Fadoua EL BRIHI
Arnaud LAURENT
AN INTERNATIONAL OVERVIEW
2) BEL’S STRATEGIC FIELD OF
ACTION
« Bel specializes in developing
and manufacturing quality, brand
name cheeses enjoyed around the
world and affordable to all »
Source: www.goupe-bel.com
Suppliers
350 strategic
suppliers
Milk
Packaging
Other
40% in value
45% in value
15% in value
1,7 B/L in 2008.
From GAEC or
independant
structures
Customer
Supermarkets
(Auchan,
Carrefour..)
Specialized shops
(Viktor, cheese
shops)
Fast-foods
International
Hotels
Institutionnal
organisations
KEY FACTORS
Over
30 brands
Strong
notoriety
Market
adaptability
Playful
concepts
COMPETITIVE ADVANTAGES
The festive nature
of the product
no protocol
accessibility
3) CHINESE FEATURES
Educate
Accustom
the
consumer
Develop
loyalty
BEL’S COMPETITIVE STRUCTURE
Level of protocol
Taste accessibility
BEL’S DIRECT COMPETITORS
Range of distribution
-
Price
CHINA AND THE CHEESE
CULTURE
Population study: 30 chinese people/English speaking/20 -25 yearsolds, 10 beingmore than25years old/November2010
CHINA AND THE CHEESE
CULTURE
What kind of cheese do you usually eat ?
Parmesan
gruyere
Greek cheese
Sliced cheese
Cheese consumption:
1 to 2 times /month
BEL stakes in the Chinese market
- Cultural issue
- Chopsticks vs. flatware
- Strong taste
- logistics concern
- Weak competition
- Booming market
- Low labor costs
- Milk industry expansion
- Government support
Adapt BEL products to the Chinese
market
New components
Appropriate formats, flavors
& tastes
Dairy & soft goods
Adapt BEL products to the Chinese
market
Alliance with
the
government
Awareness
to health
Education
R&D
Adapt BEL products to the Chinese
market
Marketing
Advice & demonstration
Design & Visual marks
French product made in
China
BONGRAIN MODEL
Soft cheese
leaders
Distribution
channels
12 years
in China
PIKIFOU
BONGRAIN DISTRIBUTION
NETWORK
BONGRAIN MODEL
MILKANA
Thank you for attention!!