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/
