AGENDA
1. History
2. Strategic model
3. Results
4. Designing our society?
HISTORY
World leader in silicone products
World evolution of silicone moulds: Market undergoing continuous growth
Thousands of units
1985 Ice Cube trays in different shapes and colours
Lékué´s new products are the result of a constant commintment in R+D
1995 Rubber brooms and brushes
1980 The first flexible ice cube trays (industrial)
2006-2009 New successful products made of platinum silicone· Lemon squeezer· Suction lids· Steam case· 3D Moulds- Decopen...
Lékué, a pioneer brand in innovation
1990 Bath mats
1999 The first platinum silicone moulds
NEW POSITIONING
NEW POSITIONING
• Strategy oriented to consumer.
• Constantly search of differentiation.
• BE A UNIQUE BRAND
AXIS OF THE NEW STRATEGY
AXIS OF THE NEW STRATEGY
• Guidance to margin
• Lékué is not a factory. IT IS A BRAND.
• Launch of new products every year.
• Increase the number of customers worldwide
Challenges of the new strategy
• How to surprise our customers?
• How to generate enough WOW new products?
• How to make our fans smile?
HOW DID WE ACHIVEVE IT?
• Simple models
• Emotioning and with imagination
• First VISUALIZING, PROTOTYPING and later ACTING
ACTIONS TAKEN
• We have created our own system to generate ideas; design
thinking
• We designed and launched more than 200 new products.
• We renewed our company
TURNOVER
• Sales evolution €
WHERE DO WE GO?
•Co-Creation experience
• We use antropology as the basis of observation
• Worlwide cooking shows
• Worldwide friendly stores
• Web and Blogs to communicate with our consumers
RESOURCES
• Team work…eclectic, different, feminine
• Passion, enthusiasm: Lékué makes you smile!
• 5 internal designers, 4 external team
• 9 Marketing people!
A NEW GREAT CAUSE
• Lékué improves the overall life
through food
HOW?
• We have designed a new strategic planning.
• We developed with over 25 people of the company
• We destroyed walls and refocused the way of working
• We have merged marketing and R+D departments
• We have organized ourselves the consumer’s environment
COM?
•
COM?
•
WHAT DID WE LEARN?
• To separate the wheat from the chaff
• To dream on a more beautiful and promising future
• To fall in love
• To be simple, ckear and funny
• To leader and communicate is easier if beautiful
THANK YOU!!!
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