Creating a S

ignature

Experience

by Clara Zavani

TABLE OF CONTENT

Le Parfait Overview 1Inspiration 3

Customer 5Context 6

Competitive Analysis 7Opportunity 9

The New Product Line 11Le Parfait Preparer 13

Le Parfait Personelle 17Le Parfait Promenade 23

Placement 25Promotion 27

5 Year Financial Plan 29

Easy canningand

Preserving

PreservingTradition

O�er a life lasting

jar

“Preserving your food

into yoursignature

EXPERIENCE”From today

to tomorrow

TODAY’SVALUE

PROPOSITION

TOMORROW’SVALUE

PROPOSITION

1

ORIGINAL SHAPE

ICONIC

TRANSPARENT

CONVENIENT

HEALTHY

ECOLOGICAL

that can be instantly and

universally recognizable

orange rim that is the trademark symbol of the

brand

which symbolizes honesty and purity

glass is the most sustainable packaging material

home-cooking using organic ingredients is a good way to protect our health

easy to use, with no need for special instruc-tions

ALL NATURAL HOME-MADE

DESIGN STYLISH

No need to add salt or preserva-tives

The Le Parfait® container is an iconic design that fits with our desire for trendy “retro” ob-jects

In today’s home, con-

tainers tend to be on

show…and with its

design, Le Parfait®

looks good anywhere

Making something yourself is enjoyable,

therapeutic, and brings

a special sense of

satisfaction

KEY SUCCESS FACTORS

2

3

YESTERDAYMason and

hermetic jars have not changed with

time, but have been reinterpreted by

many. Yesterday’s

canning and preserving was

seen as a necessity for food storage and was always

taken for granted. Grandmothers and

mothers would spend days

canning food and using it all year

round.

4

TODAYToday, Mason and hermetic jars have taken a complete new connotation and have evolved

to other uses. These kitchen objects that have always been taken for granted, today are moving from hidden cabi-nets to luxurious

table. They have become a status for healthy and chic living and,

for many people, have become an important part of

everyday life.

“Jar + TV + Sofa =

A Perfect Evening”

5

CURRENT USER

POTENTIAL USERJack26 Years oldYoung city dweller

Susan and Hannah22 and 24 years oldRetail managers

David28 Years oldCommunity Developer

Georgia31 Years oldGallerist

Today our customers are those who are enhancing

their cooking passion and are seeking convenience. They are urban dwellers

who seek and value healthy and organic eating habits. Our established customers like to take the meaning of cooking to a more sophisti-cated level using our jars.

Our new customers instead are looking for convenience but still believe in healthy

habits.

0

5

10

15

20

Direct Supermarkets

US Organic Food Sales in Billions of Dollars, 2002-2010

2002 2005 2007 2009 2010

6

THE ORGANIC MARKET

THE US ORGANIC FOOD MARKET

Our industry is directly related to the food industry, and there

has been a growing trend in the organic food industry. Farming and organic food today are two of the fastest

growing industries (9.8% from 2009). People who use our jars

also care of where their food comes from and how it is

prepared.

QUALITY

PRIC

E

0

$20

7

COMPETITIVE ANALYSIS

Le Parfait deals directly with other glass jar

manufacturers as their main competitors.

Le Parfait has always maintained a firm

position in the high-end section, with expensive

but life lasting jars. This positioning puts us in a delicate but advanta-geous area. Having a

high-end product could be a risk, especially in today’s market where

competition is based on reduction of cost and a lower quality product to

meet larger scale targets.

FORM

STORAGE

PROCESS

FORM

USE

STORAGE

STORAGE

COMPETITIVE ADVANTAGE

8

It is important to under-stand how Le Parfait

can create competitive advantage in relation-ship to its competitors.

By looking at the solutions that our competitors have

adopted we can notice a reoccurring trend. The trends that have been

adopted can by catego-rized in:

-Form-Storage-Process-Use

This leaves open some areas of interest such as utilizing our existing jar

to create a Signature Experience and

enhance this experience through the addition of

new products that live in direct relation to our jar.

PREPARINGPURCHASING CONSUMINGORGANIZING

9

PRESERVING

THE OPPORTUNITYFrom analyzing our

customer’s habits we understand that there is an opportunity that can be fulfilled by our company to enhance our customer’s experi-

ence. After analyzing the

categories of processes that live

between the purchase and the consumption

of food, we can see that our brand today occupies the category

of preserving food. We realize that it is

important to consider all of the processes that live in between

the two extremes and try to bridge them to

create a unique experience for our

customer.

PRESERVINGPREPARINGPURCHASING CONSUMINGORGANIZING

BRAND LOVEBRAND

10

THE SOLUTIONWe have so decided

to understand the di�erent processes that live in between

purchasing and consuming food, and to expand our pres-

ence in more areas of this experience.

Through engaging also in the prepara-

tion and the consumption of food we will help bridge the two extremes,

setting our jar at the very center of a

signature experience.Encompassing these other areas will help us get closer to our

customer, transform-ing our name from

being just a brand to becoming a passion

and a necessity, taking a leap into

becoming a lovebrand.

11

A SIGNATUREEXPERIENCE

In order to satisfy our customer’s needs, we have decided to launch three product lines, directly linked to one another, that live in direct relation to our jars. These

product line will help us bridge the gaps between the di�erent processes of cooking and will satisfy our customer by o�ering a

Le Parfait signature Experience. The three lines that we are proposing are:

-Le Parfait Preparer-Le Parfait Personnel-Le Parfait Promenade

BRIDGING THE GAP

BETWEEN THE PUR-

CHASE AND PREPARA-TION OF

FOOD

12

BRIDGING THE GAP

BETWEEN THE PREPA-

RATION AND THE PERSON-

ALIZATION OF FOOD

BRIDGING THE GAP

BETWEEN THE PREPA-

RATION AND THE TRANS-PORTATION

OF FOOD

13

CUTTING BOARD

14

Chop your fruits and vegetables in the most e�cient way. Use the Le Parfait cutting board to create

the perfect slice that will fit in your favorite jar.

STEP 1

After chopping your fruits and vegetables, the cutting board can be used to strain your vegetable without requiring any additional

kitchen tools.

STEP 2

Once the fruits and vegetables you have strained, you can pour

them into your favorite jar just by folding over the cutting board.

STEP 3

15

GRATER KIT

After placing the rubber grater body over the favorite jar, you can select the desired cutting head and slide it into the slot.

STEP 1

By holding to the jar and tacking advantage of the grater’s hand grip, you can start grating fruit

and vegetables in the most com-fortable and orderly way.

STEP 2

After the grating process is over, you can remove the grating head that can then be easily rinsed and

stored away.

STEP 3

16

17

18

CUTLERY SET

Le Parfait cutlery set is custom made to fit all of your jars so you

won’t need excessive pieces of cutlery when using your jar.

The cutlery can just be snapped on the front hinge.

STEP 1

Le Parfait cutlery set can be stored anywhere with your jar.

STEP 2

While the jar is in use, the cut-lery can be placed on the side of

the jar without needed to use any additional resting surfaces.

STEP 3

19

LABELING SYSTEM

The small rubber sleeve can be slipped over the jar’s metal hinge and it will add a personal touch

to theyour uniwue creation.

STEP 1

The rubber sleeve will live on the metal jar until its next use and

will also function as an additional grip when opening the jar.

STEP 2

When multiple jars are stacked, the label will act as a symbol for

the di�erent stored recipes.

STEP 3

20

21

JAR DIVIDERS

With Le Parfait divider you can store di�erent recipes at once in

a single jar.The divider helps you have more freedom when deciding what to

store and serve.

STEP 1Each divider can be used indi-

vidually and be used as an inde-pendent serving tool.

STEP 2

22

23

24

SLEEVE

The new gasket design o�ers the possibility of making the famous

jar transportable. After having filled up the jar, the new gasket can be inserted, loop across the bottom of the jar and boiled as a

whole, becoming the new her-metic seal for the jar.

STEP 1After boiling the jar with a signa-

ture creation, the jars can be easily stacked and grab on the go

whenever needed.

STEP 2

PLACEMENT From Reims to the US

25

Targeting a new and growing market

Our placement strategy will be focused around the food industry, our direct connection to the private preserving and canning industry. We

will utilize well-known retail food stores to pro-mote our product.

$0 $5 $10 $15 $20

Sleeve

Cutlery

CuttingBoard

Grater

Label

Divider

RETAIL PRICE POINT

26

20%

0%

40%

60%

80%

100%

Whole

Foods

Trader

Joe’s

Harris T

eeter

Hannaford

Food Emporium

Food Lion

N. of stores

Area

165176279 303 16 61NESENYE/WE/W SE

COMPETITORSUse the supermarket’s value proposition to our advantage

None of our direct competitors use the same channel of distribution

WHY ORGANIC SUPERMARKETS?A NEW CHANNEL:ORGANIC SUPERMARKETS

Our placement strategy will be based on targeting the high-end food retailers. We will begin our strategy in year 1 by

targeting smaller percentages of stores and by year 5 reach-ing at least 50% of all of the food chains listed below.

PROMOTIONUnderstanding our customers’ habits

27

EVENTS

EXCHANGE

SOCIALNETWORKS

USERINTERFACE

SUGGESTIONS

PODCASTS

DOWNLOADS

Organizing special events with famous chefs

Giving our customers the chance to exchange their

favorite recipes

Using the most popular social networks

Creating a unique user interface

Giving our customers our most treasured sugges-tions about preserving

Creating a podcast that curates the stories of our most valuable customers

Our marketing team has focused on creating

interactive downloads for our customers

Displayed underneath is the current Le Parfait web site. It is important to understand how our company promotes today. As wee can see there is a large emphasis and creativity that

is insisted upon on our web site. Inspired by today’s web site we have decided to expand our

promotion plan in the US to cooking blogs and food magazines/ journals.

28

COOKING BLOGS FOOD MAGAZINES-500,00 view per month-Advertisement cost: $1,000 per month

-Circulation of 15,000 units-Advertisement cost: $6,500 per month

5-YEAR FINANCIAL

PLANMaking our Signature

Experience possible

MarketingExpenses

SGA

Machinery

COGS

Total first year investment of:$4.800.000

29

20%

40%

60%

80%

100%

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

-20%

-40%

-60%

-80%

-100%

Oper. Inc.

0

Revenue after 5 year

$25.000.000

Operating Margin

+47%

RETURN AFTER YEAR 5

IN MORE DEPTH

30

UNITS PER ORDER

Whole Foods

Trader Joe’s

Food Emporium

Harris Teeter

Hannaford

Food Lion

40 Units per order

25 Units per order

15 Units per order

20 Units per order

20 Units per order

15 Units per order

40 Units per order

COST OF ORDER (1 unit per order)

Manufacturing

Wholesale

Retail

$ 20

$ 38

$ 65

OUR GOALBy Year 5 opening a market of $25 million in North America, focusing our channel distribution

through food retailers.Using the well accomplished food retailer chains, we will sell our products on a fixed number of units per order. The order size will vary depending on the size of the chain, the size of the chain’s sales and on the number of stores that we will target

each year.

SignatureExperien

ce

THANK YOU FOR HELPING US CREATE

A SIGNATURE

EXPERIENCE.