Entrepreneur interview an analysis- Michel Et Augustin

Résumé du document

Michel Et Augustin is an innovative French food brand created in 2005, with activities on several food markets: biscuits,crackers,yogurts and desserts. Different products are sold, such as "little round and good biscuits", sweet and savory, fresh mixed fruit juices, drinkable yogurts called "cows to drink" in the jargon of the brand,"little squares not very square" coated biscuits,"little cookies from France" and "cows in little and big jars".These products can be easily spotted thanks to a black and white cow, which is the symbol of the company.

The concept is nature: fresh foods, tasty, healthy, with a creative packaging, and the most important,which puts in a good mood! These products are distributed in supermarkets and hypermarkets, in convenience stores, delicatessen shops, snack outlets, high quality fast foods and even in video clubs!Augustin and Michel started to launch the venture in 2005, being only two, but today there are more than 30 people involved in the adventure. They make a turnover of 20 millions euros and are very famous in France for the way they adopt to communicate about their adventure and their products.

Extraits

[...] The more beautiful the adventure, the more it will pass on the values that drive the tribe: love of life, simplicity, solidarity and sharing, enterprising spirit, a sense of hard work, and sport.” Why did you decide to launch the venture with Michel? At the beginning of the venture, I was thinking about several people to help me. But you know, with Michel, who is a childhood friend, we had already tested to work in pairs on the Bakery Guide, so we had worked a lot together. And it went very well. We were very complementary, in terms of both skills and personality. And this is Michel who told me his will to make biscuits with me. [...]

[...] So these ingenious marketing stunts enabled the brand to become well known and to arouse consumer's interest, and most of all to compete with the biggest firms in the food industry Resources Resources as we know, can include people, financial resources, assets and other intellectual property such as a business plan. Concerning resources and business plan, I discovered that it was possible to not look inevitably for investors. Even if this situation might be rare, in the case of Michel Et Augustin, this is what happened. They both owned money savings so they managed to launch the venture by themselves, without looking for financial sources. As a result, they did not need to write a business plan. [...]

[...] You will find the whole interview in appendix, at the end of the report. What is Michel Et Augustin? Michel Et Augustin is an innovative French food brand created in 2005, with activities on several food markets: biscuits, crackers, yogurts and desserts. Different products are sold, such as “little round and good biscuits”, sweet and savoury, fresh mixed fruit juices, drinkable yoghurts called “cows to drink” in the jargon of the brand, “little squares not very square” coated biscuits, “little cookies from France” and ”cows in little and big jars”. [...]

[...] This is what happened for Augustin. Very interested in food products, he felt unsatisfied with brands communication in the food industry and with ingredients used in the products. Very skilful in cooking and marketing, he decided to make little round and good biscuits with his life-­‐long friend Michel. After having well studied the market and understood that no brand combined both quality and youthfulness, they decided not to create an innovative product but to promote it in an innovative way. [...]

[...] It started with their funny goal to make the planet smile. To do so, they created, developed, lived and shared a sincere human adventure that brings pleasure within a healthy and strong company. They also communicate a lot about their values, love of life, simplicity, solidarity and sharing which enable them to differentiate on the market. Thanks to the good taste of its products and their humoristic packaging, the brand manages to target young people. Finally, the creativity of the two entrepreneurs also expressed in their marketing. [...]