PAYOTE COMPANY

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Payote Company

DECEMBER 8th

09

Recommendations

a challenge to take up

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Conclusion

PESTLE analysis

Payote's SWOT analysis

PAYOTE ?

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Porter 5 forces analysis

BCG Model

Payote 4C's

Payote 10P'S

Payote's founder

Payote's histroy

• Espadrille brand from Perpignan

• Created in 2016 by Olivier Gelly
• 100% French-made espadrilles
• Craftsmanship and ancestral knowledge
• Premium quality
• Environmental preocupations
• 2 connotations of the word Payote :
• Evocation of holidays, beach huts
• Catalan derivative of "Peyote"

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Payote's histroy

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Payote's founder

• Personalization of his own espadrille

• Production of 5000 pairs
• Crowdfunding campaign

Ambitious Self-taughtTalentedPersistent Creative

Former rugby player and retail salesman Unsuccessful educational career

CEO of Payote

OLIVIER GELLY

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100% French product made from noble, recycled and french materials. Manufacturing in the French workshop in Megam with ancestral tradition and know-how.

Product

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Online communication: social networks, website, Netflix documentary, TV, online newspapers Physical communication: fairs, events

Promotion

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Physical stores: Perpignan and Toulouse (opening 2021) and major retailers: Galeries Lafayette. Payote’s website

Place

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Mid to High price range: between 30-50 €

Price

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Payote

Payote 10P'S

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Innovative and creative brand Strong involvement in numerous associative projects

Purple cow

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Transparency is key: evidence and explanations at all courses

Physical evidence

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Great importance to customer relations, encouraging them to give their impressions and dedicating a discussion page on their website to them

People

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Accompanying the consumer during the purchase phase Consumer involvement in their espadrille purchase

Process

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Payote 10P'S

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Newsletter mails No intrusive commercial approaches

Permission marketing

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Numerous partnerships in the leisure sector, animal charities, design, apparel industry, art sector and with the french government

Partnership

PAYOTE

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Payote 10P'S

• Newsletter
• Social media: Facebook 56.4K, Instagram 42.5K, and Youtube.
• Website
• The press: Le parisein, les Echos, TF1 …ect
• Annual in-store events and forums

• Physical channels: a main store in Perpignan and different points of sale in other cities (Leclerc…)
• Virtual channels: website and social media

• Printed: 39.90€
• Solid Color : 19.90€
• Faded: 26€
• Premium: 39.90€
• Recycled: 44.90€
• Platform: 49.90€
• Marinière: 29.90€

Strong community communication:

Wide range and different prices

Payote uses several sales channels to sale:

COMMUNITY

CONVINIENCE

COST

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• Customers with limited resources
• Customers with great purchasing power
• Eco-responsible customers
• Demanding customers

CONSUMER

Payote 4C's

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BCG Model

Payote BCG model

Wide variety of offersOther footwear also a threat

Simple productionVariable switching costs Emphasis on product differentiation

A lot of suppliersLow budget for shoes Competitors have lower prices Qualitative/diverse offer

Suppliers easily exchangeabpe Dependent on production plant owner

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Porter 5 forces analysis

• Almost completely dependent on France
• No own production plant
• Bad slogan

THREATS

• Exhibitions in Paris
• Trend towards eco-friendly products
• Expand product range

OPPORTUNITIES

• Recycled materials
• Design variety
• Swift growth
• Personalized products

STRENGHS

• High prices
• Limited production capacities
• Few employees

WEAKNESSES

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Payote's SWOT analysis

• Eco-friendly products popular in Europe

• High technolo-gical standards

• Regulations regarding footwear and production

• EU highest expenditu-res on clothes

• High espadrilles prices in Europe

• Espadrilles worldwide fashion trend

• EU regulations
• Political stability
• Facilities in France for start-ups to export

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PESTLE analysis

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Recommendations

1. Create a cheaper range of espadrilles with lower prices
2. Start exporting to one country at the time
3. Achieve more workplace diversity and productivity
4. Give the slogan a more international look
5. Focus on a policy of differentiation
6. Highlight their unique approach in order to win market share and set themselves apart from potential new entrants

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• Payote that has been very successful in maturing and has established itself as innovative, creative and popular Catalan shoes brand
• Extra quality, artisanal knowledge and French manufacturing

• Strong relation with customers and with associations
• Every chance of developing in France and EU

Conclusion