Loïc Raison to the States

Résumé du document

As an assignment of the international marketing seminar, I have chosen a French company which is producing hard cider. Because I come from Brittany, on the west coast of France, I decided to choose the specialty of my region, le cidre (hard cider). This alcoholic beverage is a specialty of the west part of France, including the two regions of Brittany and Normandy, the two biggest hard cider producers in the country. For the choice of a company, I will take the leader brand of France 'Loïc Raison'. This brand comes from Ille et Vilaine, the eastern part of Brittany. With 22% of market share in France, this brand is number one and best known in the country. Moreover, I have to say that I have chosen this company because I live less than 20 kilometers from its headquarters. So there is a kind of pride of talking about this company.

Extraits

[...] We will try to make an exportation of Loïc Raison's product doable to the USA, where French brands of cider are not yet present in grocery stores. The best opportunity comes from the fact that Americans are big beer consumers, so they are up to consume this kind of beverage because the characteristics are similar (degree of alcohol, color, texture ) but the taste is different, It is fruitier and more sugared. Of course hard cider brand already exist in the country but most of them are made with additives. [...]

[...] I will finish by making a communication campaign of this exportation. In order to make the paper easier to understand, I decided to put appendixes inside the text instead of at the end Marketing audit I will begin this marketing audit part by talking about the company, its customers, its competitors and the context in which one it will evolve. This analysis will help us to define a marketing plan to export the company's products on the other side of the Atlantic Ocean. [...]

[...] Market shares of the hard cider market in France. From l'Hebdo, l'agroalimentaire au quotidien In the United States, hard cider is produced especially in New England and in New York. Woodchuck cider (Vermont) is one of the best-known brands in the north east of the country and is made traditionally. Some American cider manufacturers which describe their products as hard Cider are made by adding alcohol to apple juice, pressed from apples which not cider apples. Smaller cider makers are becoming better and many bottled are imported from UK. [...]

[...] Because we do not know the production costs, it is difficult to calculate the return on Investment. Let us estimate the budget and the ROI (return on investment) of this project. We will consider these costs are average costs for one litter of hard cider, no matter the reference: Cost of one liter 1.30 1.10 0.40 0.50 0.60 0.80 4.70 Shipping and conditionnement Customs & insurances Taxes Marketing and HR costs Retailer's margin TOTAL Marketing and HR costs include advertising costs and costs for 2 salespersons in the country (salaries, fees As we can see, there is no margin for the company because as a first year in a country we decided to reinvest each dollar we will get in advertising and marketing. [...]

[...] We can find some recipes to accompany the hard cider, there are also some idea of ballads we can do in Brittany, the range of products is shown. There is a list of every event the brand is sponsoring and the current discounts of the brand are also presented. I think this website is very friendly-user, there are beautiful pictures and colors are respecting the visual identity of the brand. We feel the taste of the tradition inside the pages. The main bad point is that the “English” button does not work. We also would like more information on the manufacturing of hard cider. [...]