Caran d'Ache : how to engage customers in a consistent and unforgettable brand experience ?
Gaillard, Candice ; Belanger, Josée (Dir.)
Mémoire de bachelor : Haute école de gestion de Genève, 2015 ; TDEE 274.
Caran d’Ache is celebrating its 100 years anniversary this year and has become through the years the emblem of Swiss manufacturing tradition. However, constant increasing competition, emerging new technologies and marketing concepts forces the brand to continuously reinvent itself. Currently, the ultimate marketing trend is called brand experience. Brands are competing against each other to... Plus
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- Caran d’Ache is celebrating its 100 years anniversary this year and has become through the years the emblem of Swiss manufacturing tradition. However, constant increasing competition, emerging new technologies and marketing concepts forces the brand to continuously reinvent itself. Currently, the ultimate marketing trend is called brand experience. Brands are competing against each other to make an impression on consumers by engaging them in creative and unforgettable experiences. Before explaining and developing the problematic of this project, the writing instruments industry in Switzerland will be examined as well as the global consumer trends of 2015. Then, after defining brand experience and the key success factors to deliver a memorable experience, the challenge will be to experience and analyse the different touch points of Caran d’Ache including 7 points of sale in Geneva and report what are the potential improvements that could be made. Moreover, the analysis of competition will reveal what are the best practices in term of brand experience in the writing instruments industry. The purpose of this Bachelor project is to diagnostic the current brand experience of Caran d’Ache in order to underline the missing elements and pain points. The major issues that the brand faces are missing touch points, inconsistencies in different points of sale and a lack of brand identity of the writing instruments. However, the different recommendations will be focused on three main lines of action regarding the missing touch points and the in-store inconsistencies in order to enable the well-established brand to deliver a consistent and unforgettable brand experience to its audience.