Brand Management Project: Fast Bio

Résumé du document

Despite the increasing rate of unemployment, companies going bankrupt and the lack of trust in the bank and credit companies, the food budget is growing. In the 1980s, French consumers had 12.2 % of their meals outside their homes compared to 19% in 2008. With the 35 hours a week of work, the generalization of the nonstop day of work and the increasing amount active women, the market is becoming bigger. A good value for money and a level of quality are the two main qualities that people are looking for. In the current catering industry, people are willing for diversity. The catering place in the French culture is important. French people are used to going out to have lunch or dinner. It can be considered as a national tradition. In the business area, we see that a good deal of people in France going out for lunch. This would allow business people to enjoy healthy food in the companies cafeteria. Since the 90s, French people have increased their budget for food, and the main reason is that they are willing to spend more money to avoid 'junk food'. By proposing a new fast food, with only biological, natural, healthy products, and also providing advices about food, we answer to the demand of eating better.

Extraits

[...] We plan to do a campaign about fast & bio with her. The message to the women is: if you want to be like her, come to Fast & Bio . Also Gael Monfils is a good famous person to represent us, as we want to give free sample of our sandwich during Rolland Garros, and because eating bio and healthy will give you the capacities and strengths of Gael. And the image of sport is well going with natural and healthy food Place: We decided to open two restaurants in the main business districts of Paris, where many companies are located and which gather many employees . [...]

[...] It is really easy to use and interactive . The products: They offer classical fast food products like hamburgers, cheeseburgers, French fries, sodas . During some periods, they also propose to the consumer‐limited products like the “Chicken mythic”. It is a good way to tease people, as once they taste it, they might for sure come back for it the next time if they liked it . Moreover, they really try to keep on being innovative and offering the maximum of choice of product to answer to all the consumer needs. [...]

[...] Business magazines like “Management”, and “challenge” . Internet: We will have a website: . - Describing the different products we are proposing - Describing all the benefits of our products - Telling where our restaurants are located - Involving our customers by asking them for some advice (type of food for ex ) . Internet: partnerships: Autour du Bio: . On the home page, it details every new law, actions that have been taken lately concerning the bio industry. It also announces events (ex concerts to help a bio cause). [...]

[...] In France 37% of the population declare a consumption of bio products regularly of them are women . They are between 35 and 64 years old . Most of them are workers, having freelance occupations or in top management . They are living in big cities (more than habitants), most of them living in Ile‐de‐France or on the Mediterranean cost . Source CSA/Agence BIO c. Bio fast food, example of a successful story . The bio fast food is not a new concept but any bio fast food had developed a brand around Bio concept . [...]

[...] Bio products and trends . Consumption habits: The studies made in 2008 in France about bio product showed that the 5 main reasons of consuming Bio product were: for quality and taste of the aliments 97% to preserve their health 90% to be sure that the products are uncontaminated (grown without chemicals products) 79% to protect the environment 70% for ethical reasons 44% of French consumed at least once a month a bio product in 2008, they were 42% in 2007. [...]