Projet Consulting

Carole BARTHIER, Ching CHEN, Ewa WORON, Chih-Chung YUNG

MISSION
 To build the image

To define the communication strategy

Étapes de la mission

Clarification de la mission

Recherches internes et externes

Diagnostic de la situation

Problématique

Recommandations : stratégie de
communication
DIAGNOSTIC
SWOT
Strength Weakness
•Foreigner and baby friendly •Confusing positioning – Image to build
•Multi-function store: •Low awareness of the shop
•An innovative concept •Incomplete interior design, no clear separation
•Wild range and multi-cultural products between each activity
•Foreigner and baby friendly •Lack of coherence in communication
•Warm hosting & friendly atmosphere •Insufficient presentation and information of
•Good advices/tips from the owners and shop the services and the products
assistant •Lack of visibility
•Location •No natural light
Opportunity Threat
•International project: ITER •Indirect competitors
•International school •Unidentified and indefinite interests of
•The coming of foreign population foreigners
PROBLEMATIQUE
Problématique
Experience
of the
point-of-sale
Confusing
positioning

Innovative
project in a
traditional Low
region awareness

Lack of
coherence in
communication

How to create an “icon store”

on the basis of the concept “melting pot”?
RECOMMANDATIONS
Objectifs de la communication

• Communication objectives

‣ To raise the awareness of Petite Planet by 20% within 3

months by the core target.
• The AIDA Model

Attention
OBJECTIFS DE
Interest
COMMUNICATION
Desire
Action
Le triangle de l’image
NOTORIETE

IMAGE

IDENTITE ATTRACTIVITE
Cibles

Mères et enfants

Associations

Seniors/Grand-parents

Teenagers
Positionnement voulu
Product’s Reality
Multifunctional shop
Baby and junior oriented

A junior
fun concept
store for sharing
intercultural
experience

Consumer’s expectations Competitor’s position

Intercultural experience & integration Single service
Intercultural activities for children Adult oriented
Introduction of foreign & original products
Warm & cosy atmosphere
Eléments de différentiation

• 1ier Élement de différentiation : JUNIOR

‣ Facile à mettre en place dans le magasin
‣ Demande croissante pour des activités destinées aux enfants
‣ Potentiel de business

• 2nd Elément de différentiation : INTERCULTUREL

‣ Projet ITER à Cadarache, dans les environs de Manosque
‣ Ecole internationale à Manosque

• 3ième Elément de différentiation : CONCEPT STORE

‣ Concept avant-gardiste
‣ Opportunités de business
Stratégie de communication

• Message:
‣ Petite Planet : a window opens to different cultures for your children

• Slogan:
‣ (FR) Eveillez vos enfants à Petite Planet
‣ (EN) Expose your children to Petite Planet experience

• Baseline:
‣ (FR) Petite Planet : le lieu de vie interculturel des enfants
‣ (EN) Petite Planet : the place to live interculturally for your kids.
Stratégie de communication

• Ton:
‣ Fun & Sharing
‣ Informatif / conceptuel
Outils de communication

• Affiche

• Flyer

• Direct-Mail & Email

• Action événementielle

• Point of Sale
experience
Point of Sale experience
• Vecteur puissant de l’image de Petite Planet

• Faire vivre chaque élément de différentiation pour une

meilleure compréhension
• Cohérence entre la stratégie de communication et l’expérience
dans le magasin
• Moyen pertinent pour communiquer directement avec la
cible marketing, les enfants
• Permet à terme une évaluation de la stratégie de
communication
APPENDIX
Prisme d’image
Awareness
No awareness

Petite Planet
Identity
* Open minded
Personality

Status : SCOP

Women
Image of Petite Planet Curious

Warm

Activities : workshops,

international bookshop, tea room, craft

* Nice

Helpful

shop Attentive to others

Nationality : all

Age : 7 months

Size : 2 associates, 1 shop assistant,

associations partners

Proximity Trust
Geographic: next to international In the quality of the products: Come directly

school and the Iter Project, in the from different countries

center of Manosque Each members of Petite Planet has an
Thanks its products: Come directly expertise in an activity
from the target’s country For the workshop, Petite Planet works closely

Thanks its activities: workshops, café with associations specialized in a field

polyglotte, café bébé In price: there is no extreme increase due to

foreign products
Matrice des parties prenantes
Competito
rs

Employees Customers

Local
Local
Governme
population
nt
Petite
Local
Planet
association Suppliers
s

Business Employees
partners in of ITER
Manosque Project
Internatio
nal school
Matrice des concurrents
Multi-service

Single culture/ Multicultural/

traditional original

associations

Single-service
Affiche
Affiche
Flyer
Flyer
Billboard
The service experience