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    The Smiley Company Exercices - Student

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    victor.delesalle06
    1. The Smiley Company was founded in 1996 by Nicolas Loufrani, the son of Franklin Loufrani who originally created the Smiley symbol in 1972. 2. Two key decisions that led to The Smiley Company's success included Nicolas Loufrani creating the Smiley in 3D with various expressions, and repatriating the entire creative and marketing process in-house in London. 3. Nicolas Loufrani innovated the business model by developing 15,000 licensed products annually in fashion, food, and other categories, leading to sustained growth over 14 years with revenues reaching €16 million in 2021.

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    The Smiley Company Exercices - Student

    Uploaded by

    victor.delesalle06
    35 views2 pages
    1. The Smiley Company was founded in 1996 by Nicolas Loufrani, the son of Franklin Loufrani who originally created the Smiley symbol in 1972. 2. Two key decisions that led to The Smiley Company's success included Nicolas Loufrani creating the Smiley in 3D with various expressions, and repatriating the entire creative and marketing process in-house in London. 3. Nicolas Loufrani innovated the business model by developing 15,000 licensed products annually in fashion, food, and other categories, leading to sustained growth over 14 years with revenues reaching €16 million in 2021.

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    Exercice d'anglais 1 STMG

    Original Title

    The Smiley Company exercices - student

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    1. The Smiley Company was founded in 1996 by Nicolas Loufrani, the son of Franklin Loufrani who originally created the Smiley symbol in 1972. 2. Two key decisions that led to The Smiley Company's success included Nicolas Loufrani creating the Smiley in 3D with various expressions, and repatriating the entire creative and marketing process in-house in London. 3. Nicolas Loufrani innovated the business model by developing 15,000 licensed products annually in fashion, food, and other categories, leading to sustained growth over 14 years with revenues reaching €16 million in 2021.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    35 views2 pages

    The Smiley Company Exercices - Student

    Uploaded by

    victor.delesalle06
    1. The Smiley Company was founded in 1996 by Nicolas Loufrani, the son of Franklin Loufrani who originally created the Smiley symbol in 1972. 2. Two key decisions that led to The Smiley Company's success included Nicolas Loufrani creating the Smiley in 3D with various expressions, and repatriating the entire creative and marketing process in-house in London. 3. Nicolas Loufrani innovated the business model by developing 15,000 licensed products annually in fashion, food, and other categories, leading to sustained growth over 14 years with revenues reaching €16 million in 2021.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    The Smiley Company

    Who doesn't know the Smiley, this little yellow and smiling head? Few people…

    Who knows the story of Smiley? Little people, also… The Smiley was born in 1972,
    under the pencil of Franklin Loufrani, journalist at France Soir. While the news is
    bad and the economy morose, he creates the little smiling symbol which we find
    on the sidelines of articles carrying good news. The same year, the drawing is filed.
    Next will come the development of merchandising around the Smiley, which we
    find today on many products, ranging from the world of fashion to food, including
    stationery (papeterie).

    In the 1990s, the Smiley phenomenon began to run out of steam (s’essoufler), it went from fashion,
    before returning to the forefront (“devant de la scène) with the rise of the Internet. In 1996, Nicolas
    Loufrani, Franklin's son, created The Smiley Company, with for the ambition of reviving the Smiley. How
    does he do it? He draws her a whole series of sidekicks (acolytes) in 3D, with various expressions, and
    with the ambition to distribute it on numerous media, thanks to partnerships. And it pays off! Today,
    The Smiley Company, whose reputation is well established, is one of the top 100 global licenses.

    1. Characterize The Smiley Company.


    2. Note two decisions made within The Smiley Company that led it to such success. Identify the
    authors of these decisions.

    Relevant decisions to bounce back

    Nicolas [the son of Franklin Loufrani] is the type of serial entrepreneur. When his father proposes to
    resurrect the Smiley brand, in 1996, he had a big smile on his face. He says banco, after a hesitation
    time: we do not reactivate as simply a handful of licenses. And in what form? It will be the Smiley
    Company, London.

    From the outset, Loufrani’s son creates the Smiley in 3D. And very quickly, multiply the expressions.
    The contracts fall. Which does not prevent the Smiley Company of experiencing downs and lawsuits –
    Walmart, for ten years, wants to appropriate the happy face.

    Nicolas Loufrani repatriates the entire process of creation and marketing in its London studio. The
    creatives adapt the models to fashion and brands, it is their responsibility to ensure production the
    Disney way. From textiles to food (the Smiley embedded in chips!), even in comics and cinema […], the
    yellow side is slides everywhere. Including the Rubik’s Cube, the most popular game sold to the world...

    The Smiley Company innovates to achieve its goals

    On his business card [Nicolas Loufrani], we can read the words: “Beloved Leader, Commander in Chief
    of the Happiness Forces, Grand Master of the Happiness Lodge”. “When I took over the business, we
    were at zero,” says Nicolas Loufrani. I recreated a business. My father had a logo, I wanted to make it a
    real brand, with a name – Smiley – that we put on all our products. » […] Over the years, Smiley has
    successfully partnered with big names in fashion, from Palladium to Moschino, from Fendi to Tommy
    Hilfiger, via Anya Hindmarch, Etam or Moncler. “Since we implemented this strategy, we have
    experienced fourteen uninterrupted years of growth. Each product is developed at home, in the studio,
    based on the graphic charters that we created. The company employs 45 people and develops 15,000
    products each year. […] In 2021, the turnover of Smiley Company, corresponding in royalties received,
    reached 16 million euros. As for retail sales, they amount to 350 million. »
    3. Based on the history of The Smiley Company, illustrate each of the four main functions of the
    approach managerial.
    4. Explain how the decisions taken by Nicolas Loufrani made it possible to meet the development
    objective and redeployment of the brand.
    5. Evaluate the relevance of Nicolas Loufrani’s choices based on indicators.
    6. Based on this drawing and the definition of
    management, explain why management is
    important for an organization

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