EXPORT MARKETING GROUP PROJECT Mahé Guillerminet Sarah Fanorenantsoa Nathalie-Anne Gutierrez Clémence Guillet

THE PRODUCT’S PERSONALITY

 Exporting a French product in another European Country  UK: member of the European Union but not the Euro community  Exchange Rate need to be considered  A French product strictly link to French culture  Affordability  Consumption  A Step by Step Analytical Process

STEP 1: INDUSTRY STRUCTURE LIQUORS IN THE UK  Spirits, Liqueurs and Fortified Wines  declining market  Difficulties attracting younger drinkers  Old-fashioned image  Opportunity: Flavored Alcoholic Beverages  The market should adapt to the tastes of the current younger generation to remain competitive  The new development process: the mix rather than the spirit drink itself  Associated with strong spirits, also give the drinks a more adult image

“GREEN CHARTREUSE’S POTENTIAL COMPETITORS”  Liquor & Spirit Products  Not Labeled: PROTECTIONISM  Won different International Awards  Strong brand and Product Recognition

STEP 2: IMPLEMENT AN EXPORT STRATEGY -Sharing the “Elixir”: Life is Valuable -A Natural Product (only plants): GREEN -Monks heritage, A secret that people will be willing to experience -Different Opportunities; Specialized Companies -Transport Facilities: Boat? Trains? Trucks? Planes?

STEP 3: CHOOSE THE SALES PRESENCE

DISTRIBUTION CHANNELS Manufacturer in charge of the distribution of the product: “Chartreuse Diffusion”  Independent retailers abroad  Various range in England  Tesco, Sainsbury's, Asda and Morrison Carrefour CHANNEL OBJECTIVES: easy for customer, convenient  Place utility: Available to large range of customers - in Supermarkets, bars…  Time Utility: Available at almost any time (Supermarkets Opening hours  from 6 am to 11 pm in London)  Form Utility: Ready to use, bottled, well conserved  Wholesalers Example in UK  LWC Reaching individuals owning pubs, but also restaurants etc.

TRANSPORTATION TO ENGLAND  Depends on agreements with Suppliers by generally through road in all European Union  ROADS – Using trucks  73.7% of fret is through Truck in the EU  Safer, greener, more silent and cleaner than before  Still less expensive than rails and planes  Cautious in terms of transport  Dangerous  inflammable  Glass  Fragile and Expensive -25 Tons Truck -33 Pallets “Europe” 120x80cm - Lyon to London 1,500€ / Truck Transport taxes included - Complementary insurance in the EU for damage / rotting  0.150%

PRICING POLICY Manufacturer Transportation price 1500€ for 34 pallet 0.17€€ per bottle Excise duty 7.04£ Wholesaler prices (exc.VAT) Buying price 24.54£ Selling Price 26.01£ Retailer prices (exc. VAT) Buying price 26.01£ Selling price 30.60£ Public price (inc VAT) 36.96£ 21.01€ 21.18€ 21.08€ =17.50£ 24.54£ 6 % 15% 20% VAT

SELLING PRICE FRANCEENGLAND  FINAL PRICE  ≅ 34€ (70 cl, inc VAT)  POSITIONING IN FRANCE  Digestive  Used in cocktails  FINAL PRICE  ≅ 33.15£ (70 cl, inc VAT)  POSITIONING IN ENGLAND  Unusual, not everyone’s taste  “Granny’s drins cabinet”

SOURCES   t.pdf t.pdf   d=0CEAQFjAC&url=http%3A%2F%2Fwww.iru.org%2Fcms-filesystem- action%3Ffile%3Dmix-publications%2FDYK- Truck.F.pdf&ei=usqDT5PjHufJ0QWv6JS5Bw&usg=AFQjCNE-cLSE6- AxHehJ3oiMQxGpVn8M9w&sig2=H3gjBQV1-y3Ibc831LIOdQ

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