Pernod Ricard

Résumé du document

Pernod Ricard is the world's 2nd leader in wines and spirits with a turnover of 5.6 billion euros. The company was created in 1975, and the group has worldwide ambitions. In very few years, it experienced an incredible development founded on both organic growth and successive acquisitions. Pernod Ricard's strategy and ambitious are founded on 4 keys values: conviviality, entrepreneurship, integrity, and commitment. These values express the identity of the group. In the beginning, Pernod Ricard was a family business which gradually became a major international company. Initially, it was two different companies: Pernod and Ricard, were competitors on French anise market. From 1975 to 1984 Pernod Ricard began its international expansion. The company subsequently built a global network (in Italy, Ireland, Cuba, Australia, and Asia), and recently, decided a reorientation around the core business (wines and spirits).

Extraits

[...] Pernod Ricard is a company which sells different kind of alcohols (like whisky, rum, wines, anise, champaign ) so obviously the firm must have an advertising campaign against drink driving. Moreover, it's a worldwide company so it must be adapted according to the country. At the moment the situation is complicated for the firm. Indeed, to promote its different products, the company needs to sponsor party, event, but the controversy is due to the sponsorship of student party which caused each year a lot of victims on the road. [...]

[...] The aim is to help drivers to measure their blood alcohol level before driving. The group organised ridesharing programmes with regional and national associations, for example “Compagnie des Taxis” in Amiens. Another example, the group is a member of Entreprise & Prevention (created in 1990), this association is composed of 20 companies from the alcoholic beverage sector in France, and they have a common aim: the fight against excessive consumption of alcohol by different actions. For example: in 2006 the association developed a self service breathalyser terminal. [...]

[...] Pernod Ricard's strategy and ambitious are founded on 4 keys values: conviviality, entrepreneurship, integrity, and commitment. These values express the identity of the group. At the beginning, Pernod Ricard was a family pastis business then it became a major international company. First, it was two different companies: Pernod and Ricard, two competitors on French anise market. From 1975 to 1984 Pernod Ricard began its international development. Then the company built a global network (in Italy, Ireland, Cuba, Australia, and Asia). [...]

[...] Since 21st April 2005 Pernod Ricard China has been involved in a partnership with the Road Traffic Safety Association Of China (RTSAC). But Pernod Ricard is more involved in France. For example, in 2002 the firm signed a partnership charter with Sécurité Routière”. The aim of the charter was to promote sobriety at parties sponsored by group brands with the slogan one who drives is the one who doesn't drink”. In 2003 it was the ki ki conduit” programme. Moreover, the company dispensed breathalyser tests every year at night clubs. [...]