For over three centuries, Chartreuse® liqueurs have been crafted and produced by the Carthusian monks in the Alps. Chartreuse Diffusion is responsible for bottling and marketing these liqueurs, both in France and worldwide. Its unique characteristic is that it serves the Carthusian order, allowing the community to maintain its contemplative life. With a desire to diversify the Carthusian monks' economic activity and return to the roots of ancient expertise, a new entity was created: Chartreuse Herboristerie. Its mission is to design and market products derived from aromatic and medicinal plants, entering the world of care, health, and well-being. I have been working at Chartreuse Herboristerie since late 2021 as a project manager, focusing on the downstream part of the project. I handle the commercial, marketing, and communication strategy.
The Chartreuse® brand has existed and been recognizable for over 100 years through the herbal elixir and Chartreuse liqueurs, which are part of the world of gastronomy and tasting. Today, through the diversification project, we aim to extend the brand's influence to the realm of care and well-being. Therefore, the challenge was to analyze the values associated with the Chartreuse brand to understand how to integrate a new product range while maintaining consistency. We also wanted to identify if there was a risk of cannibalization between the different products and to test the brand's credibility in this new environment. The concept of care has always been present in our products, particularly through the herbal elixir, which was the first product of the Carthusian monks. We chose IGONOGO because we needed to conduct a market study to understand the potential of our new range, our customers, and the challenges involved in creating this new entity. We also wanted a concrete and precise analysis of our future customers' expectations and reactions. IGONOGO offered us reliable and recognizable metrics that truly made us feel confident.
You immediately understood our needs, and in a very short time. We embarked on this journey with you because we immediately felt comfortable and confident.
I think our favorite moment in our collaboration was reading the "best-of" insights. It's always very interesting, and even amusing, to confront the outside world and learn what people say about using our products and the image they have of the brand. Thanks to your study, we realized that we were close to our consumers and that we were succeeding, or at least trying our best, to understand them.
Internally, it allowed us to understand the brand's power and the importance of remaining consistent. We focused on our concerns and were able to transform them into opportunities. The results also prompted us to question consumer expectations and highlighted issues we hadn't identified. Thus, we focused our attention on the therapeutic credibility of the brand and the products to be developed, to always remain aligned with our values.
The results showed that this desire to highlight herbalism and botany at Chartreuse is entirely consistent with the brand's current image. It's even an obvious conclusion both internally and externally. More concretely, following this study, we validated certain elements and highlighted others that had not been addressed until now.
Absolutely! We truly enjoyed our collaboration and the work done together, so it's clear that if we need to conduct another study in the future, we will contact you again. Even though conducting this type of study isn't our usual practice, we would gladly reach out to you again if the opportunity arises.
I'm giving a 10 because throughout our collaboration, there were truly no negative points, disappointments, or changes. You were very responsive, attentive, and in just one presentation, you immediately understood the context and how we defined ourselves. On your side, you discovered the brand's power, and you shared with us your astonishment at the feedback from the people interviewed. There was a great deal of goodwill, transparency, and attentiveness between both parties. I have nothing to complain about, so of course, I'd say 10 out of 10.
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