MARKETING AND COMMUNICATION
Developing a brand and its products
Marketing and communication
Operational marketing consists of developing a brand and its products by studying consumer behaviour and communicating with tools such as advertising, the Internet, in-store merchandising, relations with the press, etc., with the aim of making the brand desirable and winning market share. Marketing jobs include the marketing and communication manager, social media manager, communication assistant, digital marketing manager, trade marketing manager, etc.
A very broad view of the market and brand expertise
With its long experience of the luxury, children’s and lifestyle markets, the Royer Group has acquired knowledge and good practices that it now uses to support all its brands. On the strength of this vision, Group marketing knows which levers to activate, depending on a brand’s positioning, targets and codes, and which priorities to work on first, depending on the maturity of each brand.
Interview with Magalie Solis, Group Marketing Director
A customer relationship that goes beyond the product
Reinforcing the identity of each brand
“To develop a brand you need to analyse its identity.”
What is its history, what are its key features, how is it differentiated? What makes it unique?
This analysis is sued to create a brand identity platform, a “reference bible”, that lists its values, positioning and target. “This brand personality needs to be confirmed through all the ways in which it’s expressed: its collections, obviously, but also through its campaigns, its CRM and story-telling… in every medium, from packaging to POS materials, retail outlets, newsletters and, of course, social networks. The aim is to send the right messages via the format best suited to each of the levers in order to tell a coherent, identity-based story and create desirability and attachment”, explained Magalie Solis.
Comprehending the challenges of the future
“One of the key missions is to turn each brand into a social brand that goes beyond the product: to be interesting rather than self-interested, in order to create loyalty.
This means being highly attentive to our consumers: what are their expectations, what prevents them from buying, how do they consume, what is their lifestyle…? By listening to them more closely we can provide them not only with the right product and services but also go beyond the commercial relationship and create a real attachment to the brand.”
Using a common tool-box
It’s a real advantage for the Royer Group to have such a varied brand portfolio that takes such different forms – own-brand, distributor brand, licence brand, etc. To give these brands life and help them develop, the Group uses a range of analytical and operational tools, test and learn sharing and experience reviews which are pooled to optimise the projects carried out for each brand.
For example, we take a transverse approach to the social networks, sharing information in terms of content, format or media investment performance. “It’s a tool-box that every brand can dip into; this helps smooth the processes and saves time in setting up and analysing projects”.
An ongoing concern to accompany our partners to optimise brand development
This accompaniment takes on several forms.
The aim for our foreign subsidiaries and licensees is to help them build up the brand on their territory, by responding to specific issues (depending on the brand history on the territory, its market, etc.), while at the same time staying faithful to the brand’s identity. We give them guidelines and share communication tools, we support them in opening retail outlets or in campaign launches, for example. Marketing’s role vis-à-vis its partners is to understand, guide and check to ensure that brands are respected. We’re also investing in innovative tools to help us share information and validate processes more efficiently and effectively.
We offer this kind of support to all the Group’s partners. Because the customer relationship is essential, Marketing has developed a BtoB CRM to accompany its business partners through newsletters, product service offers or sharing the latest brand news.
The aim is to build a relationship that, again, goes beyond the product to anticipate their needs, advise them on how to develop their activity and facilitate the buying process.”