And out a tube of glue to double tip for multiple uses

The re-entry of 3 M Kit overflows. Post-it brand launches, in graphic and colourful pockets routable indexes for women wishing to mark the dates to remember in their agenda or ideas in their favorite magazine. Scotch is having a reel and fish-like graphics it also very pop. And out a tube of glue to double tip for multiple uses.

The list is not comprehensive. Two marks of the group, in common parlance synonyms of duct tape and repositionable notes, make new assault: 32, 25 for one at this year's program. Accelerate launches, it is the way to becoming a commoditized and generic name. "To remain living, ancient marks emblematic and focused on common products as are Post-it and Scotch have a great need of innovation", is Jean-Louis Descamps, Director-General to the general public and the offices at 3 m France. Which corresponds to the culture of one group showing the will to achieve 10 of its turnover with references in the year.

The time is segmentation. "Need to adapt to the different uses that can have a notary, an Assistant or a mother", said Executive Director. According to him, Post-it attacked a third phase of his life. After a classical use at the Office, with a focused talk on efficiency, it developed as a second step in the direction of the general public on an axis of originality. So people are more satisfied with report of the Office products. Today, the brand dream to accompany each 7 days on 7, of its business in the kitchen or garage. Same concern for Scotch. Children are offered products related to licenses as the tape to the effigy of Winnie the Pooh or Witch. This was to facilitate the purchase of pulse for objects appearing rarely on the list of races.

The large and segmented offer also serves as a argument from Office products distributors. A universe where Post-it carries out 80 of its hexagonal turnover while it is half of the activity of Scotch. The concept of "category management" developed, industrial helping its partners organize their catalogue on the uses of the profitability of each product. For the general public, the group builds on investments in the animation of the points of sale. The fact that the plant of Beauchamp in the Val - d'Oise manufactures both brands for Europe gives additional arguments to the French subsidiary, as well for large public professional signs. "We can benefit customize the time limits or delivered packagings", welcomes Jean-Louis Descamps.

Post-it as a gift

On end-customers in the professional world, it's now convince directions of purchases but also users. The industrial adopted for Post-it an original marketing speech. He created the character of King Coach, so inefficient without having last year's products at its disposal that it becomes comic. A real saga is created on the Internet and e-mailing campaigns were initiated. To decide with the promotional gadgets, gifts operations are conducted with the insertion of good giving right to a piece of music to download or to the development of digital photos. The overall strategy seems to pay. In France, the brand has returned to the field for two years in the "office" network and is owned 64 of the market of repositionable notes in 2005, according to I C.

Two claws also extend their territories from the conquest of new niches. "We want to go where would not expected us, with more emotion and creating greater proximity between our brands and the user", says the leader. Scotch attack Creative recreation with not less than thirteen references, pellets coloured adhesive squares with 3D for "scrapbooking", this sophisticated personalization effect and the mode of photo albums. The packaging well specify the uses and contain courses of possible uses for a public that expects specific offers and a presentation.

In 2007, it is the digital camera that Post-it will address in France with the launch of printer paper paste and paste anywhere back the portrait of the last or the last vacation memories. This means relations with new distribution networks for positioning the offer cameras and printers. The product is already released in the United States where, according to the group, it works well.

In the digital world, the new interactive easel Easel Board of 3 m allows meeting, capture electronically recorded on large sheets routable, the Chart Meeting ideas and demonstrations. Another field in full development: the Post-it like, personalized gifts to the names of pharmaceutical companies, banks or inter-trade.

Many new products are in the pipes. But the French subsidiary does not systematically out all products launched across the Atlantic. "He must keep the means to defend our core business," said Jean-Louis Descamps. Post-it thus makes 60 of its Office in France with the classic yellow notes activity. It must also be a pedagogical work on Super Sticky, very adhesive version, which sticks vertically on all types of surfaces. All potential buyers have not yet made the difference with the traditional range. More explicit packages on the operation of the product need to help them.

If the leader of the world of the notes claw has public record knowledge rate, Scotch must however ensure notoriety, especially among the younger generations. In spontaneous, it is 72, the rate climbing to 92 in assisted. Indeed, the new Mini Easy reference with its playful reel has the brand name of more visible than usual. And on the occasion of its 75 years out a box "vintage" metal for the Office. Close-up, Scotty mascot and green, black and yellow tartan iconic are for hammering the legitimacy of the claw on the market.