Suntory the Japanese « Ocha » Pet Bottle in France

Résumé du document

Through an international study program I have been studying for 6 months in California, Irvine. After few weeks studying out there, I realized that high percentage of my friends was Japanese but also the friend's reliable in case of problem. I decided then to spend my entire free time hanging out with out and board in this small community. I did know a little bite about Japanese culture but only main principle that my father could though me through his experience and some cultural international management class in my first year.

At the end of my program abroad I decided to visit a friend out there in Tokyo for 1 month. It had been for the young boy that I was the most unique travel of my life. I felt as I was discovering either a new land or even more a new world. I decided after few days that really should do an internship in Japan and I did it, the year after I could do an internship for a French company Lafuma as marketing assistant.

I wanted to work on a Japanese on beverage company as I have been living in Japan for almost 7 months in Tokyo and I could realized how the soft beverage was an important business and competitive market in Japan. The competition seemed to me ten times harder than in the US or Europe and I have been also really surprised by the marketing competition.

This high competition and wide offer is supported by incredible number of convince stores as 7eleven, am/pm open 24/24h 7 days the week, but also some vending machines located at each corner of the street always by 3 or more vending machine.

Beverage is important in Japan especially during the summer because of an intense hotness. While my stay I figured out that the entire international beverage as Coca-Cola, Pepsi, Lipton and their local market competitor too, but some other soft beverage catch up my attention : - "ocha" = tea in some pet bottle a very attractive with a colorful packaging and unique taste. It was also interesting to notice the high number of different kind of Ocha bottle, with some blending leaf, strange color, or high caffeine power and so on...

I was sure about what kind of soft beverage I wanted to study I just had to pick up one of the 2 main Japanese beverage companies either Kirin or Suntory, I rather choose Suntory for the hilarious movie of Sophia Coppola: "Lost in translation".

As you may now the French are even more each year attracted by the Japanese culture and doing profitable business with, the number of sushi shop, the cars, and now even the fashion with Uniqlo, so why not so unique trendy Japanese beverage as the Ocha pet bottle beverage.

Suntory Limited (サントリー株式会社= Santorī Kabushiki-gaisha) is then is one typical Japanese Company founded in 1899, with a patriarchal founder: Torii Shinjirō who was running an imported wine booth in Osaka Port. In 1921 the booth has been extended to company structure named Kotobukiya and 3 years later Kotobukiya opened (what will make the company later on worldwide famous) a distillery plant (called Yamazaki) and in 1929 the first malted Japanese whisky. In 1963 thanks to the success of their whisky Suntory the company changed its name to become Suntory Limited.

Extraits

[...] The company is following a strong corporate philosophy: "Resonating with People and Nature"(http://www.suntory.com/idea/compliance.html) is showing up the emergence of a green culture leading the company and its employee. Each employee is receiving a copy of a compliance handbook "Code of Business Ethics". The market Audit of Suntory As you could guess the Suntory is huge international company, involved in many different kind of business. The company is set up as Holding. There are many different business units and company spread out between Japan, Asia and Europe owing many partnerships with others brands. [...]

[...] Moreover the work could be even more realistic thank to the acquisition of Orangina by Suntory this last month. We will have a look then on how the French market works and what their habits and what could be the expectation from Suntory to break down on the French Market The marketing plan in order to break down on the french market with the ocha pet botlle from Suntory The French market organized its category of non alcoholic beverage as following (ranked from the most important to the less one in term of market share) The French Market trends The bottle of water: - Natural water - Source water - Aromatized water - Sparkling water - Sparkling aromatized water - Fruit juice and pure fruit juice - Delight fruit juice - Soda - Delight soda - Lemonade - Cold tea - ENERGY DRINK For the last category at the opposite of the Japanese market the energy drinks are new since 2008 they are legal. [...]

[...] IYEMON is an authentic Japanese green tea, Suntory Oolong Tea. BOSS, a canned coffee. Suntory Natural Water natural drinking water from water source. PEPSI the famous American outsider of the cola market. And DAKARA, "daily health beverage". Generating the third of Turnover of the Group Generating only 1/10 of Turnover of the Group Company structure: The company is constituted as holding company divided in 4 main fields: Food and non alcoholic beverages companies, this business unit are represented by 16 different companies' trough the world (China New Zeeland and USA but no European operators). [...]

[...] It was also interesting to notice the high number of different kind of Ocha bottle, with some blending leaf, strange color, or high caffeine power and so on . I was sure about what kind of soft beverage I wanted to study I just had to pick up one of the 2 main Japanese beverage companies either Kirin or Suntory, I rather choose Suntory for the hilarious movie of Sophia Coppola: “Lost in translation”. As you may now the French are even more each year attracted by the Japanese culture and doing profitable business with, the number of sushi shop, the cars, and now even the fashion with Uniqlo, so why not so unique trendy Japanese beverage as the Ocha pet bottle beverage. [...]

[...] As in Japan the product should be sell in to some authentic “superette” close to the concept of the Japanese convince store, as G20, daily monop The marketing mix: The penetration market objectives The Aim to reach for Suntory is establish the tea peat bottle culture on the Parisian market, using the new European opportunity disturbing and operative chain of Orangina Schweppes acquisition Product: In order to enter the country and match the new French habits of consumption will introduce only 2 kinds of the Tea: one green cheap and other brawn and stronger in term of taste a little bit more expensive. These Two products should be mentioning the label organic and some traditional Japanese characters in order to avoid the confusion with the Chinese Tea. [...]