PAYOTE COMPANY

Payote Company

tools

to decipher the success of the company

"Mettez la france à vos pied"

one step away

DECEMBER 8th

Payote's histroy

01

Porter 5 forces analysis

06

a challenge to take up

Payote's SWOT analysis

07

02

Payote's founder

03

Payote 10P'S

PESTLE analysis

08

Recommendations

09

04

Payote 4C's

BCG Model

05

Conclusion

10

PAYOTE ?

Payote's histroy

01

• 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"

Payote's founder

02

OLIVIER GELLY

CEO of Payote

Ambitious Self-taughtTalentedPersistent Creative

Former rugby player and retail salesman Unsuccessful educational career

• Personalization of his own espadrille

• Production of 5000 pairs
• Crowdfunding campaign

Product

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

01

Price

Mid to High price range: between 30-50 €

02

Place

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

03

Promotion

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

04

Payote 10P'S

03

05

Payote

Payote 10P'S

03

Process

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

06

Physical evidence

Transparency is key: evidence and explanations at all courses

07

Purple cow

Innovative and creative brand Strong involvement in numerous associative projects

08

People

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

05

Payote 10P'S

03

Partnership

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

10

Permission marketing

Newsletter mails No intrusive commercial approaches

09

PAYOTE

Payote 4C's

04

CONSUMER

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

COST

CONVINIENCE

COMMUNITY

Payote uses several sales channels to sale:

Wide range and different prices

Strong community communication:

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

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

• 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

BCG Model

05

Payote BCG model

06

Porter 5 forces analysis

Suppliers easily exchangeabpe Dependent on production plant owner

Simple productionVariable switching costs Emphasis on product differentiation

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

Wide variety of offersOther footwear also a threat

Payote's SWOT analysis

07

THREATS

WEAKNESSES

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

• High prices
• Limited production capacities
• Few employees

OPPORTUNITIES

STRENGHS

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

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

PESTLE analysis

08

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

• EU highest expenditu-res on clothes

• High espadrilles prices in Europe

• Espadrilles worldwide fashion trend

• Regulations regarding footwear and production

• Eco-friendly products popular in Europe

• High technolo-gical standards

Recommendations

09

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

Conclusion

10

• 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