Pernod-Ricard "Local Roots, Global Reach"

Résumé du document

The word "alcohol" derives from Arabic al-kuhul and is applied to the many members of the family of alcohols. Beverage alcohol has a well-established place in the global economy. The industry is usually defined in terms of a value chain centered on the actual production of the alcoholic beverages. The significant economic activities involved in the production and distribution of beer, wine and spirits generate considerable employment and provide an important source of tax revenue for many governments. The relationship between beverage alcohol and public health has been studied extensively for more than a century, and continues to be of interest to governments, public health professionals, the public at large, as well as a central issue for the beverage alcohol industry. In this globalized context, how has an intensive marketing policy contributed to the success of the Pernod Ricard group? What are the major marketing strategies differences between the three selected countries (Spain, U.S, and China)?

Extraits

[...] Place Concerning the distribution, on one hand the group has gained six distribution companies with the acquisition of Allied Domecq and on the other hand Spanish importators take in charge the distribution of the spirits all around the country. For sales three main channels of distribution are used: -Traditional channels such as café, bars, restaurants -Supermakets : represent 10% of the sales and propose essentially local wines and a large range of spirits which is an advantage for the group. -Bodegas: small traditional retail outlets, there are 3800. PERNOD RICARD U.S. [...]

[...] More than of male drinkers and of female drinkers drank once a day or more. The males reported a greater amount of alcohol consumed per session. The mean yearly volume of consumption of pure alcohol per year for all sample was 3.60 males consumed 18.6 times more alcohol than females. The rate of alcohol-related problems was higher in males than females. The male, female and total alcohol dependence point prevalence rates were and respectively. Environment China is a vast country which has 22% of the world's population. [...]

[...] Economy The effect of alcohol producers, such as Pernod-Ricard, on the economy is more pronounced in developing countries, like China. They provide jobs, generate revenues for governments, creates a market for the goods and services of local suppliers, support the hospitality and retail industries, and invest in capital projects and the skills of their employees. While alcohol is a traditional part of Chinese life, commercial alcohol production in China has increased more than 50-fold per capita since 1952. In parallel there is evidence of a marked increased in prevalence of alcohol dependence, which has moved from the nineth to the third most prevalent mental illness. [...]

[...] Over the years, through divers acquisitions (e.g Seagram $ 3.2 billion 40%of spirit and wines activities for, 2001), Pernod Ricard, reinforced his worldwide leader position. Even if, the firm was among the major players on the global market, the group was not yet, among the top in the US market. In 2005, they finally succeed to enter the top 4 in the US market, in purchasing Allied Domecq (English company). These acquisitions firstly permitted the group to enter a market really different from the European one (demography, competition), to develop quickly (distribution channel), and then to use the recognition to develop their brands. [...]

[...] Concerning advertising: o There is an obligation to put on ads: Bebe con moderacion. Es tu responsabilidad o There are restrictions concerning advertising of alcoholic beverages depending on channels of communications Economic The alcohol market constitutes the 2nd segment in the Spanish food industry. The Average consumption per inhabitants and per year is 33,7L of wine, 79,8L of beer and 2,41L of spirits. As we can see beer and wine are widely consumed compared to spirits. Overall, from 1995 to 2005 we saw a growth of consumption for these two alcohol for wine and for beer); but this trend is not true for spirits where consumption remained stable. [...]