Papier Tigre Final PPT .pdf



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LAURENT Pierre!
PIVRON Antoine!
ISANA Damien!
SOUVIRON Maina!

THE
MODERN
PAPER
MILL!

14/02/2015!
!
Laurence
FORT-RIOCHE!
!
Sue
ALLOUCHE!

PLAN!
Introduction!
!
Why Papier Tigre?!
!
Firm’s corporate values & environmental policy!
!
Competitive environment!
!
Brand positioning!
!
Firm’s corporate identity!
!
Diagnosis!
!
Recommendations!

INTRODUCTION!
2011!

5!

413 700€
(2013)!

5, rue des Filles
du Calvaire!

250 retailers!
25 countries!

“All reactionaries are paper tigers. In appearance, the
reactionaries are terrifying, but in reality, they are not so
powerful.”!

WHY PAPIER TIGRE?!
Small structure à 5 employees

Small collection (about 60 products)
Strong design strategy

Personal brand
French company easy to catch

Not well known

CORPORATE VALUES &
ENVIRONMENTAL POLICIES!
ª  CORPORATE VALUES!
!
Papier Tigre is a smart, creative & funny brand, full of good ideas
that wants to give a new birth to paper mill in the numerical era,
using eco-friendly production.!
!
ª  ENVIRONMENTAL POLICIES!
Eco-friendly, concerned about environmental issues!
!
Use of recycled paper and cardboard!
!
Few needs for raw materials!
!
Only paper, creativity and a few sleight of hands!
!

FIRM’S ENVIRONMENT!
ª  MARKET TRENDS!

ª  COMPETITION!
The rivalry is low because of the use of electronic
devices.!
“Back to fundamentals” trend à people are willing to
consume differently = opportunity for new entrants.!
Papier Tigre has to stand as a leader on this market.!
!
Main competitors:!

BRAND POSITIONNING!
ª  CUSTOMER PROFILE!
Gender  
Female  (70%)  
Looking  for  
Age  
25  -­‐  35  
Origin  
Occidental  

Social  class  
All  of  them  

Crea:vity  

Profession  
Architect    
Graphic  
Designer  
Link  to  crea:on  
 

Hobbies  
Art  
Graphics  
Crea:on  
Drawing  

BRAND POSITIONNING!
ª  A UNIQUE SELLING PROPOSITION!

What the brand
does well!

What the
consumer wants!

What the
competitor does
well!

BRAND POSITIONNING!
ª  A UNIQUE SELLING PROPOSITION!
!
Instead of basics products without real value: Graphic, creative and
high quality products à Products of everyday life that are usually
intended for mass market.!
!
Each products are different even if they have same purpose.!
Influence of Japanese and ecofriendly values: Origami arts + Made in
France with recycled paper.!
Products are not enough, consumers are looking for : !
Belonging a community!
Be part of an adventure!
Finding emotional benefits!

BRAND POSITIONNING!
ª  BRAND PROMISES!
Cool attitude!
Fun!

Quality!

Sympathy!

Creativity!
Cheerfulness!

TAGLINE : « KEEP COOL, KEEP IT SIMPLE ! »"

BRAND POSITIONNING!
ª  Brand Positioning Statement!
To… females, looking for creativity, ages 25 to 35 years old!
!
Papier Tigre is the… first design contemporary paper mill!
!
That gives you… fun, cheerfulness and the feeling of being more
creative!
!
That’s because… Papier Tigre offers amazing products with beautiful
design, high quality and smart office accessories, that you cannot find
somewhere else.!

BRAND POSITIONNING!
ª  Kapferer’s Bl prism!

Physique!
Tiger logo: Colorful, joyful, graphic!
Name: Paper = fragility and delicacy!
Tiger = robust and impressive!

Personality!
Creativity!
Artistic!
Back to the basics!

Relationship!
With New concepts!
Different products!
High quality products!
Collaborations : !
-  Dyptique!
-  Waiting for the sun!
-  Nailmatic!
-  Birchbox!

Reflection!
Creativity has no limits!
Express their stories on paper !

Culture!
Artistic!
Design!
creation!

Self-image!
My creations will be invented !
on a funny, joyful and !
high quality product !
« I enjoy life with smile » !

BRAND POSITIONNING!
ª  PAPIER TIGRE FRAMEWORK!
Functional!

Social!

Psychological!

FIRM’S CORPORATE IDENTITY!
ª  INFLUENCES!

Chiyogami ちよがみ

Origami おりがみ

MOODBOARD!

FIRM’S CORPORATE IDENTITY!
ª Graphic Design!
LOGO!
Related to the name of the brand.!
"
The Origami Tiger à mix between the
"
Japanese craftsmanship of origami
"
and the strength of the Tiger.!

"

VS!

FIRM’S CORPORATE IDENTITY!
ª Graphic Design!

"
"
"
"

WEB DESIGN!
Simplicity !
Black and white colors Linear presentation!
Categories according to usage !
Humoristic description!
Blog “Le Papier Journal”!
!

FIRM’S CORPORATE IDENTITY!
ª  PRODUCT DESIGN"
Smart products: useful for the
office and everyday life.!
!
Repetition of geometrical
pattern.!
!
Numerical design but moving
to an artisanal way of drawing
for the next collection
(sources: Maxime Brenon)!
!
Retro colors!
!
Utilitarian and visual design !

FIRM’S CORPORATE IDENTITY!
ª  PACKAGING"
!
Simple!
!
Transparent!
!
Cardboard envelope!
!
Fun caption phrases!
"
"
ª  EXTERNAL/ INTERNAL
COMMUNICATION"
EXTERNAL!
Collaborations!
« Social medias are not our
enemies » M. Brenon!
Word of mouth!
“Grrrr”!
!

INTERNAL!
#bisous : Commercial partners,
suppliers!
Friendly way to work!
No stress, cool mood!

FIRM’S CORPORATE IDENTITY!
Digital Presence!

ª  EXTERNAL COMMUNICATION"

FIRM’S CORPORATE IDENTITY!
ª  COLLABS"
Papier Tigre x Waiting For The Sun!

Papier Tigre x Le Mont Saint Michel!

Papier Tigre x Nailmatic!
Papier Tigre x Macon&Lesquoy!

Papier Tigre!
x Diptyque!

Papier Tigre x Kerzon!

Papier Tigre x La Thé Box!
Papier Tigre x Birchbox!

Papier Tigre x Tigersushi!

ETC…!

DIAGNOSIS!
ADVANTAGES"

DISADVANTAGES"

Niche market !

Production outsourced!

Trend ( vintage, eco-friendly)!

Limited trend in term of time!

Customers concerned about
environmental issues!

Digital era (new technological
devices) à substitute products!

Few competitors!
New power of paper!
Made in France!
Diversification (Japan clothes
line)!
Available in 25 countries!

RECOMMANDATIONS!
Create a Business to Business offer!
!
Follow collaboration strategy!
!
Tailor sized product!
!
Diversification for new stationery products!
!
Use new kind of retailers, new logo to target new customers!
!
Improve promotion à advertising campaign!
!
Partnership with La Poste: stamp collection etc…!
!
Improve the retailer map on the website!
!
!

COLLAB PROPOSITION

X!

COLLAB PROPOSITION

X!

COLLAB PROPOSITION
X!

LOGO PROPOSITIONS

SONIC LOGO PROPOSITION
CLICK!!

THANK YOU FOR YOUR
ATTENTION!

Swot Analysis

APPENDICE

Strenghts

Weaknesses

Opportunities

Threats

-Outsourcing the production
-   « Map world on the website »
-

-Flexible structure
-High reputation
-WOM based communication
-Not a risky market
-Niche market





-Back to the basics
-Vintage trends
-Eco friendly trend




-Digital age
-Just a tendency
-

SOURCES  



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