CHARTREUSEIN THE UKEXPORT MARKETING GROUP PROJECTMahé GuillerminetSarah FanorenantsoaNathalie-Anne GutierrezClémence Guillet

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

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

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

“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

The Gains:

The Ways: - Different Opportunities; Specialized Companies

- Transport Facilities: Boat? Trains? Trucks? Planes?

STEP 3: CHOOSE THE SALES PRESENCE

http://tutor2u.net/business/marketing

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.

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%

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

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”

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

THANK YOU FOR

YOUR ATTENTION