Haviland, created in 1842 by David Haviland, has been at the forefront of the porcelain world for over 150 years due to the exceptional quality of the porcelain and high levels of creativity in design. The collections feature a myriad of inspired porcelain designs suited to fit the most sophisticated tastes. All pieces are of the highest quality and are entirely hand-made from the earth to the table. Artists of fire, the men and women at Haviland craft their materials as if telling a story. Today, Haviland remains a pioneer of porcelain technique combining tradition with modernity, creating stylish and contemporary creations, inspired by the French art de vivre.
The Case Study
Haviland is considering expanding into the hospitality industry targeting high end hotels and restaurants. Together, CBS and Parson’s students stepped into the world of hospitality to answer the fundamental question: How do you enter an industry where you have no presence? By meeting with a number of restaurateurs and hoteliers, the students developed an understanding for the planning and development process for new hospitality establishments as well as the overall purchasing process for tableware and the key decision makers involved. By visiting coveted restaurants, hotels and banquet halls across NYC as well as interviewing chefs, cooks, and wait staff, the students developed an understanding for the dining experience from beginning to end. After performing extensive field research, analyzing the tableware industry as a whole, identifying the strengths and weaknesses of key competitors, and examining existing tableware collections available for wholesale, the students developed a comprehensive market penetration strategy.
Just as important as the product itself is the journey one experiences when being introduced to the Haviland brand. Accordingly, after designing three innovative tableware collections that stay true to the Haviland design philosophy and aesthetic yet present a distinct point of view on where the hospitality industry is going, the concept of the Haviland journey was introduced. This concept brings together the idea of selling the brand not just the product by knowing WHO to talk to, HOW to talk to them, and WHAT to do to get them talking to you.
A young, up and coming chef might find out about Haviland through a recent industry event which he attended where Haviland was a sponsor. Later on, while at a friend’s restaurant, he is told of a show showcasing the most innovative porcelain and food designs. He decides to go check the show out, and finds out that it is a curated show run by Haviland. There he meets a Sales Rep, who tells him about all the innovative happenings relative to food. The Chef, is amazed at the knowledge of the sales rep and the Sales Rep, tells him that Haviland actually has a guide on their website where much of this information is available. The chef then goes home and visits Haviland’s website where he notices a link in the top right corner that says application for our pop up restaurant. He clicks on it and decides to apply to be a chef for a pop-up restaurant, viewing it as an amazing opportunity to “play” with food and presentation. Through a series of additional touch points with the Sales Rep and Haviland brand, the chef becomes increasingly familiar with the Haviland brand, eventually selecting Haviland as the tableware provider for his new restaurant. Why does the chef select Haviland? Because he has fallen in love with the brand through the various ways in which Haviland spoke to him and established a relationship with him as a person, not a customer.
Richard Cacioppo, Columbia Business School
Toshi Fukaya, Parsons The New School for Design
Samuel Lee, Parsons The New School for Design
Stephan Picard, Columbia Business School
Daniella Pena, Parsons The New School for Design
Rostislav Rosnoshchik, Parsons The New School for Design
Lisa Segal, Columbia Business School
Aniza Shah, Columbia Business School