The industrialist is again on the subject

Post-it The name immediately evokes the repositionable square yellow note. In reality, the 3 m brand, known by 97 of the French, displays not less than 300 references. And continues to play the declinations card at the time to pass the Cape for thirty years. A way to defend his land while hunting for the costs in full swing in business.

His last new date is even out of his pré-carré: a range of twelve pens or highlighters equipped with index to paste and take-off to mark the page of a report or a book everything that can write on it with the same object. "We want to develop a different gesture," said Jean-Louis Descamps, Director General, public markets and offices at 3 m France. Take place, with this product two in one, in a universe of writing to marks already well installed.

A strong marketing plan

The launch also shows that Post-it - including the idea was born of a glue adhering not enough and therefore a priori unusable-a in its DNA the tenacity. He had made a first attempt there is ten years from the highlighters index, in a less ergonomic format. Without much success. The industrialist is again on the subject. The first results registered in the United States by new models like listings in France are much more compelling. And the product enjoys a strong marketing plan. Great reinforcement of campaign on social networks to 700,000 Internet users and pens distributed to 40,000 best defence.

Some innovations are needed indeed more easily than others. Post-it recycled paper versions are full carton. In particular, the companies of the CAC 40 and the Governments. The mark could provide in the future more supported colors, as for its traditional products in fuchsia or Green Apple. Because the environment is more necessarily synonymous with pastel hues. And women, major users of supplies, enjoy less austere products.

Conversely, very adhesive notes Super Sticky, planned to hold vertically, yet know a success. Fault of actual communication uses related to the concept. But the overall policy of declensions seems to be walking in the offices. If the global segment of the notes and index in the "office" network that weighs EUR 33.8 million lost about 3 in value last year, the mark well defended its market share, still clearly dominant to 65.2.

Actions to students

The industrial today another challenge: develop usage among the general public. If it performs 79.3 of the sales of the segment in hyper and supermarket, the latter is only EUR 6.6 million. "We have not yet succeeded in making our products a reflex for use at home", recognizes Jean-Louis Descamps. It also said that people tend, as for any provision to digging in the Office to bring back home. Yet, Post-it has developed a range in form of flowers or stars to the home. And heart versions sales progress of 30 to 40 in February, the Valentine month.

Mark including wants to focus on the pupils and students, through actions in connection with the schools and the distributors. It plans to launch Internet sites that educational and Council. And to implement the operations of "streetmarketing" to the students.

3 M also works with distributors to enhance development in front of its references to RADIUS paper and writing but also before the unions and, for new pens, among the books. "You create a momentum." "It does not Post-it on its list of races", notes Jean-Louis Descamps. The pen will be also present in gas stations or points of sale of newspapers.

For the anniversary of the brand, however, no celebration is planned. "When a mark has thirty years as Post-it or eighty years as Scotch, the challenge is to keep in the innovation phase." "And to practise a marathon rather than sprint marketing," said Executive Director. Including a more massive communication, with investment up 30. Focus online: not to trivialize. Because the risk for a brand like Post-it is to become a generic name.