Jeff de Bruges is a renowned seller of chocolates, ice cream, and candy. The first store was opened in October 1986, thirty years within the creation of the activity. Today, there are 198 settlements, including 42 branches situated abroad (Morocco, Tunisia, Spain, UAE and the Middle East). The company is currently among the leading chains of chocolates in France. Their performance has been aimed at opening a dozen outlets a year, and taking considerable market shares for chocolate .
Moreover, their results have been recognized and two ministers have awarded them with Silver (1991) and Gold Ribbons (1996) of the franchise. The success of Jeff de Bruges was based on rigorous analysis of the market and the experience of the parent company for 45 years, specializing in the area of chocolate and confectionery. The area of a point of sale and the offer is highly variable and is dependent on the locations, whether they are downtown or in malls or in various regions spread across Paris.
It can vary between 30 and 60m ² of sales area with a pool of 25 to 30m, and they sell a product mix which favors chocolates and icecream during the summer.Moreover, the concept is available in stores or kiosks (with independent reserve), and the sales area, which varies between 15 and 60m ² with reserve of about 20m ², offers a product mix consisting of chocolates, sugared almonds, ice cream and candy throughout the year.
An outlet achieves a turnover of €180,000 to €380,000 in the city center and €220,000 to €730,000 in the malls..There are no royalties on sales. To promote these products, advertising plays a useful role and consumers recall their presence and let them find the shops. They use television, and the press during each strategic period of sale, such as during Christmas and Easter. It is also important to mention that Jeff de Bruges decided to create his school, which was created in 1997 to offer an internship program for the storesmeasure. Also, the company is assessed every two years for its reputation by the Sofres survey.
Tags: Jeff de Bruges, chocolate, confectionery, stores or kiosks, Christmas, Easter, market shares, Morocco, Tunisia, Spain, UAE and the Middle East
[...] You can actually find shops of Jeff de Bruges in shopping malls, which allows it to reach a fairly wide range of customers, and also in the streets of Paris along with other major chocolate makers, allowing it to reach a population that is more focused, and more conducive to buying large quantities of the best chocolates. In these different shops, it is not necessary that all the chocolates are available. Indeed, in the shops of the supermarket, not all chocolates come from the house, as some would never have been purchased. [...]
[...] We can say that this is indeed the luxury chocolates in midrange such as Leonidas, Lindt, Ferrero, but the low end of the truly great luxury chocolates such as Richart. Strategy of targeting customer With its price positioning, Jeff de Bruges has a wide variety of clients. Indeed, the company attracts people in middle income category who can afford to offer good quality chocolates for different occasions, and people with high incomes who can afford them like chocolates "everyday". To expand its customer base, Jeff de Bruges did not hesitate to reach out to its customers. [...]
[...] Similarly, they can request to wrap their small boxes of tissue paper to give them elegance and mystery, or drag them into a gift bag with the colors of the season.That is what is called the engagement gift, with the slogan "chocolates" s written in a rustle of silk." Finally, in order to retain his customers, Jeff de Bruges has created a chocolate week. This method can effectively generate attention, vis-à-vis its customers to ensure that they are in constant demand. [...]
[...] In addition to boxes and gift of his compositions, Jeff de Bruges offers traditional ballotins.It is therefore possible to choose the desired size, as there are six kinds, from 250 grams to 1.5 kilograms. Thus, it is possible to compose the ballotins, and therefore to discover each of them. It is also necessary to add that in addition to its many chocolates, Jeff de Bruges has diversified by expanding its product line since it is now offering sweets (candy in a cabinet free service is offered in shopping malls since September 1998), pulp fruit, delicious ice cream, biscuits, and also martial dragees, chocolates to accompany coffee and many gift ideas. [...]
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