Elsa Guézennec

Brand Management and Innovation Consultancy.
Working on a wide range of Marketing and Strategy projects, including:

- Qualitative Market Research (consumer groups, digital insight research, ethnographies, expert interviews).
- Cultural Insight (cultural analyses, trends analysis, semiotics).
- Portfolio Optimisation (benchmark, needscopes)
- Brand and Product Innovation (creativity workshop)

Sectors : FMCG : Food & Beverages, Cosmetic/ Automotive/ Electric appliances/Clothes/Retails/B2B

Brand Management and Innovation Consultancy.
Working on a wide range of Marketing and Strategy projects, including:

- Qualitative Market Research (consumer groups, digital insight research, ethnographies, expert interviews).
- Cultural Insight (cultural analyses, trends analysis, semiotics).
- Portfolio Optimisation (benchmark, needscopes)
- Brand and Product Innovation (creativity workshop)

Sectors : FMCG : Food & Beverages, Cosmetic/ Automotive/ Electric appliances/Clothes/Retails/B2B

Identify and develop Marketing and Communication operations on Halal, Kosher, African, Portuguese and Asian products


--> Strategic missions :
- Identify the communication and promotion strategy for Ramadan 2009
- In-store benchmarking and comparative taste trials
- Follow-up and analysis of the Nielsen and IRI market panels
- Participation in the identification and development of recruitment criteria and questionnaires for panels participants
- Participation in focus groups about Muslim consumers’ buying habits in Paris - France
- Synthesis of qualitative analysis about the halal French market and its consumers

--> Operational missions:

- Product launch management (recipes development, packaging, coordination and project follow-up)
- Visual and sales force literature development ( full-page ad and article published for 3 months in the AMINA Magazine targeting African women)
- Sampling and billboard ads campaign in Major French Harbours during Ramadan  90 000 halal stock cubes distributed and 66 000 people exposed
- Consumer promotions implementation in super and hypermarkets ( 3 discount coupons operations), analysis and recommendations

* Research on international oil company's local content activities
* Country benchmarking of local content activities
* Recommendations on implementation of Local content policies in oil companies
* Official representation of our report to oil companies representatives (Exxon Mobile, Total) at IPIECA's headquarter in London

CANAL + is a major French Broadcasting Media group

I was responsible, in collaboration with the Brand Manager, for the development of offers to recruit new subscribers.

--> Strategic missions :
- Analysis of subscriptions rates and market shares
- Consumer brand awareness and service -use analysis
- Participation in a geo-marketing operation
- Participation with the Marketing, Edition, Internet and Technical teams in a global project for the launch of a new box and new subscription offers :
• Identification of each work team’s needs
• Drafting of Items to be explored in focus group
• Participation in qualitative focus groups about the new subscribers’ monthly magazine and the new box’s design and functions
• Drafting of the project kick-off presentation to the sales force


--> Operational missions :
- Management of the national and digital subscription offers implementation (technical feasibility evaluation, legal validation)
- Supervision of ads and magazines development (flyers, radio and TV spots)
- Monthly edition of the TV program highlights for the consumer services team