BRIEFING

MEDIASCHOOL 2017
THE COMPANY
 ABOUT US

FRENCH ROASTER SINCE 1934

NUMBER ONE IN TOP-OF-THE-RANGE COFFEES SOLD UNDER FAIR

TRADE AND ORGANIC FARMING LABELS

FEDERATING SMALL- AND MEDIUM-SIZED FIRMS

ROMBOUTS, MALONGO, CUENDET, LOS CAFÉS

PARENT COMPANY: ROMBOUTS

ROMBOUTS: A FAMILY BUSINESS IN ITS 4TH GENERATION
 OUR PHILOSOPHY
A SPECIAL, ATYPICAL AND DIFFERENT BRAND
RADICAL POSITIONS ARE PART OF OUR DNA

GROUNDBREAKING INNOVATIONS
FAIR TRADE, ORGANIC FARMING
QUALITY, THE 1,2,3 SPRESSO CONCEPT

FOCUSING ON TRADITION
TRADITIONAL ROASTING
TRADITIONAL FARMING METHODS
A HUMAN-SIZED FIRM

STAYING AHEAD, NOT FOLLOWING THE PACK

MAKING OUR OWN WAKE
STANDING UP FOR A DIFFERENT APPROACH
 BUSINESS SEGMENTS

HOTEL
MEDIUM- AND LARGE- AND CATERING EXPORT
STORES

PLANNED
BOUTIQUES ON-LINE INTERNATIONAL
BOUTIQUES FRANCHISES

TRAINING AFTER-SALES THE FOUNDATION

 VALUES
QUALITY, ETHICS, INNOVATION
 QUALITY
FROM PLANTATIONS TO CUPS
Selecting the best possible processes, at every stage

COFFEES FROM THE NOBLEST COFFEE REGIONS

QUALITY ARABICA COFFEES

HIGH-ALTITUDE PLANTATIONS IN THE SHADE

TRADITIONAL FARMING METHODS, AGROFORESTRY

HAND PICKING

WET PROCESS TRANSFORMATION

STORAGE IN HEMP BAGS

 QUALITY
FROM PLANTATIONS TO CUPS
Selecting the best possible processes, at every stage

STRICT QUALITY CONTROLS

TRADITIONAL ROASTING

AIR COOLING

IDEAL GRINDING

PACKAGING TO PROTECT AROMAS

THE 1, 2, 3 SPRESSO CONCEPT, THE PERFECT ESPRESSO

EXPERT COACHES AND BARISTAS

 QUALITY
VERTICAL AND HORIZONTAL RELATIONS
IN
PRODUCING
COOPERATIVE OF SMALL GROWERS
ORGANIC COFFEE COUNTRIES
TRADITIONAL ROASTING
QUALITY PACKAGING
FROM PLANTATIONS TO CUPS SERVICE
COFFEE MACHINE / BARISTA

HOTELS, CATERING,
WHOLESALE
BOUTIQUE, ON-LINE SALES,
EXPORT.
A TECHNICAL DEPARTMENT AND A
TRAINING DEPARTMENT
 FOCUS TRADITIONAL ROASTING
The Malongo signature

SLOW AND TRADITIONAL, TAKING 20 MIN.

REVEALING THE FULL FINESSE OF THE AROMAS

THE ONLY WAY TO ENSURE SUBLIME BEANS

THE ONLY METHOD USED BY MALONGO

AIR COOLING
NEVER MORE THAN 2% HUMIDITY.
 FOCUS DÉCA AQUA

ORGANIC AND FAIR

WATER DECAFFEINATION

1 SINGLE PROCESS FOR ALL DECAFFEINATED COFFEES

NO SOLVENT, NO CHEMICALS

PROTECTING BOTH THE AROMAS AND THE ENVIRONMENT

ALL THE AUTHENTIC FLAVOUR OF AN ESPRESSO

 ETHICS
PROTECTING THE ENVIRONMENT AND THE FARMERS WORKING THE EARTH

FAIR TRADE
3 CORNERSTONES: ECONOMIC, ENVIRONMENTAL, SOCIAL
MAX HAVELAAR AND WFTO LABELS

ORGANIC FARMING
NO FERTILIZER, PESTICIDES OR CHEMICALS
Label

SUSTAINABLE DEVELOPMENT
REDUCING THE IMPACT OF THE FIRM ON THE ENVIRONMENT
ISO 4001, ISO 50001, Entrepreneurs + Engagés certifications
 FOCUS FAIR TRADE

DIRECT PURCHASES
FROM SMALL GROWERS

WITH A GUARANTEED MINIMUM PRICE

IN THE LONG-TERM

BONUS FOR ORGANIC COFFEES

FOR ALMOST ALL MALONGO PURCHASES MAX HAVELAAR
Product certification
50.7% of coffees imported
ACCESS TO HEALTH AND EDUCATION

DEMOCRATIC COOPERATIVES WFTO

Company certification
Ethical and collective approach
 FOCUS ORGANIC FARMING

17 IMPORTED ORGANIC COFFEE ORIGINS

MANY PRO-ORGANIC INITIATIVES, TRAINING

MEXICO: CICADES
ORGANIC FARMING TRAINING CENTRE
EXCHANGING KNOWLEDGE BETWEEN SMALL GROWERS

ORGANIC FARMING
Product certification
25% of our coffees and 100% of our teas are certified AB (organic)
 FOCUS RELATIONS WITH PRODUCING
COUNTRIES

MEXICO
UCIRI: A HISTORICAL PARTNERSHIP SINCE 1992
OCOZACA: INNOVATIONS IN ORGANIC COFFEE GROWING
LAOS
PROGRAMME TO IMPROVE QUALITY
CONSTRUCTION OF A SCHOOL AND A LABORATORY // TRAINING
CUBA
LOS CAMINOS DEL CAFÉ
A CULTURAL AND FARMING PROJECT
 INNOVATION
BRAINSTORMING
We accept that we may get it wrong
THE 1, 2, 3 SPRESSO CONCEPT
3 GESTURES, 1 PERFECT ESPRESSO

DEVELOPING BOUTIQUES
IN-BOUTIQUE ROASTING

EK’OH MACHINE
MADE IN FRANCE, RECYCLABLE, REPAIRABLE

R&D PROJECTS
REDUCING PACKAGING

ORIGINAL TASTE COMBINATIONS

COFFEE & FLOWERS / COFFEE & CHEESE / COFFEE & DESSERT
 FOCUS 1, 2, 3 SPRESSO PODS

NATURAL FIBRE PAPER PODS

ALUMINIUM-FREE

PROTECTS BOTH THE AROMAS AND THE ENVIRONMENT

EASY TO USE, THE IDEAL DOSE

CLEAN, EASY
 FOCUS EK’OH

MADE IN FRANCE

ECO-DESIGNED

RECYCLABLE AND REPAIRABLE

LOW-ENERGY

START & STOP TECHNOLOGY

 JEAN-PIERRE BLANC

MALONGO MANAGING DIRECTOR SINCE 1980

THE COMPANY'S CURRENT VISION IS BASED ON HIS STRATEGIC DECISIONS

VALUES, PRODUCT QUALITY, ETHICAL COMMITMENTS

AN AUTHENTIC APPROACH
THE DRIVE TO CREATE A DIFFERENT TYPE OF BRAND

"Malongo's history is primarily based on human

values. Our brand's identity has taken form over the
years through strong meetings, between passionate
and determined individuals who have added this
touch of daring, originality and innovation, who
have ensured an atypical approach and put us on
the road to excellence. " While in Mexico in 1992, seeking out organic coffees,
Jean-Pierre Blanc (right) met the UCIRI community and Father Van
der Hoff, founder of the Max Havelaar label.
Malongo invested in fair trade from this point forward
PRODUCTS
 COFFEE RANGES

COFFEE COFFEE PODS COFFEE PODS

GROUND COFFEES BEANS 1,2,3 SPRESSO AND SOFT PODS

For individuals and businesses - Single origins and blends - Organic and fair trade
 OTHER RANGES

ORGANIC TEAS TRADE

MACHINES Organic and fair Chocolate, treats,
culinary arts..

For individuals and businesses

 OFFERS & SERVICES

BOUTIQUES TRAINING AFTER-SALES

 FOCUS BOUTIQUES & FRANCHISES
L’ATELIER BARISTA BY MALONGO

3 BOUTIQUES IN FRANCE
NICE, SAINT-LAURENT-DU-VAR, PARIS

3 SPACES
ROASTING, SALE, TASTING

MALONGO EXPERTISE
BARISTAS, DRINKS, QUALITY COFFEES, EXPERTISE

INTERNATIONAL FRANCHISE DEVELOPMENT PROJECT

Each and every business segment has its own products

Each and every business segment has competitors

Each and every product range has competitors

MARKET
 MEDIUM- AND LARGE-STORES

GROUND COFFEES COFFEE

COFFEE
BEANS Organic / fair
Traditional
Traditional

CARTE NOIRE CARTE NOIRE MDD

L’OR L’OR MEO
GRAND-MÈRE MDD ETHIQUABLE
MDD … LOBODIS
… ALTER ECO
…
 MEDIUM- AND LARGE-STORES

COFFEE MACHINES
PODS

NESPRESSO COMPATIBLE PODS SENSEO

SENSEO COMPATIBLE PODS TASSIMO
TASSIMO COMPATIBLE PODS DOLCE GUSTO
DOLCE GUSTO COMPATIBLE PODS KRUPS NESPRESSO
…
 HOTEL AND CATERING

COFFEE
COFFEE-SHOPS
TERRES DE CAFÉ
COUTUME
L’ARBRE À CAFÉ
SEGAFREDO
CAFÉ CUILLIER
LAVAZZA
LOMI
ILLY
CAFÉ BELLEVILLE
CAFÉS RICHARD
TEN BELLES
NESPRESSO
LOCKWOOD
…
HOLYBELLY
…
 BOUTIQUES

COFFEES
Sales and tasting COFFEE-SHOPS
TERRES DE CAFÉ
COUTUME
L’ARBRE À CAFÉ
STARBUCKS CROISSANTERIE
CAFÉ CUILLIER
COSTA COFFEE BRIOCHE DORÉE
LOMI
ILLY …
CAFÉ BELLEVILLE
NESPRESSO
TEN BELLES
…
LOCKWOOD
HOLYBELLY
…
 ON-LINE BOUTIQUES

COFFEES MACHINES

L’OR MAXICOFFEE TASSIMO

CARTE NOIRE DRIVES DOLCE GUSTO
NESPRESSO AMAZON SENSEO
LOBODIS KRUPS NESPRESSO
MEO … DRIVES
ETHIQUABLE AMAZON
ALTER ECO MAXICOFFEE
… DARTY
…
…
COMMUNICATION
HIGHLY PRODUCT-BASED COMMUNICATIONS BEFORE 2013

MORE CORPORATE-LEVEL COMMUNICATIONS SINCE 2013

BRAND CORNERSTONES
SECTOR, PROCESS, COMMITMENTS, PRODUCERS, EK’OH MACHINE
QUALITY FROM PLANTATIONS TO CUPS

A clear and audible message, which helps to boost the brand's global
reputation.

TV/PRINT/RADIO media consistency

Aim: homogenise messages and the media
Missing media channel: digital
 Malongo aims to move with the modern world and
adopt digital policies… but without losing its soul and
becoming the "coffee start-up".
DIGITAL
MALONGO.COM
CORPORATE SITE

SOCIAL NETWORKS

BOUTIQUE.MALONGO.COM
ON-LINE BOUTIQUE
EKOH.MALONGO.COM
SITE DEDICATED TO THE EK’OH MACHINE
INNOVATIVE MARKETING POLICIES
SUBSCRIPTION AND SPONSOR DEALS

PRO.MALONGO.COM
THE ON-LINE BOUTIQUE FOR HOTEL AND CATERING
PROFESSIONALS

SAV.MALONGO.COM
THE ON-LINE AFTER-SALES SERVICE FOR HOTEL AND
CATERING PROFESSIONALS

MARKET PLACE
AMAZON / LA REDOUTE
 PROBLEMS
MALONGO.COM
CORPORATE SITE

THE SITE IS STARTING TO AGE AND DOES NOT FULLY EXPLOIT THE MALONGO BRAND

SITE REWRITE REQUIRED

BOUTIQUE.MALONGO.COM
ON-LINE BOUTIQUE

THE SITE IS STARTING TO AGE, EXCESSIVE PURCHASING TUNNEL

CONTENT IS POORLY HIGHLIGHTED, FOR BOTH CUSTOMERS AND SEARCH ENGINES
WE NEED A RESPONSIVE WEB DESIGN
WE NEED TO IMPROVE OUR TARGETING WHEN SENDING OUT EMAIL MARKETING…

SITE REWRITE REQUIRED

 BOUTIQUE.MALONGO.COM
CUSTOMERS

Average age: 25 / 45 (mainly 25 / 35)

55% female

Geographic segments in France

1 - PARIS / ÎLE DE FRANCE
2 - PACA / CORSICA
3 - AUVERGNE / RHÔNE ALPES

Customer origin
35% mobile / 55% PC / 10% tablet

Substantial mean cart, €75

(free postage for orders of €60 or more)

Package returns / refunds of nearly 0.

 DATA & FIGURES
Corporate site

BOUTIQUE.MALONGO.COM conversion rate: 5.7%

Mean food conversion rate: 4.6%

BOUTIQUE.MALONGO.COM bounce rate: 45%

Customers reaching the boutique from a social network Boutique

91% FACEBOOK
7% INSTAGRAM
2% TWITTER
BOUTIQUE.MALONGO.COM

TOP 5 SALES
THE FIRST 2 ARE WELL AHEAD OF THE REST

1- LA GRANDE RÉSÉRVE, PODS

2- DECA AQUA, PODS
3- GOÛT ITALIEN, BEANS
4- CAFÉ DES PETITS PRODUCTEURS , PODS
5- MOKA D’ÉTHIOPIE , PODS
 BOUTIQUE.MALONGO.COM

A QUICK LOOK AT MARKETING INITIATIVES:

Loyalty and sponsorship program
Regular flash sales
Regular operations: Mother's day/ father's day, 2-week fair trade event, Christmas, the week of taste…
SEO / SEA

E-MAILINGS
Welcome pack with the first order
Reminders sent for abandoned carts / Customer's birthday
Reminder sent for inactive accounts
2 monthly email marketing to highlight products
Proposals
BRIEFING
 MALONGO feels that it has not fully completed its digital
transformation

2 MAIN REASONS

1/ Despite its reputation, MALONGO remains an SME. The size of the company, and
its financial resources, cannot be compared with those of the other operators on
the market. NESPRESSO communications budget = MALONGO turnover

2/ Digital culture is not part of the brand's DNA, in both technical (tools) and
practical (operation, methods) terms. Brand values focus on tradition and
authenticity.
These values are more compatible with traditional media channels.
 MALONGO aims to achieve a real, credible and pertinent digital
launch.

Malongo's approach must incorporate the unique and atypical character of the
company, and must be consistent with the historical values of the brand

3 CENTRAL POINTS

USE DIGITAL TECHNIQUES TO ADVERTISE ITS VALUES AND COMMITMENTS

USE DIGITAL TECHNIQUES TO FEDERATE EXISTING CUSTOMERS AND ATTRACT NEW ONES

USE DIGITAL TECHNIQUES TO DEVELOP A NETWORK OF FRANCHISES

 THE QUESTION?

How can Malongo successfully achieve the digital transition without distorting
its values?

3 lines
1/ Advertise our philosophy

2/ Boost sales from the on-line boutique

3/ Support the development of our network of franchises

 DELIVERABLES

CORPORATE SITE REWRITE

ON-LINE BOUTIQUE REWRITE

COMMUNICATIONS PLAN AT LAUNCH

ANNUAL COMMUNICATIONS PLAN

BUDGET: €500,000
 GOALS

1 YEAR AFTER THE SITE LAUNCH AND COMMUNICATIONS PLANS

+20% ON GLOBAL ON-LINE BOUTIQUE SALES

+ 30% ON PRODUCTS SPECIFICALLY SOLD VIA DISTANCE SALES

MACHINES AND PODS, BEANS AND GROUND COFFEE.

Focus considerations on what makes the difference for on-line orders, with the benefits of MALONGO products,
but also services to be developed.

Use exclusive boutique ranges to attract new customers and boost sales.
This mainly refers to organic and fair trade coffees, and rare products, grown on small plantations, highlighting
the small growers and Malongo values
 GOALS
PRODUCTS TO BE BOOSTED
NEW PLANTATION POD RANGES
BURUNDI, BIRMANIE, MEXIQUE, PEROU

“ CAFÉS ÉPHÉMÈRES ” PODS

TEMPORARY PODS, WITH A NEW COFFEE EVERY 2 MONTHS
SÉRIES PRIVÉES” PODS
LIMITED EDITION PODS, WITH A NEW COFFEE EVERY YEAR

SAINT-DOMINGUE-GUATEMALA AND MOKA-LAOS PODS

COFFEE BEANS FROM AROUND THE WORLD

AROUND THIRTY PRODUCTS

LES TERROIRS CAFÉIERS / BOÎTES MÉTHODES / MILLÉSIME

COFFEE-GROWING LANDS / METHODS TINS / VINTAGE
GROUND COFFEES
TIPS
 NON-STARTERS

"COFFEE START-UP"
THIS IDEA DOES NOT REFLECT MALONGO VALUES
OR OUR AMBITIONS FOR THE FIRM

DO NOT COPY OTHER COMPETITORS

 THE RIGHT TRACK

ABSORB MALONGO HISTORY AND VALUES, PASS ON ITS DNA

TAKE INSPIRATION FROM DIGITAL PROCESSES IN A SIMILAR ENVIRONMENT

SENSORY WORLD

SCENT
ALCOHOL
THANKS