EXPORT MARKETING
GROUP PROJECT
Mahé Guillerminet
Sarah Fanorenantsoa
Nathalie-Anne Gutierrez
Clémence Guillet
THE PRODUCT’S PERSONALITY
“Liqueur des Pères Chartreux”

 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
 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
http://tutor2u.net/business/marketing
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
Wholesalers
• Example in UK  LWC
• Reaching individuals owning
pubs, but also restaurants etc.
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
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£
21.01€
21.18€
21.08€ =17.50£
24.54£
Wholesaler prices (exc .VAT)
• Buying price 24.54£
• Selling Price 26.01£
6%
Retailer prices (exc.VAT)
• Buying price 26.01£
• Selling price 30.60£
15%
Public price (inc VAT)
• 36.96£
20% VAT
SELLING PRICE
FRANCE
 FINAL PRICE
 ≅34€ (70 cl, inc VAT)
 POSITIONING IN FRANCE
ENGLAND
 FINAL PRICE
 ≅33.15£ (70 cl, inc VAT)
 POSITIONING IN ENGLAND
 Digestive
 Unusual, not everyone’s taste
 Used in cocktails
 “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_marke
t.pdf
 http://www.wsta.co.uk/taxation.html
 http://www.google.fr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ve
d=0CEAQFjAC&url=http%3A%2F%2Fwww.iru.org%2Fcms-filesystemaction%3Ffile%3Dmix-publications%2FDYKTruck.F.pdf&ei=usqDT5PjHufJ0QWv6JS5Bw&usg=AFQjCNE-cLSE6AxHehJ3oiMQxGpVn8M9w&sig2=H3gjBQV1-y3Ibc831LIOdQ
THANK
YOU FOR
YOUR
ATTENTION