M A
E G
E T I E N
N D
G A
HISTORY OF THE BRAND RECENT EVENTS LEXON TODAY MARKETING STRATEGY 2014 COLLECTION LEXON IN THE FUTURE
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A REAL INTERNATIONAL P R E S E N C E
INTERNATIONAL REFERENCE
2 OFFICES
_Paris _Xiamen
Paris Head Office
Xiamen Head Office China
ACCENT ON DESIGN
ACCENT ON DESIGN
CHINA DESIGN AWARDS
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%22-:)67%6= GOLDEN LIMITED EDITION
0$5& %HUWKLHU Créée en 1996 par le designer Marc Berthier pour LEXON. Prix du design de New-York 1999. Collection permanente du MoMA de New York depuis 1999. Couverture de TIME Magazine en 2000 : «The Rebirth of Design». Collection permanente du Centre National d’Art Moderne Georges Pompidou à Paris depuis 1997. La Radio TYKHO est devenue au cours des 15 dernières années une Icône du Design.
D E S I G N
B O O K S
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
P R E S T I G I O U S S A L E S P L A C E S
E D I T O R I A L S
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
INTERNATIONAL REFERENCE
T H E
G E N E S I S
O F
A
P R O D U C T
THE GENESIS OF A PRODUCT
february
january
new product idea shared with designers
THE GENESIS OF A PRODUCT
february
january
STUDY TECHNICAL POSSIBILITIES
THE GENESIS OF A PRODUCT
march
february
FIRST SKETCHES
THE GENESIS OF A PRODUCT
april
march
ENGENEERING STUDY
THE GENESIS OF A PRODUCT
may
april
march
TECHNICAL DRAWINGS
THE GENESIS OF A PRODUCT
june
may
april
PROTOTYPES
THE GENESIS OF A PRODUCT
july
june
TOOLING
THE GENESIS OF A PRODUCT
august
july
TESTS
THE GENESIS OF A PRODUCT
september
august
TOOLING IMPROVEMENTS
THE GENESIS OF A PRODUCT
october
september
PRODUCTION
THE GENESIS OF A PRODUCT
november
october
SHIPMENT
THE GENESIS OF A PRODUCT
december
november
WAREHOUSE
THE GENESIS OF A PRODUCT
THE GENESIS OF A PRODUCT
1 year
THE PERFECT ALARM CLOCK ? LE Réveil parfait ?
Alarm OFF position Time Light touch sensor LED technology Position alarme OFF Heure Eclairage tactile Technologie LED
Alarm ON position Time & alarm time Snooze/light touch sensor LED technology Position alarme ON Heure & heure de l’alarme Alarme/éclairage tactile Technologie LED
Available in 10 colors Disponible en 10 couleurs
7$.( 7,0(
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D E S I G N M AT H I E U L E H A N N E U R
DESIGN ADRIAN & JEREMY WRIGHT
R E TA I L S U M M A R Y
1
create a strong image in your country
2
selling
3
distribution
4
reinforcing our presence in shops
5
feedback
6
communication
7
retail improvement
v
B U I L D I N G A S U C C E S S F U L B to B D I S T R I B U T I O N
v
EXPL OR E LE XO N
T H E
C OL L E C T I O N
EX PE R IE N C E
A N D
A N D
FA C I L I T I E S
1 C O R P O R A T E
G I F T S
EVENTS
V.I.P. GIFTS
INTRANET SALES
NEW PRODUCT PRESENTATION
EMPLOYEES GIFTS
MERCHANDISING CHARTE GRAPHIQUE MUSÉE RODIN les applications signature P.40
–—–---–—–-—––-––—–--
SIGNATURES SIMPLIFIÉES Certaines techniques d’impression ne permettent pas l’impression des transparences. Dans ce cas, et uniquement dans celui-ci, les signatures peuvent apparaître soit en une soit en deux couleurs à plat. Ces couleurs peuvent être choisies en fonction des supports. Pour la version en deux couleurs, celles-ci seront choisies dans une même gamme colorimétrique afin de créer un aspect dégradé.
CHARTE GRAPHIQUE MUSÉE RODIN composantes de l’identité polices de caractères P.41
–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--
Exemples 1 couleur À PLAT
Exemples 2 couleurs À PLAT Les deux couleurs sont choisies dans une même gamme colorimétrique afin de créer un aspect dégradé. La couleur la plus claire apparaît toujours en fond, la plus sombre est celle qui entoure la typographie.
MERCHANDISING
2 E S T A B L I S H
A
P R O
T E A M
TRAINING SALES TEAMS
TRAINING SALES TEAMS
PROFESSIONAL B to B MARKET EXPERIENCE
EXPERTISE ON THE BRAND AND COLLECTION
Curseurs / Zipper pullers
Patch gomme 3D / 3D rubber patch
Plaque métal / Metal plate 1,4
EXPERTISE ON DECORATION AND SPECIAL PRODUCTION 32
14
logo moulé / moulded logo
2
laser engraving
2,6
7
20
1,4 20
19
25 40
12
18
19
4 logo moulé / moulded logo
2,6
7
Patch 3D / pochette Ipad
Épaulière / shoulder pad
Ø15
6 mm logo moulé / moulded logo 10
30 mm
30 mm Imprimé sur la doublure intérieure / logo on inner lining
Porte ĂŠtiquette / hand tag
Mousqueton / Clasps for strap
24
90
8
54
24 mm
24 mm
POSSIBILITIES OF DECORATION
WELL EQUIPED WITH SAMPLES, CATALOGUES,SALES KITS, ETC
3 U N D E R S T A N D P O S I T I O N
I N
L E X O N ’ S
B t o B
M A R K E T
PRICE LARGE NUMBERS C U S T O M I Z AT I O N P ROM O TI O NA L PRO DU C TS
L I M I T E D I M PA C T N O T U S E D I N D A I LY L I F E CHEAP IMAGE FOR THE BRAND WASTE OF BUDGET NO DESIGN
S T R O N G I M PA C T VA L U A B L E F O R T H E B R A N D U S E D I N D A I LY L I F E LUXURY PROD UCTS
HIGH PRICE NO CONTEMPORARY MESSAGE LIMITED QUANTITIES
PRICE LARGE NUMBERS C U S T O M I Z AT I O N
S T R O N G I M PA C T VA L U A B L E F O R T H E B R A N D U S E D I N D A I LY L I F E
U S E
H I S T O R Y
R E F E R E N C E S
A N D
O F
D E S I G N
T H E
B R A N D
DESIGN AWARDS
BEST DESIGN STORES
RETAIL EXPOSURE AS REFERENCE
RETAIL EXPOSURE AS REFERENCE
INTERNATIONAL BRANDS REFERENCES
HISTORY AND REFERENCES OF THE BRAND
A UNIQUE APPROACH
DESIGN
A UNIQUE APPROACH
DESIGN
BRAND
A UNIQUE APPROACH
DESIGN
BRAND
QUALITY
A UNIQUE APPROACH
DESIGN
BRAND
QUALITY
PRICE
A UNIQUE APPROACH
DESIGN
BRAND
QUALITY
SERVICE
PRICE
A UNIQUE APPROACH
DESIGN
BRAND
FAST DELIVERY
SERVICE
QUALITY
PRICE
HIGH BRANDS
DESIGN
BRAND
QUALITY
GENERAL IMPORTER
FAST DELIVERY
SERVICE
PRICE
LEXON
DESIGN
BRAND
FAST DELIVERY
SERVICE
QUALITY
PRICE
PRODUCTS WHICH ARE LOVED AND UTILIZED
4 I D E N T I F Y
M A R K E T
P O T E N T I A L S
DIFFERENT INDUSTRIES
CARS
PHARMACEUTICAL INDUSTRY
BANKS
INSURANCE
FOOD
COMPUTERS
PREPARE A PROSPECTION LIST TO BE CONSTENTLY UPDATED
CREATE DEMAND BY CATALOG MAILING
PARTICIPATE TO B to B FAIRS
ESTABLISH REGULAR COMMUNICATION VIA NEWSLETTERS
5 G E T
R E A D Y
INVENTORY FOR SAMPLING
ORGANISATION FOR FAST REACTIVITY - WELL INFORMED CUSTOMER SERVICE -
GRAPHIST FOR DECORATION PROJECTS
40
54
PMS 355 C WHITE
ANTICIPATION ON PROPOSAL - PRICE - DELIVERY FOR DAILY OFFERS
F E E D B A C K T O
M A K E
W I T H
L E X O N
E V E RY T H I N G
C L E A R
MAKE EACH OFFER CLEAR ON BOTH SIDES - CUSTOMER & LEXON- PRICE AND DELIVERY
6 TWO WAYS OF ORDERS
FROM BELGIUM INVENTORY
48 HOURS SHIPMENT
LOCAL DECORATION
LOCAL DECORATION
version 01
22 Marquage : 1 couleur noir
éch. : 1/1
LD 14. Card box
LOCAL DECORATION
v
LOCAL DECORATION
SPECIAL PRODUCTION
_MINIMUM QUANTITY
_PRODUCTION LEAD TIME
_TRANSPORTATION LEAD TIME
Zipper puller
Metal plate
2
1,3
40
13,3
25
8,3
200 mm
250 mm 85 mm
TOILETRY BAG
Clasps for strap with logo
Zipper puller
Metal plate
1,4
32 laser engraving
15,5
laser engraving 7
2,6
22 mm
20
19 25
24 mm
3D patch
laser engraving
20
9 32
3D patch
Red lining ( PMS 1795 C )
LN325 . AIRLINE MINI DOCUMENT BAG / LAPTOP
7 S A L E S
P O L I C Y
T W O
W A Y S
_DIRECTLY TO INDUSTRY
_THROUGH B to B LOCAL DEALERS
VIA B to B DEALERS
LE XO N DISTRIBU TO R
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Market coverage
LE XO N DISTRIBU TO R
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Market coverage
LE XO N DISTRIBU TO R
_Number of sales forces on the road
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Market coverage
LE XO N DISTRIBU TO R
_Number of sales forces on the road _Knowledge of the job
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Market coverage
LE XO N DISTRIBU TO R
_Number of sales forces on the road _Knowledge of the job _Link with customers
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Market coverage
LE XO N DISTRIBU TO R
_Number of sales forces on the road _Knowledge of the job _Link with customers _Constant inquiries and orders
DEALERS
INDUST RY
VIA B to B DEALERS
LE XO N DISTRIBU TO R
DEALERS
INDUST RY
-
_Multiple products image
VIA B to B DEALERS
LE XO N DISTRIBU TO R
DEALERS
INDUST RY
-
_Multiple products image _Lack of design knowledge
VIA B to B DEALERS
LE XO N
-
_Multiple products image
DISTRIBU TO R
_Lack of design knowledge
DEALERS
_Limited motivation for well designed products
INDUST RY
VIA B to B DEALERS
LE XO N
-
_Multiple products image
DISTRIBU TO R
_Lack of design knowledge
DEALERS
_Limited motivation for well designed products
INDUST RY
_Lack of information about the brand and products
VIA B to B DEALERS
+
_Direct usage of the name
LE XO N DISTRIBU TO R
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Direct usage of the name _Control of distribution
LE XO N DISTRIBU TO R
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Direct usage of the name _Control of distribution _Image building
LE XO N DISTRIBU TO R
DEALERS
INDUST RY
VIA B to B DEALERS
+
_Direct usage of the name _Control of distribution _Image building
LE XO N DISTRIBU TO R
DEALERS
_Link with final deciders INDUST RY
VIA B to B DEALERS
+
_Direct usage of the name _Control of distribution _Image building
LE XO N DISTRIBU TO R
DEALERS
_Link with final deciders _Direct communication
INDUST RY
VIA B to B DEALERS
+
_Direct usage of the name _Control of distribution _Image building
LE XO N DISTRIBU TO R
DEALERS
_Link with final deciders _Direct communication
INDUST RY
_Knowledge of the brand and collection
VIA B to B DEALERS
LE XO N
-
_Need powerful sales organisation
DISTRIBU TO R
DEALERS
INDUST RY
VIA B to B DEALERS
LE XO N
-
_Need powerful sales organisation
DISTRIBU _Establish TO R
DEALERS
INDUST RY
relationship with industry
VIA B to B DEALERS
LE XO N
-
_Need powerful sales organisation
DISTRIBU _Establish TO R
relationship with industry
_Must go and get the orders directly
DEALERS
INDUST RY
C O N C L U S I O N _DIRECTLY TO INDUSTRY IS MORE SUITABLE _THROUGH B to B LOCAL DEALERS REQUIRES STRONG TRAINING AND FOLLOW UP