Case study Michel and Augustin

The recipe of success

Michel and Augustin are two childhood friends who created a company together. They were making shortbread biscuits at first but with their success they diversified their range of products. They have an 18.5 million euros turnover. The competition is strong but they succeed to make their company known. Their success can be explained with various reasons starting with the simplicity of their colorful packaging. Indeed, thanks to those, their products are easily recognizable in stores. Besides, they can be found in many Parisian department stores. Thanks to this, many countries became aware of their products and Michel and Augustin started exporting them.

Another reason of their success is their choice of produce. Indeed, they only use French produce to make their products. They also use French factories to make them since they don’t have one of their own.

Nevertheless, the main reason of their success is their communication campaigns. They have various different ways to make their products known. One of them is to have an Open

House Day at the head office, “La bananeraie”, once a month and to have people taste their new products. Around fifty people work in this big open-space.

They don’t count as a team but as a tribe and each one of them is a troublemaker instead of a worker. According to Michel and Augustin, every one of their employees are participating in the adventure.

However, former employees disagree by saying employees don’t have a right to speak when it comes to taking decision. There is a difference between Michel and Augustin speech and their actions. This can explain the constant renewal of employees.

Lately, the two leaders decided to make theirs products known by Starbucks. In order to do so, they asked two of their employees to go to Starbucks head office and to ask the Starbucks’ CEO to taste their products. While doing it, they sent videos of their journey. This way, their consumers can follow their adventure.

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