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Brumont on the road to Japan .pdf



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On the road to Japan

Julie VIZOSO - Charlotte LE BRIS - Rémy MASSON - Pierre-Olivier BONGRAND - Christopher SPERRING - Simon LOPEZ - Alexandre TARIN

1

Plan
I - Presentation of the company Brumont
A - The company : structure
B - The company : key figures
C - Values
D - Brumont’s strategies
II - Presentation of the chosen range
A - Product range
B - What will we export ?
C - Chosen products
2

The company: structure


Family domain with 50 employees and 40
seasonals.



Created in 1980.



Activity : production & distribution high-end
wine in 40 countries.



Appellations: Madiran, Pacherenc du Vic
Bilh, Côtes de Gascogne.
3

The company : Key figures







Brumont is a limited company
Turnover : About 12 millions euros (-2,2% between 2014 and 2015)
Production : 2.5 million of bottles
60 % of exportation
40 % in France
Exporter number one in Japan.

Countries of exportation
And Brazil, Belgium, Swiss, South Korea, Netherlands ...

4

Values



Personal/self know-how.



Respect & protection of environment :
authenticity of production methods
(without chemical products).



Non-organic products



Will to create quality products : “Terroir”
5

Brumont’s strategy



Prestige



High quality product



Valorisation : associated services



Events = wine & business club Monte-Carlo



“Club privilège” = BRUMONT club

6

Product range
Segondine - Appellation Madiran
Laroche Brumont - Appellation Madiran
La Gascogne - Côtes de Gascogne
Torus - Appellation Madiran + Pacherenc
Château Bouscassé- Appellation Madiran
Château Montus- Appellation Madiran
Château Montus La tyre
110 euros per bottle on Lesgrappes.fr

7

What will we export in Japan ?

Japanese consumption
68 %

En moyenne 2,7 L/Hab/an

28 %

4,0 %

Hypermarkets
CHR
Other

too weak to be exported
Brumont wants to become an iconic wine, selling its “Chateau Montus La tyre” at 200 euros in Japan. So, we took this
choice. We’ll export Château Montus La Tyre.

8

Brumont’s positioning


Segmentation : Japan market



Targeting : Great wine consumers,
who search the quality, not
looking at the price.



Positioning : Unforgettable
concept, guarantee of excellence

9

Brumont’s USP (Unique Selling Proposition) by Robert Parker
“These are unreal wines that are purely made, remarkably rich,
and so complete and promising that they cannot be ignored”

10

Chosen products : Mix marketing of Château Montus La tyre



Price : From 94 to 150€ /b.



Product : Since 1990, always ranked in the first positions during events.



Place: on the internet (like Lesgrappes.fr)



Promotion : web site

11

Plan : Market Wine in Japan
Macro-Economic Analysis of Japan
1.
2.
3.
4.
5.
6.
7.
8.

Political environment
Economic factors
Social
Culture Representation of France
Monetary conditions
International relations : France & Japan
Transports
Climate conditions
12

Political Environment



Political organization of Japan



Transpacific ratification of the exchanges



Increase tourism in Japan



Exchange France - Japan



How import in Japan?

13

Economic factors in Japan

14

Economic factors in Japan
THREATS

OPPORTUNITIES



2016: growth increases (+ 0.5%)



Export dependency



Increase in household consumption



Recession: economic crisis



Inflation rate: -0.2%



Very high public debt (240% of GDP)



Unemployment rate: 3% (Decrease)

= € 11.000 Billion

15

Social : breakdown of social classes
1.

Social climate

French and Japanese don’t have the same way of thinking
In France : customer = King / In Japan : customer = God
2.

“ PERFECT PRODUCT “

Breakdown of social classes

Social classes = socio - economic relationships
Japan society : homogeneous
3.

Work conditions

Karo - shi
16

Cultural dimension - stereotypes
French are always complaining
Beret, baguette, wine, cheese, and the “marinière” -> nation of food and drinks
Kings of the gastronomy
French elegance
French romanticism

= we are leaders in this sector
17

Emblematic brands and products

18

Monetary conditions


Japan use the “Yen” as his money



1



Weak money due to a lot of failed monetary politics in the past



Since 2013, National Bank of Japan tries to fight the deflation of their money

= 120

to help their exportations


This last policy has complicated theirs importations especially from the “Euro
Zone”

19

International relations : France & Japan


Japan is the second biggest trading partner in France



400 french entities are located in Japan => creation of 59,000 jobs and 450
Japanese entities are located in France => 71,500 jobs created



Japan is the leading investor in France



France is the second largest exporter in Japan (agri-food mainly red wine,
pharmaceuticals, aeronautics and clothing)
20

International relations : France & Japan


Relationship between both countries on current issues



Agreement between the French and Japanese governments



250 interuniversity agreements between higher education institutions, French
research organizations and Japanese partners



Twinning between French and Japanese territorial authorities

21

Transports
Japan is a country with a great organisation of transports.


One of the principal maritime fleet in the world.



Two airlines companies.



A great road network.



Japan specificity : its train network : technological advanced and never late.

22

Climate condition
Generally : temperate climate



Culture of vineyard : not easy = hot climate

vineyard disease : Mildiou or Oîdium



Exposure of sunlights : low

low alcohol level

important acidities
23

Plan : Market Wine in Japan
Micro-Economic Analysis of Japan
1.
2.
3.

Channels of distribution
Key cities
Modes of entry

24

Channels of distribution








High standing bars
Gastronomic restaurants
Wine boutiques
Supermarket and hypermarket : not luxury enough for Brumont
Trade shows, great events like movies festivals or music
Pop-up store: Nike example in New-York : bottle-like shop

For example :
❖ #8 worldwide restaurant: Narisawa – Tokyo, Japon
❖ #31 worldwide: RyuGin – Tokyo, Japon
❖ Gourmet shop: 1st Grocery store on Tripadvisor
❖ Tori & Deli: sixth grocery store on Tripadvisor
25

Channels of distribution
Advantages

Inconvenients

SuperMarket /
HyperMarket

-

High visibility
Lot of clients

-

Poor brand image
Can’t select the target
More competitor

Gastronomic bar /
restaurant

-

Good brand image
Our with with other excellent products

-

Wine more expensive

Trade Show

-

A lot of visibility
Perfect to develop our web

-

Very expensive

Grocery

-

Good accessibility

-

A lot of intermediary costs

Pop up store

-

Feeling of privilege
Buzz on the internet
Exclusivity

-

Expensive
Not necessarily a good
image
26

Key cities





126 000 000 habitants
94.5 % of the population is urban
Median age in Japan is 46.9 years

8 Regions
47 Prefectures
Cities
27

Key cities


Tokyo : Metropolis of 37 million of citizen (seduces rich people)



⅓ of the japanese population



Yokohama : second most populous city in Japan located in the suburb of Tokyo



It is one of the world's first coastlines (Tokyo, Chiba and Yokohama harbour)



Two airports :

-

Narita (international airport)

-

Haneda (only for domestic flights)



Rail transport : The Shinkansen which connects every Japan area



The Tokyo Stock Exchange (Kabuto-Chô) is the first in Asia



A peaceful climate reigns throughout the city

28

Modes of entry



Subcontracted export




Export from France




Export type : International Trade / business company
■ Very strong in Japan (Sogos - Shoshas)
Independant salesman (representing the company abroad)

Close contract with local distributors + Strong connections with local economical actors

International marketing


Direct implantation
■ Export type : Sales Office (one office and one local delegate representing the company
abroad) : Less expensive than branch ; Marketing (“live” information on the market) ;
First step toward a branch/subsidiary

29

Key cities
Tokyo : 37 millions inhabitants
Osaka : 2.6 millions
Yokohama :3.6 Millions
Nagoya: 2.2 millions
Sapporo : 1.9 millions

30

Conclusion

-High potential of rich cities with rich people
-An evolving market : japanese people want luxury french products.
- We have chosen to target the Tokyo agglomeration as a key city

31

Plan
Marketing Strategy & Mix Marketing
1.
2.
3.
4.
5.

Potential competitors
Objective
Strategy
Positioning
Mix Marketing

32

Rappels
Choosen cities :
Tokyo : 37 millions inhabitants
Osaka : 2.6 millions
Yokohama :3.6 Millions
Nagoya: 2.2 millions
Sapporo : 1.9 millions

33

Sōgō Shōsha (Mode of entry)
The five bigger Sogo Shoshas:
Mitsubishi, Mitsui, Itochu, Sumitomo, Marubeni

ADVANTAGES
-

faster for implantation
faster for legislation
can act as a distributor

DISADVANTAGES
-

difficult not to use them (legislation)

34

Import conditions, rights and taxes



Import authorization must be requested and validated by the
importer



Label in japanese must be affixed by the Japanese importer



We have to present our import license



Goods are analysed and a sample is submitted to customs

35

Incoterms







Exwork
Cost and Freight
Cost, Insurance and freight
Free On Board
We have chosen to use the FOB or CIF.
An agreement is required between both parts to implement it.

36

1. Potential competitors : local

37

1. Potential competitors : Foreign


Market: 28% of local production, 78% of importation



Other AOP recognized: mainly Bordeaux, Bourgogne and
Beaujolais




Foreign wine country: Chile, Italy, Spain, United States
Positioning : “neither basic neither luxury, just a good and
simple wine, a traditional french wine” - CIVB President,
17/03/2017

Countries

Value (in %)

France

51

Chili

14

Italy

13

USA

8

Spain

7

38

Our objectives
French red wine sector in Japan :
2013

2014

2015

Market share in volume and value :



Market share in VOLUME : 0,006 % so 2 250 liters (3000 bottles)
Market share in VALUE : 0,12 % of French red wine in Japan so 300 000
euros
39

Our objectives
2nd year perspective :


Market share in VOLUME : 0,01 % so 3 750 liters (5 000 bottles)
○ Decrease of 4% of the exportations of French red wine in Japan (in
volume) 35 millions liters



Market share in VALUE : 0,20 %, it means 500 000 euros
○ Increase of 2,4% of the French red wine exportations in Japan (in value)
240 millions euros
40

Our objectives
3rd year perspective :



Market share in VOLUME : 0,015% so 4 875 litres (6 500 bottles)
○ Decrease of 5,5% of the French red wine exportation in Japan (volume)
33 millions liters



Market share in VALUE : 0,26% so 650 000 euros
○ Increase of 2% of the French red wine in Japan (value) 245 millions
euros
41

Strategy



Ultra-premium strategy : using our luxury and exceptional product



Giving it an ultra premium image to sell it to 200 euros or 24000 yen



Adding to the quality, we have to prove the customer that it worth 200 euros

42

Our positioning
What is the position of the product when it come in mind of the customer ?




A luxury product
It’s a privilege to drink it
Best quality : French vision.

Targetting :




Wine merchants
Restaurants
Upper class (indirectly)
43

Mix marketing - product
-

Château Montus La Tyre
High range product
Red wine AOC
Representation of “Terroir”

Two advantages :



French paradox : Wine, more particularly red wine, is considered as “good for
health”
Older and older population : desire to consume good products

44

Sell price for consumer (vs concurrency)



In France, a Château Montus La Tyre is sold about 120 euros



In Japan, we could increase it to 200 euros whether 24000 yen



Desire to have a perfect brand image : luxury product, french perfection
45

Adaptation by distribution circuits


We have chosen to use Le Havre harbour to export to Tokyo



On average, one specialized cargo ship put 50 days to go to Japan from
France



Then, the Sogo Sosha ensure the unload of the goods and the logistics until
the japanese buyer (Wine shop, and luxury hotels and restaurants)

46

Copy strategy
Role of Advertising
➔ Transmit the value of Brumont’s wine, promote the high premium
Consumer belief


Wine is synonymous of healthy, luxury product which enhance social range

Benefit


Pleasure, personal satisfaction, feeling of rarity

Reason why


Brumont is an excellent french brand, high price, taste quality (equal)
47

Copy strategy
Brand Character / Tone


Manga, Picture of a rooster in the France map, he jump to Japan with a full bag of Chateaux
Montus Latire. He is in front of a hen and poor some CML in a drink and they are transported
in a luxurious château.

Values of the brand


Original taste, premium product

48

Copy strategy
Others points to check :
➔ Branding Image
bag, rooster, drink, château, bottle
➔ Branding Audio
“do you want BW, what is WB, BW is…, welcome to the BW world, BW is the flavor of what should
be a real authentic tasting experience of wine
➔ Packshot
Brumont’s bottle + writing
➔ Selling Line
Brumont’s wine, taste of excellence and dreams came to reality
49


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