Brand Management

Brand Audit Report – “Brioche Dorée”

Submitted by:

Trishla Sharma
S183F0044

MBA Batch 2018-20

SCHOOL OF BUSINESS, PUBLIC POLICY, AND SOCIAL

ENTREPRENEURSHIP

(AMBEDKAR UNIVERSITY DELHI)

Submitted To:

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 Prof. Kartik Dave
ACKNOWLEDGMENT

I would like to extend my vote of thanks and gratitude to Prof. Kartik Dave who
provided me with a very precious opportunity to complete my project work. He has
been a great support throughout the project, I am indebted to him for the
cooperation and valuable guidance he provided to enhance my knowledge in the
subject “Brand Management.”

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 TABLE OF CONTENT

Serial Content Page No

No.
1 Part-A

BRAND INVENTORY
4-12
 History
 Ownership
 Target Customer Profile
 Product-related Attributes
 Brand Elements
 Brand Portfolio
 Communication
 Pricing and Distribution
 Positioning
2 BRAND EXPLORATORY
13- 19
 Customer Knowledge Structure
 Sources of Brand Equity
 Brand Mantra
 The CBBE Pyramid
 Major issues
3 Part –B 20-25

 Brand strengths
 Recommendations
 New initiatives
 Market communication plan
4 CONCLUSION
26-28
 Questionnaire
 Swot Analysis
 Brand Strategy
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 PART-A BRAND INVENTORY

“A man is but a product of his thoughts. What he thinks he becomes” – Mahatma

Gandhi

1. HISTORY

The history of the brand started way back by its inventor, whose name was Louis Le
Duff. The first primary brioche doree cake bakery was opened in the year 1976. It
was opened in Brest which is in France.
The brand has consistently been working on building its brand reputation. Starting
from where they opened they have been working on the exceptional Persian style
and also the urban style of French based cooking. Their newer idea of baking,
custom based products for their clients exponentially spread in the France. It has now
spread all around the world. After spreading across the world the world renowned,
Brioche has now came into India.
The café has about more than forty years of experience in the industry. It has become
a brand and has been a well perceived brand all over the world. By giving such
exotic French taste to its customers, it has set hearts among many. The whole food
chain of this French style cuisine gives inexpensive food to its customers and is
spread in few of the biggest urban based communities. They serve to more than
300,000 visitors every single day from all across the world. The French themed café
completely focus on their customer base and have been continuously offer splendid
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articles to them. They also keep on advancing themselves as a brand. It is the second
biggest café/bakery chain in the whole world. The bakery is spread in United States,
Switzerland, Luxembourg, Egypt, Algeria, Canada, Costa Rica, Czech Republic,
Denmark, United Kingdom, Germany, Argentina, Morocco, Saudi Arabia, Syria,
China, South Korea, Japan, UAE, Oman, Kuwait, Qatar, Cameroun, Senegal, and
Bahrain.

2. OWNERSHIP

 This world famous café Brioche Doree has café chains all over the world.
They have been in the restaurant/café industry for more than forty years. The
famous café chain recently came to India. They opened their first café in the
heart of Delhi, which is Connaught Place. They have collaborated with the
world famous Indian food chain, Haldirams.
 Current board members of the company are as follows:
 PAOLO ZANNONI
Chairman
 GIANMARIO TONDATO DA RUOS
Group Chief Executive Officer

3. TARGET CUSTOMER PROFILE

The café’s target customer profile are the ones having prosperous or high salary who
loves to go out and enjoy their meal. Why did the café chain choose them? It is
because of the reason that these customer segment has high disposable income, they
are willing to spend their salary on the premium espresso beverage and bread shop.
They want that authentic flavour of French in their meals. They have their preffered
taste of espresso which they want everyday as a part of their breakfast, their sandwich
or the authentic French style pastry to go with.
DEMOGRAPHICS
 Age: Urban, 22-60 years
 Gender: Both Male and Female
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  Occupation: Students, Professionals, Employees
PSYCHOGRAPHIC
 Social Class: Upper and Middle Class.
 Lifestyle: Mainstreamer, Succeeder, Reformer, Explorer, Aspirer
BEHAVIORAL
 Benefits: Quality, Experience and Convenience
 User rates and Status: Regular User
 Loyalty Status: Strong

4. PRODUCT RELATED ATTRIBUTES

Brioche Doree, the French themed café is the second biggest pastry kBrioche hen or
a bistro chain in the world. The brand came into India having a partnership with
Haldirams which is one hundred percent vegetarian. In the similar fashion, the brand
serves pure vegetarian food to its customers in its Delhi based branch. As they have
to cater to numerous types of clients, they focus on their unique plans and arrange
the whole cooking process according to different taste buds, which will attract so
many people aound. They become successful in building that remarkable taste that
the shoopers love to have. They make the food in such a way that with every bite, the
customer feel the authentic taste of France. They keep the quality maintained

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throughout the whole process and also at the time of execution. All of such minute
focus of brioche café makes it even more exclusive and an experience for the
customers.
5. BRAND ELEMENTS

 NAME

The name of the brand is Brioche Doree. The name of this French themed café is
taken from a French word which means gold. The café business has been in the
market for more than forty years and it has been spread gloabally since then. The
café recently came to India and just celebrated its first anniversary here.

 LOGO

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The logo of the brand shows the name of the brand written in big letters. The shape
of the logo is oval which resonates with the shape of an egg, which is a primary
ingredient in bakery. That’s why the brand chooses this as their logo.

 COLOR

The backdrop of the logo is red in colour which somehow highlights the name of
the brand. The red colour always pops out and it has been well utilized by the brand
also.

6. BRAND PORTFOLIO

The Brand portfolio of the French themed café consists of the services segment.
They provide services to their customers. They provide bakery and bevarages stuff to
their customers, who came to their café to have an experience of a French themed
cafe. The model which they follow is business to customer model. They provide their
services to the customers and their main focus is to provide maximum services to
their customers as possible.

7. COMMUNICATION
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Brioche Dorée, world famous French based café or the bread based kBrioche hen
bistro who has art full of French has recently started another venture in our country
last year. It is exclusively for the vegetarian lovers in India and to give the authentic
French taste to the customers. They cater to almost more than three hundred
thousand hungry hearts on a daily basis throughout the world. To provide the
experience of the authentic French flavor to the people of India, they have opened
their first café in the heart of delhi.

The series of this French themed café called brioche doree has originated from
France to provide the customer that authentic taste of france at a single place. It’s a
flavorful French themed café which has been loved by the customers. It provides
authentic French food to their customers in their French bread kBrioche hen. They
have the best heated ovens at their cafes which provide the customers with an
authentic French taste. They go the whole process fully vegetarian alongwith having
a hundred percent genuine French bread for the customers. The café at Connaught
place gives you the glow of the French theme inside their café.

 Create buzz through: Various live shows at their café in Connaught place,
Delhi. They do such kind of live shows especially during the Christmas time,
whch makes the whole environment even more lightful.
 Attract, retain, and motivate customers through pull strategy: They use
their authentic French theme to attract the customers and by giving them the
authentic taste at their bakery. They use word of mouth referrals, customer
relationship management and various live concerts for the customer’s
engagement and their retenment.

8. PRICING AND OUTLET

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The French theme café’s target audience or the target segment is largely the younger
geeration who loves to go out and those who have generally higher disposition
values. The price range starts from as low as 200 till 500(depending upon the size
and the quantity of their order). They have various other healthier options available
for the health freak people out there. Their special menu for the healthier audience or
the customers who wants to check upon their calaroies while having and enjoying the
meal of their choice.

OUTLET IN CONNAUGHT PLACE, NEW DELHI

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9. POSITIONING STRATEGY OF BRIOCHE DOREE

They picked up a local partner and has collaborated with them to enter in the
country which has been really fruitful for them. They have kept the store design
exactly as they do in every country. Their store design is similar in every country,
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which is completely French themed and completely fulfilling the idea of giving a
French experience to every customer of theirs. It becomes really difficult for any
foreign based café to enter in any other country. Same is the case with brioche
doree. To enter in the indian market they did their research and then based on that
they choose Haldirams and get partnered with them. It is very difficult to screen
the abilities and the inabilities of any market. Although other big concern was that
India is majorly a vegetarian country so they changed their menu and made it
completely vegetarian for the customers. They also partnered with a hundred
percent vegetarian outlet which is haldirams and became quite successful. They
are not stopping on their expansion, they are about to open their second outlet in
the country which would be in the delhi, NCR, Noida
The Haldirams extended their help and partnered with the world renowned café
which is French themed to enter in the country. this has helped the brand in so
many ways, to help and to get to the indian market more closely and in a better
way. They get to know about the foreign land, the interest points of the territory
and also how to admin the land handelings and so on. This step of partnering with
an Indian company would help them in getting the whole development diagram
for their cafe. It also provides them with a lot of scope for store-in-store deals and
many more other things which could help them uplift their brand.

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BRAND EXPLORATORY

1. CUSTOMER KNOWLEDGE STRUCTURE

Customer knowledge means basically the study of knowing about your clients,
their needs, what they really wants and also what their identity is and their love or
what they actually desire for. Such sort of information about your customer or the
target group may give you an advantage and also makes it act like a ttherapist like
somehow who works for the customers. It helps a marketer to find their aim or
how they should go about working on their brand and also understanding the
behaviour of your customers, their frequency at your stores, their purchasing
behaviour and so on. In the present tough market world, you really cannot offer
your customer whatever or whenever without any piece of information. You
really need to pace up the game strong and work upon that.
They need to update themselves and do the need of the hour to run their
businesses in the today’s era. They need to understand the world around which
they are doing the business. Corporate Social Responsibility has a huge history
behind it. The modern era of IT began in our country in the years 1960s -1970s.
Starting from there, stakeholders are considered to be an integral and essential
part of any organization and they were started to be treated as important, specially
focusing on the society and its well-being because the era was so. It was said that
in order to be in the business and to sustain for long, then the organizations
should take care of their stakeholders. They should do business in such a manner

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that it not only makes their business profitable but also benefits the society, the
stakeholders which are associated with your business. It could be done in many
ways. It could be in the form of a charity, various programs for the welfare of the
society, carbon check and many more. It is considered to be the moral duty of any
organization and they should perform in a dutiful manner and should execute it at
their business level. The basic idea behind IT is that if you are taking from the
society, then you should give it back to you in the best way possible and there
should be a sense of moral duty within. As they take resources from the society, it
could be in any form, then that is their right to give it back to the society. They
should perform all such activities as per the law.

2. SOURCES OF BRAND EQUITY

Brand Awareness: Brand awareness is that one major contributor which can help
the business as well as the society simultaneously. It is not only a contributor but
acts as a facilitator to any company. It is done not only for the development of the
society but also to enhance one’s own image and making the business run
smoothly and profitably

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Brand Associations is done for the well-being of any organization and also to make
it more sustainable, as it is the need of the hour as well. High rate of sustainability in
business can do wonders and IT can help in achieving this milestone. In today’s era,
where everyone is focusing in making big numbers, in that case if companies take
the step forward and do something for the society, then it does makes a difference in
their fan base. It can further leads to making big numbers as well.
IT cannot be treated as a punishable compulsion but should be seen as a moral duty
towards the society where they are living in, where the organization is working in.
They should be in a mental state of paying it back to the society. Such implications
by any organization can be understood by the TBL concept, also known as Triple
Bottom Line concept.

Perceived Quality: related to the healthy as well as building morally healthy

relationship with the labor they are working with, after all, because of them they are
what they are. The moral obligation should be towards the community and the region
in which they are working in, without which they won’t be able to get the necessary
resource. Without their support, an organization cannot work properly. Being an
integral part, organizations need to have commitment towards the people they are
working with and providing the society in return from which they are earning so
well.
means to have healthier practices which doesn’t harm the environment and no
misuse of the resources which are already present in scarce. Such practices should be
followed within the organization so that it doesn't harm the environment in any
possible manner. They should understand the importance of nature and its resources
and use them properly. It’s a basic rule, if you help someone today, then you will get
help later on. Such is the current’s scenario between nature and the organization.

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 3. BRAND MANTRA

It is more like a monetary term. Because of this only, one starts a business. Profit
making is really important to run a business, or to run a successful, stable and
sustainable business, to be precise. It is that money which comes after a lot of hard
work and it obtained after reducing all the cost which occurred while running a
business. With the help of IT, organization can also increase their profit. It can be
done by making a face value of the company, enhance its branding. For that, they
have designated teams in their organization, which are known as IT teams. These
teams help in running the whole process smoothly, they help in making certain
policies, plan the strategies (how to achieve the best out of them) and also sets goals
to make the whole process even more systematic and well aligned. They conduct
various IT related programs within the organization as well so as to make all the
stakeholders into action. Organizations have special allocated budget for the IT
activities and they leave no stone unturned to achieve for the same.

4. CBBE PYRAMID
Keller's Brand Equity Model is also known as the Customer-Based Brand Equity
(CBBE) Model. IT has successfully helped in making a difference in the society
and has helped in highlighting the image of the organization at a positive side. It
has improved the work environment as well as helped in improving the quality of
the other stakeholders; especially society. Corporates are no longer only money
making machines, but they are also focusing on various other societal aspects and
has come out as a successful player.

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Level 1 – Brand Identity or Who You Are

Brioche Doree is a French based café/restaurant which was founded in France

itself and is now spreading worldwide continuously. They have more than 60k
employees working all over and have the essence of France in each of its café

Level 2 – Brand Meaning

The restaurant chain is not only a regular chain but is spreading worldwide by
keeping the essence of france with itself. Their objective is to give French like
environment to its customers as if they are having that pastry sitting in france
itself without even going there. That’s the whole objective..

Level 3 – Brand Response – What Are the feelings & Judgements for The
Brand?

Café/restaurant business is fast becoming a boom in the society and youngsters

and even older people wants to enjoy themselves and want a recreation. Today,
everyone wants to be everywhere. They want to experience everything at the
same point which is practically impossible. But the brand bioche came out with a
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 solution. It provides the customers with an experience of an authentic French
bakery near you.

Level 4 – Brand Resonance

The resources of the brand is the customers itself. They are the main stakeholders
and such type of experience based restaurants rely highly on word of mouth
reviews. Same is the case with brioche doree.

5. MAJOR ISSUES FOR BRIOCHE IN INDIA

 Rising Food Costs

 Divided Market, Increasing Competition

 Labor Issues: Shortage of Quality Staff and High Attrition

 Land Issues

 High land and work costs affecting store productivity

 Land changes affecting business tasks

 Divided Supply Chain

 Warehousing

 Coordinations

 Cold Chain
IT has successfully helped in making a difference in the society and has helped in
highlighting the image of the organization at a positive side. It has improved the
work environment as well as helped in improving the quality of the other
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stakeholders; especially society. Corporates are no longer only money making
machines, but they are also focusing on various other societal aspects and has come
out as a successful player.
IT is a rapidly growing part of any organization’s strategy. It has become an integral
part for the same and is continued to be the driving force behind building the healthy
image in the society. The willingness to do something for the society and also
maintaining an ecological balance and building a sense of responsibility makes the
companies move towards the Corporate Social Responsibilities. It is basically a
concept of willingness of any organization, to come forward and work for the
betterment of the society, making a healthier work environment and thereby
enhancing and improving the quality of life around them.

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PART B

1. BRAND STRENGTHS

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This initiative of ITC has been the biggest advantage for the people living in the rural
sector, especially in the regions of Madhya Pradesh, UP, Maharashtra, AP,
Rajasthan, Haryana and Uttaranchal where this initiative was performed and it came
as a miracle for them. It gave them access to good price for their crops but also a
completely fair trade, which was missing in their areas due to the oppression by the
upper caste people. They get better payment for what they were getting in the past.
Also now they don’t have to go miles away to sell their crops, the transportation cost
is reduced, which is insane.
All such fare trade and the ease in the process of buying and selling has made their
work easier and effecter

As the initiative has been successful so far, ITC is now also providing the villagers
with special programs related to the societal issues such as women empowerment,
medical and hygiene based workshops and many more.

They have also been successful in providing the better experience of the buying and
selling process and also gave them a sense of responsibility and pride in the society.

By making them familiar with the technological advancements, they have helped a
large chunk of the society and is continued to be doing so.

2. RECOMMENDATIONS

Expanding bistro deals

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With help of this thorough learning of the CSR activities of ITC, we can get to know
that an organization should focus on their CSR based activities a lot. They need to
provide complete information to all its stakeholders as where and how they have
benefitted the sales. Numbers work great in this as the sole reason of any business is
to earn money at the end and taking the stakeholders into consideration works well in
this case. By focusing on their CSR activities, they can grow profits which would be
beneficial for their sustainability.

Grow Your Menu

They can also build healthy relationships with their stakeholders and can grow
profits at the same time, so there is a win-win situation for them. One thing that is
missing out is that they are not taking customer directly into consideration, as they
are one of the prime stakeholder for any business.

As we know building such a huge empire is not easy and on top of that maintaining it
would become even more difficult. So in order to sustain in the market and to ensure
that each and every stakeholder is align, such initiatives are necessary. In today’s era,
without the help of CSR no one can build such a huge empire.

Empower Larger Purchases

Basic to the Social Forestry program is the Agro-Forestry activity, which in total
reaches out to over 1.12 lakh sections of land and guarantees nourishment, feed, and
wood security. Other than improving ranch level business, producing earnings and
expanding green spread, this enormous scope activity likewise contributes
definitively to the country's undertaking to make extra carbon sinks for handling
environmental change. Notwithstanding the abovementioned, the Social and Farm

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Forestry activity of your Company, through a multiplier impact, has prompted
improvement in pulpwood and fuelwood accessibility in Andhra Pradesh, Telangana,
Karnataka, Chhattisgarh and Odisha. In the province of Tripura, this activity is
additionally making a bamboo wood source that is appropriate for agarbatti
producing.

Offer a Customer Loyalty Program

The Program makes reasonable jobs for 14,500 waste authorities by encouraging a
powerful assortment framework as a team with city enterprises. Additionally, the
intercession has likewise made more than 80 social business people who are engaged
with expanding esteem catch from dry waste gathered. The Soil and Moisture
Conservation program advances the improvement and the board of neighborhood
water assets in dampness focused on territories by encouraging town based interest
in arranging and executing such measures just as building, restoring and keeping up
water collecting structures.

Host Events

In the year 2018, it is seen that there is a rise of about forty- seven percent in the
spending on the CSR based activities, while comparing it to the sum of seven
thousand five hundred and thirty six crores which was there in the year 2014. It is a
huge jump which clearly shares how organizations are considering it an important
spend. In our country, there is almost a spend of more than ten thousand crores in
various programs, initiatives and the welfare schemes in the favour of CSR. In the
government’s schemes as well, there is a hike of one hundred and thirty nine percent

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which is commendable. Also there is an expected rise of about ninety seven to
ninety eight percent in the field of CSR by the end of decade.

Start Social Networking Accounts

One of the primary reason in front of the company while doing this initiative was
that there was lack of technological knowledge in the rural sector, which is still
there. The challenge was how to make them able to understand that this system
would help them and would save them from any sort of cheating or oppression which
they have been feeling since so many years. There was a lack of adaptability among
the farmers. They don’t rely on technology, also they had a fear of using that. So to
make them convince towards this and pull everyone was also a huge daunting task
for the team. Lack of mediums in the rural sector was also really challenging. Also
illiteracy and the reluctance played a huge role and became a challenge.

3. MARKET COMMUNICATION PLAN

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● Creating awareness of the company and its products- The company is
gaining a high level of brand recognition and its limited range of products is
widely well-known within the city the company is operating.
● Informing and educating consumers and buyers- The company is investing
heavily in the expenditures related to education and awareness about waste
management amongst its customers and suppliers.
● Encouraging a liking for the company’s products over those of the
competitors- This is one of the main objectives the company’s marketing
campaigns aim to achieve. They have a direct competition with the Civic
Bodies and Municipal government departments which are engaged in waste
management.
● Encouraging product trial among potential new customers- This form of
marketing objective is pursued by the company very occasionally and only in
new markets, the company is entering.
● Reassuring a particular desirable buying behaviour- This type of
marketing objective is pursued by Brioche campaigns through integrating the
habit of waste management with the lifestyle of the customers.
● Generating information from customers- Such type of marketing objective
is very popular with Brioche marketing campaigns due to the need of the
customers as well as the nature of the business.

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 ● Social Media Marketing- The company is very active on all its Social Media
handles on Twitter, Instagram, and Facebook. They share bloggers who are
indulged in the process of Waste management throughout the world. They also
teach various ways to deal with the garbage at a personal level.

CONCLUSION

1. BRAND STRATEGY (Based on their STP)

● Brand strategy is a long-term plan for the development of a

successful brand to achieve specific goals. A well-defined and
executed brand strategy affects all aspects of a business and is directly
connected to consumer needs, emotions, and competitive environments.

● Segregation of waste into dry and wet is one of the key parts of that
business, as this allows business owners to monitor their waste usage
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 closely and make appropriate decisions — whether this is analyzing the
volume of materials thrown out. From this business can make their
strategy, highlighting your targets and goals to ensure the best results
possible when it comes to disposal.

● The customers are the majority from the age group of 25-45 who are
interested in availing the services of the company they should be targeted
on social media campaigns and engaging them in green environment-
friendly drives. After establishing their brand, they can go for premium
products as well to cater to the needs of the customers considering the
increased disposable income.

2. Brioche Doree -- SWOT ANALYSIS

Strengths
Weakness
1. Global Brand. 1. Innovation may fade over time.
2. Authentic French Experience 2. Higher expectations
3. Location- CP, Delhi 3. Pricing of products
4. Profitable 4. Taste buds
5. Strong Ethical Values

Swot Analysis
Opportunities Threats
1. Expansion
2.Increase the number of product offerings 1. Competitor is located nearby
3. Fastest growing industry 2. Cheaper price available at the competitor
4. High exposure 3. Presence of other hangout locations

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REFERENCES

 http://www.briochedoree.in/
 https://lbb.in/delhi/brioche-doree-e9870d/
 https://briochedoree.us/
 https://en.wikipedia.org/wiki/Brioche_Dor%C3%A9e
 https://timesofindia.indiatimes.com/life-style/food-news/brioche-dore-comes-
to-india-but-in-a-vegetarian-avatar/articleshow/67976585.cms

Annexure – 1

Questionnaire for In-Depth Interviews

Q1) How often do you go out?

Q2) How do you come to know about Brioche Doree?
Q3) What makes the café different from others?
Q4) Do you experience the French theme when you visit there?
Q5) How is the behaviour of the staff?
Q6) Do you like the menu? What makes it an authentic French bakery café?
Q7) Do you come here alone or with a group?
Q8) Are you comfortable with the pricing at the café?
Q9) Any suggestions?

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******************************* END *******************************

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