Malongo has a large range of products from coffee to teas. Malongo's clients have a sensibility to fair trade and organic products. 

What is their market segment? The coffee market. Beans, ground and capsules coffee but also organic and fair-trade coffee (Max Havelaar label). Coffee market in supermarkets, in selective distribution and in professional segment.

Why do customers choose Malongo rather than others brands? Mostly because of their values: sustainable, quality and innovation. Their large range of products and different distributions allow Malongo to meet client’s needs.

Decisions making process? The clients choose to buy Malongo for the quality, the taste and ethical reasons. (Word of mouth).

How do they classify Malongo? Malongo is perceived as prestigious, ethical and humble, thanks to their different ecologic label and engagements.  Traditional, authentic, legendary (in a historic way).

Step 2: PERFORMANCE & IMAGERY Brand meaning - what are you?

Ø performance? Define how well your products meet your consumers' needs

Five categories of performance:

Primary characteristics and features? High quality, original, fair trade and organic products.

Product reliability, durability and service ability? They won several prices for their innovations and products’ packaging. They are sure to meet cutomers’ needs. (Trophée de l’INPI en 2009. Champion de France des Barista.)

By their values (innovation, ethic and quality) clients know they are durable and reliable.

Service effectiveness (efficiency and empathy)? Reactive services. Following their best customers by using their website and their database. (Clients’ account)

Style and design: Malongo use their packaging to allow their customers to identify the products thanks to the colors, shape and materials. (Small producers)

Price: premium price because of the product quality in itself.

Ø imagery? Social and psychological level

Aaker identify 5 dimensions of brand personality.

Brand personality? Sustainable in each level: producers, employees, and suppliers.

The key elements are Eco conception, respect of the environment and a sustainable economic.

Step 3: JUDGEMENT & FEELINGS Brand response - what do I think or feel about you?

Ø judgement 

Quality: traditional technique as the coffee roasting.

Credibility: "Made in France" reinforce the quality perceived of the brand. Thanks to their family old history they enjoy credibility and prestige. 

Consideration: because of their large range, the need of the clients will be obviously satisfied.

Superiority: compare to their competitors, they improve their brand by sustainable innovation and they hope to be followed by their competitors to make the world and the economy more sustainable. (First eco-responsive capsule)

Ø feelings: emotional, warmth, fun, excitement, security, social improvement and self-respect

As soon as the customer is entering the Malongo boutique, he lives a sensory experience:

The look with colors, shape, the smell of the coffee, the taste: delicate, strong and humble. Feel the respect and the care at each step from the tree to the cup, touch: warm

As for the mass market, the customer lives also a sensory experience with the visual and the touch.

Step 4: RESONANCE Brand resonance - how much of a connection would I like to have with you? 

Behavior loyalty? "The more you buy, the more discount you get", sponsorship. 

Sense of community: Fair trade community, it’s beyond coffee itself.

Active engagement: Organization of Malongo's packaging design challenge since 2010. 

Participative: They ask students from art and design school to think about the design of their packaging. (Experts crowdsourcing)

Malongo’s engagements include partnership for cooperatives, for plantations and humanitarian program and economic diversification.

V.L

SOURCES

http://www.malongo.com/