CHARTREUSE IN THE UK
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Transcript of CHARTREUSE IN THE UK
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CHARTREUSEIN THE UKEXPORT MARKETING GROUP PROJECTMahé GuillerminetSarah FanorenantsoaNathalie-Anne GutierrezClémence Guillet
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THE PRODUCT’S PERSONALITY
“Liqueur des Pères Chartreux”
Typical French Product ALCOHOLIC BEVERAGES: Liquor/Spirit Category INGREDIENTS: Alcohol; Sugar; 130 plants and
flowers ALCOHOL CONTENT: 55% (110° proof US) Powerful and unique 1764: Made a milder beverage “Green
Chartreuse” Only two Chartreuse monks know the identity of
the 130 plants
Mystifying and Traditional Production Method
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Can the green Chartreuse succeed in the United kingdom? 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
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STEP 1: INDUSTRY STRUCTURELIQUORS 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
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“GREEN CHARTREUSE’S POTENTIAL COMPETITORS”
Liquor & Spirit Products Not Labeled: PROTECTIONISM Won different International
Awards Strong brand and Product
Recognition
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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
The Gains:
The Ways: - Different Opportunities; Specialized Companies
- Transport Facilities: Boat? Trains? Trucks? Planes?
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STEP 3: CHOOSE THE SALES PRESENCE
http://tutor2u.net/business/marketing
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DISTRIBUTION CHANNELSManufacturer 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.
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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 London1,500€ / Truck
Transport taxes included
- Complementary insurance in the EU
for damage / rotting
0.150%
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PRICING POLICYManufacturer
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
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SELLING PRICEFRANCE ENGLAND
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”
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SOURCES
http://www.chartreuse.fr/green-chartreuse;fiche;3;uk.html http://
www.investincornwall.co.uk/uploads/reports/the_uk_food_market.pdf
http://www.wsta.co.uk/taxation.html http://www.google.fr/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=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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THANK YOU FOR
YOUR ATTENTION