On the other hand that of BHP Billiton continuesAnd again the next day on the closing priceParticipation must be simple to understand and implement mechanismsGame void Romney McCain among RepublicansNo economy keeps growing at the same pace foreverThey have now several documents available to them42 billion in 2006 either internal growth of 37The banks want at least hand left the home Bank6 consistent with the average forecast and 24This vision was just but well ahead of his timeWe believe that it is dangerous to go for someone that is not. "The judgment, formulated by Michèle Kerrad, Director marketing and communication of Conforama (PPR), French leader of furniture with 15.7 of market share, is without appeal and without ambiguity. And this is certainly not the policy of the previous President of the sign, Per Kaufman, which may change the content. In 2002-2003, the former leader of Ikea, then boss of Conforama, had fondled the temptation to counter the meteoric ascent of the Swedish, from 3rd to 2nd place, modernizing its offer. In the aftermath, it was recreated the famous "circuit" of Ikea, designed to support staging products and the flow of customers in the area of sales, and had initiated, with its agency FCB, advertising communication drawing to a high-end much more "pattern".
Find the DNA of the brand
Boom! In 2004, sales of Ikea, leader in Europe, with the exception of the France, fly by 13.7, allowing the Swedes to now assume 12.2 market share. While the sign of PPR pays the boldness of its Chairman by a serious interference in its image and lost its identity. In the end, between 2000 and 2005, Conforama margins will fall from 9.6 to 5.6. "Conforama seeks since the arrival of Ikea which pushed it as he did for goal in the field of small price, with in addition an unpublished item: design, analysis Georges Lewi, President of the Institute BEAK and specialist brands." At the time, the sign hesitates permanently between three lanes: sometimes adopt an original positioning on prices be the one who is always the least expensive; Sometimes, yield to the temptation of high-end, at least on some emblematic products; Sometimes, finally, target a very young clientele who team for the first time. "Exit March 11 in television, the campaign, signed DraftFCB and conducted by Philippe Pollet-Villard, adopts a playful, inspired by the famous feature of Etienne Chatiliez tone: a"Tanguy"thirty years gently but firmly pushed outside by exceeded parents, team in Conforama, acquires a flamboyant red sofa... and sees his spawning, seduced by its furniture, squatter shamelessly his small studio. But light on the shape, the two films of twenty seconds take care of firmly framing the sign on its "fundamental", even if the "1 equipment" of young single, target key to Ikea, is also referred to in the passage: "Conforama must appear as a general practitioner of the House, the discounter covering all segments of the market: contemporary classic furniture, from the rustic".", and the ornamental", insists Michèle Kerrad, defector of Carrefour and Virgin. "Well at home." "Much cheaper", barking echoes the new advertising campaign signature. In short, in reaffirming its positioning multistyle and discount, Conforama aims to find the posture which was the heyday of the sign, to emerge again as "the country where life is less expensive." Far, very far from the current advertising campaign of goal its natural competitor , who has chosen to borrow a Deco speech and trend, closest to Habitat to leather Center.
In this approach to image, TV, open to distributors since January 1, then emerges as a valuable ally: "we do we are not asked ten times: it was obvious that it should go on the small screen! Michèle Kerrad exclaims. TV is the media of proximity by excellence and the media of the leader. As the number one French, it was clear that Conforama should be present, both for external and internal. "But why wait until March, so that most of the competitors were pulled from January 1st "Unlike large food distributors, we want to use the media television in synergy with our commercial highlights here sofas to complete the coverage of our promotional catalogues", she says.
However, the amount of budget TV is classified secret defence. Just learns is that, if "Conforama is, it is to be seen and therefore started to be on the table. On the other hand, the media arbitrations are justified without detour: "we have kept our investments in radio, the display and press magazine, because radio allows prohibited television promotional messages," concludes Michèle Kerrad. Other movies should follow, continuing to decline the burlesque adventures of Tanguy, because "if it has chosen the frame of this story, it is also because it offered the possibility of developing a real saga", says Thomas Stern, Vice President of DraftFCB, in charge of the creation. When Tanguy papa, then separate, then very soon at the head of a reconstituted family Many opportunities to "redial" its furniture in the process, without too much it cost.
